Google Ad Grants Don’t Work If Your Website Sucks

Google Ad Grants + SEO: How to Maximize Visibility Without Burning Budget
April 11, 2025
What Old Tech Teaches Us About the Future of AI in Digital Marketing
April 22, 2025
Show all
Google ad Grants and your website

This one needs to be said....

Nonprofits are excited to get free Google Ad Grants money, but no one tells them the harsh truth: traffic is worthless if your website can't convert.

Free ad money is useless if your landing page makes people leave.

“We got approved for Google Ad Grants!”

Amazing. You’ve got $10,000/month in free ad spend. That’s a powerful resource — if you know how to use it.

But here’s the part no one tells you:

If your website isn’t built to convert, all that traffic is just a faster way to prove nothing’s working.

Traffic ≠ Results

Too many nonprofits treat the Ad Grant like it’s the finish line:
“We got the grant — we’re set!”
🚫 Nope. That’s just the beginning.

Here’s what we often see:

  • Landing pages that load slowly or aren’t mobile-friendly
  • Donation forms buried five clicks deep
  • Calls to action that are vague or non-existent
  • Pages full of internal jargon, with no clear ask
  • Zero retargeting. Zero lead capture. Zero strategy.

So even if people do click your ad… they bounce. Fast.
No donation. No signup. No engagement. Just wasted impressions.

The Ad Grant Only Works When the System Works

It’s not about the ads.
It’s about where those ads take people.
And what happens when they get there.

To make Google Ad Grants actually work, you need:

  • A clear and compelling landing page for every campaign
  • Mobile-first design that doesn’t make people pinch and zoom
  • A direct call to action (donate, sign up, volunteer)
  • Analytics tracking so you know what’s converting — and what’s not
  • Follow-up: email capture, lead nurturing, remarketing

Otherwise, you’re just paying (well, Google is) to send people to a website that doesn’t do its job.

Our Approach at Hyperweb

We love working with nonprofits, but we’re not just here to get you approved for the grant.
We’re here to make sure:

  • The traffic turns into leads
  • The leads turn into donors
  • And the donors turn into long-term advocates

Because Google didn’t give you $10K/mo in ad spend to make your bounce rate skyrocket.