Logan Mastrianna (Digital Tabby)

Digital Tabby helps non-profit organization maximize their Google Ad Grant and amplify their impact.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

The Google Ad Grant isn't $10,000/month.

It's $329/day.

Slow Sunday? That unused budget doesn't roll over.

Small geographic target? You'll never enter enough auctions to hit it.

Geography is the gatekeeper.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

In a Google Ad Grant, audiences are rarely used.

Most accounts can't spend the full $10K, so segmenting traffic doesn't make sense. For accounts we max out, audiences unlock the next layer of optimization.

Most never get there.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Most nonprofits overcomplicate their marketing plan.

Here's a simple framework called CAAT.

🤝 Connect with people
📥 Acquire them as an audience
📣 Advocate for your mission
📊 Track what's working

That's it.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Most nonprofits jump straight to a keyword tool for their Google Ad Grant.

We start with the brain. If I had the problem this nonprofit solves, what would I search for?

Then Keyword Planner. Then Autocomplete.

Brain first. Tools second.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Should your nonprofit run a branded campaign in the Google Ad Grant?

Yes.

It controls the search results for your brand and funnels warm visitors to your most important pages.

Adoptions. Donations. Whatever matters most.

Run the branded campaign.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Maxing out the full $10,000 of your Google Ad Grant isn't the finish line.

We took one client from $165 to $68 per conversion in six months.

Same budget. Way more conversions.

The work is just beginning.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

The Google Ad Grant uses Google's remaining ad inventory, so it loses to paid accounts on high-intent keywords like "donate my vehicle."

Target what your audience searches BEFORE the high-intent keyword. Then educate and ask.

That's the play.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Most nonprofits only track conversions inside Google Ads.

That means you can't compare your Google Ad Grant to organic social, organic search, or anything else.

We build conversions in GTM and push to GA4 so every channel is apples to apples.

Fix the tracking first.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

The $2 cost per click limit on Google Ad Grants is one of the most misunderstood rules in nonprofit paid media.

We pulled 10 accounts. Average CPC was $8.56.

With conversion-based bidding, the $2 limit stops mattering.

Ignore it.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Some of our best Facebook ads for nonprofits are ugly, text-heavy Canva designs.

No branding. No fancy editing. Just a clear ask.

Most nonprofits won't run them because they're "off-brand."

But if it works, would you use it?

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Giving away free Google Ad Grant audits until we run out of time.

You get a video walking through your account against a 60+ item checklist.

Compliance, structure, conversions, keywords, easy wins.

Drop a comment to claim one.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Every Google Ad Grant account we manage comes down to three goals.

📈 Increase grant spend
🎯 Improve search traffic quality
💰 Reduce cost per conversion

99% of the time, it's one of these three.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Most nonprofits ask their audience for the wrong thing at the wrong time.

Someone who just viewed a page isn't ready to become a legacy donor. Move them up the advocacy ladder a couple rungs at a time.

Match the ask to where they are.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

The Google Ad Grant isn't a $10,000 monthly budget for your nonprofit.

It's a $329 daily budget.

Max the day and you max the month. But some months land under $10K and some over, even when nothing changed.

Track average daily spend.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

People searching your nonprofit's brand name already trust you.

Send them to a donation page, not your homepage.

We've generated $5.3k in donations for a single nonprofit using branded Google Ad Grant searches with donation-focused sitelinks.

Don't sleep on your brand.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

A surprising number of nonprofits run paid ads with zero conversion tracking.

On the Grant, bidding can't optimize without it. On Meta, you pay for clicks that never convert.

Fix the tracking first.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Google Ad Grant ads only get a chance to show if there is space after paid ads. That is why high intent fundraising searches can be harder. The point is to understand why, then solve it with better keyword research, calls to action, or strategy.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

For nonprofit Google Ad Grants, we set up conversions in Google Tag Manager, send them to Google Analytics Four, and import them into Google Ads. The benefit is an apples to apples view of conversions across all your traffic channels.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

Most nonprofit newsletter forms we see have no thank you page. That matters because a thank you page makes conversion tracking easier and gives someone who just signed up a clear next step, like following you on social or completing a donation.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

CTA VERSION 2
Want to see what this could look like for your nonprofit? DM me and I’ll send a few content ideas based on what people are already searching for.
CTA VERSION 3
DM me if you want to see an example of a content map and a few article ideas for your organization.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

A content map helps nonprofits see what people are actually searching and what content can match that intent. It is baked into our offer because if we can help you produce great content, we can amplify it through the Google Ad Grant.

[Logan Mastrianna (Digital Tabby) @DigitalTabby]

CTA VERSION 1
Want to see a content map for your organization? DM me and I’ll put together three sample article ideas based on keywords people are searching for that you do not have on your website.