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Pre-Built Google Ads Campaign for Coalition Partners

Keywords

war-on-disease, 1-percent-treaty, medical-research, public-health, peace-dividend, decentralized-trials, dfda, dih, victory-bonds, health-economics, cost-benefit-analysis, clinical-trials, drug-development, regulatory-reform, military-spending, peace-economics, decentralized-governance, wishocracy, blockchain-governance, impact-investing

Every qualifying 501(c)(3) gets $10,000 per month in free Google Ads through the Google Ad Grants program. Most nonprofits underuse this allocation because they do not have enough mission-aligned landing pages to absorb the traffic. Once [Org Name] has the voting widget embedded on its site (see The Embed Snippet), the embed becomes exactly that missing landing page. This appendix is the campaign that points the Ad Grant at it.

Copy the ad copy, keyword lists, and settings below into Google Ads Manager. Total setup time: about 20 minutes.

Prerequisites

  • [Org Name]’s 501(c)(3) is enrolled and approved in Google Ad Grants (approval takes 2–4 weeks if not already active).
  • The embed snippet is live on a page on [Org Name]’s own domain (Google Ad Grants policy requires the ad’s final URL to resolve on the grantee’s domain, not on warondisease.org).
  • [Org Name]’s Google Ads account is linked to Google Analytics 4 (optional but recommended for measurement).

Campaign structure

  • Campaign type: Search
  • Goal: Website traffic + conversions (once conversion tracking is live)
  • Daily budget: $329 (the full monthly allocation of $10,000 spread across 30.4 days); Ad Grants bills at most the monthly cap regardless
  • Networks: Search network only (Ad Grants are Search-only; display and video are not eligible)
  • Ad Grants requires at least two ad groups per campaign and at least two ads per ad group. The structure below satisfies this minimum.

Ad groups

Create two ad groups inside one campaign:

  • Ad Group A: “Redirect Military Spending”. Broad keywords about the treaty and the mechanism.
  • Ad Group B: “Fund Clinical Trials”. Broad keywords about the outcome (cures, research funding, medical progress).

A third optional Ad Group C: “[Condition] Research” layers on the nonprofit’s own disease focus (e.g., cancer, Alzheimer’s, heart disease). This is the highest-converting ad group because it meets the nonprofit’s existing audience on keywords they already search.

Ad copy

Three responsive search ads per ad group. Paste one variant into each of Ad Groups A and B; customize for C. Google rotates headline and description combinations automatically.

Variant 1: the arithmetic

Final URL: https://[org-domain]/[embed-page-slug]

Headlines (30 character max each):

  1. Vote on the 1% Treaty
  2. End Disease Faster
  3. A 30-Second Global Referendum
  4. Cut Military 1%, Fund Cures
  5. Your Vote Changes Priorities

Descriptions (90 character max each):

  1. Governments spend 604 (95% CI: 453-888)x more on weapons than on clinical trials. Vote to redirect 1%.
  2. 30 seconds. Your vote joins a global referendum on how public funds are spent.

Variant 2: the personal

Headlines:

  1. Someone You Love Is Waiting
  2. Vote to Fund Medical Cures
  3. 6,650 Untreated Diseases
  4. Redirect 1% to Research
  5. Your Vote, Your Health

Descriptions:

  1. 6,650 diseases have no effective treatment. Your vote helps change global research priorities.
  2. The 1% Treaty redirects 1% of military spending to clinical trials. Vote in 30 seconds.

Variant 3: the logical (best for EA-adjacent audiences)

Headlines:

  1. The Most Important Global Vote
  2. 1% Treaty Referendum
  3. Beats Bed Nets by Orders
  4. Cost Per Life Saved: Low
  5. Sign the Global Referendum

Descriptions:

  1. Redirecting 1% of global military spending funds 12.3x (95% CI: 4.92x-50.8x) more clinical trials per year.
  2. Cost per DALY: $0.00177 (95% CI: $0.000809-$0.00354). Versus bed nets at $89 (95% CI: $78-$100). Vote in 30 seconds.

Ad extensions (required by Ad Grants)

Add two sitelink extensions per ad group, minimum:

  • Sitelink 1: “About the 1% Treaty136 137” → https://[org-domain]/about-the-treaty
  • Sitelink 2: “How It Saves Lives” → https://[org-domain]/impact
  • Optional: “FAQ,” “Our Position,” “Press Coverage” if [Org Name] has those pages.

Add a callout extension and a structured snippet where applicable.

Keywords

Paste the following into each ad group’s keyword list. Start with phrase match for precision; expand to broad match after two weeks if volume is low.

Ad Group A: Redirect Military Spending

Phrase match (preferred start):

"1% treaty"
"reduce military spending"
"military spending reform"
"redirect military budget"
"war economy"
"peace dividend"
"defense spending cut"

Broad match (add after validating quality):

military vs medical research
pentagon vs health spending
military budget waste
end the war economy

Ad Group B: Fund Clinical Trials

Phrase match:

"fund clinical trials"
"medical research funding"
"cure disease funding"
"disease eradication"
"accelerate medical research"
"global health funding"

Broad match (after validation):

how to cure disease faster
why are diseases not cured
new medical treatments
clinical trial participation
decentralized clinical trials

Ad Group C: [Condition] Research (optional, org-specific)

Replace [condition] with [Org Name]’s disease focus:

"[condition] research funding"
"[condition] cure"
"[condition] clinical trial"
"[condition] treatment funding"
"[condition] research progress"

Negative keywords (campaign-level, applies to all ad groups)

Paste into Campaign → Keywords → Negative keywords:

jobs
careers
salary
hiring
internship
toy
game
movie
trailer
novel
book review
free download
free pdf
anti-vaccine
vaccine injury
conspiracy
reddit
quora
review
reviews
wiki
wikipedia
near me

Review negatives monthly and add new ones for irrelevant search terms surfaced in the Search Terms report.

Targeting

  • Locations: All countries where [Org Name]’s audience has registered voters. Default: the top 20 countries by internet access + democratic participation. Narrow or broaden based on campaign data.
  • Languages: English plus any additional languages [Org Name] has translated copy for. Add additional language-specific ad groups if running multilingual creative.
  • Audiences: (optional) Add affinity audiences for “Social Issue Advocates,” “News & Politics Enthusiasts,” “Healthcare Industry Professionals.” Ad Grants does not allow audience-only targeting; these stay as optimization signals only.
  • Demographics: 18+ (all age bands), all genders, no parental-status filter.

Bidding strategy

  • Primary: Maximize Conversions. When conversion tracking is live (see next section), this lets Google’s algorithm optimize toward verified votes.
  • Interim: Maximize Clicks with a $2.00 max CPC bid cap (required by Ad Grants policy on non-Smart-Bidding strategies). Switch to Maximize Conversions after 30 verified conversions accumulate, which is Google’s learning threshold.
  • Target CPA: once volume stabilizes, set Target CPA at $1.00 (matches the per-voter anchor from The Funder Proposal Template). Let the algorithm hunt.

Conversion tracking

The conversion event is “voter completes a vote through [Org Name]’s embed.” Since the vote completes inside a warondisease.org iframe hosted on [Org Name]’s domain, conversion tracking uses a postMessage handshake:

  1. In Google Ads Manager, create a new conversion action: Tools → Measurement → Conversions → + New conversion action → Website → Submit a form. Name it “1% Treaty Vote.” Value: “Same value for each conversion” / $1.
  2. Paste the Google Ads conversion script into [Org Name]’s page that hosts the embed. Wrap it in a postMessage listener:
<!-- Google Ads global site tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'AW-XXXXXXXXX');

  window.addEventListener('message', function (event) {
    if (event.origin !== 'https://warondisease.org') return;
    if (event.data && event.data.type === 'vote_complete') {
      gtag('event', 'conversion', {
        'send_to': 'AW-XXXXXXXXX/YYYYYYYYYYY'
      });
    }
  });
</script>

Replace AW-XXXXXXXXX with [Org Name]’s Google Ads conversion ID and YYYYYYYYYYY with the conversion action label.

If the embed is not yet emitting vote_complete postMessage events (feature is rolling out on warondisease.org; check the most recent warondisease.org changelog), use the coalition dashboard as the interim performance metric. Voter counts there are attributed per-org and updated in near-real-time.

Ad Grants compliance checklist

Google pauses or cancels Ad Grants accounts that fall out of compliance. The campaign above is designed to meet the thresholds, but verify monthly:

The Ad Grants policy changes periodically; the current full list is at support.google.com/grants.

First-week optimization

  • Day 3: Review the Search Terms report. Add any irrelevant search terms as negative keywords. Pause any keyword with zero impressions.
  • Day 7: Compare ad variants. Pause the worst-performing ad in each ad group; write a fresh variant to replace it. Google’s algorithm needs variation to learn.
  • Day 14: If CTR is below 5%, narrow keyword match types (broad → phrase → exact) until CTR stabilizes. If CTR is above 8%, expand.
  • Day 30: Switch bidding from Maximize Clicks to Maximize Conversions if there are 30+ conversions. If not yet, stay on Maximize Clicks and revisit at day 60.

Need help loading this?

The campaign team can load the above directly into [Org Name]’s Google Ads account via OAuth delegation (an automated path is on the warondisease.org roadmap). In the interim, email [campaign contact] to schedule a 30-minute screen-share where a campaign staffer walks through the setup live.

The faster path is [Org Name]’s existing Google Ads or communications staff pasting the ad copy, keywords, and settings from this appendix directly into Google Ads Manager. Total setup time: about 20 minutes. The campaign begins serving within 24 hours of launch.