Problem

A nonprofit organization had a Google Grant account but was not maximizing the full $10,000 monthly ad spend. CTR was low, traffic wasn’t qualified, and conversions were not tracked properly.

Strategy

Restructure the account to meet Google Grant compliance, improve relevance, and target audiences searching for faith-based education, creation topics, and community support.

Execution

Rebuilt campaigns using tightly themed ad groups and high-intent keyword clusters.

Added negative keywords to reduce irrelevant traffic.

Designed optimized sitelinks, callouts, and descriptions focused on education and nonprofit value.

Set up conversion tracking to measure webinar views, resource downloads, and website engagement.

Conducted A/B tests on headlines focused on creation, biblical study, and spiritual learning.

Results

Higher CTR and improved average position.

Significantly increased website traffic from qualified audiences.

More consistent traffic spikes on awareness campaigns.

Better utilization of the Google Grant budget.