Google Grant Ads Intensive Clinic

Google Grant Ads Intensive Clinic

How to get your Google Grant Ads Compliant, Performing & Delivering Income

An intensive, practical workshop on getting a real return on investment from your Google Grant Ads. This is for organisations with a Google Grant Ads account who would like to manage their Grant in-house and use their Grant to bring in leads, sales and donations.

  • Time-efficient ad management
  • Keep ad accounts in good standing
  • Optimised account performance
  • Quick wins with keyword plan
  • After-course support
Digital marketers, campaigners or fundraisers who would like to add Google Ads to their skillset
Not suitable for advanced Google Ads users, or for charities with Grant Ads accounts that are achieving a high performance.
Conciliation Resources Burghley Yard 106 Burghley Road London NW5 1AL
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About the clinic

Google Grant Ads are one of the most valuable digital marketing channels available to non-profits: when used properly, they deliver highly engaged visitors, and generate leads and donations, with the cost of the advertising completely covered by Google.

Many charities struggle to make the most of their Google Grant, and so are missing out on an extremely valuable channel. Google Grant Ads can be resourced by most charities with the right training and support: once the key concepts are understood, it takes just a couple of hours work per month to keep a Google Grant account performing.

This workshop will cover the key concepts needed to manage Google Grant Ads in a time efficient way, will include practical work to get each attendee’s Google Grant Ads account in shape, will focus on getting a return on investment, and will provide a clear roadmap and support for keeping the account compliant and delivering a return well into the future. This workshop will also include aftercare – each attendee will get an hour of aftercare from Jean O’Brien, who will review their account and make recommendations.


  • Attendees will learn a time-efficient technique for managing their Google Grant Ads account
  • Attendees will learn how to keep their Ads account compliant with Google’s rules for Grant accounts, and will receive support materials for their compliance checks
  • They will also learn how to optimise accounts for performance and get a strong return on investment
  • During the masterclass, attendees will develop a keyword plan and a campaign plan for their organisation and publish campaigns to their account
  • Attendees will receive templates and documentation for support with their ongoing work with Google Ads
  • One hour per attendee of aftercare support will be provided


Google Grant Ads Intensive Clinic


Registration, welcome, cup of tea


  • Introduction
  • The 3 key concepts you need for mastering Google Grant Ads

10:30 -11:15

Practical work: Keyword research & a keyword plan




  • How to build a campaign plan
  • Practical work: develop a campaign plan for your charity


Lunch (included) & table discussions


  • Using ad extensions to increase your traffic, ROI and conversions
  • Practical work: setting up ad extensions


  • How to evaluate the performance of your Google Grant Ads
  • Care and feeding of your Google Grant Ads account


Making the most of your Google Grant account – how to find opportunities for new campaigns


End of training day

Attendees will receive

  • Multiple planning documents and templates for use in their work
  • 1 hour per attendee of post-masterclass consultancy – Jean will review your Google Grant Ad account and make recommendations
  • Free access to online training materials to use as a future refresher on the course content

Who’s it suitable for?

Any digital marketer, campaigner or fundraiser who would like to add Google Ads to their skillset

Organisations with a Google Grant Ad account that fits any of the following descriptions:

  • A new account that hasn’t yet been fully set up with Ad campaigns
  • An account that’s struggling to perform under Google’s new rules
  • An account that has been suspended or cancelled due to low performance
  • An account that is not bringing in traffic or return on investment

What you will need

  • Access to your organisation’s Google Grant Ad account and permission to make changes – NB – this is crucial! Attendees of this masterclass will be doing practical work on their accounts during this masterclass
  • A laptop with access to Google Drive
  • Familiarity with working with spreadsheets

Pre event preparation

Attendees will be asked to complete a short survey to establish their level of familiarity with Google Ads, and also to get a sense of their current challenges with Google Ads.

About the trainer

Jean O'BrienJean O’Brien is a digital consultant, Head of Digital and Content at Barnardos Ireland, and is the founder of Digital Charity Lab, a social enterprise that builds digital skills in non-profits.  Jean has managed many Google Grant Ads accounts and has achieved exceptional results, including:

  • A 12.4% click through rate on the Barnardos Ireland ad account in 2018
  • A 62% increase in donations driven by Google Ads for Barnardos Ireland in 2018 over 2017 (case study)
  • 18% CTR on Google Ads for the Together for Yes referendum campaign
  • 15% CTR on Google Ads for the Michael D Higgins presidential campaign
  • 17% CTR on the Google Grant account for an Irish homeless charity; over 200 donations from a Google Ads donation campaign for this charity at Christmas 2017
  • Featured in a case study by Google on Google Grant success stories


Get a Masters in Media, Campaigning & Social Change

The University of Wesminster (London, UK) runs a Masters in Media, Campaigning & Social Change. they are accepting applicants for new intakes now.

This course is particularly relevant if you want to start, or to progress, a career in communications and campaigning for social change, whether in a charity or non-governmental organisation; in a public sector body; in a political party or election campaigning setting; or even in a corporate social responsibility role. It could also be a stepping-stone towards a PhD and an academic career in this growing field of study. For more information, please contact the course enquiries team or joint course leader Michaela O’Brien at

by Duane Raymond published Jan 09, 2016,