- Case study
- Non-profit · B2B and B2C
- Google Ad Grants + Tracking
Emmaüs Connect: +62.5% donations of more than 30 devices thanks to Google Ad Grants
Ads for Change reorganised Emmaüs Connect's Google Ad Grants account by objective and made action tracking reliable. Since Bing Ads stopped in December 2025, Grants has carried the entire media budget on its own.
- Sector
- Digital inclusion
- Levers
- Google Ad Grants, Performance Max, Bing Ads, GA4 and GTM, Hotjar, landing pages
- Markets
- France
- Duration
- Since 2023
- Updated on
- 09/11/2026
Emmaüs Connect × Ads for Change in numbers
- donations of more than 30 devices (+62.5%)
- 13
- donations of fewer than 30 devices (+355.6%)
- 41
- volunteer forms submitted
- 75
- training catalogues downloaded
- 197
Compared period : January to December 2025 vs 2024 (donations, Google Ad Grants); January to November 2026 (account structure) · Sources : Google Ads, GA4, Looker Studio, collaboration hub
In short
- The client : A non-profit fighting digital distress, with three missions: equipment donations, training and volunteering.
- The challenge : Make Google Ad Grants the engine for donations, training leads and volunteers after Bing Ads stopped.
- The result : 13 donations of more than 30 devices in 2025 (+62.5%), more than Bing Ads (9).
Who is Emmaüs Connect?
Emmaüs Connect works to fight digital distress. The organisation collects IT equipment through lacollecte.tech, trains social workers among others, and mobilises volunteers. It relies on three websites: emmaus-connect.org, lacollecte.tech and lesrelaisnumeriques.org.
A highly searched brand
Searches for Emmaüs Connect grew by 14% in 2025
Three complementary missions
Equipment donations, training and volunteering, each with its own journey
Strong site authority
Trust Flow of 32 and Citation Flow of 42, rated good in the SEO audit
The challenge: replace Bing Ads and prove the impact of Grants
Emmaüs Connect pursues four objectives: generate training leads, collect equipment donations, recruit volunteers and raise awareness of its websites. Until 2025, Bing Ads delivered most of the donations of fewer than 30 devices (152 over the year), then the channel stopped in December 2025. Measurement was a further problem. The donation form, embedded as an iframe, and the volunteer form kept changing how they worked, and Google no longer received some actions. From 1 January to 31 August 2026, only 2% of the actions counted by Google were a concrete action (a donation or a submitted form).
Starting point
- Brand budget at $200 a day, with $4,208 spent on the brand from 1 January to 22 February 2026
- A Performance Max Training campaign at $6,548 over the same period, with no training request reported
- 33 active tracked actions in Google Ads, 20 of them inactive, without traffic or duplicated
- A donation form in an iframe whose tracking no longer reported
Our approach in 4 areas
We first put the account in order by objective, then made measurement and landing pages reliable.
- An account organised by objectiveCampaign groups dedicated to training, donations, volunteering and awareness, with one tracked action per objective. More than 400 search terms excluded, and 18-24 and 65+ age groups excluded from training campaigns.
- Less dependence on the brandThe brand budget goes from $200 to $70 a day, recruitment keywords are excluded and AI Max is activated on the remaining campaigns.
- Reliable action trackingAfter a read-only audit of GA4, Google Ads and GTM, active tracked actions go from 33 to 13. Each action is classified by journey stage: discovery, interest, action.
- Pages dedicated to each audience11 landing pages live (B2B donations, volunteering, training, phone or computer donation), with GTM and a consent banner. Hotjar shows where visitors drop out of the volunteer form.
The results: more equipment donations, tracking becoming reliable
| Indicator | Before | After | Change |
|---|---|---|---|
| Donations of more than 30 devices (Google Ad Grants) | 13 | +62.5% | |
| Donations of fewer than 30 devices (Google Ad Grants) | 41 | +355.6% | |
| Brand budget per day | $200 | $70 | Divided by 3 |
| Active tracked actions in Google Ads | 33 | 13 | -20 useless actions |
The restructuring by objective and the search term clean-up contributed most: in 2025, Grants generated more donations of more than 30 devices than Bing Ads (13 versus 9). On volunteering, the Search campaign gets one application for $62, against about $1,130 for Performance Max, which we are refocusing. The 2026 figures remain minimums, because measurement of donations and applications is still being repaired.
What to take away for your organisation
Organise your Google Ad Grants by objective (donations, volunteering, training, awareness), with one tracked action per objective.
Audit your tracked actions before steering: here, 20 of the 33 active actions were useless or duplicated.
Compare campaigns on cost per submitted application, not on clicks: $62 against $1,130 for two campaigns in the same account.
Reduce dependence on the brand to leave room for acquisition: the brand budget went from $200 to $70 a day.
Watch form abandonment: 3 in 4 visitors do not complete the volunteer application.
Is your Google Ad Grants account short on measurable results?
We audit your account and tracking, then structure your campaigns by objective.