National Women’s Law Center Google Grant Case Study

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National Women’s Law Center Google Grant Case Study



The National Women’s Law Center (NWLC) is a non-profit that fights for gender justice—in the courts, in public policy, and in our society—working across the issues that are central to the lives of women and girls. As a non-profit, they are eligible for a Google Ad Grant, which allows them to run $10,000 worth of Google Search ads on a monthly basis.




Although the Google Ad Grant comes at no cost, running a successful Google Ad campaign is a difficult task that requires knowledge of the Google Ad ecosystem, knowledge of the NWLC organizational goals, and the time to manage the campaign effectively. NWLC has attempted to manage the campaign on its own but was not able to dedicate the internal resources required in order to learn the system and maximize the benefit of regular keyword research, and iterative calibration to real-time keyword changes.

E11 was tasked with creating a number of campaigns to drive traffic to new NWLC initiatives and to utilize as much as their allocated $10K monthly budget as possible. This was made more challenging because many of the topics that NWLC advocates for (like abortion and birth control) are not topics that Google will allow you to run ad campaigns for.




  • Collaborate with NWLC to determine which landing pages require increased traffic
  • Design and determine appropriate landing pages for suitability of ad campaigns
  • Setup multiple ad campaigns to drive traffic to a diverse set of pages
  • Conduct iterative experimentation and calibration with keywords to drive traffic to pages





Over the past five months, the campaign E11 created has:

  • Driven over 108,000 ad impressions
  • Generated over 8,600 clicks
  • Averaged an 8.02% click-through rate, over three percentage points higher than the industry average


Maximized spending in the fourth month of the campaign, spending the entire $10,000 budget



E11 was able to maximize NWLC’s Google Ad Grant, increasing traffic to their top three targeted pages by over 1,300%. One page increased from four page views in the month before the campaign started to 1,880 views in the latest full month of reporting.