How Pangolin Fixed IDR's Ad Grant

We rebuilt IDR's entire Google Ad Grant account from scratch

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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.

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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.

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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.

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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.