Unlocking the Full Potential of a $10k Google Ad Grant
How we took a non-profit from $2k/month spend and low compliance to full utilization and record-breaking engagement in just 30 days.
The Challenge
A UK-based environmental charity was struggling with their Google Ad Grant. Despite having access to $10,000 per month in free advertising credit, they were only spending about $2,000. Worse, their Click-Through Rate (CTR) was hovering around 3%, putting them at risk of account suspension (Google requires a minimum 5% CTR).
"We knew the grant was a huge opportunity, but we were terrified of losing it because of the compliance rules. PPC Chief stepped in and fixed it immediately."
The Strategy (First 30 Days)
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Compliance First
We paused low-relevance generic keywords that were dragging down the CTR and replaced them with highly specific long-tail terms.
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Grant-Specific Bidding
We switched to 'Maximize Conversions' bidding strategies, which is essential for breaking the $2.00 manual CPC bid limit on Grant accounts.
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DSA Campaigns
We launched Dynamic Search Ads to capture relevant traffic from their content-rich blog without needing to manually guess every keyword.
The Result
Within 30 days, the account was transformed. Not only did we secure the grant status by boosting the CTR to over 12%, but we also scaled the spend to maximize the full monthly allowance. This resulted in a massive influx of traffic that converted into 142 new volunteer signups—a record month for the organization.