Google Ads — Ad Grants Proposal

A Google Ads plan built
for Endeavor Miami

Your Google Ads Grant gives you $10,000/month in free advertising. This proposal covers an audit, optimization, and new campaign builds to make sure you're capturing every dollar of it — and sending it to the right people.

$10,000/mo
Grant value available
3
Weeks to completion
$0
Media spend (it's a grant)
Review Investment →
The Opportunity

$10,000/month in free ads.
Most nonprofits leave half on the table.

Google Ad Grants funds are use-it-or-lose-it. Accounts with structural issues — low CTR, broad keywords, no conversion tracking — routinely spend $3K–5K of their $10K grant while the rest goes uncaptured. Fixing this has an immediate, measurable impact on mission reach.

$120K
Per year in free Google Search advertising you're entitled to
< 5%
CTR threshold — fall below and Google suspends the grant
$0
Media cost. Every click to endeavormiami.org is free to Endeavor Miami
Attract more entrepreneur applicants
Founders searching for "startup accelerator Miami" or "how to scale my business" should find Endeavor — but probably aren't today.
Drive Cohort Program sign-ups
Your cohort-based programs are a standalone conversion opportunity with no dedicated campaigns likely targeting them.
Grow your newsletter audience
Newsletter signups are a direct pipeline to your community. Search ads targeting entrepreneurs curious about Miami's ecosystem can drive this at zero cost.
Keep the grant — stay compliant
Ad Grants accounts must maintain ≥5% CTR account-wide. A structural cleanup ensures you stay within compliance and never lose access.
Context: Endeavor Miami's entrepreneurs generated over $900M in revenues and employed 6,000+ people in 2023. More qualified applicants finding Endeavor through Search = more of that impact, compounding.
Site & Account Audit Snapshot

What we observed before writing this proposal

A pre-proposal pass of endeavormiami.org surfaced the following technical signals. The full account audit (Phase 1 of the engagement) will go much deeper.

📊
Confirmed ✓
GA4 Installed
Google Analytics 4 (G-JMJES2MLTR) is active. Behavioral data is being collected — good baseline for conversion analysis.
📌
Confirmed ✓
Google Ads Tag Present
AW-16469366552 fires on the site. The grant account is wired to the domain — but conversion goals need audit to verify they're tracking the right actions.
⚠️
Gap
No Google Tag Manager
Tags are loaded directly via gtag.js. Adding new conversion events (application form submissions, cohort sign-ups) requires developer code changes — GTM would make this self-serve.
🎯
Risk
Conversion Tracking Gaps
The tag fires — but are applications, newsletter sign-ups, and cohort registrations tracked as conversions? Without this, Smart Bidding has no signal and the grant CTR compliance is harder to manage.
🏗️
Opportunity
Programs With No Ad Coverage
Cohort-Based Programs and Knowledge Center & Media appear to have no dedicated campaigns. These are high-intent conversion paths that deserve their own ad groups and landing page alignment.
🔍
Note
WordPress — Custom Theme
Built on WordPress with a custom Endeavor theme. Landing page edits for ad message match are possible without a full rebuild.
GA4 Active
Google Ads Tag
Conversion Goals — needs audit
No GTM
Smart Bidding — status unknown
How We'll Do This

Three phases. Three weeks.

The engagement runs in sequence — audit first so the builds are informed by real data, not guesswork. No parallel launches, no wasted effort.

01
Week 1
Full Ad Grants Account Audit
Deep review of every campaign, ad group, keyword, and ad. CTR compliance check across the account (grant requires ≥5% — any group pulling this down is a threat). Search term mining to identify wasted spend and missed intent clusters. Conversion goal audit: are applications, cohort sign-ups, and newsletter subscriptions being tracked? Bid strategy review — are they using Maximize Conversions (which removes the $2 CPC cap) or still capped at manual $2 max?
CTR Compliance Keyword Audit Search Terms Conversion Audit Bid Strategy
02
Week 2
Optimization — Fix, Tighten, and Stabilize
Apply audit findings: pause underperforming ad groups dragging CTR below compliance, add negative keywords from search term analysis, rewrite low-CTR ad headlines, switch eligible campaigns to Maximize Conversions bidding. If conversion tracking has gaps, define the implementation plan (and flag for dev team if GTM is needed). Every change documented with before/after rationale.
Negative Keywords Ad Copy Rewrites Smart Bidding Switch CTR Repair
03
Week 3
New Campaign Builds — Closing the Coverage Gaps
Build new campaigns for the keyword clusters not currently covered: entrepreneur application intent ("startup accelerator Miami", "apply to entrepreneur program"), cohort programs ("startup cohort Miami", "entrepreneurship training program"), and ecosystem content ("Miami startup resources", "entrepreneurship podcast Miami"). Each campaign gets: proper ad group structure, 2–3 RSA ads per group, tightly-matched landing pages, and conversion goal assignments.
Keyword Research Campaign Structure RSA Ad Copy Landing Page Alignment
Kickoff call (30 min) at the start — to get account access and clarify conversion goals. Delivery call (45 min) at the end — walkthrough of all changes + the handoff doc. Async Slack/email between phases for any questions.
Deliverables

What you'll have when we're done

Everything documented, nothing locked in my head. The account is yours before, during, and after.

Audit Report

  • CTR compliance score per campaign and ad group
  • Keyword quality analysis — performance vs. coverage
  • Search term breakdown — relevant, irrelevant, missing
  • Conversion tracking status and gap list
  • Bid strategy assessment with specific recommendations

Optimized Existing Account

  • Negative keyword lists applied at campaign & ad group level
  • Low-CTR ads rewritten (responsive search ad format)
  • Smart Bidding (Maximize Conversions) activated where eligible
  • Underperforming ad groups restructured or paused
  • Account-level CTR brought above the 5% grant threshold

New Search Campaigns

  • Entrepreneur Application campaign — high-intent applicant keywords
  • Cohort Programs campaign — program-specific search terms
  • Ecosystem / Knowledge Center campaign — content & community queries
  • Each campaign: 2–4 ad groups, 2–3 RSAs each, conversion goals set

Handoff Documentation

  • Account naming conventions and structure rationale
  • Weekly maintenance checklist (15-min/week routine)
  • Grant compliance calendar — what to check monthly to keep the grant
  • Conversion tracking setup guide (for dev team if GTM gets added)
  • Recorded delivery call for your reference
Investment

One price. No ongoing retainer required.

This is a one-time consulting engagement. You pay once, we do the work, you own everything. No monthly commitment, no lock-in.

Core Engagement
USD 1,800
One-time flat fee · Payment on kickoff
  • Full Ad Grants account audit
  • Account optimization (CTR, negatives, bid strategy, ad copy)
  • 3 new campaigns built from scratch
  • Conversion tracking audit + recommendations
  • Handoff documentation + maintenance guide
  • Kickoff call (30 min) + Delivery call (45 min)
  • Async support during the 3-week project
Optional Add-on
USD 400
3-Month Performance Check-in
  • Full account performance review at the 3-month mark
  • CTR compliance re-check
  • New search term opportunities surfaced
  • Written recommendations report
  • 1-hour review call
Bundle: Core + 3-Month Check-in
Book both now and lock in the full scope. Save USD 200 vs. purchasing separately.
USD 2,000
vs. USD 2,200 separately
Not included: Media spend (the grant covers this — your net cost for clicks is USD 0). Third-party tools or software. Landing page development or redesign. Ongoing monthly management beyond the check-in.
About

Who's doing the work

I'm a Google Ads specialist with 5+ years managing Search, Shopping, and Performance Max campaigns across DTC ecommerce, B2B lead generation, and nonprofit accounts. I currently manage $200K+/month in Google Ads spend across multiple brands.

I work with clients from Latin America, with hands-on expertise in Google Ads Grant accounts — including the compliance requirements, CTR maintenance, and the specific structural patterns that make them perform or fail.

Google Ads Certified Ad Grants Specialist GA4 Measurement Smart Bidding Search Campaign Architecture
DTC Brand — Brand Search Recovery Recovered 22pp of lost impression share for a consumer brand in 6 weeks by restructuring keyword bids. Revenue from brand search +$140K/yr.
Lead-Gen Account — NB Search Restructure Cut CPA 38% on a B2B lead-gen account by mining and applying 400+ negative keywords from search term data. Done in 2 weeks.
Nonprofit — Ad Grants Compliance Rescue Saved a nonprofit's Ad Grants account from suspension (CTR was at 2.8%). Rebuilt ad groups and rewrote copy; CTR to 7.4% in 30 days.
Ready to get started?

The engagement kicks off within 48 hours of confirmation. Account access + a 30-minute kickoff call is all we need to begin.

Confirm the engagement →
Reply to this proposal or email carjos1423@gmail.com to move forward.
FAQ

Questions

Do we need to give you our Google Ads login?
You'll add me as a standard access user to your Google Ads account — no need to share passwords. I can also request access via my Google Ads manager account (MCC), which lets you revoke access at any time with a single click. I'll walk you through this on the kickoff call.
We're a nonprofit. Can you guarantee we won't lose the Ad Grant?
No ethical consultant guarantees a specific outcome — but the entire Phase 1 audit is specifically designed to identify compliance risks (CTR below 5%, single-word keywords, inactive campaigns). The optimization phase directly fixes these. Based on comparable accounts, bringing CTR above the threshold within 30 days of the fix is the expected result.
What happens after the 3-week engagement ends?
You'll have a fully optimized account, 3 new campaigns live, and the handoff documentation to manage it in-house. If you add the check-in add-on, we reconnect at 3 months for a performance review. After that, you can reach out for additional one-off work — no ongoing retainer required.
We don't have a dedicated marketing team. Is this too technical for us?
No. The handoff documentation is written for a non-technical team member who can follow a weekly checklist. For anything more advanced (like adding new conversion tracking), I'll write the brief your developer needs. You don't need a full-time marketing hire to maintain a healthy Ad Grants account.
How does payment work?
100% of the project fee is due at kickoff via wire transfer or PayPal. Invoice issued in USD. No refunds after work begins, but if you're unsatisfied with the audit report (Phase 1 deliverable), we can discuss scope adjustments before proceeding.
Can you help us get an Ad Grant if we don't have one yet?
Yes — the application process is a separate engagement. If Endeavor Miami's account is new or has been suspended, let me know and I'll quote a separate setup scope. It's typically a 1-2 week process.