Businesses buy clicks. Nonprofits get theirs free. Both need someone who runs the account like it matters.
PYR Digital is a principal-led PPC practice — hands-on Google Ads management for growing companies, and Google Ad Grant activation and management for 501(c)(3)s sitting on $10,000 a month they aren't using.
The work looks different. The standard doesn't.
A commercial Google Ads account and a nonprofit Grant account run on different rules, different budgets and different goals — but both fail for the same reason: no is actually watching them closely enough.
For businesses
You're paying for every click. The job is making the account earn that spend back — and proving it, all the way to revenue.
- Account audits that find where budget is leaking
- Competitive visibility analysis — where competitors dominate and where you should actually be spending to capture traffic
- Attribution tied to invoice revenue, not just last-click conversions
- Monthly reporting tied to revenue, leads or CAC — not impressions
For nonprofits
The $10,000 is already yours. The job is spending it well enough that Google lets you keep it.
- Eligibility review, application, and Google for Nonprofits setup
- Campaigns structured to hold the 5% CTR requirement
- Conversion tracking for donations, sign-ups and volunteer forms
- Ongoing management so the grant doesn't lapse from neglect
Paid search is the core. Everything else supports it.
Google Ads doesn't operate in a vacuum — it depends on tracking, the page it sends people to, where your competitors are strong, and whether the rest of your visibility is working with it or against it.
Paid search management
Account architecture, keyword and query mining, bid strategy, budget allocation, PMax and Shopping where they apply, and disciplined testing — run hands-on by the same person who diagnosed the account, not handed to a junior after the pitch.
Google Ad Grant management
End-to-end handling of the $10,000/month Grant: application and Google for Nonprofits setup, campaign structure that meets Google's ad-group and sitelink requirements, and the ongoing optimization that keeps click-through rate above the compliance floor.
Attribution & behavioral analytics
Conversion tracking, GA4, GTM, offline conversions and CRM signals — plus first-touch and last-touch attribution linked all the way to invoice revenue or a signed contract, so you know what actually produced the result, not just what touched it last.
Competitive visibility analysis
A clear read on where competitors own the organic results and where they're weak — so paid budget goes toward the keyword areas where you're currently invisible, instead of areas you'd win anyway.
Conversion & landing pages
Traffic is only worth what it converts to. Offers, forms, page experience and calls-to-action get the same scrutiny as the campaigns sending people there.
Local SEO & AEO
Organic and AI-search visibility that compounds alongside paid: local presence, structured information and answer-focused content for the searches you aren't bidding on.
Tiered to your spend. No surprises.
Google Ads and Social Ads management are priced in four tiers based on monthly spend — a flat fee through $12,000/mo, then a small percentage above that. No sales call required just to find the starting point.
Foundation
Campaign setup plus light monthly management: bid checks, budget pacing, basic reporting.
$1,000/mo flat
Performance
Ongoing bid & budget management, negative keyword mining, ad testing, weekly checks.
$1,500/mo flat
Yield
Everything in Performance, plus structured A/B testing and a live reporting dashboard.
Greater of $2,000 or 13%
Reach
Multi-channel management with attribution modeling and daily optimization.
10–12%, or flat by proposal
Setup fee is due at kickoff, scaled to tier. Run Google Ads and Social together and the second channel's monthly fee drops 15%. The full breakdown — including Social Ads pricing and add-on retainers like GA4 implementation and AEO — comes with a quick call.
Scoped by proposal
Every nonprofit's starting point is different — existing site, current compliance status, and how much of the $10,000/mo is already being used all change the scope. Eligibility review and a proposal come out of the first conversation, at no cost.
What this looks like in practice.
Two examples of connecting marketing to the revenue it actually produced.
Attribution That Scales: From First Touch to Invoice Revenue
A B2B lead-gen company couldn't say which marketing produced revenue — leadership credited the sales team by default. Here's how first-touch and last-touch data got tied all the way to invoiced dollars.
Read the case study → Multi-Location RetailClosing the Loop Between Website Traffic and Store Sales
Millions of monthly visits, almost none converting online. Here's how branch-level call tracking closed the loop between web research and signed contracts.
Read the case study →$10,000 a month, sitting mostly unused.
The average Google Ad Grant account spends a small fraction of its monthly credit — not because the money isn't there, but because running a compliant, effective account takes ongoing attention most nonprofits don't have the bandwidth for.
Confirm eligibility & get set up
Verify your organization qualifies, get Google for Nonprofits and Ad Grants access in place, and put a compliant site and conversion setup underneath it before spending a dollar.
Build for compliance from day one
Structure ad groups, keywords, sitelinks and geo-targeting the way Google's grant policy requires — avoiding the single-word and overly broad keywords that quietly tank click-through rate.
Optimize for mission outcomes
Point the budget at what the organization actually needs — donations, volunteer sign-ups, program registrations, awareness — with conversion tracking that proves it's working.
Manage it monthly, permanently
The grant renews monthly and can be suspended for inactivity or non-compliance. Someone needs to actually watch the account — that's the ongoing engagement, and it's the same discipline I'd apply to any paid account.
Diagnose. Fix. Refine. Repeat.
The same four-step discipline runs underneath both kinds of accounts — only the definition of "working" changes.
Diagnose
Business, account, tracking and website — before touching a single bid.
Fix
Rebuild whatever is leaking spend, signal or eligibility.
Refine
Sharpen campaigns around outcomes that actually matter to you.
Repeat
Keep improving monthly as the account and the data mature.
Experience without the layers.
PYR Digital is intentionally small. You work directly with the person doing the diagnostic, the account work and the reporting — not a sales rep, an account manager and a rotating junior team.
Where this started
Before PYR, I spent over a decade in corporate life. Just before that were my nonprofit years, raising full-time support for our family to live and work overseas, across multiple cultures and languages. I also work in foster care today, which keeps me close to that same reality from another angle — families and organizations doing essential work with limited resources and no margin for waste. That combination is what shapes how I help others with grants and ad management: I've seen firsthand what it's like inside both under-resourced and over-resourced organizations.
Where it went from there
I have a background in digital product management, graphic design, web development, corporate analytics, paid media, organic search and AEO. That range matters in practice: a campaign built by someone who has also built the website, wired up the analytics, and sat inside a corporate reporting structure gets designed with the whole system in mind — not as an isolated media buy that someone else has to make sense of later.
What I'm particularly good at
Aligning paid media goals with behavioral analytics and business outcomes — connecting an ad click to what it actually produced downstream, whether that's invoice revenue, a signed contract, or a donation. I also pull competitive visibility data to see exactly where competitors dominate organically and where they're weak, so paid spend goes toward capturing traffic you're currently missing rather than traffic you'd win anyway.
For nonprofits specifically: I can apply for the Google Ad Grant on your behalf, get the account structured and compliant, and manage it on an ongoing basis so it stays active instead of lapsing from neglect.
The goal isn't to run more ads. It's to make the ad budget you already have — earned or granted — work harder than it currently does. — Neil, Founder, PYR Digital
Outside of PYR, I've been married almost 30 years, we're raising six kids, and we keep a small farm.
Straight answers.
Do you actually manage the Google Ads account, or just consult?
I manage it directly. The same person diagnosing the problem executes the account changes, measurement work and ongoing optimization — this isn't strategy-only consulting.
Do you take a percentage of ad spend?
Mostly no — fees are a clear, scoped amount based on the complexity of the work. Above $12,000/mo in spend, pricing shifts to a small percentage of spend (see Pricing), and that's disclosed upfront, not negotiated after the fact.
Why not just hire a PPC specialist directly?
If all you need is someone to adjust bids and write ads, that's a fair option. PYR fits when the real question is why performance isn't where it should be, and what needs to change around the account to fix it.
Is our nonprofit actually eligible for the Google Ad Grant?
Most registered 501(c)(3)s with a website that clearly explains their mission qualify, with a few exclusions (hospitals and schools have separate Google for Education programs, for instance). Part of the first engagement is confirming eligibility before anything else.
What happens if our account falls out of compliance?
Google can suspend accounts that fall below the required click-through rate or drift from its structural rules. Ongoing management exists specifically to catch that before it happens — recovering a suspended account is possible but harder than preventing it.
Have you actually worked inside a nonprofit, or just managed their ads?
Both. Before this was an agency, I worked for a nonprofit and raised full-time support to serve overseas in cross-cultural contexts — so the constraints nonprofit teams operate under (limited staff time, donor-funded budgets, mission-first decision-making) aren't theoretical to me.
Let's look at your account.
Whether it's a Google Ads account spending your own budget or a Grant account spending Google's, the first step is the same: a clear, honest look at what it's actually doing.
neil@pyr.digital