Oorah

• Animals
• 28. 07. 2026

About

Oorah is a U.S. – based nonprofit organization dedicated to supporting Jewish families through educational programs, camps, community initiatives, and fundraising events. By providing meaningful educational opportunities and engaging donors through seasonal campaigns and annual fundraising initiatives, Oorah helps strengthen Jewish communities across the United States.

• Website: Oorah
• Location: United States
• Cooperation period: July 2020 – ongoing

Marketing Goals

• Maximize Google Ad Grants utilization
• Increase registrations and ticket sales for fundraising events
• Drive donations and community engagement
• Improve long-term account performance

Initial Situation

Our collaboration with Oorah began at the end of July 2020. At the time, the organization already had an existing Google Ad Grants account, but its performance was significantly below its potential. The account suffered from several common issues that prevented efficient grant utilization. Campaigns relied on overly narrow targeting, seasonal keywords without broader evergreen coverage, manual CPC bidding, and multiple Google Ad Grants compliance issues. As a result, only a small portion of the monthly grant was being spent, limiting the organization’s account from achieving the results they were hoping for.

Results Of Our Intervention

Following a comprehensive account audit, we completely restructured their Google Ad Grants account and launched new campaigns in August 2020. The campaign structure covered a wide range of topics distributed across 5 main campaigns as follows:

• Brand
• Dynamic
• Generic – Toorah
• Generic – Education
• Events

We prepared an ad copy proposal document, ensuring each headline adhered to the 30-character limit, and each description line was no more than 90 characters. Below is an example of one of their ad copies:

• Campaign: Events
• Ad Group: Auction 2023 – My Last Chance
• Headline 1: Oorah Auction 2023
• Headline 2: Enter Oorah Auction
• Headline 3: Win $368k Cash & Other Prizes
• Headline 4: Browse Prizes, Donate & Win
• Headline 5: Gimme Five & Win
• Headline 6: Shop Prizes- Only $5 A Prize
• Headline 7: Enter Now To Win
• Description line 1: Enter Oorah Auction. Sponsor A Child, Have Fun & Win One Of 50 Valuable Prizes.
• Description line 2: Donate $5 To Oorah & Win $36.000 Cash. All Donations Fund Jewish Education. Thank You!
• Description line 3: Donate To Fund Childrens’ Jewish Education. Enter Our Auction & Win! Only $5 A Prize.
• Description line 4: Check Out The 50 New Exciting & Valuable Prizes. Enter Now To Win.
• Final URL: https://www.oorahauction.org/

Our strategy focused on expanding keyword coverage with high-volume, low-competition search terms, implementing broader campaign targeting, transitioning to automated bidding strategies, and bringing the account into full compliance with Google Ad Grants requirements. At the same time, we implemented comprehensive conversion tracking to accurately measure campaign performance. The tracking setup included actions such as:

• donations
• contact form submissions
• newsletter sign-ups
• ticket purchases
• basic engagement conversions etc.

Thanks to these improvements, the account quickly gained momentum. Just one month after the new campaigns launched, Oorah was already utilizing its full monthly Google Ad Grants budget. By December 2020, we had successfully doubled the organization’s Google Ad Grants budget, enabling even greater reach during the most crucial season of the year.

(Campaign performance development before and after the establishment of cooperation)

Since then, the account has consistently maintained full grant utilization while generating a steady flow of qualified traffic and conversions.

Seasonal Strategy

One of the key drivers of Oorah’s success is its carefully managed seasonal campaign strategy. Every year, we research keywords surrounding major Jewish holidays and create or update seasonal campaigns based on current search trends. These campaigns target high-intent users searching for holiday-related information and ways to support Jewish causes during important periods throughout the year. Because search behavior changes annually, keywords and ad copy are continuously refined to capture the highest seasonal demand.

The annual online auction represents one of the organization’s largest fundraising initiatives and introduces significant seasonality into account performance. During auction periods, campaigns are expanded with dedicated messaging and optimized specifically to maximize ticket sales and participation.

For auction campaigns, we also implemented GA4 eCommerce tracking, allowing ticket purchases to be measured as revenue rather than simply conversions. This enables us to evaluate campaign profitability using actual conversion value and optimize bidding strategies based on revenue generated.

Grant Expansion

Thanks to our long-term connections with Google, we’ve managed to obtain two temporary increases to their Google Ad Grants budget. Additional grant funding was successfully secured in December 2022 and November – December 2025.

During both periods, we rapidly scaled existing campaigns to take full advantage of the increased Ad Grants budget. The expanded grant allowed Oorah to reach significantly larger audiences while achieving record-breaking levels of impressions, clicks, and conversions.

(Campaign performance during the doubled Google Ad Grants budget period.)

Results

Key achievements include:

• Full Google Ad Grants utilization since September 2020
• Comprehensive and well-functioning conversion tracking implemented
• Successful annual seasonal campaigns focused on Jewish holidays
• Revenue tracking through GA4 eCommerce for online auction ticket sales
• Two successful grant expansion periods delivering record campaign performance
• Strong return on investment from fundraising campaigns

Road Ahead

Since rebuilding the account, Oorah has consistently utilized nearly the full Google Ad Grants budget month after month. Looking ahead, we plan to further expand Oorah’s fundraising strategy by scaling auction-focused campaigns, introducing additional campaign variations during peak fundraising periods, and launching commercial Google Ads remarketing campaigns to further increase ticket sales and maximize fundraising revenue. These initiatives will help Oorah reach even more supporters while continuing to improve overall campaign efficiency and ROI.

From a practical, results-oriented perspective, the strongest takeaway from Oorah’s case is that the outcome was not driven by a single campaign change, but by a combination of strategic account restructuring, account compliance fixing, broad keyword coverage, seasonal optimization, and accurate conversion tracking. This approach enabled the organization to consistently utilize its full Google Ad Grant budget while generating measurable fundraising revenue through donations and event ticket sales.

If your organization is looking to achieve similar results, whether that means maximizing Google Ad Grants utilization, fixing conversion tracking, increasing donations, or driving higher ROI from fundraising campaigns, you can turn to our team of Google Ad Grants Certified Professionals. We work with organizations to ensure that every dollar of the available grant contributes as effectively as possible to their mission.