Google Ads / Ad Grants Manager (Volunteer)

Role Overview

The Google Ads / Ad Grants Manager is a specialty volunteer role responsible for helping The Rescue Crew effectively and compliantly manage its Google Ads account, including participation in the Google Ad Grants program.

This role focuses on maintaining account health, supporting key organizational goals (adoptions, fostering, volunteering, and fundraising), and ensuring compliance with Google’s nonprofit advertising requirements. This is a behind-the-scenes, systems-oriented role ideal for a volunteer with experience in digital advertising and analytics.

Time Commitment

• Approximately 2–4 hours per month
• Occasional additional time during:
  • New campaign launches
  • Seasonal initiatives (e.g., Give to the Max Day)
  • Compliance or account review periods

This role is flexible and largely asynchronous.

Key Responsibilities

Google Ads Account Management

• Monitor overall account health and performance
• Ensure ongoing compliance with Google Ad Grants policies, including:
  • Minimum CTR requirements
  • Keyword quality standards
  • Proper account structure
• Pause or refine underperforming ads and keywords
• Review search terms to eliminate irrelevant traffic

Campaign Support

• Create, update, or optimize ads supporting:
  • Dog and cat adoptions
  • Foster recruitment
  • Volunteer recruitment
  • Donation and fundraising campaigns
  • The PURRfect Match Cat Adoption Center
• Align ads with approved landing pages and current organizational priorities

Analytics & Conversion Tracking

• Verify that approved conversion actions are functioning correctly (e.g., applications, sign-ups, donations)
• Monitor basic performance metrics such as clicks, CTR, and conversions
• Flag tracking issues or anomalies to staff leadership

Reporting & Communication

• Provide a brief monthly summary including:
  • Overall account health
  • High-level performance highlights
  • Recommendations or concerns
• Communicate proactively if compliance warnings or issues arise

What This Role Does Not Include

To protect organizational systems and data integrity, this role does not include:

• Website administrative access
• Donation platform or CRM access
• Content creation outside of ad copy
• Independent strategy shifts without alignment

All work is guided by established SOPs and leadership direction.

Required Qualifications

• Experience managing Google Ads, preferably including Google Ad Grants
• Comfort working with data, metrics, and performance optimization
• Familiarity with Google Analytics or GA4 (basic understanding required)
• Ability to follow established processes and compliance rules
• Strong attention to detail and reliability

Preferred (But Not Required)

• Experience working with nonprofits or mission-driven organizations
• Familiarity with volunteer-based or resource-constrained environments
• Understanding of conversion-based advertising (not just impressions or traffic)

Support & Onboarding

The volunteer will receive:

• Access to documented Google Ads SOPs
• Clear goals and priority campaigns
• Defined escalation points for questions or issues
• Ongoing support from The Rescue Crew leadership team

Why This Role Matters

When managed effectively, Google Ads can dramatically increase visibility for animals in need, connect more people to fostering and volunteering, and drive critical donations that make rescue work possible. This role directly supports The Rescue Crew’s mission to save lives and build lasting human-animal connections.