Google Ad Grant Strategy & Management
Managed $10K/month Google Ad Grants driving qualified traffic, newsletter growth, and long-term nonprofit visibility.
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I led the application, setup, strategy, and ongoing management of Google Ad Grants accounts for both Heterodox Academy and American Institute for Boys and Men, securing and fully utilizing the $10,000 per month in nonprofit search advertising provided through the program.
The goal was to build a sustainable paid search strategy that increased visibility for research, publications, events, and newsletter subscriptions while maintaining full grant compliance and maximizing return from mission-driven traffic. This required balancing performance marketing with nonprofit education and awareness goals.
My Role
I managed the full lifecycle of the program—from grant application and account setup to campaign architecture, keyword strategy, ad creation, optimization, reporting, and long-term maintenance. The campaigns consistently drove 5–8% of total monthly website traffic and contributed to more than 10% of newsletter subscriptions, creating measurable long-term audience growth.
The campaigns created a reliable and scalable acquisition channel that consistently generated 5–8% of monthly website traffic and contributed more than 10% of newsletter subscriptions across both organizations. By fully utilizing the $10,000 monthly grant while maintaining compliance, the program became a high-value growth engine supporting awareness, audience development, and long-term nonprofit sustainability.
Strong paid search strategy for nonprofits is not just about traffic—it is about building qualified, mission-aligned audiences over time. The value of Google Ad Grants comes from turning free advertising spend into meaningful engagement, not just impressions. Success required constant optimization, disciplined compliance, and a strategy built around long-term trust rather than short-term clicks.
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