Getting Started with Google Ads for Social Enterprises: Attracting Customers and Making a Difference

As a social enterprise, your business is more than just about profit - it’s about making a real difference. Whether you're a restaurant employing ex-offenders or a candle company supporting survivors of domestic abuse, your products and services are at the heart of your mission. But to keep making that difference, you need paying customers. And that’s where Google Ads can play a vital role.

In this guide, I’ll walk you through how social enterprises like yours can use Google Ads to attract customers, grow your business, and continue solving societal problems - all without needing a huge marketing budget.

What is Google Ads, and Why Should Social Enterprises Use It?

Google Ads is an online advertising platform that allows businesses to reach people who are actively searching for products or services like yours. The great thing about Google Ads is that you only pay when someone clicks on your ad, meaning you’re spending money only when people show interest.

For social enterprises, this can be incredibly powerful. Unlike charities that may rely on donations, many social enterprises sell products or services to paying customers. Whether you’re a café, a clothing brand, or a training provider, Google Ads can help you get in front of the right people - people who are not only potential customers but who may also be drawn to support your mission.

Why Google Ads Works for Social Enterprises

Traditional advertising methods like print, TV, or even local billboards can be expensive, and you never really know who is seeing your message. With Google Ads, you can precisely target the people most likely to buy your products or services. This can be incredibly cost-effective for social enterprises, where every penny needs to count.

Here’s why it works:

• Targeting the Right Audience: Google Ads allows you to define your audience based on their location, interests, and even specific search terms. If you run a restaurant that helps ex-offenders by providing them with job training, you can show your ads to people searching for “restaurants near me” or “dining with a cause.”

• Cost Control: You decide how much you want to spend, whether that’s £5 a day or £500. You’ll never be charged more than your budget, making it an affordable way to promote your business.

• Measurable Results: Google Ads gives you detailed data, so you know exactly how many people saw your ad, clicked on it, and what they did next. This lets you see what’s working and adjust your approach to get better results over time.

Google Ads Grants: A Special Opportunity for Registered Charities

While many social enterprises operate like regular businesses, some may also be registered as charities. If that’s the case, you might be eligible for the Google Ads Grant, which provides up to $10,000 per month in free advertising credits.

However, it’s important to note that the Google Ads Grant is only available to registered charities, not all social enterprises. If you’re eligible, this can be a fantastic way to promote your products or services without dipping into your budget. Keep in mind, there are some specific requirements and limitations for grant accounts, such as the need to maintain a 5% click-through rate (CTR) and ensuring all campaigns align with your mission.

For social enterprises that aren’t registered charities, a standard Google Ads account is still a powerful tool to help grow your customer base and boost your business.

Setting Up Your First Google Ads Campaign

Now, let’s talk about how to actually get started with Google Ads. Here’s a simple guide to help you set up your first campaign:

1. Create a Google Ads Account: You can sign up for a Google Ads account in minutes. If you’re unsure how to get started, there are plenty of step-by-step guides available, or you can reach out for a Google Ads Power Hour.

• Set Your Campaign Goals: What do you want to achieve with your ads? Maybe it’s getting more people to dine at your restaurant, buy your candles, or attend an event. Setting clear goals helps guide your ad strategy.

• Choose Your Campaign Type: Most people start with Search Campaigns, which makes sense because this is where people go to actively search for products or services. Search ads appear directly on Google’s search results pages when someone types in related keywords—perfect for getting in front of people who are looking for what you offer.

However, there are other possibilities too, such as the Display Network and Video Campaigns. These can be great options if you're looking to get in front of a larger audience, often at a lower cost:

• Display Ads: These are image-based ads that appear across a network of websites. While they may not be as targeted as search ads, they can be an excellent way to raise awareness, especially if you want to showcase your products visually.
• Video Ads: If you have video content, you can run ads on YouTube or across the Google Video Network. Video ads can be very effective in telling your brand's story and connecting emotionally with your audience.
• In-Market Audiences: Both Display and Video campaigns allow you to target people who are "in-market" for particular products or services. This means you can show ads to people who have shown interest in buying something similar to what you offer, even if they aren't actively searching at that moment. It may not be as targeted as search ads, but it’s often cheaper and still a great way to reach potential customers.

• Define Your Audience: Google Ads lets you target very specific groups of people. For example, you can target people in your local area or those searching for specific products or causes related to your social mission. You can also choose demographic targeting based on factors like age, gender, or interests.

• Write Your Ad: Craft a simple, attention-grabbing message. For example, if you run a café that supports people transitioning out of homelessness, your ad could say, “Enjoy Great Coffee and Support a Cause – Visit Us Today!” Include a call to action like “Order Now” or “Learn More.”

• Pick the Right Keywords: Keywords are the words people use to search for things online. Using tools like Google Keyword Planner, you can find the best keywords that relate to your business. If you sell sustainable products, for example, you might use terms like “eco-friendly candles” or “sustainable dining.”

• Set Your Budget: You control how much you spend. Start small and increase your budget once you see what’s working. This way, you can ensure you're getting value for money without overspending.

• Implement Conversion Tracking: This step is crucial for measuring success. Conversion tracking allows you to see how many people are taking important actions after clicking on your ad, like making a purchase, signing up for a newsletter, or filling out a contact form. Without conversion tracking, you’re left guessing whether your ads are working. It’s an easy setup in Google Ads, and it ensures you can measure what’s working and adjust your campaigns accordingly.

Keyword Research: Reaching the Right Customers

One of the most important parts of running a successful Google Ads campaign is choosing the right keywords. These are the words or phrases people type into Google when they’re looking for something. For social enterprises, it’s important to use keywords that not only describe your product or service but also highlight your mission.

For example, a candle company that employs women who have experienced domestic abuse could use keywords like “handmade candles,” “support women,” or “social enterprise candles.” These keywords will help connect you with customers who are not only interested in buying your products but who also want to support your cause.

Google provides free tools, like Google Keyword Planner, to help you find the best keywords for your business. This makes it easier to get in front of people who care about what you do.

Setting a Budget and Measuring Success

A common concern for social enterprises is budget, especially when you’re working with limited resources. The great thing about Google Ads is that you’re in control of how much you spend. As previously mentioned, whether you’re investing £5 a day or £500, you’ll never be charged more than your set budget.

And don’t forget - you can track how well your ads are performing. Google Ads provides detailed insights, showing you how many people are seeing your ad, clicking on it, and taking action (like visiting your website or making a purchase). This data allows you to make adjustments and get the most out of every pound you spend.

Best Practices for Social Enterprises Using Google Ads

Here are a few tips to help you get the most out of your Google Ads campaigns:

• Craft a Clear Message: Make sure your ad copy is simple, clear, and focused on your mission. For example, “Dine with Purpose – Support Our Ex-Offender Training Programme.”
• Use Ad Extensions (now called assets): Add extra information to your ads, such as links to specific pages on your website or your business location, to encourage people to take action.
• Monitor Your Campaigns: Keep an eye on how your ads are performing and adjust them as needed. The more you refine your campaign, the better results you’ll see.

Conclusion: Google Ads as a Powerful Tool for Social Enterprises

Google Ads offers an accessible and cost-effective way for social enterprises to reach paying customers while staying true to their mission of making a difference. Whether you’re running a restaurant, selling handmade products, or offering professional services, Google Ads can help you attract the right people to support your business and, ultimately, your cause.

If you’re ready to get started or need help setting up your first campaign, feel free to reach out - I’d love to help your social enterprise thrive both in business and in making an impact.