Your organisation may already qualify for around $168,000 a year in free Google search advertising. The Charity Visibility Engine claims it, rebuilds it, and tracks what it produces. Enquiries, bookings, registrations and calls, counted against a baseline.
Take the 60-second eligibility check
Free. No obligation. Written finding in two business days. You see what I found and what I would count before you commit to anything.
Already have the Grant running? Having it live is not the same as having it working.
The Google Ad Grant gives eligible Australian charities $10,000 USD a month in free Google Search advertising. That is roughly $14,000 AUD a month, or around $168,000 a year.
Most eligible charities are not using it. Many who have an account set it up once, left it running on generic campaigns, and cannot say what it produces. An unmanaged Grant is free reach going to zero every month.
The Charity Visibility Engine changes that in 120 days.
For organisations not yet using the Grant, the opportunity exists but the infrastructure does not. Nobody has built the campaign structure, installed the tracking, or defined what a successful outcome looks like.
For organisations already using the Grant, the account may technically be live but the campaign architecture is usually too thin, too generic, or too dormant to produce real action.
Common signs include:
That is why many charities say they have the Grant but cannot point to what it is producing.
Having the Grant live is not the same as having it working.
I have sat in board meetings where someone asks what the marketing produced and nobody in the room can answer. I have also navigated the NDIS as a family member. I know what it looks like when an organisation doing good work is hard to find.
I spent nearly 20 years as a Chartered Accountant, much of it alongside ACNC registered charities. That is why I record a baseline before I change anything, and why every report is written to go in front of a board without translation.
I do this work solo. You deal with me, not an account manager.
The standard approach builds campaigns first and asks what the traffic meant later. That is a sequencing problem, and it is why most Grant accounts cannot answer a simple question about what they produced.
I reverse the order. Before a campaign runs, I record your baseline, agree the actions that matter to you, and install tracking for each one. The campaign structure and the keywords are then built around those actions.
What counts is your call. Enquiries, bookings, registrations, downloads, calls and direction requests from your Profile. Donation actions count where you want them, and they are never the default.
| What most Grant accounts look like now | What the Charity Visibility Engine produces |
|---|---|
| Campaigns built first, measurement added later | Baseline recorded and tracking verified before anything goes live |
| Budget spent on broad awareness searches | Budget directed to searches that lead to an action |
| Traffic arrives and nothing is counted | Every agreed action counted against a named GA4 event |
| Reports show clicks and impressions | Reports show enquiries, bookings, registrations and calls |
| No agreed definition of a result | What counts is agreed in writing before I change a setting |
| No consequence if it produces nothing | Ask at day 90 and every monthly fee is refunded |
I check your Grant, your Google Business Profile, and how you rank for the searches that matter to your cause. Written finding in two business days.
The actions that matter to you, how each one is counted, and where you are starting from. All in writing.
Live in 30 days, then 90 days of optimisation, with a written report and a 30 minute meeting each month.
One onboarding call from you. Everything else is handled.
Three things, built in the first 30 days. Then 90 days of optimisation and reporting.
The account is built around the actions you agreed matter. Nothing goes live until the tracking is verified.
Baseline capture runs first. Every relevant metric is recorded before a single setting is changed. That baseline is the reference point for every report that follows.
Then GA4 review and configuration, a conversion action created and verified for every priority action, and Google Tag Manager where it is required. Tracking is confirmed working before any campaign is switched on.
What counts is agreed in writing before the build starts. Enquiries, bookings, registrations, downloads, calls and direction requests from your Profile. No action counted twice. Impressions, clicks and sessions are used in the work and reported, and they are never the measure of success.
When someone hears about you and then searches your name, what appears at that moment decides whether they act or move on.
Also included: a review request system, set up and reported on each month, with response templates and ethical guidelines built in. Reviews are not counted as actions. They are reported alongside them.
Campaign optimisation. Search term review and negative keyword expansion. Bid and budget adjustment. Compliance monitoring. Profile management and posting. Review sequence monitoring. A written report and a 30 minute meeting every 30 days.
Website SEO of any kind. Website development, design and hosting. Paid advertising outside the Google Ad Grant. Social media management. Email marketing and donor CRM work. Design and video production.
Anything outside that scope is quoted separately and does not start until you approve the quote in writing. Where a website change is needed to make an action countable, I recommend it and your team implements it.
Most Grant accounts take months to show any movement. Here is what is in place within the first 30 days of this engagement.
By day 30 your organisation will have:
Grant account built, rebuilt, or restructured and compliant
What counts agreed and documented in writing
Conversion tracking installed and verified before spend begins
Intent-based campaigns live and spending the Grant
Google Business Profile optimised
Review request sequence launched
First visibility baseline report shared
| Milestone | Timing |
|---|---|
| Commencement | Agreement accepted |
| Onboarding call and access granted | Within 7 days |
| Baseline captured | Before any setting is changed |
| Baseline report | Within 5 business days of capture |
| Go Live and Build Review | Within 30 days of access |
| Month 1 Review | Day 30 of the guarantee period |
| Month 2 Review | Day 60 |
| Close-Out Review and final report | Day 90 |
Reports go out at least two business days before each meeting. Meetings run up to 30 minutes by video. Every report is written to go in front of a board without translation.
Each week you get a Monday email with the week's deliverables, then an email as each action is completed.
If access or approvals are delayed before Go Live, Go Live and every milestone after it move by the same number of days.
Four of these cover things inside my control. The first puts the value judgement in your hands.
At the end of the 90 day guarantee period, ask and I refund every monthly fee you have paid. The trigger is your judgement: whether you believe the work can produce a return at least equal to the monthly fee. No justification required and no retention conversation. The setup fee is not refunded under this guarantee. If you would rather keep going, take a further 90 days of optimisation at no monthly cost instead.
Campaigns running and tracking verified within 30 days of access being granted.
If Google suspends the account because of work I did, I fix it at my cost and monthly billing stops until it is running again.
Before signature I assess whether search volume in your cause area supports a target worth committing to, and record it in the schedule. If the volume is not there, I say so and I do not take the engagement. If what I find after access materially contradicts that assessment, you can exit within 14 days of the baseline report and I refund every fee paid, including the setup fee.
Baseline documented before anything is touched. A written report every 30 days and a review meeting after each one. A full before and after at close-out. Miss a report or fail to offer the meeting and one monthly fee is waived.
Guarantees 3 and 5 are delivered as waived fees, and together they waive no more than one monthly fee across the engagement. Guarantees 1 and 4 are refunds and are not capped.
Not covered: donation revenue, grant income and partnership value. Those depend on your brand, your cause, your pages and your supporter market.
What I need from you: access within 7 days, approvals inside the agreed turnaround, and the recommended tracking left in place throughout. Tell me before any material change to a key landing page.
The Grant is worth around $14,000 a month in free advertising. Management is $900 + GST a month.
Before we start, you tell me what one action is worth to you. One enquiry, one booking, one registration. I do not supply that number, because you know your own economics better than I do. It goes in the schedule and every report is measured against it.
That gives your board a number to weigh the fee against. It is context, not a forecast. No part of this engagement guarantees revenue.
The question is whether $168,000 a year in free reach is worth managing properly.
That covers one Google Ad Grant account, one approved website domain, and up to three Google Business Profiles.
Larger organisations are quoted before anything is signed. More than three Profiles, or a second website domain you own and want ads running to, each add to the setup fee. I tell you the number after the Visibility Review, when I know what is actually there.
120 day minimum term. After that, 30 days notice to stop.
Setup is invoiced in two equal instalments, the first on acceptance and the second 14 days later. Work starts once the first has cleared. No monthly fee is charged during the 30 day setup phase. Monthly fees start from the Go Live date. All invoices are 7 day terms.
Ask at day 90 and every monthly fee is refunded.
The Review and implementation are personally completed by Matthew O'Brien, Chartered Accountant and founder of For Purpose Digital.
Request your free Visibility ReviewBefore any engagement is agreed, I complete a Charity Visibility Review for your organisation. Free. No obligation.
The Review covers:
The Review takes approximately two hours of my time. You receive a written summary with specific findings and the actions I would recommend counting.
If the findings support an engagement, I put terms in front of you. If they do not, you have a clear diagnostic with no fee and no obligation.
The Review and implementation are personally completed by Matthew O'Brien, Chartered Accountant and founder of For Purpose Digital.
Request your free Visibility ReviewTake the 60-second eligibility check
Reviews completed within two business days of request.