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How Soi Dog Charity Put Its Google Ad Grant to Work
Restructured Google Ad Grant campaigns that grew traffic, donations, and international supporter engagement.
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Home / Case studies / Non-Profit
Restructured Google Ad Grant campaigns that grew traffic, donations, and international supporter engagement.
Rescue P.A.W.S. is an animal welfare organisation operating in Thailand, focused on rescuing, rehabilitating, and rehoming stray dogs and cats. Through international outreach and adoption programmes, the organisation connects rescued animals with supporters and adopters around the world.
Phoenix Media partnered with Rescue P.A.W.S. to help them make better use of their Google Ad Grant account, allowing the organisation to increase visibility, drive website traffic, and attract more supporters to their cause.
Like many non-profit organisations, Rescue P.A.W.S. had access to the Google Ad Grants programme but was not fully utilising the available advertising budget. Managing grant campaigns requires careful optimisation to meet Google's compliance requirements while still delivering meaningful results.
The challenge was to structure campaigns that could both comply with the grant rules and reach relevant audiences searching for animal rescue, adoption, volunteering, and donation opportunities.
Phoenix Media began by testing a range of campaigns and keyword groups to understand which searches were generating the most engagement and relevant traffic. Campaigns were monitored closely so we could identify which keywords were gaining traction.
We ensured that website conversion tracking was correctly configured so meaningful actions could be measured accurately. Conversion-based bidding strategies were then introduced to encourage Google to prioritise searches that were more likely to lead to engagement or support.
The campaigns also utilised several of the available ad formats within the account, allowing us to test different placements and expand the visibility of the charity's work across multiple Google advertising channels.
The numbers
After the first three months of optimisation, search campaigns were driving consistent traffic and we were able to maximise the allocated Google Ad Grant spend through relevant impressions and clicks.
As campaigns matured, the improved targeting and optimisation helped drive a steady increase in meaningful website activity. This included higher engagement from visitors interested in the organisation's work, as well as an increase in donations and support from audiences around the world.
The Google Ad Grant campaign has since become an important channel for increasing awareness and helping the organisation connect with new supporters internationally.
Working with Phoenix Media has helped us better utilise our Google Ad Grant account. Their team helped restructure our campaigns and improve our visibility online, allowing more people to discover the work we are doing.
Their support has been clear, professional, and very helpful for our organisation.
If you're a charity or non-profit looking to increase awareness, attract supporters, or generate more donations through digital marketing, our team can help build a strategy tailored to your goals.
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