Total Impressions: 52,000
‍Average Cost: $5.35
‍Clicks: 9,300
‍Average CPC (Cost-per-click): $5.35
‍Total Ad Spend: $49,830
‍CTR: 17.93%
‍High-ticket leads acquired: +61

Intro

Over the past year, we got the opportunity to work with The Canadian Aboriginal and Minority Supplier Council (CAMSC), a not for profit that facilitates the growth of aboriginal and minority owned businesses, by connecting them to procurement opportunities with companies and governments committed to a diverse and inclusive supply chain in Canada. 

Google Grants for Nonprofits: How does it work?

Google’s Ad Grant for nonprofits provides approved nonprofits with $10,000 in ad credits per month to spend on ads that appear in Google searches. 

This Google grant for nonprofits offers the potential to significantly increase an organization’s reach and provide the flexibility to grow alongside your nonprofit. 

Many organizations have trouble getting past $500/month in advertising spend, due to Google’s strict guidelines. Moreover, due to poor management, most non profits lose the google grant within 2-3 months.

There are many requirements that must be met to avoid losing the google grant for non profits. Here are some below:

• Maintain an account-wide CTR of 5%.
• Keyword quality score cannot dip below 2.
• The account must use geo-location targeting.
• You must have 2 site link extensions.
• There must be a minimum of 2 active ad groups per campaign.
• You must use automated bidding strategies such as Max conversions.
• You cannot use single keywords.
• No overly generic keywords.
• You must log into the account once a month and implement a change once every 90 days.

Failure to comply with the above requirements will result in suspension of the google grant for non profits. This is why working with an established marketing agency that knows what they are doing is essential for non profit organizations to take advantage of this opportunity. 
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Website Performance: Connect 4 Marketing Results

In terms of website traffic, over the course of our campaigns, we contributed 11.8% of the total website traffic, significantly driving engagement and visibility.

Through our campaigns, a total of 7,245 individuals visited CAMSC's website, with the cost per click fully covered by Google's grant. Additionally, the total website users increased by 30% compared to the same period from September 2022 to November 2023. These results highlight the impact of our campaigns.

Google Ads

Over the course of the campaign, we generated a total of 52,000 impressions for CAMSC. 

We’ve also consistently increased ad spend while far exceeding Google’s strict 5% click-through rate (CTR) guidelines. Achieving the full $10,000 monthly google grant for non profits is notoriously difficult, and some nonprofits only manage to spend $500 as Google prioritizes paying advertisers.

From September 2023 to November 2024, our average CTR was an impressive 17.9% — three times higher than Google’s guidelines ensuring that the grant remained active and in good standing. Additionally, in September 2024, we hit a peak spend of $7,661, demonstrating the effectiveness of our strategy. 
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Conclusion

During the campaign, we successfully generated 61 new leads and achieved 21 fully completed form submissions.

We encourage any nonprofit organization struggling to manage or optimize their Google Grant for nonprofits to seek guidance from a qualified marketing professional or agency with proven expertise in this area.

The Google Ad Grant for nonprofits provides a powerful opportunity to significantly boost the online visibility of nonprofit organizations—when managed effectively. As we look ahead to 2025, we are confident in our ability to exceed our previous results for CAMSC and look forward to continuing to support their growth and success.
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