Client: Nonprofit Housing Association
Industry: Affordable Housing & Community Development
Service: Google Ad Grant Management + Custom Integration

The Challenge

The Nonprofit Housing Association needed a more effective way to increase visibility, attract stakeholders, and drive attendance to their housing events and informational sessions. While they had a strong mission and an engaged community, their digital presence wasn’t fully leveraged, and they had yet to take advantage of Google’s Ad Grants program for nonprofits.

They came to us with a goal: to increase engagement and stakeholder participation without stretching their limited marketing budget.

Our Approach

1. Google Ad Grant Acquisition and Setup

We began by securing and setting up their $10,000/month Google Ad Grant account. This included:

• Verifying nonprofit eligibility and completing the application process
• Structuring the account according to Google Ad Grant compliance policies
• Writing targeted ad copy aligned with their mission and events
• Configuring location and audience targeting to reach the right users

2. Keyword Strategy That Attracted Stakeholders

Rather than focus on generic traffic, we researched and tested high-intent keywords tied directly to the client’s mission and services — including phrases related to affordable housing programs, public meetings, homebuyer workshops, and community advocacy.

We continuously refined the keyword list based on engagement data, prioritizing those that led to stakeholder actions such as:

• Event sign-ups
• Newsletter subscriptions
• Volunteer and donor inquiries

3. Zapier Integration for Real-Time Transparency

To close the loop between digital ads and real-world outcomes, we created a custom Zapier integration between the client’s event ticketing software and Google Ads. This allowed the organization to:

• Automatically track which campaigns and keywords led to actual event registrations
• Monitor ROI using meaningful event-driven metrics
• Share clear reports with board members and funders showing which efforts were producing measurable results

The Results

• Google Ads consistently delivered 300–500 targeted website visits per week — all funded entirely by the Google Ad Grant
• A 42% increase in attendance at educational workshops and community housing events
• Enhanced data visibility and reporting allowed the nonprofit to allocate resources more effectively and secure additional support

Conclusion

This engagement demonstrated the power of pairing a strategic keyword plan with technical automation. By integrating real-time data from event platforms back into their ad campaigns, the Nonprofit Housing Association gained actionable insights and tangible results — all while maximizing the value of a free advertising resource.