How to Set Up Conversion Tracking to Fully Utilize Google’s $10,000 Ad Grant for Nonprofits


NGOs with Ad Grants accounts are given a $10,000 grant per month to spend on Google Ads, but there is a $2 cost-per-click bidding limit. Ad Grants users cannot bid higher for their target keywords, which is a real bottleneck. By accurately setting up conversion tracking, they can gain accurate insights, bid higher, and earn those valuable clicks.

Using conversion-based bidding strategies such as Maximize Conversions, Target CPA and Target ROAS, you can bid higher than the program’s $2.00 bidding limit. Using these strategies, you can make full use of the $10,000 Google Ads spend, which you received after meeting the tough Google Ad Grants requirements.

Now to find out how to spend the full $10,000 Ad Grants and break the $2 bidding limit, read on. We’ll guide you through with step-by-step instructions on how to spend the $10,000 on Ad Grants.

What is Conversion Tracking?

A visitor is converted to a lead when they perform certain actions on your website. This process is called conversion. Google Ads tracks these conversions specifically from visitors who landed on your website by clicking your ads. Conversion tracking is implemented to facilitate this.

A code is added to your site and is triggered when a visitor engages with pages or content where the code is placed. You may use either Google Ads conversion tracking tag or import goals from Google Analytics to place the conversion tracking code on your website.

Ad Grants policy recommends implementing valid conversion tracking, as described below.

Step 1. Name Your Conversion Action

Depending on the type of activity you do as an NGO, your goals could vary. It could be a donation from a visitor, registration for an event, volunteer signup, or an interaction with a page.

  1. Open your Google Ads dashboard, click the tool icon in the upper right corner, and select conversions.
  2. On the page that appears, click the + button, and then select Website.
  3. In the Category section, select an appropriate category from the drop-down.
  4. In the Conversion name section, enter a name for your conversion.


Step 2. Set a Value for Your Conversion

Depending on the type of action you select as a goal, the monetary value of that goal may either remain the same or different. The value of a conversion can change dynamically based on each visitor’s action as well. For example, the amount donated by visitors can vary widely.

The “Value” section is where these values have to be set up. You can use same, different, or dynamic values for each conversion.

The specific value of the conversion can be acquired by using Google Analytics’ Ecommerce tracking or AdWords’ Transaction-specific conversion values.

Step 3. Set Your Conversion Count

In the next section, you can choose whether to count every conversion that happens after a click or only one conversion that happens after a click. For example, a visitor buying two products after a single ad click is something you would want to track as two conversions. Whereas, if a person signs up for a newsletter twice, you would only count the first one as a conversion.

Step 4. Set Your Conversion Window

A conversion window is the time difference between an ad- click and a conversion that can be attributed to the ad-click. For example, if the window is set to “15 days,” it means that you’ll track conversions that happened within 15 days of the click on your ad.

Consider setting the conversion window at its maximum (90 days) as users take longer to take action after learning about a nonprofit.

A user may not interact with your ad at the time they see it, but they may visit the site later and convert to a lead. This is called a view-through conversion. The maximum time a user takes to convert after viewing your ad is the view-through conversion window.

For Ad Grants users, it is best to set this to the maximum for the same reason discussed above.

Step 5. Facilitate Smart Bidding

The next section has a checkbox to include the conversion in your Conversions column. This is a necessary step to facilitate smart bidding and focus your strategies on getting more conversions.

Tick the checkbox and the system will include this conversion for conversion-based smart bidding strategies to bid higher on.

Step 6. Select an Attribution Model

If you have more than one ad running, visitors may interact with a few of those ads before conversion. In such situations, attribution models let you choose how much credit is allocated to each ad click. You can attribute the entire credit to the last click, first click, or a combination of multiple clicks.

For Ad Grants users, using an attribution model other than last click should work. Try to use the “Time Decay” model. The value distribution of this model is such that it attributes more value to the last interaction. For example, If there were three ad clicks before a conversion, each click gets a fraction of the conversions; for example, 0.5, 0.3, and 0.2 respectively.

Click Create and Continue after this step. Now your Conversion action is ready!. The corresponding code needs to be placed on your website in order to capture the conversion information in Google Ads.

Step 7. Create and Implement Tag

You can install the tag by using one of the three methods presented to you, depending on how your website is configured currently. As you select one of these, you will be shown instructions on how to implement the code. Follow the instructions to implement the code and test its functioning.

Step 8. Maximize Conversions

Now that you have set up the conversion in Google Ads and have the tracking code placed on your website, the next step is to select a bidding strategy.

The $2 cost-per-click bidding limit can be exceeded only when you are using conversion-based smart bidding strategies. In return, your ads will find prospects who are more likely to complete your online goals.

Set your bidding strategy to maximize conversions by following these steps:

  1. Log in to Google Ads
  2. On the menu on the left, click Campaigns.
  3. Select the campaign you want to edit.
  4. Click Settings to the left of the page menu for this campaign.
  5. Open Bidding and select Conversions from the drop-down menu.
  6. Click Save.


Now you have set up Google Ad Grants for fully making use of your $10,000 free ad spend. Google has strict rules for Ad Grants spend. Remember that for Ad Grants, you can use only text ads. Also, you cannot use ads for commercial or personal use. If you do promote products or services, the sales and/or proceeds must directly support your nonprofit organization.

Do check the status of your ads frequently. If an ad is not performing as you intended, try altering the ad settings judiciously. The landing page copy needs to be perfectly in sync with the content of your ad for its best performance.

While making full use of Google Ad Grants is tricky, the methods mentioned in this article will improve your chances of success. There are many nonprofits out there who are making full use of them. You too can join them.

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