Driving Adoption Applications and Donations Through Google Ads
A strategic Google Ad Grant campaign helped an orphanage increase conversions significantly, achieving 847 conversions in one month by optimizing bidding strategies and audience targeting.
Client: Orphanage (Nonprofit)
Goal: Generate adoption applications and increase donations
Account Start Date: June 2023
Task: Develop and launch a Google Ad Grant account
Approach & Strategy
Market Analysis & Challenges
- Highly competitive niche with expensive keywords
- Grant accounts have a $2 max CPC limit, requiring a strategic approach
- Targeted high-income countries to maximize adoption and donation potential
- Shifted bidding strategy to maximize conversions to bid for high-value keywords
Campaign Development & Execution
- Conducted semantic research to identify relevant keywords
- Developed search campaigns and structured ad groups based on site content
- Created Responsive Search Ads (RSAs) for better engagement
- Launched DSA campaigns to expand reach dynamically
- Built and tested audiences in Google Analytics 4 (GA4)
- Configured conversion goals in GA4 for tracking performance
Results & Performance
June 2023
July 2023
Key Takeaways
- 491 lead form submissions and 356 assisted conversions in 1.5 months
- The bidding strategy was switched to maximize conversions, allowing for better keyword bidding
- Continuous search query review to refine negative keywords and add high-converting queries
- New campaigns launched for additional services
- Ongoing audience testing and optimization for improved performance
This campaign successfully scaled from zero and continues to optimize for higher KPIs and improved