When Hope Force International set out to grow their digital presence, they had no idea a $10,000/month Google Ad Grant could be the game-changer they were looking for. Like so many nonprofits, they were focused on the mission but under-equipped on the marketing front. That’s where Soulheart came in—and what happened next is the kind of transformation other nonprofits need to see.

In this guide, we’ll walk you through the strategies, pivots, and lessons that helped transform Hope Force’s digital presence and you’ll find links throughout to deeper dives on strategy, compliance, and results. By the end, we hope you’ll not only be inspired but equipped to take your own next step.

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Why So Many Nonprofits Struggle With Google Ad Grants

The Google Ad Grant is one of the most generous opportunities in the nonprofit world, yet 80% of eligible nonprofits either don’t use it—or fail to maintain compliance. Why?

• It’s unknown: Many have never heard of it

• It’s complicated: The setup is tedious and confusing

• It’s fragile: Accounts often get suspended due to non-compliance

• It’s underused: Even when approved, few use the full $10,000

Imagine the impact if more nonprofits could unlock this potential. What would it look like if $10,000 a month wasn’t just available—but actually working for your mission?

Hope Force International had the heart, the people, and the mission. What they lacked was a path to connect with those searching for hope online. That’s where we came in.

👉 Explore our Strategy Blueprint

Soulheart’s Step-by-Step Approach

We didn’t just launch ads—we built a system designed for long-term success. Here’s a glimpse into the process:

1. Setup:

• Completed application and domain verification

• Created campaign structure aligned with HFI’s mission

2. Strategy:

• Focused on high-intent, real-time search queries (e.g., "how to prepare for a flood")

• Developed landing pages optimized for conversion

3. Segmentation & Follow-up:

• Tagged new subscribers based on interest

• Used email automations to continue engagement

But this wasn’t a one-size-fits-all campaign. Soulheart’s team met weekly to monitor keyword trends, fine-tune bids, and rework ad copy based on user behavior. Our strategy was nimble, our execution was precise, and our goal was always this: meet people where they are—with exactly what they need.

This process is outlined in detail in our spoke article 👉 Google Grant Strategy Blueprint

What Happens When Strategy Meets Urgency

Disasters don’t wait—and neither do the people experiencing them. That’s why timing was everything in our campaign structure. Ads were set to trigger during real-time search spikes for topics like tornado preparedness or water usage in emergencies.

To maximize the moment, we used:

• Live search trend monitoring

• Seasonal keyword rotation (e.g., wildfire prep in summer)

• Mobile-first ad formats for fast access on-the-go

Here’s what that translated to in numbers:

By matching urgency with readiness, we ensured that HFI wasn’t just showing up in search results—they were offering help exactly when people needed it.

👉 Read how Hope Force scaled fast

Real People, Real Results

Each of those subscribers wasn’t just a number—they were people actively searching for help. Soulheart’s strategy helped Hope Force meet them with resources, compassion, and a way to get involved.

Some found downloadable guides. Others signed up to volunteer. A few even reached out directly for prayer or support.

Let’s pause and really consider that.

Behind every impression was someone facing uncertainty:

• A parent googling flood evacuation tips at midnight

• A young adult seeking disaster relief after a tornado hit their town

• A church leader wondering how to train volunteers for emergencies

It’s easy to get lost in data, but behind every click was a human life touched.

👉 See what it looks like to meet people in their moment of need

Faith in Action: A Digital Tool for Real Ministry

At Soulheart, we believe marketing isn’t about manipulation—it’s about stewardship. Jesus said, "Let your light shine before others" (Matt. 5:16), and in today’s digital world, that might just mean showing up in a Google search at the right time.

We didn’t set out to run ads. We set out to create opportunities for connection. Every campaign was a digital open door to the Gospel in action—practical help, spiritual care, and compassionate engagement.

So what does that look like practically? It looks like:

• Ads pointing to volunteer sign-ups for crisis response

• Downloadable tools offering preparation for storms and floods

• Emails that go beyond content—to prayer, encouragement, and activation

👉 Why digital ads can align with your values

Staying Compliant Without Losing Momentum

One of the biggest hurdles with Google Ad Grants is maintaining a 5% click-through rate (CTR). Drop below that, and your account could be suspended.

Soulheart helped HFI consistently stay above that mark—not just once, but month after month. We did that by focusing on user intent and ad quality, not gimmicks or clickbait.

Want to know how?

Here’s a sneak peek from our compliance strategy:

• A/B testing ad variations weekly

• Tailoring landing pages to match specific keyword phrases

• Rewriting underperforming ads before they threatened compliance

Even one weak link in your ad structure can pull the whole account down. That’s why constant monitoring is key.

👉 Master grant compliance with our CTR survival guide

DIY vs. Expert Management: What Nonprofits Need to Know

Could you do this on your own? Maybe. Should you? That depends on your time, resources, and internal capacity.

Here’s a quick comparison:

If you’re a small team, already stretched thin, managing a Google Ad Grant might not be the best use of your time. But when done right—with strategy, stewardship, and purpose—it can change everything.

👉 Read our nonprofit decision guide

Want Results Like These?

This isn’t just marketing. It’s mission strategy. And it works.

👉 Download the Hope Force Case Study

👉 Book a Free Strategy Call

Let’s turn your vision into visible results.

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