What does Ad Grant management cost?

A flat monthly fee, scoped on the call. We do not charge a percentage of spend, because the spend is not yours. The grant itself remains free.

Do you work with nonprofits outside the United States?

Google Ad Grants exist in most countries where Google for Nonprofits operates. Our nonprofit practice is focused on US 501(c)(3)s; ask us about other countries.

How do you report results?

On real actions: form submissions, calls, donations, sign-ups. Never on page views, directions clicks or 'all conversions'. You see the same Google Ads dashboard we see.

Google Ad Grants Management & Digital for US Nonprofits

Q: What is the Google Ad Grant?

Google Ad Grants gives eligible 501(c)(3) nonprofits up to $10,000 per month in Google Search advertising at no cost. The account must keep a 5% click-through rate, pause keywords with a Quality Score of 1 or 2, use specific keywords, and have conversion tracking in place. Accounts that miss these are suspended.

Q: What does the free audit include?

We check whether your organisation has an active grant, whether it is at risk under the current policy, how much of the $10,000 is actually being used, whether conversion tracking counts real enquiries, and which patient or donor searches you are currently absent from. You receive a one-page summary within five business days. No obligation.

What we keep seeing

The grant is live, the walk is in May, and nobody can say what either one produced.

Most neuro and health nonprofits we talk to have a communications team of three to five people running email, social, the website, the Ad Grant and two event seasons a year. The work gets done. What rarely gets done is the measurement that tells the board which of it mattered.

Ad Grant suspended or under-used. Below 5% click-through for two months, Quality Score 1–2 keywords left running, no conversion tracking. The $10,000 quietly goes unspent.

Donation page loses mobile donors. Half of visits are on phones; a small nonprofit converts 4% of them. Every awareness-month spike leaks out the same hole.

First-time donors never give twice. Roughly one in five first-time donors returns. Nothing automated reaches them between the thank-you and next December.

Reporting counts the wrong things. "All conversions" inflated by page views and directions clicks. Boards get numbers that do not match the bank.

Organic traffic is sliding. AI overviews answer the question before the family ever reaches your resource page. Without an answer-engine strategy, that decline continues.

What we do for nonprofits

Six things, each tied to a number you already report.

Take one or all six. Every engagement starts with tracking that counts real actions: donations, sign-ups, registrations, calls. Not clicks.

01 · Reach

Google Ad Grant setup, rescue and management

Activation if you never claimed it, rescue if it was suspended, and monthly management that keeps it compliant: CTR above 5%, low-quality keywords paused, conversions tracked. Campaigns built around the searches your community makes: symptoms, second opinions, support groups, clinical trials, your walk.

You measure: people reached, resource visits, sign-ups. Flat monthly fee, never a percentage of the grant.

02 · Acquisition

Paid Search and Meta for donors and list growth

Paid Search is the one channel that reliably returns more than it costs for nonprofit fundraising. Meta is where supporter lists grow. We run both with the same discipline we use on €1M+ of managed spend: exact-match structure, negative lists, bid toward real gifts.

You measure: return on ad spend, cost per donation, cost per lead. Sector benchmarks: $2.48 Search ROAS, $9.25 health CPL.

03 · Seasons

Awareness-month and walk campaign engines

Your year has peaks: the awareness month, the walk or ride, Giving Tuesday, December. We build the landing page, the ad set, the email run and the short-form video for each one, then reuse the engine next year with last year's data in it.

You measure: registrations, fundraiser sign-ups, dollars per participant.

04 · Website

Website and donation-flow rebuild

A productised rebuild scoped the way your RFPs already read: CMS you can edit, WCAG 2.1 AA from the first wireframe, mobile donation flow with Apple Pay, Google Pay and PayPal, integration with Blackbaud, Bloomerang, Neon, Fundraise Up or Givebutter, GA4 and conversion tracking, staff training, documentation and a post-launch support plan. Content structured so AI answer engines cite you.

You measure: donation-page conversion, revenue per visitor, accessibility exposure removed.

05 · Retention

Email and CRM automation

Welcome series, post-gift impact update, lapsed-donor reactivation, monthly-giving upgrade, year-end sequence. Built in the tool you already have, fed by the ads and the website, so a first-time December donor hears from you in February without anyone remembering to write.

You measure: first-time donor retention, email revenue, list growth.

06 · Story

Video and impact content

Short-form for the awareness month and the walk, one anchor piece a year for the appeal and the annual report. Donors say they want real people over polish; we cut for that. 500+ videos and 150M+ views across creator and brand accounts.

You measure: views to sign-ups, appeal response, content reused across channels.

Built around your calendar, not ours

Jan–Mar

Grant audit and rescue, tracking rebuild, donation-flow fixes before the first peak. Email flows live.

Apr–Jun

Parkinson's (Apr), brain tumor (May), Alzheimer's and brain awareness (Jun). Walk and ride season. Campaign engines run.

Jul–Sep

Website rebuild window. Paid Search and Meta list growth so December has an audience. Impact video shot.

Oct–Dec

Epilepsy awareness (Nov), Giving Tuesday, year-end. About a third of online giving lands here; everything above was built for it.

Start here, free

The Ad Grant and donation-flow audit.

One page, within five business days, no obligation. Send us your organisation name and website; we do the rest from public data and, if you already have a grant, read-only access to your Google Ads account.

Request the audit by email → Or book 30 minutes ↗

We are in Berlin, which means your account is watched while your team sleeps and US mornings are our afternoons. Calls happen in US Eastern time.

Grant status. Active, suspended, never claimed, or at risk this quarter under the 5% CTR and Quality Score rules.
Budget actually used. How much of the $10,000 is spent each month and where the rest goes unspent.
Conversion integrity. Whether the account counts real actions or page views, and what the board has been told.
Search gaps. The patient, family and supporter searches in your condition area where you are absent and a hospital system is not.
Donation flow on mobile. Steps, payment options, load speed and the accessibility issues a demand letter would cite.
One recommendation. The single change worth making first, with what it would be worth.

Proof

Real dashboards, real actions counted.

Our track record is in service businesses where every enquiry has a price. The measurement habit transfers: these are anonymised Google Ads scorecards, numbers untouched, counting only form fills and calls.

Google Ads campaign scorecard, July 2026: 265 conversions at €21.04 cost per conversion, client identifiers removed

First-aid training provider, July 2026. 265 leads at €21.04 each. Conversions are form submissions and calls only; directions clicks and page views excluded.

Google Ads campaign scorecard, June 2026, after account rebuild: cost per lead €49.28, client identifiers removed

Moving company, January to June 2026. Cost per lead from €782 to €49 after rebuilding tracking and structure. Same budget, same market.

We publish only screenshot-backed results. Our first nonprofit case studies will appear here as they complete; until then we would rather show you real numbers from another sector than invented ones from yours. The full proof section is on the main site.

Questions nonprofits ask us

Straight answers.

What is the Google Ad Grant, and does it raise money?

Google Ad Grants gives eligible 501(c)(3)s up to $10,000 a month in Google Search ads at no cost. It is a reach tool: across the sector it brings about 229 site visits per $1,000 of grant budget but very little direct donation revenue. We use it for patients, families, volunteers, event registrations and email sign-ups, and we use paid Search, which returns about $2.48 per $1, for fundraising.

What does the free audit include?

Grant status and risk, budget actually used, conversion integrity, the searches you are missing, your mobile donation flow and accessibility exposure, and one recommendation. One page within five business days. No obligation.

What do you charge?

Flat monthly fees for management work and fixed project prices for website builds, scoped on the call. We do not charge a percentage of the Ad Grant, because the grant is not your money. Ad spend on paid channels is paid directly to the platforms.

Can you work with our existing CRM and donation platform?

Yes. We build around what you have: Blackbaud, Bloomerang, Neon One, Bonterra, Salesforce NPSP, HubSpot, Fundraise Up, Givebutter, Donorbox, Classy, Mailchimp, Constant Contact. Replacing a platform is a recommendation we make only when the data says so.

How do you report?

On the actions you already report to your board: donations, registrations, sign-ups, calls. Never on page views, directions clicks or "all conversions". You see the same Google Ads and GA4 dashboards we see, and you own every account.

You are in Berlin. Does that work for a US nonprofit?

Most of our work is already across time zones. Your account is monitored during US night hours; calls are held in US Eastern time; everything is in English. Being outside the US also means we are not competing with you for the same donors.

Do you handle donor data under HIPAA or privacy rules?

We work with aggregate campaign data and conversion events, not patient records. Tracking is configured with consent handling and without health details in URLs or ad platforms. Our background is GDPR-compliant tracking in Germany, which is stricter than most US requirements.

Digital that reports in patients reached, donors kept and dollars raised.