{"id":832,"date":"2026-08-19T10:35:00","date_gmt":"2026-08-19T10:35:00","guid":{"rendered":"https:\/\/olivedrab-tapir-387397.hostingersite.com\/en\/educational-project-google-ad-grant\/"},"modified":"2026-10-31T19:29:09","modified_gmt":"2026-10-31T19:29:09","slug":"educational-project-google-ad-grant","status":"publish","type":"post","link":"https:\/\/penguin-team.ua\/en\/educational-project-google-ad-grant\/","title":{"rendered":"Educational Multimedia Project: From Zero to 214 Conversions"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"client-and-context\">Client &amp; Context<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An educational multimedia project based in the US, focused on raising awareness about nuclear threats and climate change. The engagement goal was efficient use of a $10,000\/month Google Ads (Grant) budget, targeting a primary &#8220;Subscribe-Submission&#8221; conversion, with a minimum bar of at least one macro-conversion per day during the initial period.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"starting-point-13-may-2024\">Starting Point \u2014 13 May 2024<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cost: $0. Total Conversions: 0. &#8220;Subscribe-Submission&#8221; Conversion: 0 \u2014 a genuine cold start with no existing account history.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"stage-one-teaching-the-algorithm\">Stage One: Teaching the Algorithm<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Created a 30-second-on-site micro-conversion, needed so the system could learn and gather data \u2014 this micro-conversion gave the algorithm a working definition of what a relevant user looks like, which ads led to quality site visits, and which audiences were inclined to engage.<\/li>\n\n\n\n<li>Added a second ad to the existing Search campaign&#8217;s ad groups, as required under Google Ads Grant policy (a minimum of two ads per ad group).<\/li>\n\n\n\n<li>Created an automated rule to pause low-quality keywords.<\/li>\n\n\n\n<li>Launched a DSA (Dynamic Search Ads) campaign to surface relevant pages the team hadn&#8217;t explicitly targeted with keywords yet.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Within the first week, the grant account began spending $150\/day and generating daily micro-conversions \u2014 such as 30-second site visits and news reads \u2014 plus 9 Subscribe-Submission conversions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"stage-two-following-the-data\">Stage Two: Following the Data<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Monitored actual relevant search queries with an eye toward building additional ad groups from them within the Search campaign.<\/li>\n\n\n\n<li>Created 8 new ad groups for the Search campaign, sourcing keywords from real search queries, the keyword planner, and previously paused test campaigns \u2014 preserving the relevant terms users had actually searched to find the site, which could drive meaningful conversion volume long-term.<\/li>\n\n\n\n<li>Expanded existing ad groups with additional keywords matching their theme.<\/li>\n\n\n\n<li>Reduced the Search campaign&#8217;s budget to free up spend for the DSA campaign, which was generating the more valuable conversions.<\/li>\n\n\n\n<li>Added new images to each individual ad group, matched to its specific theme.<\/li>\n\n\n\n<li>Paused keywords and older ad groups that generated significant traffic but no conversions.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">By the second week, the Search campaign began generating more primary conversions than DSA \u2014 driven specifically by the new ad groups tied to nuclear-weapons themes, some of which sent users directly to a nuclear-bomb simulator page on the site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">30-day &#8220;Subscribe-Submission&#8221; split by campaign: Search Campaign \u2014 26 conversions, DSA Campaign \u2014 24 conversions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-didn-t-work\">What Didn&#8217;t Work<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Among the ad groups created for the Search campaign were several focused on climate change, ocean pollution, and species extinction. This content existed in volume on the site and users genuinely searched for it via Outrider \u2014 but analysis showed the overwhelming majority of macro-conversions came from queries tied to nuclear weapons or nuclear safety specifically. That data point directly shaped the optimization decisions that followed \u2014 budget and structural focus shifted toward the nuclear-themed content that was actually converting, rather than the climate content that was merely generating traffic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"results-11-june-2024\">Results \u2014 11 June 2024<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Metric<\/th><th>13 May 2024<\/th><th>11 June 2024<\/th><\/tr><\/thead><tbody><tr><td>Cost<\/td><td>$0<\/td><td>$10,000<\/td><\/tr><tr><td>Total Conversions<\/td><td>0<\/td><td>214<\/td><\/tr><tr><td>&quot;Subscribe-Submission&quot;<\/td><td>0<\/td><td>50<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1599\" height=\"480\" src=\"https:\/\/olivedrab-tapir-387397.hostingersite.com\/en\/wp-content\/uploads\/2026\/10\/conversions-first-30-days.webp\" alt=\"Google Ads chart for 13 May \u2013 11 Jun 2024: daily conversions and cost climb from zero in mid-May.\" class=\"wp-image-826\" srcset=\"https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/conversions-first-30-days.webp 1599w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/conversions-first-30-days-300x90.webp 300w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/conversions-first-30-days-1024x307.webp 1024w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/conversions-first-30-days-768x231.webp 768w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/conversions-first-30-days-1536x461.webp 1536w\" sizes=\"auto, (max-width: 1599px) 100vw, 1599px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1596\" height=\"597\" src=\"https:\/\/olivedrab-tapir-387397.hostingersite.com\/en\/wp-content\/uploads\/2026\/10\/search-terms-1.webp\" alt=\"Search terms report sorted by conversions: queries such as \u201csouth africa nuclear weapons\u201d, \u201ctactical nuclear weapons\u201d and \u201cbombing countries game\u201d, with subscribe_submission, news_read and 30-second timer conversions.\" class=\"wp-image-827\" srcset=\"https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-1.webp 1596w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-1-300x112.webp 300w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-1-1024x383.webp 1024w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-1-768x287.webp 768w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-1-1536x575.webp 1536w\" sizes=\"auto, (max-width: 1596px) 100vw, 1596px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1567\" height=\"548\" src=\"https:\/\/olivedrab-tapir-387397.hostingersite.com\/en\/wp-content\/uploads\/2026\/10\/search-terms-2.webp\" alt=\"Search terms report: \u201coutrider bomb\u201d and \u201cnuclear weapons\u201d with subscribe_submission and 30-second timer conversions. Search terms total: 149 clicks, $1,217.86 cost, 94 conversions.\" class=\"wp-image-828\" srcset=\"https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-2.webp 1567w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-2-300x105.webp 300w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-2-1024x358.webp 1024w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-2-768x269.webp 768w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-2-1536x537.webp 1536w\" sizes=\"auto, (max-width: 1567px) 100vw, 1567px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1575\" height=\"270\" src=\"https:\/\/olivedrab-tapir-387397.hostingersite.com\/en\/wp-content\/uploads\/2026\/10\/search-terms-3.webp\" alt=\"Search terms report: \u201carmy nuclear weapons\u201d with one subscribe_submission and one 30-second timer conversion.\" class=\"wp-image-829\" srcset=\"https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-3.webp 1575w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-3-300x51.webp 300w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-3-1024x176.webp 1024w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-3-768x132.webp 768w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/search-terms-3-1536x263.webp 1536w\" sizes=\"auto, (max-width: 1575px) 100vw, 1575px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Over the 30-day period, the client was satisfied with both the implemented strategy and the results achieved. The winning combination was a DSA campaign deliberately split into &#8220;Nuclear&#8221; and &#8220;Other without Nuclear&#8221; groups \u2014 which let the team isolate exactly which topic converted \u2014 paired with a continuously expanded and re-targeted Search campaign built from real user search behavior rather than assumptions made at launch.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"902\" height=\"370\" src=\"https:\/\/olivedrab-tapir-387397.hostingersite.com\/en\/wp-content\/uploads\/2026\/10\/client-message.webp\" alt=\"Chat message from the client: \u201chi Olena! hope all is well. I've been away for a few days but I wanted to touch base. the campaign seems to be doing much better thanks to your help. I wanted to ask you what the next steps are to improving the campaign, and if we should consider getting rid of the temporary micro-conversion anytime soon! I'm putting together a report for the client, so any work you've done would be of great help. thanks again!\u201d\" class=\"wp-image-830\" srcset=\"https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/client-message.webp 902w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/client-message-300x123.webp 300w, https:\/\/penguin-team.ua\/en\/wp-content\/uploads\/2026\/10\/client-message-768x315.webp 768w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>$10,000 Google Ad Grant budget, 0 to 214 conversions in 30 days<\/p>\n","protected":false},"author":2,"featured_media":831,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"channel":[15],"client_type":[17],"case_result":[19],"class_list":["post-832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Educational Multimedia Project: From Zero to 214 Conversions | Penguin Team<\/title>\n<meta name=\"description\" content=\"$10,000 Google Ad Grant budget, 0 to 214 conversions in 30 days\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/penguin-team.ua\/en\/educational-project-google-ad-grant\/\" \/>\n<meta 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