Meeting People in Crisis With Google Grant Ads
When disaster strikes, people search for answers. And not just any answers—they search for immediate, trustworthy help.
In those critical moments, showing up in a Google search isn’t just good marketing—it’s ministry. It’s digital compassion. And when Soulheart partnered with Hope Force International, that’s exactly what we aimed to deliver.
This article builds on our core guide to Google Ad Grants by zooming in on a core principle: meeting people when they need it most, with a message that brings hope.
Understanding Crisis-Driven Search Intent
Someone searching “how to prepare for a tornado” isn’t casually browsing. They’re urgently seeking help. These aren’t marketing moments. They’re mission moments.
Soulheart built Hope Force’s campaigns to intersect with that urgency. We didn’t guess what people needed—we studied what they were actively searching during natural disasters, weather warnings, and local emergencies.
Top real-time queries we targeted:
"flood evacuation checklist"
"emergency water storage tips"
"how to prepare for a hurricane"
These weren’t just clicks. They were cries for help.
Ads That Lead to Action (and Resources)
Each ad we created was connected to a practical resource that directly supported the searcher’s intent. No fluff. No bait-and-switch.
We matched:
Search Intent | Ad Copy Focus | Resource Offered |
|---|---|---|
Tornado preparation | Urgency, family safety | Blog article + preparedness download |
Flood evacuation | Step-by-step guidance | Blog article + preparedness download |
Volunteer for disaster relief | Quick onboarding and purpose | Reservist training opportunity |
Visitors landed on blog posts, downloadable guides, and application pages—each written with empathy and designed to convert.
Behind Every Click: A Real Human Story
We often talk in metrics—CTR, spend, impressions—but behind every number is a person who needed something real.
Hope Force received dozens of new subscribers every month through this approach. Some became trained reservists. Others downloaded resources they shared with neighbors. A few even wrote in, thanking the organization for showing up when no one else did.
Here’s what this looked like in action:
A Georgia family found a flood preparation guide right before a heavy storm season
A youth pastor downloaded the water usage chart to equip his church volunteers
A retired nurse signed up to become a reservist after clicking on a "volunteer during disaster" ad
It’s not just strategy—it’s service.
Faith-Led Digital Outreach Works
Jesus didn’t wait for people to find Him in the temple—He met them on the road, in their need, in their moment. That same principle applies here.
Hope Force didn’t just want clicks. They wanted connection. That’s what Soulheart delivered through intentional digital outreach campaigns that prioritized urgency, clarity, and compassion.
And the results?
High CTRs
Lower bounce rates
Real human engagement
When you lead with empathy and clarity, people respond.
Want to Reach People in Crisis With Real Help?
👉 Download the Hope Force Case Study
👉 Book a Free Strategy Call
Let’s align your digital presence with your deepest purpose—and meet people with hope in the middle of the storm.
Let’s keep in touch.
