How to qualify for the Google Ads Grant and turn Google searches into camp registrations and retreat inquiries.

Many camps don’t struggle because they offer mediocre programs. They struggle because the people they’re trying to serve never discover them.

Parents searching for a summer camp. Church leaders looking for a retreat venue. Event organizers trying to find the right location. If your camp doesn’t appear when they’re searching online, they’ll likely book somewhere else—even if your camp would have been the perfect fit.

In this episode of the Grow Your Camp Podcast, Mark Fisher sits down with co-host Carl Lefever, Founder & CEO of Improve & Grow, to unpack one of the most overlooked marketing opportunities available to nonprofit camps: the Google Ads Grant.

Eligible 501(c)(3) organizations can receive up to $10,000 per month in free Google advertising, allowing them to appear at the top of search results when people are actively looking for camps and retreat centers. Carl explains how the program works, how to apply, common mistakes to avoid, and why this opportunity is becoming even more valuable as AI reshapes online search.

Quick Camp Marketing Tip: Don’t Give Up on Silent Retreat Leads

Every camp has experienced it.

A retreat planner requests dates, receives pricing, everything seems to line up… and then they disappear.

Many camps assume the group booked somewhere else. In reality, life often just got busy.

Mark shared a simple follow-up technique inspired by former FBI hostage negotiator Chris Voss. Instead of sending another generic “Just checking in…” email, try sending a message with one simple subject line:

“Have you given up on your retreat?”

That’s it.

The question is disarming. It creates curiosity without pressure and often reminds busy retreat planners to respond. You’re not pushing for a sale—you’re simply reopening the conversation.

Mark shared research from one camp client showing that 37% of lost retreat opportunities were simply the result of being ghosted. Sometimes the booking isn’t lost at all. It just needs one thoughtful follow-up.

“The fortune is in the follow-up.”

Before assuming an inquiry has disappeared for good, try asking one simple question. You may be surprised how many conversations start again.

From Systems Analyst to Camp Marketing Expert

Carl’s journey into camp marketing wasn’t planned.

After returning from overseas missions work, he accepted what was supposed to be a temporary position at Refreshing Mountain Camp, helping implement a new camp management system. During conversations about other ways he could contribute, he discovered the camp was spending several thousand dollars each month on Google Ads.

At the time, he knew almost nothing about digital advertising.

What he did understand was data.

As he began analyzing keywords, ad performance, landing pages, and visitor behavior, patterns quickly emerged. Some keywords consistently generated inquiries while others wasted budget. Certain messages resonated with prospective campers while others fell flat.

Within six months, the campaign’s return had grown from barely breaking even to generating more than ten times the advertising investment.

That experience eventually led to the creation of Improve & Grow, where Carl now helps camps across the country build marketing systems that consistently generate registrations and retreat inquiries.

How the Google Ads Grant Helps Camps Get Found

Many camp leaders have heard the phrase “Google Ads Grant” but aren’t entirely sure what it actually is.

Simply put, Google provides qualifying nonprofit organizations with up to $10,000 each month in advertising credits that can be used to display sponsored listings at the top of Google search results.

When someone searches phrases like:

• Christian camp near me
• Summer camp near me
• Retreat center near me
• Men’s retreat venue
• Women’s retreat venue

your camp can appear above the organic search results without paying for the advertising itself.

Instead of waiting months or years to climb the organic rankings, the grant allows eligible nonprofits to immediately compete for visibility on searches that matter most.

“You could be showing up at the top of Google and not having to pay for the ads.”

Why So Many Camps Never Take Advantage of It

According to Carl, the biggest obstacle isn’t eligibility.

It’s awareness.

“About fifty percent of the camps I talk to have no idea the grant program exists.”

Among those who do know about it, many assume the application process is too technical or too complicated. Others successfully obtain the grant but never build campaigns or actively manage the account.

The opportunity is there—but many camps never move beyond the application.

The goal isn’t to become a digital marketing expert overnight. It’s simply to understand the basics well enough to begin.

Applying for the Google Ads Grant

The application process begins with Google for Nonprofits.

Once your organization verifies its 501(c)(3) status and is accepted into the program, you can activate the Google Ads Grant and receive a grant-enabled Google Ads account.

Carl also mentioned that Grow Your Camp has published a detailed, step-by-step guide that walks camp leaders through the entire application process, making it much easier to get started.

Building Your First Google Ads Campaign

Launching your first campaign doesn’t have to be overwhelming.

Every campaign begins with three simple pieces:

• Identify the search phrases (keywords) you want your camp to appear for.
• Write a short ad that encourages someone to click.
• Send visitors to a landing page that matches what they searched for.

For example, if someone searches “Christian retreat center near me,” your ad should speak directly to retreat groups and lead them to your retreat information—not your summer camp homepage.

Keeping those three pieces aligned dramatically improves campaign performance.

The Biggest Mistakes Camps Make

Carl sees the same mistakes repeatedly.

The first is surprisingly simple.

Many camps apply for the grant… and then never use it.

Others create campaigns using broad or unrelated keywords that attract the wrong audience. Google expects grant recipients to maintain quality campaigns, including minimum click-through performance. Poor keyword selection often leads to disappointing results and, eventually, suspended accounts.

Another common mistake is creating only one ad.

Instead, Carl recommends continually testing multiple versions.

Different headlines resonate with different audiences. One message may generate twice—or even four times—the response of another. The only way to know is by testing and monitoring performance over time.

Google provides plenty of data. The key is using it to make better decisions.

What Success Looks Like

Throughout the conversation, Carl shared several examples of camps using the grant successfully.

One organization, Cross Oak Camp, had already received the grant but had never activated it. After launching campaigns strategically, they received new inquiries within days and eventually tripled bookings for the following season.

Another client, America’s Keswick, uses the grant not only to promote retreats but also to increase awareness of Bible reading plans, podcasts, recovery ministries, blog content, and community events.

One of the unique strengths of the Google Ads Grant is that it isn’t limited to revenue-generating programs.

If the content supports your nonprofit’s mission, the grant can help more people discover it.

Where Should Overwhelmed Camp Leaders Start?

If digital marketing feels intimidating, Carl’s advice was refreshingly practical.

Start with one goal.

Maybe you want more camper registrations.

Maybe you want to fill midweek retreat dates.

Maybe you simply want more people to discover an upcoming community event.

Build one campaign around that objective.

Monitor it every week.

Learn what works.

If managing campaigns internally becomes too time-consuming, there are agencies that specialize in helping camps maximize the grant while staying compliant with Google’s requirements.

The important thing is not waiting for perfect knowledge before taking action.

Why Visibility Will Matter Even More in an AI Search World

The conversation concluded by looking toward the future of search.

AI-generated search summaries are becoming increasingly common, and traditional organic search results continue moving farther down the page.

Advertising isn’t disappearing.

If anything, it’s becoming more prominent.

Carl expects paid placements to become increasingly integrated into AI-powered search experiences, making visibility strategies like the Google Ads Grant even more valuable for nonprofit organizations.

Rather than fearing these changes, camps have an opportunity to adapt early and continue reaching families, retreat planners, and ministry leaders where they’re already searching.

What This Means for Your Camp

Throughout the episode, one message remained clear.

Marketing isn’t about self-promotion.

It’s about stewardship.

Your camp may offer life-changing experiences, meaningful ministry, and unforgettable moments—but none of that matters if the people who need your camp never find it.

As Mark reminded listeners in closing:

“You can’t minister to empty beds.”

Whether you decide to apply for the Google Ads Grant yourself or seek help implementing it, investing in your camp’s visibility ultimately creates more opportunities to serve people.

If you enjoyed this episode, be sure to subscribe to the Grow Your Camp Podcast, share it with another camp leader, and submit future questions through the Grow Your Camp website.

And if you’d like help applying for or managing the Google Ads Grant, schedule a discovery call through the website to learn how your camp can begin reaching more people online.

Let’s grow camp… together.