A national brand with sales reps in every state was running search ads that read as generic. We added State and City level location insertions to the responsive search ad copy so the ads matched wherever a user was searching from. Conversion rate rose 33.01% and cost per conversion fell 19.03%.
SEO + Content Case Study
Performance Max Transition Maxes Out a $10K Google Ad Grant for a national healthcare nonprofit
DTC transitioned a nonprofit Google Ad Grant account from Dynamic Search Ads to Performance Max, unlocking the full $10,000 monthly grant that the account had been leaving unspent. Starting in October 2025, monthly grant spend climbed 165% to hit the cap by April, while impressions and clicks to key landing pages more than tripled.
364%
increase in impressions
235%
increase in clicks
166%
increase in monthly grant spend
The Client
The client is a national healthcare nonprofit. As a registered nonprofit, it qualifies for Google Ad Grants, a program that provides up to $10,000 per month in free search advertising for eligible organizations.
The Objective
The goal was to put the entire grant to work. Ad Grant accounts are notorious for underspending, and unspent grant dollars are free visibility left on the table. We set out to consistently spend the full $10,000 each month while driving additional branded search traffic to designated landing pages.
Migrating from Dynamic Search Ads to Performance Max
-
The problem
The account was running on Dynamic Search Ads and could not spend anywhere near the full grant. Grant accounts operate under constraints that standard advertisers do not face, and DSA campaigns were only capturing a fraction of the available $10,000. Every month the account came in under cap, the organization was forgoing thousands of dollars in free reach it was entitled to.
-
The solution
Beginning in October 2025, we transitioned the account’s Dynamic Search Ads campaigns to Performance Max. Performance Max opens up inventory across Google’s full network rather than search text alone, which is the lever that lets a constrained grant account actually deploy its budget. We rebuilt the campaign structure around the organization’s priority landing pages so the added spend flowed to the traffic that mattered.
-
Why it matters
For a nonprofit, a maxed-out Ad Grant is $120,000 a year in awareness and traffic at zero media cost. Most grant accounts never get there. Getting this one to the ceiling, and holding it, turned an underused benefit into a dependable channel the organization can count on every month.
The October transition to Performance Max is the inflection point. Monthly cost climbs from there, reaching the $10,000 ceiling by April and holding it, while clicks to the landing pages rise alongside the added spend.
Monthly spend grew 165.76% between October and April, when the account hit the full $10,000 grant for the first time. It has stayed maxed every month since, through July.
Clicks to the designated landing pages increased 234.89% from October to April, as Performance Max expanded reach well beyond what the previous search-only setup could deliver.
Impressions grew 363.89% over the same window, a direct signal that Performance Max was surfacing the nonprofit’s landing pages to far more people than the old campaign structure reached.
Results
By moving from Dynamic Search Ads to Performance Max, we took an Ad Grant account that had been chronically underspending and brought it to the full $10,000 monthly cap. Between October 2025 and April 2026, grant spend rose 165.76%, clicks increased 234.89%, and impressions grew 363.89%. The account hit its first maxed month in April and has spent the full grant every month since. For a nonprofit, the takeaway is simple: the grant is only worth what you can actually deploy, and the right campaign structure is the difference between claiming $10,000 a month in free visibility and leaving most of it behind.
Read More Case Studies
-
Full-Funnel Content Strategy Drives a 20% Increase in Conversions for Chicago-Area Custom Jeweler
Read more -
CRM Integration Lifts Lead Quality and Cuts Cost per Acquisition 28.73% for a Global IP Firm
Read moreDennemeyer was optimizing Google Ads toward every form fill, not the leads that actually closed. We integrated their CRM with Google Ads so Smart Bidding could optimize for qualified leads. Cost per acquisition fell 28.73%, conversion rate rose 77.92%, and by January only 4.5% of raw leads came through unqualified.
-
Location Insertions on Google Ads Lift Conversion Rate by 33% for a National 1031 Exchange Services Firm
Read moreA national brand with sales reps in every state was running search ads that read as generic. We added State and City level location insertions to the responsive search ad copy so the ads matched wherever a user was searching from. Conversion rate rose 33.01% and cost per conversion fell 19.03%.
Email Us. Find out how we can help.