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Grant Growth

The Google Ad Grants course for nonprofits

Make your grant
work for your mission.

Build, diagnose and scale a Google Ad Grant without relying on generic PPC advice. Follow Grants-specific implementation steps for Search, AI Max, Performance Max, measurement and troubleshooting.

Explore the course €149 · one-time · lifetime access

8 modules · 49 lessons · practical implementation workbook

Start where you are

One course. Three starting points.

01 / APPLY

“We don’t have a grant yet.”

Understand eligibility, prepare the website and navigate verification and activation.

02 / BUILD

“We’re approved. Now what?”

Connect measurement, build coherent Search campaigns and launch with a clear purpose.

03 / IMPROVE

“Our account barely delivers.”

Diagnose the constraint, expand relevant coverage and control what automation discovers.

The curriculum

A clear path from setup
to better decisions.

Work through the sequence or return to the lesson that answers your current problem. Your completion progress stays with your account.

01Orientation3 lessons
  • Welcome to Grant Growth
  • Meet your instructor
  • The strategic role of Grants
02Set up an account ready to advertise5 lessons
  • Apply for Google Ad Grants
  • Account readiness
  • GA4 and website readiness
  • Measurement architecture
  • Foundation test
03Build and launch Search10 lessons
  • Start with audience intent
  • Campaign architecture and Search build
  • Ad-group discipline
  • Broad Match
  • Landing pages
  • Responsive Search Ads
  • Assets
  • AI Max and the move beyond legacy DSA
  • Bidding and budget
  • QA and launch your Search campaign
04Build and launch Grants PMax4 lessons
  • Performance Max
  • Audience signals and URL expansion
  • Google Maps and local visibility
  • QA and launch Grants PMax
05Optimise useful reach10 lessons
  • The first principle: delivery before optimisation
  • The Grant Growth operating system
  • The optimisation order
  • Weekly operating review
  • Search terms as research
  • Negative keywords
  • URL controls and the expansion-control balance
  • Poor-quality traffic diagnostic
  • Good traffic but few conversions
  • Reporting that leads to decisions
06Scale what works5 lessons
  • Scale useful coverage systematically
  • Grants versus Paid Search
  • Days 1–14: Diagnose and fix the constraint
  • Days 15–30: Expand, control and learn
  • After day 30
07Advanced tactics and experiments4 lessons
  • Audience signals and scale decisions
  • High Target CPA: experiment only
  • Build a useful experiment
  • Advanced segmentation, URL and negative controls
08Troubleshooting and policy reference8 lessons
  • No impressions: diagnose in the right order
  • When bidding is not the problem
  • Compliance: policy versus enforcement
  • Other policy areas and account hygiene
  • Search, PMax and sudden delivery problems
  • Conversion tracking and Smart Bidding faults
  • Website approval, extra domains and migrations
  • Suspension, ownership and Google support

Learn with Niklas de Goys

Practical experience, clearly explained.

Roughly three years specialising in large Google Ad Grants setups at the United Nations, backed by more than 13 years since launching his first Google Ads campaigns. Learn how to diagnose low delivery, expand coverage and judge whether the traffic is actually worth keeping.

Meet your instructor →

A working system for your team

Build it once.
Keep learning from it.

  • The complete 49-lesson course across 8 modules
  • Practical steps, examples and diagnostic checklists
  • An implementation workbook, full-course PDF and a 30–90 day operating rhythm
  • Saved progress and reference navigation
  • Current-source labels that separate Google requirements, observed behaviour, experience-based recommendations and experiments

€149One-time payment · lifetime course access

Get lifetime access →

Already enrolled? Log in with your checkout email.

Independent training. Grant approval, advertising spend and fundraising results are not guaranteed.

Before you enrol

Know exactly what you are buying.

Designed for nonprofit staff, consultants and Google Ads specialists who want to implement or improve a real Ad Grant. Basic digital-marketing familiarity helps; prior Ad Grants experience is not required.

Format
49 online lessons, implementation workbook and downloadable full-course PDF.
Level
Starts with application and setup, then moves into Grants-specific optimisation, scaling, diagnostics and advanced experiments.
Access
€149 once for lifetime access to the course account and subsequent updates made available there.
After payment
Use the checkout email to request a secure sign-in link. Access is enabled once payment is confirmed.
Support
Access or course questions can be sent to hello@adgrantgrowth.com.
Refunds & terms
Refunds and cancellation rights depend on applicable law and the terms shown at checkout. Read the terms.

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