Google Ads & Ad Grants
Paid search done well outranks years of organic effort overnight. For nonprofits, Google's $10,000/month Ad Grant turns visibility into a budget line.
Where Most Accounts Go Wrong
Most Google Ads accounts are quietly burning money. Bad keyword match types. Broken conversion tracking. Campaigns optimized for clicks no one ever asked you to chase.
And most nonprofits never claim the Google Ad Grant — $10,000 a month in free ad spend, just sitting there, unused.
Both problems have the same fix: someone who knows the platform, owns the strategy, and stays accountable to the numbers.
What I Help With
One discipline. Many angles. Pick the work that matches where you are.
Get your nonprofit approved for Google for Nonprofits and the $10,000/month Ad Grant. From application to first live campaign.
Ongoing optimization to keep your Grant compliant, your CTR above the 5% threshold, and your spend driving real outcomes — not vanity clicks.
Google Ads campaigns that drive qualified leads, calls, and sales. Keyword strategy, ad copy, landing page alignment, conversion tracking.
Smart-bidding campaigns for e-commerce and lead-gen businesses. Feed optimization, asset groups, audience signals.
The boring foundation that makes everything else honest. Proper conversion events, GA4 integration, and reporting you can actually read.
For service businesses where the phone ringing is the conversion. Local Service Ads, call-only campaigns, and call tracking.
If you see yourself here, we're probably a fit.
Nonprofits eligible for or already using the Google Ad Grant
Churches and ministries wanting to reach new people online
Small businesses with stalled organic traffic and budget to spend
E-commerce brands ready to scale paid search profitably
How We Work Together
Pick the door that fits where you are right now.
Start Here · Free
30-minute call to scope your needs, share an honest read, and decide together if we're a fit. No pitch.
Book a CallCoaching · Monthly
You do the work. I bring the strategy, the playbook, and the accountability. Monthly engagement.
Book a CallDone For You
Long-term partnership. We own the work, the results, and the roadmap. Custom-scoped to your goals.
Get a ProposalReal Work, Real Results
Holy Language Institute
Global nonprofit, 100k+ followers, scaled through paid + organic search.
Musar Center (Nonprofit)
Growing reach through both Ad Grant and supplementary paid campaigns.
Revayah Coffee
Garage coffee roaster grown into a real brand through SEO + Amazon + Google Ads.
Your Expert
I'm Jon — founder of NewCulture, based in Clayton, NC. For 20+ years I've helped organizations build the digital presence they need: from a guitar shop in Goldsboro to ministries reaching 100+ countries.
I've worked with Red Hat, NewSpring Church, BibleProject, and Holy Language Institute — and with local Raleigh-area nonprofits like The Ancient Way and Kid Lab. The framework I bring to your business is the same one I've built NewCulture on.
More on Google Ads & Ad Grants
Deeper reads on what we cover in this service.
The Ancient Way had a compelling mission and nothing else — no name, no brand, no website, no audience. Two years later, they're reaching over 3,000 people every month through organic search, with traffic that quadrupled in year two.
Revayah Coffee started with a small garage roaster and a belief that people deserved better coffee. They didn't wait until everything was perfect. They started, built a real brand, and by the end of year one had 250+ happy customers, 500+ orders, and 2,000+ pounds of specialty coffee roasted.
Holy Language Institute had a global audience but no way to reach new students at scale. We helped them apply for Google for Nonprofits, get approved, and launch Google Ad Grants campaigns to generate awareness for their mission.
Up to $10,000 per month in free Google Ads spend for qualifying 501(c)(3) nonprofits. Real money, real campaigns, real reach — restricted only to text ads on Google Search.
Most U.S. 501(c)(3) organizations qualify. Hospitals, schools, and governmental entities do not. The application takes 1–2 weeks if everything is in order. I help you navigate it.
You're working directly with me — not an account manager handing you off to a junior. I focus on a small number of clients so I can stay close to your numbers, your strategy, and your goals.
Setup and ongoing management are scoped to your needs — typically a flat monthly fee that's a fraction of the $10,000 you're putting to work. Reach out and we'll talk specifics.
No. They complement each other. Paid gives you visibility today; SEO compounds for years. Smart strategy treats them as two halves of the same system.
My specialty is Google Search and Google Ads. For multi-platform strategy, I'll happily point you to trusted partners or roll those into a broader digital strategy engagement.
Whether you're claiming the Grant for the first time or trying to fix campaigns that aren't performing, start with a conversation.
