Under Pangolin's management, IDR's Google Ad Grant went from partial utilization to full $10,000/month spend. Average CTR reached 7.9% against a 5% minimum. Compliance maintained at 100% with zero suspensions.
IDR had a $10,000 monthly grant going almost entirely unspent
IDR is India's leading media platform for the development sector. 4.9 million annual readers. 2,000+ published articles. The grant was not reaching that audience.
The Strategy
We rebuilt IDR's entire Google Ad Grant account from scratch
Account structure
IDR's original campaigns competed against each other, lowering Quality Scores and capping spend.
We restructured around five content pillars: education, livelihoods, health, governance, and climate. Each pillar became a dedicated campaign with tightly themed ad groups.
That structural fix alone moved monthly spend from under $3,000 to above $8,000 within 60 days, before any bidding optimization.
Keyword architecture
We replaced the generic keyword list with three tiers: high-intent development sector queries, long-tail article-level clusters, and aggressive negative keyword filters.
Negative keywords matter as much as the keywords you target. Every irrelevant click wastes grant budget.
Compliance framework
Real-time monitoring against every Google Ad Grants requirement: CTR, Quality Scores, conversion tracking, and account structure checked every week.
If a campaign approaches a threshold, we fix it before it triggers a suspension event.
India-specific optimization
Over 70% of IDR's traffic comes from mobile. We built mobile-first ad copy, calibrated bids for Indian CPCs, and adjusted scheduling for Indian peak browsing hours.
The Results
What IDR's Google Ad Grant performance looks like under Pangolin
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