How We Helped Holy Language Institute Get Approved for Google for Nonprofits and Launch Google Ad Grants
Holy Language Institute is a volunteer-run Canadian charity founded by Izzy Avraham with a singular mission: helping people get closer to Yeshua of Nazareth through the Hebrew language. Since 2007, Izzy has been teaching Biblical Hebrew — first in churches and homes across Saskatchewan, then online to a global audience. Today, HLI reaches over 100,000 followers in more than 100 countries through courses like Hebrew Quest, Hebrew Grammar Quest, Hebrew Verses, Messianic Messages, and more.
The organization is known for three things: being passionately Messiah-centered, being shockingly affordable, and being a real community. But despite a loyal global following, HLI had an untapped opportunity to reach the thousands of people searching online every day for Biblical Hebrew education, Messianic resources, and faith-based language learning.
The Problem
Holy Language Institute had built an incredible library of content and a devoted community, but their growth was primarily organic — word-of-mouth, social shares, and existing student referrals. They weren't taking advantage of one of the most powerful tools available to nonprofits: Google Ad Grants, which provides eligible organizations with up to $10,000 per month in free Google Search advertising.
The challenge was twofold. First, HLI needed to apply for and get approved for Google for Nonprofits — a process that requires meeting specific eligibility requirements, proper documentation, and verification through TechSoup. Second, once approved, they needed well-structured Google Ads campaigns that would actually generate meaningful awareness and drive new students to their courses.
Our Approach
Google for Nonprofits Application
We guided Holy Language Institute through the full Google for Nonprofits application process. This included verifying their Canadian charitable status (officially recognized by the CRA since February 2012), registering with TechSoup, and completing Google's eligibility verification. We handled the documentation, ensured everything met Google's requirements, and managed the back-and-forth communication throughout the approval process.
HLI was approved for Google for Nonprofits, unlocking access to Google Ad Grants along with other benefits like Google Workspace for Nonprofits and YouTube Nonprofit Program features.
Google Ad Grants Campaign Strategy
With approval secured, we built out a Google Ads campaign strategy designed to put Holy Language Institute in front of people actively searching for what they offer. We focused on high-intent keywords across several categories:
- Biblical Hebrew education — targeting searches like "learn Biblical Hebrew online," "Hebrew language course," and "Biblical Hebrew for beginners"
- Messianic and faith-based learning — reaching people searching for "Messianic Bible study," "Hebrew Bible resources," and "learn Hebrew Yeshua"
- Course-specific campaigns — driving awareness for flagship programs like Hebrew Quest and Hebrew Grammar Quest
Each campaign was structured with tightly themed ad groups, compelling ad copy that reflected HLI's unique voice and mission, and landing pages aligned to the searcher's intent. We also configured conversion tracking to measure meaningful actions — course sign-ups, email list subscriptions, and engagement with key pages.
Campaign Launch and Optimization
Once the campaigns were live, we monitored performance closely — adjusting bids, refining keyword lists, pausing underperformers, and testing new ad variations. Google Ad Grants has specific compliance requirements (maintaining a 5% click-through rate, using valid conversion tracking, and following account structure guidelines), so we ensured HLI stayed in good standing while maximizing the impact of their monthly grant.
The Results
With Google Ad Grants active, Holy Language Institute gained a new, scalable channel for reaching people who had never heard of them before:
- Access to up to $10,000/month in free Google Search advertising
- Campaigns targeting high-intent searchers actively looking for Biblical Hebrew education
- Increased visibility for HLI's courses and mission across Google Search results
- A sustainable, ongoing awareness engine that runs alongside their existing organic community growth
For a volunteer-run charity that has always prioritized affordability and accessibility, Google Ad Grants gave HLI a way to expand their reach without adding to their costs — putting their mission in front of the people already searching for exactly what they offer.
Key Takeaway
If you're a nonprofit, Google Ad Grants is one of the highest-value programs available to you — $10,000/month in free advertising is hard to beat. But the application process can be confusing, and running effective campaigns requires real strategy and ongoing management. The right partner can help you get approved, launch campaigns that actually drive results, and keep your account in compliance so you never lose access.
Is your nonprofit leaving money on the table? Let's talk about how we can help you get started with Google for Nonprofits.
About the Author
Jon Horton is the founder of NewCulture. With 20+ years in technology and digital strategy, he helps businesses, nonprofits, and churches build their online presence and reach more people.
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