Environment

How an environmental nonprofit reached 129,000 people through Google search — without their team touching a single campaign.

Goal: Expanding reach
Industry: Environmental Nonprofit
Period: 01/01/2023 – 12/31/2023

This Midwestern nonprofit has spent decades fighting for the environment across the Great Plains and Great Lakes regions. Through research, legal action, and public education, they work to protect clean air, clean water, and a stable climate for the communities that depend on them.

They had a Google Ad Grant available and a public awareness goal, but no experience navigating the programme's policies. Rather than divert their team's attention away from the mission, they handed it to us entirely. Over twelve months, the grant drove 129,000 visits to their website while their team focused entirely on the work that matters.

Grant Funding

$62,500

Activated in free Google Ad Grants

People Reached

129,000

People reached through Google search

Donations

Donations generated through Google Search

The Challenge

The grant was there. The expertise to run it wasn't.

The organisation had secured access to Google's Ad Grants programme but quickly found that running it effectively was a job in itself. Google's programme policies are detailed and unforgiving: accounts need to meet specific compliance requirements at all times, and without experience, it's easy to make mistakes that suspend campaigns or waste budget. For a nonprofit whose team is stretched across environmental research, legal work, and community education, there simply wasn't the bandwidth to learn the system, build the campaigns, and keep everything running month after month. The grant was sitting largely unused while the causes it could support (clean energy, climate action, environmental health) couldn't afford to wait.

Campaign audiences reached through Google search

Team managing campaigns and monthly reporting

The Approach

We took the whole thing off their plate.

From the outset, our role was to make the grant completely invisible to their team. We took over full management of the Ad Grants account: policy compliance, campaign architecture, keyword research, ad copy, ongoing optimisation, and monthly reporting. Working closely with the organisation to understand their mission and priority audiences, we built campaigns around the environmental topics their supporters were actively searching for: clean energy, climate change, Midwest conservation, and environmental health. With compliance handled and campaigns running, their team was free to do what they do best.

Environmental supporters and community members connected through the organisation's work

The Results

129,000 people found their work. Zero hours of their team's time spent.

Over twelve months, the organisation's campaigns drove 129,000 visits to their website from people actively searching for environmental information and causes. For a nonprofit whose mission is public awareness and education, that reach is the result that matters most. Thousands of people in the Midwest and beyond who found their research, their campaigns, and their calls to action through Google. The account ran fully compliant throughout, with the grant consistently activated each month and campaigns continuously improving. Their team never had to think about it once.

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