For many nonprofit organizations, attracting donors is only half the battle. The real challenge lies in reaching supporters who are deeply aligned with the mission and motivated to give generously. Days for Girls, a global nonprofit focused on menstrual health and education, demonstrates how Google Ad Grants can do exactly that when managed strategically.

By leveraging Google Ad Grants, Days for Girls achieved an average donation value of $212, significantly higher than the typical online nonprofit gift. In just 60 days, the organization generated more than 400 conversions, over $5,000 in donations, and tens of thousands of mission-aligned website visits — all through free Google Search advertising.

Days for Girls Ad Grants Case S…

A Global Mission With a Digital Strategy

Days for Girls works to increase access to menstrual care and education by building global partnerships, mobilizing volunteers, and developing sustainable, stigma-breaking solutions for women and girls. The organization has reached more than one million women and girls in over 120 countries, making awareness and education just as critical as fundraising.

To support this mission, Days for Girls uses Google Ad Grants not only to raise donations, but also to:

• Increase awareness of menstrual equity issues

• Drive ecommerce purchases

• Grow email subscriptions

• Generate inbound calls and supporter engagement

This multi-purpose approach ensured Google Ads supported both immediate fundraising needs and long-term donor relationships.

Conversion Tracking as the Foundation

A key driver of success for Days for Girls was the implementation of comprehensive conversion tracking. Rather than focusing solely on clicks or traffic volume, the organization tracked meaningful actions across the website, including:

• Online donations

• Ecommerce transactions

• Email signups

• Phone calls

By importing conversion goals from Google Analytics directly into Google Ads, the organization was able to see exactly which search queries and ads led to real impact. This data-driven foundation allowed campaigns to be optimized continuously, ensuring that ad spend (even grant-based spend) was allocated toward the highest-performing opportunities.

Smarter Bidding, Higher-Value Donors

Days for Girls also utilized Google’s automated bidding strategies, specifically Maximize Conversions, to make the most of their Ad Grant budget. This approach prioritized actions over impressions, helping campaigns surface to users most likely to donate, subscribe, or engage.

The results were clear:

• 24 online donations in 60 days

• $212 average donation value

• Over 400 conversions

• 10,000 website visits driven by Google Ads

More importantly, Google Ads helped connect the organization with donors who were already searching for causes aligned with gender equity and global empowerment — creating higher-quality engagement and stronger donor intent.

How Headquarterz Helps Nonprofits Achieve (and Sustain) Results Like This

While the Days for Girls case study highlights what’s possible, many nonprofits struggle to unlock similar results on their own. The Google Ad Grant program is powerful, but it comes with strict requirements, ongoing compliance rules, and performance thresholds that can be difficult to manage without dedicated expertise.

That’s where Headquarterz steps in.

Done-For-You Google Ad Grant Applications

Headquarterz manages the full Google Ad Grant application process for nonprofits, including eligibility verification, Google for Nonprofits enrollment, account setup, and submission. Organizations don’t need prior advertising experience — Headquarterz handles the complexity from start to approval.

Compliance-First Account Structure

Many nonprofits lose their Ad Grant due to preventable compliance issues. Headquarterz builds every account to meet Google’s requirements from day one, including:

• Proper campaign and ad structure

• High-quality, mission-aligned keywords

• Required conversion tracking

• Ongoing policy monitoring

This ensures nonprofits remain eligible and active month after month.

Performance Optimization to Maintain the Grant

Google requires nonprofits to meet minimum performance benchmarks, including click-through rates and conversion activity. Headquarterz actively manages and optimizes campaigns by:

• Refining keywords and search intent

• Improving ad copy and messaging

• Aligning ads with high-converting landing pages

• Monitoring performance weekly

The goal isn’t just to keep the grant — it’s to make it perform.

Turning Traffic Into Long-Term Support

Headquarterz goes beyond advertising by helping nonprofits convert Google Ad Grant traffic into recurring donors, subscribers, volunteers, and engaged supporters through their Headquarterz channel. This creates a sustainable fundraising and awareness engine rather than one-time transactions.
 

The Big Takeaway

The Days for Girls case study proves that Google Ad Grants can do more than drive traffic — they can attract higher-value donors who are deeply aligned with a nonprofit’s mission. When managed strategically, free search advertising becomes a powerful growth tool.

With Headquarterz, nonprofits don’t have to navigate the process alone. From application to optimization, compliance to performance, Headquarterz helps organizations unlock the full value of their Google Ad Grant — and turn intent into lasting impact.