Google Ad Grants

The Challenge
The Community Food Bank of Central Alabama was not yet utilizing Google Ad Grants to promote its mission and services. They sought assistance from Summit Marketing to help them tap into this key program. 

The Solution
We approach online audiences through two predominant nonprofit lenses: those looking to give and those looking to receive. With this in mind, Summit strategically utilized the Google Ad Grants to supplement and leverage a separate paid search campaign for maximum results. By harnessing the Google Grant ads to focus on searches that would benefit those looking to receive services from the food bank — using keywords like “food stamps,” “food assistance,” and “SNAP benefits,” we were able to focus the paid search budget on more competitive keywords, such as “donate,” “volunteer” and “give,” to generate a better return and higher engagement.

The Results
By expertly leveraging Google Ad Grants to capture one angle of our two-pronged approach, we allocated more paid funds to target the more competitive keywords to yield a better result overall. The Grant performance and the paid search campaign both boasted click-through rates (CTR) that were well above the industry average of 3% to 5%.