Paid Media Strategy & Optimization
From Under 20% to 100% Grant Utilization
As a qualifying nonprofit, AVID receives $10,000 per month through the Google Ad Grant program. Because unused funds do not roll over, maximizing the available budget is critical. However, Google Ads campaigns were utilizing less than 20% of the monthly grant due to strict grant requirements, limiting the organization's ability to reach educators and district decision-makers.
Role: Digital Marketing Lead • Strategy • Paid Media • Analytics • Optimization
Strategic Objectives
The objective was to transform Google Ads into a scalable demand generation channel by fully utilizing the Google Ad Grant. This required restructuring campaigns, improving targeting and ad quality, expanding keyword coverage, and continuously optimizing performance to maximize reach and qualified traffic.
01
Account Audit
02
Campaign Restructure
03
Ongoing Optimization
Areas I Focused On
Google Ad Grant Strategy
Developed a long-term strategy to maximize AVID's monthly Google Ad Grant while ensuring campaigns remained compliant with grant requirements and aligned with organizational goals.
Campaign Architecture
Restructured the Google Ads account with a scalable campaign framework organized by products, programs, audiences, and search intent to improve performance and management.
Keyword Research & Expansion
Conducted ongoing keyword research to uncover high-intent search opportunities, expand audience reach across educator segments, and drive qualified traffic to AVID's programs and resources.
Conversion Tracking & Smart Bidding
Implemented and refined conversion tracking through GA4 and Google Tag Manager, enabling Smart Bidding strategies that optimized campaigns toward meaningful user actions.
Ad Creative & Copy Optimization
Developed and continuously tested ad creative to improve relevance, increase click-through rates, and better align messaging with user intent.
Budget Allocation & Performance Optimization
Monitored campaign performance daily, reallocating budget, refining targeting, and optimizing bids to maximize grant utilization and drive continuous improvements in reach and engagement.
Results
Achieved 100% Google Ad Grant utilization for the first time.
Increased monthly ad spend by 104% while maintaining efficiency.
Grew clicks by 60%.
Increased conversions by 258%.
Reduced cost per conversion by 43%.