Case Study · Google Ads Management

Nonprofit Community Theatre

Growing visibility for a nonprofit theatre through the Google Ad Grants program — impressions up 6x year over year.

Client since Feb 2024 Active account Arts & nonprofit (Google Ad Grants)

1,182

Total clicks (23 months)

22,885

Total impressions

Total tracked conversions

~2 yrs

Working relationship

The trend

Monthly impressions (last 24 months)

The Challenge

A local nonprofit theatre needed more visibility for its productions without a paid media budget — and needed campaign activity that flexed around its show calendar rather than running at a flat pace year-round.

The Approach

Enrolled and managed through the Google Ad Grants program (Search-only, per program rules)
Campaign activity adjusted around the organization’s production and event calendar
Ongoing optimization to make the most of Google’s donated ad inventory

The Results

Comparing the most recent 12 months to the 12 months before that:

Impressions up 509% year over year (19,899 vs. 3,266)
Clicks up 138% year over year (861 vs. 361)
Conversions up 150% year over year (5 vs. 2)
As an awareness-focused Ad Grants account, conversion volume stays intentionally low — visibility for productions is the primary goal

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Figures pulled directly from the Google Ads account and reflect actual account performance over the period shown. Client identity withheld for confidentiality; industry is shown in general terms.