Google Ads
Turn Search Intent Into Meaningful Action.
Google Ads can do more than generate clicks. We build search campaigns around what your organization actually needs, whether that’s donations, applications, registrations, services, volunteers, or another measurable action.
Find Programs, Hours, and Ways to Get Involved
A relevant ad, matched to what the person is searching for.
Illustrative example
The problem
Getting Clicks Isn't the Same as Getting Results.
Google Ads performance depends on the entire path, not just the campaign. A campaign can have relevant keywords, good ads, and a strong click-through rate and still fail if the landing page doesn’t convert or the conversion isn’t measured correctly.
Search
✓ Relevant keywords
→
Ad
✓ Strong click-through
→
Landing page
✕ Doesn’t convert
→
Conversion
✕ Not measured correctly
→
Follow-up
→
Measurement
Each step has to work for the next one to matter. That is the foundation for how we approach every campaign.
What we help with
A Google Ads Program Built Around the Whole Journey.
Campaign strategy
Determine where paid search makes sense, what campaigns should accomplish, and how budget should be allocated.
Search & keyword strategy
Identify meaningful search demand, intent, themes, exclusions, and opportunities.
Campaign & ad development
Build structured campaigns and ads around specific goals and audiences.
Conversion tracking
Connect Google Ads to the actions that actually matter.
Landing page alignment
Make sure the page users reach actually supports the promise made in the ad.
Ongoing optimization
Use search terms, conversion data, performance trends, and testing to improve campaigns over time.
Who this is for
Google Ads for Organizations That Need More Than Traffic.
Nonprofits
Reach people actively searching for information, services, programs, or ways to support your mission.
Mission-driven organizations
Build demand around services, programs, and initiatives.
Organizations with an existing account
Improve structure, tracking, targeting, and performance.
Organizations starting from scratch
Build the strategy and measurement foundation before spending heavily.
Google Ads + Google Ad Grant
Already Using the Google Ad Grant?
Google Ad Grants and standard Google Ads are related, but they aren’t the same thing. The Grant provides eligible nonprofits with Google advertising credit under Google’s program requirements. Standard Google Ads is a paid advertising platform, and the Grant is a separate program.
If you have a Grant, we can help with:
- Grant-funded search strategy
- Campaign management
- Conversion tracking
- Landing-page alignment
Google Ad Grant
A program
Advertising credit ($10,000 / month) for eligible nonprofits, under Google’s program requirements.
Google Ads
A platform
Paid search advertising, funded by the advertiser and managed strategically.
What we measure
We Optimize for Actions, Not Vanity Metrics.
Impressions and clicks matter less than what people do after the click. We build around the actions your organization actually cares about.
Donations
Applications
Registrations
Inquiries
Program participation
Volunteer actions
Downloads
Calls
Other meaningful website actions
Reliable conversion data is what makes this possible.
Our approach
Strategy First. Campaigns Second.
01
Understand
Organization, audience, goals, and existing search presence.
02
Plan
Campaign structure, search themes, targeting, and conversion strategy.
03
Build
Campaigns, ads, tracking, and landing-page alignment.
04
Improve
Use real performance data to identify opportunities.
The rest of the system
Google Ads Works Better When the Rest of the System Does Too.
Analytics & conversion tracking
Know what happened after the click.
Being straight with you
Google Ads Isn't Always the Right First Move.
Sometimes the better first step is something else. Spending on ads before the foundation is ready can waste budget and hide the real problem.
If we’re not convinced Google Ads is the right investment, we’ll tell you.
Sometimes the better first step is
- Fixing conversion tracking
- Improving the website
- Identifying search demand
- Fixing a Grant account
- Improving landing pages
- Establishing a clearer offer
FAQ
Common Questions
What is the difference between Google Ads and Google Ad Grants?
Google Ads is Google’s paid advertising platform. The Google Ad Grant is a separate program that provides eligible nonprofits with Google advertising credit under Google’s program requirements. They are related, but they are not the same thing.
Can nonprofits use Google Ads without a Grant?
Yes. Any organization can advertise on Google Ads with its own advertising budget, whether or not it participates in the Grant. Some organizations use both, depending on their goals.
Do you manage existing Google Ads accounts?
Yes. We can review an existing account and help improve its structure, tracking, targeting, and performance, or take over ongoing management where that makes sense.
Can you set up conversion tracking?
Yes. Conversion tracking is a core part of how we approach Google Ads. The right setup depends on how your website and any third-party platforms work, and we scope it accordingly.
Do you create landing pages?
We can help align and improve the pages users reach after clicking, including conversion-focused page creation. Larger page overhauls may be scoped separately.
How long does it take to see results?
It depends on your organization, search demand, budget, tracking, and landing pages, so we don’t promise fixed timelines or outcomes. We’ll talk through realistic expectations for your situation.
Do you manage campaigns after launch?
Yes. Ongoing optimization, including search terms, conversion data, performance trends, and testing, is part of how we work.
Can you work alongside an existing marketing team?
Yes. We can work with internal staff, other specialists, and existing systems where specialist paid-search expertise is needed.
Start here
Have Search Demand You Want to Capture?
Let’s look at what you’re currently doing, what’s working, and where the biggest opportunities are.