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Same Rulebook,
Different Missions.
The Google Ad Grant behaves identically in every sector — the $2.00 bid cap, the 5% click-through floor, the keyword rules. What changes is who is searching, what words they use, and what counts as a conversion.
Pick your sector
Eight Sectors,
Eight Search Behaviours.
Each page covers the queries people actually type, what to count as a conversion, when demand peaks, and the mistake we see most often in that sector.
Animal Shelters
Shelters, rescues & sanctuaries
Education
Schools, tutoring & mentoring
Health & Medical
Clinics, research & advocacy
Arts & Theatre
Theatres, museums & music
Environmental
Conservation & sustainability
Food Banks
Distribution & hunger relief
Veterans & Military
Transition, housing & family support
Faith-Based
Churches, missions & ministries
What doesn't change
The rules are identical everywhere
Whatever the mission, every Ad Grant account has to hold click-through rate above 5%, avoid single-word and overly generic keywords, keep working conversion tracking, and complete the annual programme survey. Sector strategy sits on top of that floor — it never replaces it.
Not on the list?
The eight above are simply where we have run the most accounts. The grant rules do not change by cause, and search demand exists for far more missions than these.
Tell us what your organisation does and we'll say honestly whether people are searching for it — including when the answer is that they are not, and paid social would serve you better.
Let's Look At Your Sector.
Thirty minutes on your account and the search demand around your mission. Free, and you keep the findings.
Book a free audit