Google Ads for Non Profit Audience & Campaign

I have a google ad account that has been granted a Google Non Profit Grant for advertising. A previous team member had run some ads awhile back prior to the ad grant, but the audience/targeting etc need an overhaul. I need the account structured from the ground up with one clear objective—bring new visitors to my site and grow overall traffic, I also want to target visitors who are likely to donate or pet rescue organizations in my area that may need our services. The build must zero-in on audiences who have never interacted with us before, filtered by the most relevant age ranges and key geographic areas. On top of that, I want an interest layer that singles out people passionate about pet rescue and other nonprofit causes so every click is more likely to care about our mission. Additionally for donation purposes I'd like to have an audience that targets people who have visited our site in the past as they are likely recurring donors who we want to continue to market to. Scope of work • Create audience segments for new users as well as one for past site visitors, organized by age group, location, and the “pet-rescue / nonprofit” interest signal. I have specific zip codes I'd like to target in my area as well. • Set up the first search (and, if strategic, display) campaign: keyword research, negative lists, ad extensions, compelling copy, and an automated bidding strategy aligned to traffic volume. • Verify conversion tracking through Google Tag Manager and Google Analytics (which we have installed on the website and should be linked to the google ad grant account already) ensuring traffic quality can be measured from day one. • Hand over a concise walkthrough (doc or short Loom) that explains naming conventions, bidding logic, and next-step optimisation ideas. Acceptance criteria 1. Audiences saved in the shared library and applied to campaigns, targeting new visitors & past visitors. 2. At least one active campaign ready for my approval, with ads in draft so edits remain possible. 3. Conversion goals imported, test conversions fired, and results visible in both Ads and Analytics. 4. Summary report and recommendations delivered alongside the account access link. Once the above is complete and the campaign has launched with positive results, I’ll consider ongoing optimization as a separate engagement; for now, I simply want the audiences mentioned, a campaign ready to go, conversion goals imported and ready and the campaign ready to start pushing qualified traffic quickly. If you have proven Google Ads, Analytics, and Tag Manager expertise—especially with nonprofit projects—let’s get started.

Project ID: 40503113