Case Study: Jeannette Rankin Foundation
How a Google Ads Grant Is Helping More Women Access Education
Data period: January 2025 – March 2025
MISSION
The Jeannette Rankin Foundation is dedicated to providing scholarships and support to low-income women aged 35 and older who are pursuing higher education. With a mission rooted in empowerment and equity, digital presence plays a critical role in connecting women to life-changing opportunities.
In early 2025, the Rankin Foundation partnered with Elevation to help maximize their Google Ads Grant—and the results have been powerful.
The Challenge
While the Jeannette Rankin Foundation had strong brand recognition in specific circles, they needed to expand awareness of their scholarship programs to a broader audience of nontraditional students. Their goals included:
- Increasing website traffic from women actively searching for financial aid and educational resources
- Boosting engagement with scholarship-related content
- Supporting more users in navigating their offerings and taking action
They knew their mission resonated deeply—now it was time to reach the right people at the right moment.
The Google Ad Grant provides the Jeannette Rankin Foundation with $10,000/mo to ensure that their programs are seen.
See how your nonprofit can benefit with Elevation on your team!
Our Approach
We implemented a refined Google Ads Grant strategy that focused on both brand awareness and high-intent educational search traffic.
Key strategies included
- Crafting custom audiences to reach women over the age of 25, especially those actively searching for scholarships, career change resources, or educational support
- Building keyword-rich campaigns around high-intent queries like “grants for college,” “scholarships for adults,” and “non-traditional student scholarships”
- Launching Performance Max campaigns to broaden reach and surface new high-performing segments
- Running retargeting campaigns to bring back users who had visited the site but hadn’t yet taken action
This strategic mix ensured we were not only reaching more people—but reaching the right people at the right moment.
All our team members are Google Ads certified.
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Google Ads Grant Performance Outcome 🚀
From January to March 2025, the account saw significant momentum across every major metric:
- 4,300+ clicks — a +92.7% increase from the previous quarter
- 56,000 impressions — +95.0% growth, drastically improving reach
- 7.7% average click-through rate (CTR) — well above industry averages, indicating strong ad resonance and user interest
- 17,300+ total conversions — a +96.2% lift, with users engaging in page views, scrolls, clicks, and more
The cost-per-conversion averaged just $1.64, making it a cost-effective way to support scholarship awareness and outreach efforts.
With the right keyword strategy, campaign structure, and regular optimization, the Jeannette Rankin Foundation is now making the most of their $10K/month Google Ads Grant—and it’s directly supporting their ability to reach more women, more effectively.
✅ Significant growth in visibility and engagement
✅ Cost-effective conversions across high-impact content
✅ A partnership rooted in collaboration and strategic growth
The Rankin Foundation is using the Google Ad Grant and Meta Ads to accomplish two primary objectives that directly affect their ability to advance their mission:
- Increase brand awareness
- Improve the visibility of their different educational programs
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