Paid search is still delivering for nonprofit fundraisers. Seven AGP clients across the Food Bank, Environment & Animal Welfare, Hospitals, Health & Human Services, and International Aid sectors recently saw some of their strongest paid search performance to date. The takeaway is clear: when supported by broader awareness, engagement, and donor cultivation efforts, paid search remains a powerful channel for converting donor demand into gifts and revenue.
+27.5%
in paid search gifts YoY
+36.2%
in paid search revenue YoY
The Situation
As AI overviews continue to impact referral traffic from online search engines, many predicted that paid search ads would begin producing diminishing returns. At the same time, overall website traffic has decreased across the nonprofit sector, while competition for high-value keywords has driven cost-per-click rates higher.
Despite these challenges, paid search remained one of the most effective lower-funnel channels for driving conversions and return on ad spend.
The Work
AGP’s Integrated Media Solutions (IMS) team continually optimized paid search programs through strategic budget management, keyword refinement, audience targeting, ad copy development, and creative enhancements. As search behaviors evolved, IMS strategists closely monitored performance and made ongoing adjustments to maximize conversions and return on ad spend.
Many organizations maintained evergreen, always-on paid search programs, allowing the team to regularly update headlines, descriptions, assets, and bidding strategies. For organizations without the resources to sustain year-round campaigns, paid search was strategically deployed to support key fundraising initiatives and tentpole moments.
While paid search served as a critical lower-funnel conversion channel, AGP’s broader omnichannel approach helped drive stronger results. By combining search optimization with full-funnel fundraising and marketing efforts, organizations were better positioned to convert donor interest into gifts and revenue.
The Results
These successful paid search campaigns generated more than 31,000 gifts and over $6.2 million in revenue during FY26, delivering a $3.87 return on ad spend. Together, these efforts produced a 27.5% increase in gifts and a 36.2% increase in paid search revenue compared to the previous year, outperforming industry benchmarks across all sectors.
Results exceeded expectations at a time when many organizations were questioning the future of paid search. Rather than experiencing diminishing returns, paid search continued to drive significant fundraising growth despite declining referral traffic, rising competition for high-value keywords, and increasing cost-per-click rates.
As search technology continues to evolve, AGP is testing new tools, tactics, and optimization strategies to strengthen long-term performance. These results also reinforce an important lesson: paid search delivers its greatest impact when it’s supported by a broader omnichannel strategy that creates and captures donor demand.
“Paid Search has shifted from matching specific keywords to understanding the intent behind a search. As Google’s technology has become more sophisticated, from the evolution of match types to newer tools like AI Max, we’re able to reach relevant searches that traditional keyword targeting may have missed. The opportunity isn’t disappearing, it’s becoming more dynamic, and strong strategy is about adapting alongside it.“
Asha warren, ims supervisor, agp
