Can Google Ad Grants and Paid Ads Work Together?

Many nonprofits treat paid ads and the Google Ad Grant as completely separate efforts. That often leads to overlap, wasted spend, and gaps in search coverage. In this session, we’ll break down how free Ad Grant campaigns and paid ads can work together strategically, not compete with each other. With rising ad costs and tighter budgets, alignment matters more than ever. When structured correctly, these channels can expand reach, protect spend, and improve conversions.

Join us to build a smarter, unified search strategy.

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What we'll discuss:

• Maximize search visibility by defining clear roles for your Google Ad Grant and paid campaigns.
• Segment keywords strategically so the Ad Grant captures coverage while paid ads compete where needed.
• Prioritize high-intent searches and protect spend by reducing internal competition between accounts.
• Align landing pages and messaging to move users smoothly from click to conversion.
• Track performance across both channels and optimize based on total conversions, not isolated results.

📢 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.