How would you reach folks in Mississippi who are ready for home ownership if it were not for a lingering credit issue? That’s where Renaissance Community Loan Fund (RCLF) saw an opportunity to bridge this gap to home ownership for residents of Mississippi. With search marketing and the Google Ad Grant they connected with residents who fit the criteria for their affordable housing programs.

Imagining themselves with the user in front of a search prompt, Renaissance decided to target keywords like first-time homebuyer Mississippi, credit repair nonprofit, and affordable housing Gulf Coast. When these keywords were searched their ads guide users to free resources, online applications, and one-on-one financial coaching tailored to home ownership.

In FY 2023, Renaissance Community Loan Fund helped hundreds of Mississippians improve their credit, qualify for mortgages, and access affordable housing opportunities through direct lending, down payment assistance, and financial education.

Founded in 2006 and certified as a Community Development Financial Institution (CDFI). Their mission is to empower people through lending, learning, and building wealth in Mississippi communities.

This approach turns their monthly Google Ad Grant for $10,000 in free search ads into a steady stream of qualified leads whom they help become homeowners.

Want to do it like Renaissance Community Loan Fund? 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.