Search Intent: Capturing Search Demand With the Ad Grant

Search intent is one of the biggest clues nonprofits can use to improve Google Ad Grant performance.

It helps you understand what people are actually looking for, so your campaigns can show up with the right message at the right moment. In this session, we’ll explore how to understand the intent behind different searches, identify search demand, and build Google Ad Grant campaigns that connect people to the right page, message, and call to action.

What we’ll cover:

• Understanding search behavior and what it reveals about audience needs.
• Evaluating volume, competition, CPC, and intent before building.
• Capturing demand across informational, branded, and action-ready searches.
• Prioritizing the searches most likely to support your nonprofit’s goals.
• Connecting keywords, ad copy, landing pages, and calls to action.
• Reducing wasted clicks, improving relevance, and turning more traffic into meaningful conversions.

📆 Free to join. Spots are limited. Recording included.

Note: By registering for this webinar, you consent to receive communications from Getting Attention using the contact information you provide.

📢 About the speaker 📢

Malou De Gracia | Nonprofit Education Specialist at Getting Attention

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Malou is the Nonprofit Education Specialist at Getting Attention, where she helps nonprofits learn more about the Google Ad Grant and how to manage it effectively. With more than 20 years of experience, including more than seven years of experience in marketing and technology, Malou is well-versed in the demands of the digital era.

Prior to her work at Getting Attention, Malou was a moderator for a leading nonprofit education platform, where she planned and hosted free educational webinars on topics ranging from search engine optimization, donor engagement, fundraising tips, and more. Most recently, she worked in the mission-driven sector, advising organizations on improving their search outcomes. She brings that wealth of knowledge and deep understanding of the needs of nonprofits to her webinars for Getting Attention.

In her free time, you can find Malou collecting pottery (she'd make her own if she had the equipment!) and propagating her houseplants.