Payment protectionDetails
- Revisions within the package are free.
- If you do not respond within 3 days of delivery, the work is accepted automatically.
The money is reserved when you pay and released only once you accept the work.
Example result
Search campaign: a plumbing company on Google Ads
Structure
- Campaign 1, Urgent repairs (60% of budget, $30 a day, ads 24/7): Emergency plumber · Blocked drains · Leaks and burst pipes
- Campaign 2, Planned work (40%, $20 a day, 7 am to 8 pm): Water heaters · Fixture installation · Sewer line inspection · Repiping
- Area: Kestrel Bay and a 15-mile radius. Goal: calls from ads and from the site.
Ad groups
| Ad group | Keywords and match types | Group negatives |
|---|---|---|
| Emergency plumber | [emergency plumber], "24 hour plumber", "plumber open now", [emergency plumber kestrel bay] | apprentice, union, plumber salary |
| Blocked drains | [drain unblocking], "blocked drain", "clogged toilet plumber", "drain cleaning near me" | drain cleaner, snake rental, how to unclog |
| Leaks and burst pipes | [burst pipe repair], "water leak plumber", "pipe leak repair near me" | leak sealant, pipe fittings, insurance claim |
Shared negative list (46 words): jobs, careers, course, training, license exam, wholesale, parts store, diy, free, used, rental and more.
Ad: Emergency plumber
| Headline | Characters |
|---|---|
| 24/7 Emergency Plumber | 22 |
| Upfront Price Before We Start | 29 |
| Licensed Kestrel Bay Plumbers | 29 |
| Description | Characters |
|---|---|
| Burst pipe or no hot water? Call now and a licensed plumber is on the way, day or night. | 88 |
| You hear the price before any work starts. Three vans across Kestrel Bay, weekends too. | 87 |
The full ad has 15 headlines and 4 descriptions; the file shows the count next to every line.
Starting bids (suggestions)
| Ad group | Max. cost per click | How it was set |
|---|---|---|
| Emergency plumber | $4.40 | $35 per call, assuming 1 call in 8 clicks |
| Blocked drains | $3.00 | smaller jobs: $25 per call, 1 in 8 clicks |
| Leaks and burst pipes | $3.80 | $35 per call, 1 in 9 clicks |
Start with manual bids for two weeks, then replace the assumed call rate with your real one.
Files delivered
- copperleaf-campaigns.xlsx in Google Ads Editor columns: 2 campaigns, 7 ad groups, 168 keywords with match types, negatives, ads, sitelinks and callouts. You import it into Google Ads Editor, check the preview and publish.
- setup-notes.docx: area, schedule, budget split, call tracking and a 30-day test plan.
Client: Copperleaf Plumbing, a family firm with three vans in a mid-sized city (fictional "Kestrel Bay"). Task: a Google Ads search campaign for phone calls; budget $1,500 a month; target cost per call $35. Premium package. Below is an excerpt: the "Urgent repairs" campaign and its 3 ad groups (7 in total).
The client and all details are made up.
About this service
Google Ad Grants gives eligible nonprofits free search ads, but the account is held to rules a paid account is not: at least two ad groups per campaign and two ads per group, at least two sitelinks, no single-word or overly generic keywords, a minimum account click-through rate and ads that lead only to your own site. We build campaigns around your missions, volunteering, donations and programme pages with specific, longer keywords that keep quality up, and we check the program policy at the time of your order. The sheet notes the settings the program requires, such as conversion goals and bidding, for you to set in your account.
What is included
- What you getAd Grants search campaigns built to the program rules, with mission-based ad groups, multi-word keywords, negatives, two ads per group and sitelinks. Delivered as an Excel sheet in Google Ads Editor columns, plus Word setup notes in the Standard and Premium packages; you check, upload and publish the campaign yourself.
- Program-rule structureTwo ad groups and two ads minimum
- No single-word keywordsSpecific phrases that keep CTR healthy
- Mission ad groupsHelp seekers, donors and volunteers apart
- Required sitelinksAt least two, pointing to your own pages
- Settings checklistConversion goal and bidding the program asks for
How it works
- 1MissionWe read your site and programmes
- 2BuildWe write compliant groups and ads
- 3LaunchYou upload, set conversions and publish
What we need from you
Your site and the pages to promote (donate, volunteer, programmes, events), your cause and the region you serve, what a conversion means for you, and whether the grant account is already active. If you received a policy warning, attach a screenshot of it.
We will ask you:
- Who should the ads reach first?
- Which region or cities do you serve?
- Is your Ad Grants account already approved?
- What action counts as a conversion for you?
Compare packages
| Packages | Basic1 campaign, 2 to 3 ad groups$15 | StandardUp to 2 campaigns and 8 ad groups$29 | PremiumUp to 4 campaigns and 15 ad groups$55 |
|---|---|---|---|
| Deadline | 2 days | 3 days | 4 days |
| Revisions | 1 | 2 | 3 |
| Campaigns / ad groups | 1 / 2 to 3 | up to 2 / up to 8 | up to 4 / up to 15 |
| Keywords | up to 60 | up to 200 | up to 400 |
| Negative keywords | up to 50 | up to 150 | up to 300 |
| Ads per ad group | 2 | 2 | 2 + all assets |
| Order Basic | Order Standard | Order Premium |
Payment protection
You pay when you order, but the money is released only for accepted work.
- Fixed priceThe package price does not change after you pay.
- The money is reservedWhen you pay, the amount is only reserved. It is released to the service once you accept the work.
- Checked before deliveryEvery result goes through a quality check before it reaches you, and you see it on the order page before accepting it.
- Free revisionsAsk for changes within your brief as many times as the package allows.
- Acceptance after 3 daysIf within 3 days of delivery you neither accept the work nor ask for changes, it is accepted automatically. If you write in the order chat after delivery, the order waits; once we answer, we may start the 3 days again and will say so in the chat.
- Redo or a full refundIf the result does not match your brief and the revisions did not fix it, or the work takes more than twice its deadline, write in the order chat: we will redo the work or refund the payment in full.
Questions and answers
Can you get my nonprofit into Ad Grants?
No. Eligibility, Google for Nonprofits sign-up and activation are done by you. We prepare the campaigns to upload once the account is active.
My account was suspended for low CTR. Will this fix it?
A rebuilt structure with specific keywords and fresh ads is the usual fix, but reinstatement is your request to Google and we do not promise it.
Can the grant be used for display or video?
Ad Grants covers search text ads on Google only, so the campaigns here are search.