Case Study

Nutrimatters: Google Ad Grant Management
for Nonprofit Digital Marketing

Maximizing Google Ad Grant impact through strategic campaign design and compliance management for a nutrition education nonprofit.

Google Ads Google Analytics 4 Google Tag Manager Performance Marketing

Nutrimatters Google Ad Grant Management
Industry
Education, Healthcare
Timeline
2025 - ongoing

The client

Nutrimatters is a nonprofit organization dedicated to nutrition education and wellness. After receiving approval for Google's Ad Grant program—which provides up to $10,000 per month in free advertising—Nutrimatters partnered with Tizbi's marketing team to maximize this opportunity and reach more people with their educational courses and resources.

The Google Ad Grant program offers substantial advertising value, but it comes with strict compliance requirements that many nonprofits struggle to maintain. Nutrimatters needed a digital marketing partner who could not only set up effective campaigns but also ensure sustained compliance with Google's demanding performance standards.


The challenge

Google Ad Grants aren't like traditional paid advertising. The program has uniquely stringent requirements that can result in account suspension if not carefully managed.

These requirements included the 5% CTR Rule in which organizations must maintain a click-through rate of at least 5% each month. Falling below this threshold for two consecutive months results in immediate account suspension.

Additional compliance requirements include:

  • $2 maximum cost-per-click limit on all keywords
  • Mandatory "Maximize Conversions" bidding strategy
  • Meaningful conversion tracking of relevant user actions
  • Specific account structure standards
  • Geographic targeting restrictions (no worldwide targeting)

Before working with Tizbi, the Nutrimatters account was treating the Ad Grant like traditional performance marketing. However, Google Grants require a fundamentally different approach: maximizing quality and relevance first, which naturally improves CTR and maintains compliance.

Do you have a similar challenge?

Ready to maximize your Google Ad Grant or scale your paid advertising?

Tizbi Solution

Intent-based campaign architecture

We designed purpose-driven campaigns tailored specifically to Nutrimatters' audience and the nonprofit education space:

  • Awareness campaigns for educational content discovery
  • Education campaigns for course exploration
  • Enrollment campaigns for direct signups
  • Nonprofit campaigns targeting mission-aligned searchers

This segmented approach allowed us to match user intent at every stage of the journey, from initial curiosity about nutrition topics to active course enrollment.

Custom keyword strategy

Rather than using generic digital marketing keywords, we built a custom keyword strategy from the ground up. Our focus was on high-intent, nonprofit-specific terms that would attract genuinely interested users while maintaining the required CTR thresholds.

By targeting searchers with clear educational intent, we ensured that clicks translated into meaningful engagement rather than just traffic.

Real-time performance monitoring

Compliance with Google Ad Grant requirements demands constant vigilance. We implemented real-time performance tracking with weekly and monthly compliance audits, ensuring the account never slipped below the critical 5% CTR threshold.

This proactive monitoring system catches potential issues before they become problems, protecting Nutrimatters' access to their $10,000 monthly advertising budget.

Tech stack


Marketing tools
Google Ads
Google Analytics 4
Google Tag Manager
Google Search Console
Tizbi Analytics Dashboard

The results

We successfully maintained and exceeded Google's strict performance requirements while driving meaningful engagement for Nutrimatters' educational mission.

Performance metrics after 6 month: June – December 2025


CTR Archived
7.53%

CTR Archived

vs Google's 5% requirement

Campaign Views
63,600

Campaign Views

Brand visibility established

Monthly Clicks
3,759

Monthly Clicks

Qualified traffic generated

Users Reached
950+

Users Reached

Monthly engagement

Sustained compliance

Sustained compliance

Through our proactive monitoring and optimization approach, Nutrimatters maintains continuous compliance with all Google Ad Grant requirements, ensuring uninterrupted access to their advertising budget.

Strategic foundation

Strategic foundation

We established a sustainable digital marketing framework, transforming the Google Ad Grant from potential liability into reliable growth channel.


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