Logan Michael (@digital_tabby) • Threads, Say more

The Google Ad Grant isn't $10,000 per month.

It's $329 per day, and unused budget doesn't roll over.

If your nonprofit is only targeting a small geographic area, hitting the full grant is almost mathematically impossible.

digital_tabby

15h

In a Google Ad Grant account, audiences are rarely used.

That's because most accounts can't spend the full $10K per month, so segmenting traffic just doesn't make sense. For the accounts we max out, audiences become a powerful next layer of optimization.

Most accounts never get there.

digital_tabby

Most nonprofits overcomplicate their marketing plan.

Here's a simple framework called CAAT. Connect with people, acquire them as an audience, advocate for your mission, and track what's working.

That's it.

digital_tabby

Most nonprofits skip the most important step in Google Ad Grant keyword research.

Before opening any tool, we sit down and ask: if I had the problem this nonprofit solves or supports, what would I actually search for?

The brain first. Keyword Planner and Autocomplete second.