We help nonprofit attractions maximize their Google Ad Grant
What is a Google Ad Grant?
Google offers $10,000 a month in free search advertising to any 501(c)(3) – including attractions.
It’s a challenge to ‘spend’ the entire $10,000/month. It takes trial and error and ongoing management to maximize this grant.
Sell tickets and spread your mission
We believe every nonprofit attraction should take advantage of this free advertising from Google.
This advertising can help spread your mission, increase donations, sell more private events, and increase visitation.
We offer expert Google Ad Grant management
Hire us to set up (or relaunch) your Google Ad Grant campaign.
We offer expert management of both ‘paid’ and ‘grant’ search accounts.
What we do
- Start from scratch or rebuild your Google Ad Grants account
- Develop a keyword strategy designed for local, cultural attractions
- Develop ad copy
- Provide consultation on Google Tag Manager setup to track conversions and increase performance
- Provide consultation on your ‘paid’ Google Ads account to best complement your ‘grant’ account. (We can also manage your paid campaigns.)
- Ongoing campaign optimization with a goal of spending the entire $10,000 per month grant
- Lead Kickoff Call
- Lead monthly check-in phone calls or video calls
Cost
$4,500 for setup and 3 months of management
Ongoing management is $1,000 per month
Timing
Campaigns can be launched within 2-3 weeks of getting access to Google Ad Grant account and completing the Kickoff Call.
Free resources to maximize your grant
Campaign Checklist
Below are the bare minimum requirements to maintain your Google Ad Grant account. Google can ‘kick you out’ of their grant program for failing to meet this minimum set of requirements.
1. Minimum 5% CTR
Using the name of your attraction in keywords will increase the campaign’s click-through-rate
2. Minimum of 2 Ad Groups
Create a separate ad group for things like – donations, spreading the mission, facility rentals, etc.
3. Minimum of 2 Ads per Group
Google wants to test different ads to find what works best. ChatGPT can help you brainstorm.
4. U.S. Only
Set the campaign’s geographic target to U.S.
5. No Single-Word Keywords
Avoid keywords like “zoo” or “aquarium” or “museum.”
6. No Competitor Bidding on Keywords
You can target your competitors in a paid version of Google Ads
7. Use at least 2 Sitelink Extensions per Campaign
Be sure to create sitelink extensions that are relevant to the user’s search intent.
8. Login at Least Once a Month
Google will cancel inactive grant accounts.
9. Check and Clear Notifications
Prioritize implementing Google’s automated recommendations to help maximize this grant.
Google Ad Grant Campaign Brainstorm List
Below is the template we use to set up effective Google Ad Grants campaigns. This template is designed for zoos, aquariums, gardens, and museums.
Some of these concepts may not pertain to your organization.
Mission
- Donations
- Educational outreach
- Local preservation
In-Market
- “Things to do in [Nashville]”
- “[Nashville] date night”
- “[Nashville] summer camps”
- “[Nashville] wedding venue”
- “[Nashville] attractions”
- “[Nashville] charities”
- “[Nashville] family events”
- “[Nashville] art”
Branded
- Tickets
- Volunteer
- Membership
- Donate
Events
- Holiday lights
- Beer garden
- Live music
Private Events
- Wedding venue
- Corporate events
- Photography
E-comm / Online Store
- Does the attraction sell
- [best selling item]
Let's talk about your attraction
We offer expert Google Ad Grant management.
