Maximizing Nonprofit Search Visibility with Google Ad Grants
YMCA
Challenge
Help YMCA maximize search engine visibility and digital reach for membership and program growth through Google Ad Grants.
Strategy
Facilitated Google Ad Grants application, launched branded and non-branded campaigns, optimized performance, and expanded targeting.
Outcome
Grew from <$2,500/month ad spend first year to fully utilizing $10,000/month grant; expanded visibility and program revenue.
PROBLEM
Background: The YMCA of Greensboro and its eight branches had a strong local reputation but struggled with online visibility. Most new traffic and leads came from word-of-mouth, direct traffic, or social media, less from search engines and none from paid search.
The Challenge: Fungi recognized that the YMCA was not taking advantage of search engine opportunities. With limited advertising budgets and increasing competition, we recommended leveraging the $10,000/month available through Google Ad Grants for eligible nonprofits. However, the application process was complex, and once approved, strict ongoing compliance and optimization were required.
SOLUTION
We created a high-performance, long-term campaign model focused on:
Google Ad Grant Setup & Management:
- Facilitated and secured grant approval for YMCA’s 501(c)(3) status
- Configured compliance tracking to meet Google’s strict standards
Campaign Launch & Buildout:
- Launched 10+ branded and non-branded campaigns focused on fitness programs, locations, and seasonal offerings
- Created 65 campaigns in total, with ongoing refinements and A/B testing
Targeting & Expansion:
- Expanded reach with localized and Spanish-language campaigns
- Included terms around child care, sports leagues, and financial assistance
Performance Monitoring & Optimization:
- Monitored click-through rates, landing page performance, and search query match types
- Prioritized conversion-oriented terms and added negative keywords where appropriate
RESULTS
- Monthly ad spend scaled from <$2,500 to $10,000 (fully utilizing grant)
- 25 active campaigns running simultaneously
- 1,610 clicks/month across targeted campaigns
- Avg. time on site: 1m 55s
- $5,045 average monthly revenue from ad-driven program signups
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