Shalom Orlando | Google Ad Grant Plan

What is in this plan, and how to read it

Everything for the Google Ad Grant is in this one page. Jump to any part below, or just scroll straight through, top to bottom.

The 25 landing pages, at a glance

1 preschool page (ECLC) · 4 program hubs (Camp J, Fitness, Aquatics, Pickleball & Tennis) · 1 enrichment hub that feeds 19 individual class pages, one per class. That is 25 pages in total.

Open all 25 landing pages →

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What it gives Shalom Orlando The keyword research & demand Why not the full $10,000 When families search The 25 landing pages

What this gives Shalom Orlando

Google funds this in full. It costs Shalom Orlando nothing, now or ever, and it runs every month for as long as the account stays healthy.

Cost to Shalom Orlando

~600

Local clicks a month, free, once established

19,146

Local searches a month we can reach

Landing pages built and ready

What these numbers actually mean

Zero cost to Shalom Orlando. Google pays for every click. Shalom never pays anything, this month or ever. There is no bill, and no card attached to this account.
19,146 local searches a month. That is how many times people who live near Maitland type these kinds of searches into Google in a month, things like "kids karate near me" or "preschool near me". It is the whole pool of people we could possibly show an ad to. Nobody can reach more than that, because that is all the local searching there is.
About 600 clicks a month, once it is warmed up. Not everyone who searches clicks an ad. This is roughly how many people will actually click ours and land on one of our pages each month. Every one of them is a local family looking for something Shalom offers.
25 landing pages. These are the pages the ads send people to, one for each program and one for each class, so the page always matches what the person searched for.

How we measure success

We measure this in tours booked, sign-ups and enquiries, not in dollars spent. The dollar figure is just Google's way of counting a coupon it gives us. What matters is families walking in the door, and that is what we report each month.

Where the demand is

Figures from Google's own advertising data, for the ten mile area around Maitland that families will actually drive. This is what people type, how many type it, and what Google charges for a click on it.

Program	What families search	Searches / month	Cost per click
Preschool	preschool near me	480	$4.32
	vpk near me	210	$5.89
	jewish preschool near me	10	$1.86
	private preschool near me	10	$13.62
Enrichment	gymnastics near me	720	$1.50
	martial arts near me	260	$2.53
	karate near me	170	$1.74
	ballet classes near me	110	$0.98
Camp	summer camps near me	260	$5.45
Camp	summer day camp near me	10	$1.85
Fitness	gym near me	8,100	$1.63
	gyms near me	8,100	$1.63
	personal trainer near me	720	$3.79
	fitness center near me	590	$1.74
	health club near me	140	$1.69
	gym with pool near me	110	$1.56
	group fitness classes near me	50	$4.83
Aquatics	swim lessons near me	90	$3.63
	swimming lessons near me	90	$3.63
	lap pool near me	70	$0.86
Pickleball	pickleball courts near me	1,600	$0.31
	pickleball court near me	1,600	$0.31
	pickleball near me	1,000	$1.96
	pickleball lessons near me	30	$1.86
Tennis	tennis courts near me	1,000	$0.53
	tennis lessons near me	140	$1.53
	tennis academy near me	20	$0.02
Venue	wedding venues near me	480	$2.93
	event venue near me	90	$1.82
	party venue near me	70	$2.15
	event space near me	30	$2.52
Community	community center near me	260	$4.70

What this tells us

Preschool leads the plan. Those clicks cost the most, and they are worth the most: one enrollment is a family for several years. Google's bidding lets us compete for them properly.

Enrichment runs alongside it, because fall registration is open now and the demand is there this month.

Pickleball and tennis are the quiet workhorses. At 31 and 53 cents a click, they bring in local families cheaply and keep the account healthy, which protects everything else.

Why we will not spend the full $10,000, and why that is completely fine

Everyone hears "$10,000 a month" and assumes that is our budget to spend. It is not. Here is the honest picture in plain terms:

The $10,000 is a ceiling Google gives to every charity in the world, from the smallest one up to the Red Cross. It is a maximum we are allowed to use, not money handed to us.
We only ever use any of it when someone clicks an ad. No click means no spend. It is not a pot of cash sitting there that we lose if we do not spend it.
Only so many people near Maitland are searching. Add up every program and it comes to about 19,146 searches a month. That is the real limit, and no amount of budget changes how many people are looking.
Google runs the ad grant as a free program, and one of its rules is that these free ads appear below the businesses that pay Google for ads. So we win some of those searches, not all of them. That comes to roughly 600 to 800 clicks a month.
Each click costs somewhere between about $1 and $5. Six to eight hundred clicks at those prices comes to roughly $2,000 a month, not $10,000.
The only way to actually spend $10,000 would be to run ads 60 miles away in Daytona Beach and Melbourne, both in Florida, to families who would never drive all the way to Maitland. That spends more and brings the wrong families, so we are choosing not to.
Any money we do not use costs Shalom nothing, because it was never Shalom's money in the first place. Nothing is wasted, and nothing is lost.

The plan, phase by phase

The monthly spend starts small and grows. That is on purpose and it is normal. The two plain reasons why are under the chart.

MONTH 1

Prove it works

Ads go live on the tightest, highest-intent searches. We confirm every enquiry is tracked correctly before we widen anything.

$250 to $600

MONTH 3

Google learns

With real enquiries coming in, Google's bidding starts recognising which families convert, and begins competing harder for them.

$600 to $1,100

MONTH 6

Widen

Proven searches get more room. Weak ones are cut. The account is now trusted enough to bid for the competitive preschool searches.

$1,100 to $1,600

MONTH 12

Settled

A steady monthly rate, rising in January and May when families search hardest.

$1,500 to $1,900

Why the monthly numbers start small and then grow

Two plain reasons, and neither is a problem:

The account is brand new. Google does not yet know which local families turn into real enquiries for us. So it holds back at first and spends a little more each month as it learns. Every new grant account works this way, and there is no way to skip it.
The local audience sets the ceiling. Even once it is fully warmed up, there are only so many people searching near Maitland. So it settles at a steady level instead of climbing forever.

So month one is small on purpose, while we check every enquiry is being tracked properly. By month twelve it settles into a steady monthly rate that lifts a little in January and May, when families search hardest.

Why we aren't spending the whole $10,000

The grant only pays out when a local family clicks one of our ads, and there are only so many local families searching each month. We are reaching them. Bringing in tour requests and sign-ups while the monthly spend stays lower is exactly what we want. The only way to spend more would be to pay for clicks from people too far away to ever visit, which would waste the grant and bring in the wrong families. A lower monthly spend here means the account is working the way it should.

When families search

Each bar is a month, January to December. This sets when we push each program.

What families search	Busiest month	Peak searches
after school program	Jan	880
summer camps near me	May	880
vpk	Aug	880
gym near me	Mar	9,900
pickleball near me	Jan	1,300
preschool near me	Jan	590

The one that matters

After-school searches peak in January, at over four times their average, not in September as you would expect. Fall registration is still the right thing to push now, but the bigger wave arrives in the new year and the enrichment pages will be ready for it. Summer camp peaks in May. VPK peaks in August.

The landing pages

Ads that point at a general website waste the click. Each of these answers one kind of search, and the only thing to do on the page is get in touch or register. Everything else is removed. There are six program hubs and nineteen individual enrichment class pages, twenty-five in all.

Open all 25 landing pages →

Preschool and VPK

Leads the plan. Short tour form, nothing else to click.

View page

After-school enrichment (hub + 19 class pages)

A hub listing every class, plus a dedicated page for each of the 19 classes, with current pricing and a direct link to register.

View pages

Camp J

Ready for the May peak.

View page

Pickleball and tennis

The cheapest way to reach local families.

View page

Fitness

Aimed at families wanting a gym with a pool, not gym-chain shoppers.

View page

Swim lessons

Small-group lessons and the heated pool.

View page

Every page answers the two silent questions

Someone who has never walked into a JCC quietly assumes two things: that they need to be Jewish, and that they need to buy a membership first. Both stop them before they enquire. Every page answers both, in Shalom Orlando's own words: a preschooler or senior, Jewish or not, there's a place at the JCC for everyone.

Groundwork already done

Tracking

The website's conversion tracking has been checked and pointed at the new grant account, so every enquiry is credited correctly from day one. This is what allows Google's bidding to learn, and it is the single most common reason grant accounts underperform.

Destinations

Every link an ad will use has been tested against the live site, so no click lands anywhere unexpected.

Protection

Google requires grant accounts to keep a healthy click-through rate. The account is built to stay well clear of that line: tightly matched searches only, a ten mile radius, and automatic rules that pause anything underperforming before it becomes a problem.