Aaliyah in Action has an active Google Ad Grant, which provides a valuable opportunity to expand our reach and connect with families experiencing pregnancy and infant loss, healthcare professionals, and potential supporters. However, as a small nonprofit with limited staff capacity, we do not currently have the dedicated expertise or time needed to consistently manage, monitor, and optimize our Google Ads campaigns.

As we expand our national reach, hospital partnerships, and professional bereavement training program, we want to ensure we are maximizing this resource effectively while maintaining compliance with Google's grant requirements.

We are seeking a pro bono consultant with Google Ads expertise to evaluate our existing account, identify opportunities for improvement, optimize campaign performance, and provide practical recommendations for sustainable account management.

Our goal is to increase awareness of our bereavement support services, drive qualified traffic to our website, and better connect with the families and healthcare professionals who can benefit from our programs.

By the end of this project, Aaliyah in Action would like to have a fully reviewed and optimized Google Ad Grant account that effectively supports our organizational goals while maintaining compliance with Google's requirements.

Specific deliverables include:

Account Audit: A comprehensive review of existing campaigns, keywords, targeting, account structure, and performance.

Campaign Optimization: Improvements to existing campaigns and recommendations for new campaigns focused on bereavement support kit requests, healthcare partnerships, professional training, and donor engagement.

Conversion Tracking: Setup or refinement of conversion tracking to measure meaningful actions, including website inquiries, kit requests, training registrations, and donations.

Keyword Strategy: A targeted keyword list and recommendations to improve search visibility and reach relevant audiences.

Sustainability Plan: A straightforward guide outlining ongoing account maintenance, performance monitoring, and Google Ad Grant compliance requirements.

Knowledge Transfer: A training session with our leadership team to ensure we can confidently manage the account moving forward.

Success would mean having an optimized, compliant Google Ad Grant account with measurable performance goals, improved visibility among our target audiences, and a sustainable strategy that our small team can maintain independently.

Organization Mission

Aaliyah in Action provides thoughtfully curated Self-Care Packages and support books to women, birthing people and families after experiencing perinatal, neonatal or infant death.