Expert Management for Google Grants
Managing a Google Ad Grant sounds simple on paper. But once you’re knee-deep in keyword-research, compliance issues, and underperforming ad groups, it’s a different story.
At Soulheart, we’ve worked with countless nonprofits that started off managing their Google Grant themselves and found themselves overwhelmed. In this article, we’ll explore the pros and cons of each approach and help you decide whether expert management is the better path for your mission.
This builds on our Google Grant strategy guide, where we showed how Hope Force International partnered with us to build a lead-generating system from scratch.
What’s Involved in Managing a Google Grant?
Here’s what’s required to keep your Google Ad Grant running—and compliant:
Submitting and verifying the grant application
Setting up conversion tracking and Analytics
Keyword research and campaign planning
Writing ads that meet Google's policy
Monitoring and optimizing to stay above 5% CTR
Resolving any disapprovals or suspensions
Google’s guidelines aren’t just suggestions—they’re rules. And failing to comply can mean losing access to the grant altogether.
DIY Google Grant Management: Pros and Cons
Many nonprofits try to manage the grant in-house. Here’s what that can look like:
Pros:
No upfront agency fees
Full control over your messaging
Learn-by-doing (if you have the time)
Cons:
Time-consuming for already stretched teams
Risk of non-compliance or underperformance
Limited access to expert tools and insights
One of the most common pain points we hear is this: "We started strong, but then it stalled." DIY often works for a month or two, until the real demands catch up.
Why Expert Management Pays Off
Hope Force International had no previous Google Ads experience when we started working with them. But they didn’t need it—we brought the system.
With expert management, your nonprofit gains:
Proven frameworks that hit the ground running
Ongoing keyword-research tied to trends and search intent
Strategic campaign builds that connect ads to actual outcomes
Constant optimization to stay compliant and effective
Result?
$5K+ monthly ad spend within weeks
Consistent 5%+ CTR
Dozens of new leads and email subscribers monthly
Most importantly, Hope Force didn’t have to figure it out alone—they got to focus on their mission.
Table: DIY vs Expert Management
Task | DIY Approach | Soulheart Expert Management |
|---|---|---|
Grant Setup | Manual and time-consuming | Done-for-you |
Keyword Strategy | Basic or limited | In-depth and ongoing |
CTR Compliance | High risk | Consistently monitored |
Performance Tracking | Minimal | Fully integrated + optimized |
Outcome | Inconsistent results | Scalable lead generation |
What Stewardship Looks Like in Digital Strategy
As a nonprofit leader, you’re called to steward your time, talent, and tools. That means asking hard questions:
Is this the best use of our team’s bandwidth?
Are we investing wisely in what drives mission impact?
Would a partner help us multiply, not just maintain our effort?
Expert management isn’t about outsourcing responsibility. It’s about maximizing reach and minimizing friction so your team can focus on what matters most.
Ready to Move From Struggling to Scaling?
👉 Download the Hope Force Case Study
👉 Book a Free Strategy Call
We’d love to help you turn your Google Grant from a burden into a blessing.
Let’s keep in touch.
