13 Google Grant Campaigns for Animal Shelters

Are you not sure how to use the Google Ad Grant for your nonprofit? We’re here to help! Here are full campaign details that you can use to easily create these 13 campaigns for your rescue, animal shelter, humane society, or SPCA. 

Once you have your campaigns built, please review our article How To Optimize Your Google Ad Grant in 2023. 

How much should I be spending each month with the Google Ad Grant? 

The Google Ad Grant gives your nonprofit $10,000 a month in free Google PPC advertising. This budget breaks down to about $329 daily budget. However, you don’t need to limit your account to $329 per day, and it’s ok to set your account’s daily spending to be higher. The Google Grant won’t spend more than $10,000 a month. 

How much you can spend with your Google Ad Grant depends on several factors, such as the campaigns you create and the strength of your website’s pages for Quality Scores. 

Nonprofits with smaller websites should be able to make 3-4 campaigns that spend about $2,000 total per month. Nonprofits with a broader reach or larger websites can easily spend the entire $10,000 per month. 

Campaign details

These campaign examples are for a regional cat rescue, but they can be adapted to any animal rescue. Simply replace the animal-specific terms, the city and state terms, and your nonprofit name. Most ad groups will have 10-30 keywords.

Here are 13 Google Grant campaigns for your animal rescue!

1. Name Terms and Industry Terms

The name terms or industry terms are the primary terms that your audience knows you for. These keywords will be your organization’s name, name alternative, and your core service. Some terms are interchangeable in the eyes of your audience and should all be included, like ‘humane society’ and ‘animal shelter’.

2. Pet Adoptions

You can use the Google Ad Grant for pet adoptions. While you can’t link directly to your Petfinder page, you can link to your adoptable pets page on your website. Next to your Name Terms campaign, the adoption campaign will likely be your second-best campaign due to the high service volume of pet adoption terms. You can even create ad groups for kittens or senior pets to help move specific categories of kitties.

Senior cat ad group

3. Pet Surrenders

Unfortunately, animal surrenders are up. While you may not want to advertise that your shelter takes surrenders, it’s better to provide your community with these resources than to have a pet owner dump their kitty on the street. Here are a few terms you can target to help your community with pet surrenders.

4. Volunteers

Every nonprofit or rescue needs volunteers! From kitten bottle feeders to fundraising grant writers, the Google Ad Grant can help you find volunteers in your area willing to support your shelter. Here are a few keywords that will help you find more volunteers for your rescue.

5. Fosters

Most cat rescues and shelters need fosters for a variety of reasons. This Google Grant campaign for cat fosters will help you find people willing to bring kitties into their homes.

6. Lost pets

If you help your community find missing and lost pets, then this Google Ad Grant campaign will help you match with pet owners who lost their pets faster. Link these ads to your missing cat page, and you’ll be sure to get phone calls about lost pets. 

7. Report animal cruelty/ Animal Control

If you offer animal cruelty reporting services, this campaign will help you get the word out about animal cruelty. Making it easy for concerned citizens to contact animal control and report animal abuse can be the difference between life and death for the animals suffering.

8. Spay and Neuter Services

This Google Ad Grant campaign can be created by almost any rescue or shelter. Many shelters and humane societies offer spay and neuter services, and even TNR programs have content on their website about spaying and neutering. As a core service and high search volume, this campaign is an easy one to build and manage.

9. Trap and return (TNR) services

TNR, or trap, neuter, return, is a community cat service offered by shelters, rescues, and humane societies. If you offer TNR services, then this is a must-build campaign for your Google Grant. After all, TNR saves lives!

Animal Rescue Fundraising Campaigns

Here are a few fundraising programs many nonprofits already utilize, which means you can also have corresponding Google Ad Grant campaigns to support them. While most fundraising comes from direct asks and appeals, having a few ads targeting a new audience is never a bad idea. You might get lucky and land a big-dollar donor from a broad term like ‘donate real estate to charity.’

10. Bottle Drop

1. green bag bottle drop
2. bottle drop bags
3. nearest bottle drop
4. ‘city’ bottledrop
5. bottle drop near me
6. fred meyer bottle drop
7. the bottle drop
8. bottle drop off
9. green bottle drop

11. Car Donations

1. online car donation
2. car donation
3. donating a car
4. donate your car to charity
5. donate a car
6. ‘state’ car donations
7. car donation foundation
8. car donation near me
9. donate my car
10. cars for kids donation
11. donate your car
12. donate my car to charity
13. donate a car ‘state’
14. donate car to charity
15. cars for cats

12. Real Estate donations / Planned giving

Bequests

1. donate to charity
2. charitable gift annuity
3. legacy gift
4. charitable giving
5. planned giving
6. charitable contributions
7. donor advised funds
8. planned giving options

Property, Land, Commercial

1. Donate commercial property
2. commercial property donations
3. commercial property charity donations
4. commercial property tax benefits
5. commercial building donations
6. commercial real estate tax benefits
7. commercial donations charity
8. commercial real estate tax advantages
9. charitable donation of land
10. land donation tax deduction
11. donate vacant lot
12. charities that accept land donations
13. donate land to charity
14. donate land to a nonprofit
15. Donate land
16. donate land nonprofit
17. land donations
18. charity land donations
19. donate property
20. donating property to a 501c3
21. donate real estate to charity
22. donate a house
23. donation of real property
24. real estate donation tax benefits
25. donate property to charity
26. real estate donations
27. donating property to a nonprofit
28. real estate donations to nonprofits
29. donation of personal property

13. ResQWalk

1. resqwalk app
2. best friends walk app
3. animal rescue app
4. charity walk app
5. rescue walk app
6. walk for pets
7. pet rescue walking app

Here are 5 Bonus campaigns!

1. Pet event, spca events, pet festivals, animal events, 
2. Animal breeds, pit bull
3. Vaccinations
4. Pet training
5. Puppies and kittens for sale