The Ideal Google Ad Grant Campaign Structure for Cultural Attractions
Update: 2025-08-14
Description
The Google Ad Grant offers up to $10,000 a month in free search ads for qualifying nonprofits, including gardens, zoos, aquariums, and museums. But without the right setup, much of that potential goes unused.
In this episode, we outline the ideal campaign structure to make the grant work harder for your institution.
We talk about:
- Separate branded and non-branded search terms into distinct campaigns for clarity and control.
- Build four core campaigns: Brand, Location + Category, Weddings & Private Events, and Things to Do.
- Use the grant to capture high-value non-branded searches you might skip in paid campaigns.
- Layer in seasonal event keywords to boost traffic during peak visitation periods.
- Audit your paid search to shift branded terms into your grant—freeing up budget for harder-to-reach audiences.
This podcast is produced by Attend Media.
Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media
Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com
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