With the Google Ad Grant, Enterprise Community Partners (ECP) launched search marketing campaigns to find candidates for its affordable housing units. However, they also wanted to connect with potential projects they could fund and find partners to advocate for affordable housing policies. It was clear the audience searching for affordable housing units is quite different from those ECP would partner with on policy issues. With varying stakeholders, ECP used separate campaigns targeted to each audience.

They connected with partners by targeting keyword searches such as affordable housing policy, community development grants, and housing equity nonprofit.

Their ads lead organizations to funding opportunities, research reports, and housing programs that expand economic mobility. In targeting these keywords ECP found people searching the internet for housing solutions at the policy level. They also connected with organizations who were seeking funding to implement solutions aligned with ECP’s mission.

Separately they also connected with people interested in purchasing their affordable housing units by targeting keyword searches such as buy affordable home, homes for sale low income, and affordable homes to buy in [city/state]

In FY 2023, Enterprise Community Partners deployed more than $3 billion to build or preserve affordable homes, support mission-aligned partners, and advance national housing policy

Founded in 1982, Enterprise is a national nonprofit that brings together capital, policy, and innovation to create and sustain affordable housing.

Want to do it like Enterprise Community Partners? Work with Owners Media to get started with your Google Ad Grant

Below is a preview of their actual ads with sample keywords which have helped to drive much of the traffic to their properties.