KEY TAKEAWAYS
- Separate people already searching for your garden from people still deciding what to do.
- Give major opportunities like weddings and private events their own campaigns, messages, landing pages, and measures of success.
- Once the foundation is working, expand the Grant into memberships, education, events, donations, volunteering, and other institutional priorities.
- Track meaningful actions and keep the account current as the garden changes throughout the year.
Different searches deserve different campaigns
A person searching for your garden by name is different from someone searching “things to do this weekend.” Both are different from someone searching for a wedding venue.
Those visitors have different needs, different levels of familiarity with the garden, and different actions they are likely to take. Your Google Ad Grant should reflect those differences.
Separate campaigns make it easier to control which searches you target, what message people see, where they land on the website, and what action you want them to take.
Four campaigns provide a useful foundation
The exact setup will vary by market and institution, but these four campaigns are a practical place to start.
Your garden’s name
Start with people already searching for the institution. A branded campaign gives the garden more control over timely messaging and more useful space within the search results.
In spring, the ad can highlight what is blooming. During the holidays, it can promote the seasonal event. Sitelinks can send visitors directly to tickets, memberships, hours, events, or other current priorities.
The person already knows the garden. The advertising should help them understand what is happening now.
Gardens in your market
Build a separate campaign around searches such as “botanical gardens near me,” “gardens in Atlanta,” or other relevant local variations.
These visitors are interested in the category but may not know your institution yet. The ad should introduce the garden, show why it is worth visiting, and make the next step clear.
“Things to do”
Compete for broader searches such as “things to do in Atlanta,” “family activities,” “date ideas,” or “things to do this weekend.”
The person may not be looking for a botanical garden at all. They are deciding how to spend their time. Show the experience and give them a reason to put the garden on the list.
Weddings and private events
Someone searching for “garden wedding venue” has a completely different objective. Give venue searches their own campaign and landing page.
Show the space, explain the offer, and track inquiries rather than treating the visit like general website traffic.
Let search intent shape the account.
The strongest Google Ad Grant accounts are built around why people search, not one catch-all campaign.
Separate the major opportunities, send people to the right landing pages, track the actions that matter, and keep the account current as the garden’s priorities change.
