The Center for Micro-Entrepreneurial Training

• Education
• 07. 01. 2026

About

The Center for Micro-Entrepreneurial Training (CMET) is a nonprofit organization that equips Black, Brown, and women entrepreneurs with the skills, resources, and networks needed to start, grow, or acquire sustainable businesses. Through practical, high-impact training in business planning, financial literacy, branding, marketing, and customer development, CMET helps underserved founders overcome systemic barriers and build long-term economic success.

• Website: The Center for Micro Entrepreneurial Training
• Location: Florida, United States
• Cooperation period: 2022 – ongoing

Marketing Goals

• Maximize audience interest in the organization’s educational activities.
• Use the full $10,000/month grant to drive brand awareness, content engagement, and support.
• Implement advanced conversion tracking to maximize the efficiency and tangible campaign impact.

Initial Situation

Our collaboration began in late 2022 through a referral from an existing client who recommended our work to the CMET organization. At the time, the organization did not yet have a Google Ads account in place or any prior experience with performance marketing.

To illustrate the potential impact of Google Ads campaigns, we shared detailed examples of how we had successfully structured and managed Google Ads campaigns for SCORE, an organization similarly dedicated to supporting small and emerging entrepreneurs. By highlighting campaign frameworks, targeting strategies, and measurable outcomes, we were able to clearly demonstrate how such a platform could amplify CMET’s educational programs and outreach efforts.

During our initial discussions, CMET expressed genuine interest in leveraging our services but faced clear budgetary restrictions and limited in-house marketing capabilities. Recognizing these constraints, we collaboratively developed a sustainable approach for the organization. Rather than pursuing a traditional paid advertising model from the outset, we made a strategic joint decision to begin with Google Ad Grants campaigns. This enabled CMET to establish an effective performance marketing foundation, gain valuable insights into audience behavior, and begin creating retargeting lists for future paid Google Ads campaigns, all without incurring high upfront costs.

Shortly after submitting CMET’s Google Ad Grants application in January 2023, we received approval and were cleared to move forward. Within that same month, we built the account from the ground up, developing campaign structure and ad copies, defining keywords and targeting, etc. By the end of January, CMET’s very first Google Ad Grants campaigns were live, marking the organization’s entry into performance marketing and the beginning of a data-driven approach to expanding awareness and engagement.

Results Of Our Intervention

Campaign Audit & Ad Sample

Building on our experience with similar accounts, we were able to quickly identify high-potential keywords for CMET’s campaigns. Our campaign structure contained the following campaigns, each addressing specific thematic areas.

• Brand
• Dynamic
• Generic – Entrepreneurship, Startup, Business Advisory, etc.
• Minorities – Black Business Owners, Minority Businesses, etc.
• Topics – Marketing, Finance, Sales, etc.
• Training – Business Training, Business Workshop
• Female Entrepreneurs – Female Entrepreneurs, Women CEO, etc.

Sample Ad:

• Campaign: Female Entrepreneurs
• Ad Group:Female Entrepreneurs
• Headline 1: Help For Female Entrepreneurs
• Headline 2: A Personalized Guidance
• Headline 3: Talk To Biz Experts & Sign Up
• Headline 4: Support For Business Women
• Headline 5: Training, Mentoring, Resources
• Headline 6: Prosper In The Business World
• Description line 1: Empowering Women & Black Entrepreneurs To Start And Grow Their Own Businesses. Join Us!
• Description line 2: Non-Profit Providing High-Quality Entrepreneurial Training For Minorities. Apply Today!
• Description line 3: Female Struggling To Break Through In The Business World? Get A Free Expert Advice & Join!
• Description line 4: Helping Female Entrepreneurs Survive & Thrive On A Market. Join Our Business Training!
• Final URL: https://tcmet.org/

That said, given the competitive nature of search terms associated with business education, it took approximately two months for the campaigns to begin utilizing the full grant. By March 2023, we were consistently utilizing the grant to its maximum capacity, steadily increasing awareness and engagement for CMET’s educational programs.

(This graph shows grant utilization – in red and clicks – in blue over time, Dec 2022 – Apr 2023)

Conversion Tracking

In addition to setting up campaigns, we implemented advanced conversion tracking using Google Tag Manager (GTM) and Google Analytics (GA), allowing CMET to monitor meaningful actions such as form submissions, event registrations, newsletter sign-ups, and volunteer sign-ups. This enabled a more precise understanding of which campaigns and keywords were driving valuable engagement, rather than just raw clicks.

(List of some of the conversion actions configured for CMET)

Many of CMET’s keywords are seasonal, reflecting the timing of events and fluctuations in brand traffic. The peak month in terms of clicks was July 2023, coinciding with key program promotions and outreach initiatives. By consistently aligning campaigns with these cycles, we were able to maintain strong performance while preparing for seasonal variations.

The account continued to utilize the full $10,000 monthly grant through October 2024. During this month, however, Google began deploying AI Overviews more widely, which, combined with a high volume of question-based searches, initially hindered performance and reduced the efficiency of the grant campaigns. In response, we quickly implemented Performance Max (PMax) campaigns and leveraged AI Max, which revitalized the campaigns, restored click volumes, and optimized the grant’s use for maximum impact.

Commercial campaigns

CMET regularly hosts a variety of academies and educational events, ranging from entrepreneurial workshops and business planning sessions to specialized skill-building seminars. These initiatives often require short-term, high-intensity promotion to ensure maximum attendance and engagement. While Google Ad Grants campaigns are ideal for long-term, ongoing awareness, commercial campaigns are far better suited for these time-sensitive promotions.

(Sample assets created for the client’s commercial campaigns)

Given the client’s limited budget, we focus on running commercial campaigns with the highest possible efficiency. This involves carefully timing campaigns to coincide with the periods when ticket sales historically peak, typically just before each event. Every aspect of these campaigns, from keyword selection and audience targeting to ad copy, is optimized for maximum relevance to the intended audience.

Our strategy emphasizes search campaigns as the primary driver, supported by retargeting campaigns aimed at audiences who have previously engaged with the CMET website. This ensures that we not only reach new potential participants but also reinforce messaging for those already familiar with the organization. By combining precise timing with strategic retargeting, we help CMET achieve strong event registration numbers without overspending.

We are currently managing both search and display commercial campaigns for CMET’s upcoming Entrepreneurial Business Accelerator event. Over the past two months of promotion, these campaigns have achieved exceptional performance, generating over 200,000 impressions, more than 2,000 clicks, and hundreds of meaningful conversions.

The Road Ahead

Looking ahead, we plan to collaborate closely with CMET on the creation of keyword-optimized content. This strategy holds significant potential for educational organizations like CMET, where audiences are highly motivated to learn and engage with valuable resources. By producing content that aligns with the interests and search behaviors of their target audience, we aim to drive higher engagement, attract new participants, and further amplify the reach of CMET’s educational programs. This approach not only complements ongoing paid campaigns but also strengthens organic visibility, creating a sustainable long-term marketing strategy.

Conclusion

By combining long-term Google Ad Grants campaigns with strategically timed, highly relevant commercial campaigns, CMET has been able to consistently drive website traffic, generate registrations and leads, and maintain a low cost per conversion over time. Detailed analytics allow us to measure performance accurately, ensuring each campaign is optimized for maximum impact.

Even when the introduction of Google’s AI overviews temporarily affected grant performance, our ongoing content creation and testing of new campaigns has allowed CMET to regain momentum and approach full utilization of the grant once again. This collaborative, data-driven approach has created a mutually beneficial partnership, providing sustainable, long-term results that support CMET’s mission to educate and empower entrepreneurs.

Would you like to achieve similar results? Schedule a consultation with our team!