Digital media optimization
Optimizing Google Grant Campaigns to Reach Donors, Volunteers & Those in Need
Leaving Runs on the Board
Despite record-breaking fundraising results over the past two years, one key opportunity was underperforming — the Google Grant. While it offered up to $10,000 each month in free search visibility, the client was only putting about $200 to work. In other words, a powerful asset was sitting on the bench while competitors took the field.
Rebuilding the Playbook for Performance
Our audit revealed the Google Grant program wasn’t set up to compete. Conversion tracking — essential for performance optimization — was missing, limiting visibility. The keyword roster was too narrow, leaving out both high-volume and strategic long-tail terms. Ad copy and landing pages weren’t aligned, weakening relevance and results. And the grant focused solely on fundraising, overlooking key audiences like volunteers and advocates.
After installing proper tracking, we rebuilt the account with a balanced lineup of campaigns — structured, targeted, and optimized to drive performance across multiple audience segments.
Rallies for Every Fundraising Inning
The Results: In the same timeframe year over year, the full $10,000 grant was used, with dramatic increases in clicks and impressions. The grant is now running full steam ahead across all audiences.
We are ready to talk with you about your specific needs today.
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