Google Grant Fuels Growth of Historic New Orleans Organization

The Strategy: Making Google Grants Work Smarter

We started by isolating the brand campaign in their regular Google Ads account, alongside two additional campaigns: a local campaign local campaign targeting a radius of 5, 10, 15, and 25 miles around 520 Royal St in New Orleans, and a national campaign targeting users across all 50 U.S. states and Washington, D.C. Through this, we identified that the brand campaign had the highest quality score and the lowest cost per click.

After reviewing the data, we identified the brand campaign as the primary driver of their spend – and met Google Grant program requirements – we migrated the brand campaign into a Google Ads Grant account, which offers up to $10,000 per month in free ad spend for eligible nonprofits. This allowed us to capture high-intent branded traffic for free.*

The campaign’s structure was designed to achieve four main goals:

1. Provide segmented, easy-to-read insights
2. Allow our agency to communicate optimizations clearly with the client
3. Free up paid media budget for upper-funnel efforts
4. Deliver weekly recommendations that translated into results

Due to this well-segmented setup, we were able to redistribute traffic in a way that the top-performing brand campaign no longer cost the client anything out of pocket.

*Note: This approach doesn’t work with just any set of keywords. Later in the process, we added upper-funnel keywords to the account, but without an existing demand behind them, we didn’t see the same results.