Semper Fi Design • South Carolina (Serving Nonprofits Nationwide)
Best Google Ad Grants Keywords & Campaign Structure for Nonprofits
If your Ad Grants account is getting clicks but not results, structure is usually the problem. Below is a simple, proven way to organize campaigns and choose keywords that attract the right people — and drive conversions.
Start with Goals (Not Keywords)
The fastest way to waste grant budget is to target broad “awareness” searches that don’t lead to action. Instead, choose 1–3 primary goals and build campaigns around those.
- Donations (campaign donations, recurring giving)
- Volunteers (applications, sign-ups, interest forms)
- Programs/Services (eligibility, intake, resources)
- Events (registrations, tickets)
- Email list growth (newsletter, downloads)
A Campaign Structure That Works
Organize campaigns by outcome. Each campaign should have tightly-themed ad groups and landing pages that match intent.
Campaign: Donations
- Donate to [Cause]
- Monthly Giving
- Support [Program]
Campaign: Volunteers
- Volunteer Opportunities
- Volunteer Near Me
- Community Service
Campaign: Programs
- [Program Name]
- Help for [Audience]
- Resource Center
Before building campaigns, make sure your nonprofit is eligible for the program. If you’re unsure, start with our guide on qualifying for Google Ad Grants .
Keyword Strategy: Use Long-Tail, Intent-Driven Phrases
Long-tail keywords typically deliver better CTR and higher conversion intent because they match what a person actually wants to do.
Better (high intent)
- donate to help [audience]
- volunteer opportunities in [city/state]
- [program] application
- how to get help with [problem]
Avoid (too broad)
- donate
- charity
- help
- nonprofit
Landing Pages: The Hidden Multiplier
A well-structured account still underperforms if the landing page doesn’t match the searcher’s intent. Here’s a quick checklist:
- Match the ad promise (Donation ad → Donation page)
- One primary CTA above the fold
- Fast load time + mobile-friendly layout
- Trust signals: impact stats, testimonials, clear nonprofit info
- Simple forms and clean navigation
Want us to build your campaigns the right way?
We set up compliant campaigns, tracking, and ongoing optimization so your Ad Grant produces measurable impact.
Want campaigns built and managed professionally? See how Semper Fi Design manages Google Ad Grants for nonprofits .
Need help fast? Schedule a free eligibility call.
