If you’re running Google Ads for a government entity or nonprofit organization, one of the biggest questions is:
What kind of performance should we expect?
Government and nonprofit campaigns often focus less on traditional leads and more on:
This page breaks down real performance data from these campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Government / Nonprofit | 3 | $7,124.23 | 12,906.00 | 1,253.00 | 229.28 | 9.71% | 18.30% | $5.69 | $31.07 | $0.00 | 0 | 2 | |
| 2024 | Government / Nonprofit | 4 | $13,683.31 | 316,824 | 4,344 | 519 | 1.40% | 11.90% | $3.15 | $26.36 | $537.00 | 3.92% | 0 | |
| 2025 | Government / Nonprofit | 5 | $34,157.90 | 2,076,429 | 37,347 | 407 | 1.80% | 1.10% | $0.91 | $83.93 | $402.00 | 1% | 2 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Government / Nonprofit | Cross-network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | Google Search | $7,124.23 | 1,253.00 | 12,906.00 | 229.28 | $452.51 | 9.71% | 18.30% | $5.69 | $31.07 |
| 2023 | Government / Nonprofit | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | Search partners | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Government / Nonprofit | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Government / Nonprofit | Cross-network | $351.65 | 1,244.00 | 240,097.00 | 0.00 | $0.00 | 0.52% | 0.00% | $0.28 | inf |
| 2024 | Government / Nonprofit | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Government / Nonprofit | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Government / Nonprofit | Google Display Network | $182.05 | 702.00 | 51,173.00 | 0.00 | $0.00 | 1.37% | 0.00% | $0.26 | inf |
| 2024 | Government / Nonprofit | Google Search | $13,051.68 | 2,332.00 | 25,191.00 | 519.00 | $537.00 | 9.26% | 22.26% | $5.60 | $25.15 |
| 2024 | Government / Nonprofit | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Government / Nonprofit | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Government / Nonprofit | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Government / Nonprofit | Search partners | $97.92 | 66.00 | 363.00 | 0.00 | $0.00 | 18.18% | 0.00% | $1.48 | inf |
| 2024 | Government / Nonprofit | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | Cross-network | $26,750.52 | 35,586.00 | 2,031,300.00 | 382.00 | $377.00 | 1.75% | 1.07% | $0.75 | $70.03 |
| 2025 | Government / Nonprofit | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | Google Search | $7,407.38 | 1,761.00 | 45,129.00 | 25.00 | $25.00 | 3.90% | 1.42% | $4.21 | $296.30 |
| 2025 | Government / Nonprofit | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | Search partners | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Government / Nonprofit | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 |
Government and nonprofit campaigns remain heavily centered around Search, with network limitations shaping strategy more than performance optimization alone.
Government and nonprofit campaigns typically see:
This allows for:
Unlike traditional businesses:
These campaigns often target:
This leads to:
Because intent can vary:
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
