One of the Marketing Companies for Nonprofits with Deep Experience in Google Ads

Marketing companies for nonprofits come in all sizes and with a lot of different approaches. Some firms still swear by direct mail marketing, while most others have made the shift to various forms of digital marketing. Still others do a combination of print marketing and digital marketing.

Here at Beeline, we typically take a multi-channel approach to marketing with our nonprofit clients. We help them connect and communicate with potential clients, donors, and supporters through social media, email, and the nonprofits’ own websites, to name a few examples. We help our clients create valuable digital assets, such as e-books and webinars, that they can use to attract people to their causes.

We take this type of multi-channel approach for two reasons. One: because not every person is active on every digital platform, and we want to reach as many people as possible. In other words, if you limit your marketing efforts to just one platform, you limit the number of people you can reach. And two: because when people see an organization’s name in multiple places (on their social media feed, in their inbox, in their Google search results, etc.), they start to see the organization as a leader in its respective space—one that is making an impact. This can lead to greater levels of support, since people are more likely to want to get involved with organizations that they feel are making a meaningful difference.

While our company isn’t unique among marketing companies for nonprofits in using multiple channels to help promote organizations, we are considered leaders in using Google Ads as part of our strategy.

Here at Beeline, we have seen, over and over again, Google Ads provide a huge boost to the marketing campaigns of our clients! Our nonprofit clients have been able to reach people that might never have heard about their organization otherwise, and then turn those people into regular supporters.

If you are currently working with a marketing company that doesn’t use Google Ads as part of its marketing strategy for your nonprofit, it might be time to start asking, “why not?”

Using Google Ads Effectively in Nonprofit Marketing

There are small businesses that rely almost exclusively on running Google Ads to bring in leads. They spend thousands of dollars every month with Google to get their name in front of potential customers and spend very little on other forms of advertising or marketing. While this approach can work for some businesses, it’s not as effective for nonprofits—especially those that want to cultivate a loyal donor base that provides ongoing support.

For nonprofits, Google Ads should be seen as part of a larger strategy. Typically, when we run Google Ads on behalf of our nonprofit clients, we are using the ads as a way to bring first-time visitors to the nonprofit’s website. From there, we use creative ways to capture the visitors’ contact information so we can stay in touch, and hopefully, turn them into supporters over time.

One tactic we like to use with Google Ads is somewhat of a “side door” tactic. Instead of directly advertising the nonprofit, we offer something of value to draw visitors to the website—something like an interesting e-book, a study, a webinar, or even a quiz related to the work of the nonprofit. In order to access the content, visitors are required to submit their email address. Then, they receive regular communication from the nonprofit. They learn about the cause, about the work the nonprofit is doing, the current needs of the organization, and how someone can get more involved. The email communications may also encourage people to follow the organization on social media, where they can get more updates and insight into the nonprofit.

The Results Speak for Themselves: Google Ads Work in Nonprofit Marketing!

If you take a look at our case studies, you will hear directly from some of our clients, how Google Ads have helped to propel their organizations to greater heights! Some of them were not using Google Ads at all prior to working with Beeline, while others were using them ineffectively and not seeing great results.

One of our clients, Connected Families, had Beeline take over their Google Ads campaign. We were able to drive thousands of new visitors to their website and increase their email list by 250 subscribers every month! They also saw a marked increase in customers and donors to their organization. As a result, Connected Families is able to reach many more people with their valuable parenting resources.

This is just one example. We could tell you many more success stories of clients who have seen their nonprofit organizations grow both in the number of people they are able to help and the number of people who support their work.

The Google Ad Grant for Nonprofit Marketing

Right now, you might be thinking, this is great information, but I’ve looked into running Google Ads, and they can be expensive! Fortunately, Google offers a Google Ad Grant, and the majority of nonprofit organizations are actually eligible to receive it.

What is the Google Ad Grant? It’s a grant that provides nonprofit organizations with up to $10,000 per month in free advertising on Google. That’s right—free!

Beeline can walk you through the application process, and once you’ve secured the grant, we can help you set up your campaign. For some of our clients, we even provide complete Google Ad Grant management, where we handle all the details of your Google Ads campaign. We provide you with regular updates on the performance of your ads and make adjustments when needed.

Don’t have the budget for Google Ad Grant management, but still want to take advantage of the free Google Ads? Beeline offers a very affordable email course that will walk you through the process of running a successful advertising campaign on Google on your own.

Why Don’t More Marketing Companies Use Google Ads for Their Nonprofit Clients?

This is a great question! Our company certainly isn’t the only one using Google Ads to help market our clients, but there are many marketing companies for nonprofits that don’t use Google Ads as a part of their strategies. Maybe it’s because they see Google Ads as more of a tool for businesses, or perhaps it’s because they haven’t experienced good results using Google Ads in the past for their nonprofit clients.

Let’s be honest, running an effective Google Ads campaign isn’t easy. If you don’t know how to make the best use of this platform, you can get very disappointing results that make it feel like a big waste of time. We suspect that marketing agencies that steer nonprofits away from running Google Ads (or don’t even offer Google Ads as part of a marketing strategy) are those that never really devoted themselves to figuring out how to make Google Ads work for nonprofits.

At Beeline, we have taken the time to really understand how to get the most out of Google Ads. Before launching a campaign, we take the time to do keyword research so we know what types of searches people are doing related to a nonprofit’s cause. We then carefully craft compelling ad copy. Over the years, we’ve learned what types of ads get clicks and which ones get ignored. With all of the “noise” in Google search results, it’s vital for an ad to stand out in some way.  We monitor all the ads we run for effectiveness and make adjustments when they aren’t performing as well as expected.

A Google Ad campaign for a nonprofit often looks very different from the type of advertising campaign you would see for a business. So, if you are working with a marketing company that mainly works with businesses, they might not understand how to adjust their strategy for a nonprofit client. At Beeline, we specialize in nonprofit marketing! We offer the creative approach that nonprofits need to grow their organizations.

With Google Ads, our clients typically see quick results that can then be built upon for more sustainable growth. We believe just about every nonprofit organization can benefit from using Google Ads as part of their marketing strategy. We would love to tell you more and provide you with some concrete examples of how we’ve used Google Ads to bring measurable growth to our nonprofit clients. Contact us to schedule a consultation.

Partnering with Experts on Google Ads for Nonprofits

Beeline has been running successful marketing campaigns for nonprofits that include Google Ads for many years. It’s one of the things that really sets us apart from other marketing companies in the nonprofit space.

Our clients consistently rave about the work we do for them—not only because we deliver great results, but also because we provide them with a great experience along the way. Our team is readily available to answer questions, discuss strategies, and provide campaign results.

We also allow our clients to be as hands on as they want to be. For many nonprofit leaders, their organization is their passion and they, understandably, want to be involved in every aspect of its operations. We understand this and welcome input from our clients who know their causes better than anyone.

Contact Beeline to Get Started

Are you ready to grow your nonprofit organization? Do you want to do more good, bring more awareness to your cause, grow your base of supporters, or meet some other goal that you’ve set for your organization? Beeline can help! Our team is passionate about helping nonprofits succeed (in whatever way your organization defines success).

Let’s talk! Give our office a call, send us an email, or schedule a consultation today to learn more about what we do and how we can partner with your nonprofit to meet your goals for growth.