- Case study
- Non-profit
- Paid Google Ads
- Google Ad Grants
L214: €13,545 in donations in Q3 for €1,717 of paid Google Ads
Ads for Change refocused L214's paid Google Ads on donations and moved awareness and sign-ups to Google Ad Grants. Result in Q3 2026: €13,545 in donations for €1,717 spent.
- Sector
- Animal protection
- Levers
- Paid Google Ads, Google Ad Grants, Landing pages
- Markets
- France
- Duration
- Q3 2026 (July to September)
- Updated on
- 09/11/2026
L214 × Ads for Change in numbers
- in donations generated in Q3 (+9% vs Q2)
- €13,545
- net ROI on paid Google Ads (+31% vs Q2)
- 688%
- spent in Q3 (-7% vs Q2)
- €1,717
- cost per conversion (-7% vs Q2)
- €6.67
Compared period : Q3 2026 (July to September) vs Q2 2026 · Sources : Q3 2026 QBR Ads for Change x L214
In short
- The client : L214 is an animal protection non-profit that collects donations online.
- The challenge : Serving three goals with a paid budget of about €570 a month.
- The result : €13,545 in donations in Q3, a 688% net ROI, with 7% less spend.
Who is L214?
L214 is an animal protection non-profit, known for its investigations into farming and slaughter. It also runs VéganPratique and the Veggie Challenge. It aims to inform, mobilize and collect donations online.
Sign-ups already driven by other channels
SEO and email account for 70% of Veggie Challenge sign-ups
Strong domain authority
3,005 referring domains and a Trust Flow of 53
A strong presence in AI answers
number 1 of 209 cited domains, with a 13.2% citation share
The challenge: serving three goals with a limited paid budget
L214 wanted to build awareness (L214 and VéganPratique), collect sign-ups and petition signatures, and generate donations, all at once. With paid spend of about €570 a month, a click volume capped by competition and a Google Ad Grants account that is capped too, trying to do everything everywhere would have diluted every euro. The real question was which channel should carry which goal, and which goal should come out of paid.
Starting point
- Three marketing goals: awareness, sign-ups and petitions, donations
- A paid Google Ads and Google Ad Grants synergy already in place, with an average net ROI of about 4 when the donation-focused strategy launched
- A capped Google Ad Grants account
- Paid clicks limited by competition
Our approach in 3 areas
Each goal was given to the channel best suited to it: paid for donations, Google Ad Grants for awareness and sign-ups.
- Paid focuses on donationsThe L214 Donation campaign targets the exact keywords "L214" and "don L214" and carries almost all paid spend: €1,582 for 249 conversions, at €6.35 per conversion. The Veggie Challenge and awareness are taken out of paid.
- Google Ad Grants carries awareness and sign-upsThe Veggie Challenge becomes a primary conversion on the Grant, with a dedicated PMax and a Search campaign. Sauvetage du Siècle runs there through a PMax and a campaign on cutting meat consumption.
- Steering through a 90-day planEach quarter, a 90-day plan sets launches and trade-offs. If the Grant account is capped, budget is reallocated, for example by pausing the traffic campaign, which uses 30% of the budget for 10% of clicks, with no conversions.
Q3 2026 results
| Indicator | Before | After | Change |
|---|---|---|---|
| Paid Google Ads cost for the quarter | €1,717 | -7% vs Q2 | |
| Donation value generated | €13,545 | +9% vs Q2 | |
| Net ROI | 688% | +31% vs Q2 | |
| Cost per conversion | €6.67 | -7% vs Q2 | |
| Monthly donation value (July then September) | €4,408 | €4,708 | +6.8% |
| Monthly net ROI (July then September) | 6.7 | 7.2 | +0.5 points |
What contributed most: concentrating the budget on the Donation campaign. With 6% less spend and 22% fewer clicks, cost per conversion stayed almost flat (+2%), and one-off donations grew by 8%. Regular giving fell by 17.4%, which is the main point to watch next quarter. On Google Ad Grants, traffic grew by 48% with the Veggie Challenge, whose cost per click stays under $2.
What to take away for your organization
Give each channel one goal: paid for what brings a donation, Google Ad Grants for awareness and sign-ups.
Check where your sign-ups already come from: when SEO and email carry 70% of them, paid can focus on donations without putting leads at risk.
Concentrating budget on one campaign does not necessarily hurt efficiency: here, less spend and a stable cost per conversion.
Track regular giving separately: rising one-off donations can hide a drop in monthly giving.
Secure your brand first, then gradually test high-intent generic queries, with tight CPA control.
Are you a non-profit that wants to raise more donations?
Let's talk about how to split your budget between paid Google Ads and Google Ad Grants.