APNIC Foundation — Google Ads Campaign Plan 2026
Confidential Strategy Document

Google Ads Campaign
Master Plan

apnic.foundation · Three-Month Execution Roadmap

March – June 2026
3 Active
Google Ads (Ad Credits)
March 24, 2026

01 — Executive Overview

Three Campaigns, One Unified Strategy

CAMPAIGN 01

Corporate Donor Acquisition

Target CSR decision-makers and corporate foundations to fund APNIC Foundation's internet development initiatives across Asia-Pacific.

● Always-On

CAMPAIGN 02

ISIF Asia Grants Program

Drive qualified applications for the Information Society Innovation Fund — a time-critical campaign open until April 24, 2026.

⚠ Deadline: 24 Apr

CAMPAIGN 03

Brand Awareness & Outreach

Build sustained visibility for APNIC Foundation across internet governance, development, and civil society audiences globally.

● Always-On

Google Ad Credits Allocation

3-Month Budget Splits

Recommended proportional split across all three campaigns and months. Exact credits vary by account.

Campaign 01 — Corporate Donors 30% of monthly budget
Campaign 02 — ISIF Grants (Month 1 heavy) 45% → 10% → 10%
Campaign 03 — Brand Awareness 25% of monthly budget

📌 Note on Ad Credits: Google Ad Grants for non-profits are typically capped at USD $10,000/month. APNIC Foundation should apply or renew eligibility at google.com/grants if not already active. Paid top-up credits can supplement Campaign 02 during the April deadline sprint.

02 — Campaign Detail

Campaign 01: Corporate Donor Acquisition

CAMPAIGN · 01 · SEARCH + DISPLAY

Partner with Us to Connect the World

Engage corporate CSR teams, foundations, and philanthropic decision-makers who align with digital equity and internet development goals. Primary conversion: inquiry form submission or a scheduled call with the APNIC Foundation team.

Budget Share

30%

Channel

Search + Display

Active Period

Mar → Jun

Campaign Objective

  • Generate qualified corporate donor leads via form fills or direct calls
  • Establish APNIC Foundation as a credible, high-impact giving destination
  • Drive traffic to the corporate giving and partnership landing page
  • Nurture top-of-funnel awareness via Display retargeting

Target Audience

  • C-Suite and VP-level decision-makers at tech and telecom companies
  • Corporate Social Responsibility (CSR) and ESG managers
  • Corporate foundation program officers
  • IT and development-focused philanthropists in Asia-Pacific
  • In-Market segments: "Corporate Philanthropy", "Non-profit Partnerships"

Keywords (Search Campaign)

  • "corporate philanthropy internet access" — Exact
  • "donate to internet development" — Phrase
  • "CSR digital inclusion programs" — Broad Modified
  • "tech corporate giving Asia Pacific" — Phrase
  • "internet foundation partnership" — Phrase
  • "digital equity corporate donation" — Broad
  • "APNIC Foundation donate" — Brand Exact

Ad Formats

  • Search RSA: 3 Responsive Search Ads, 15 headlines and 4 descriptions per ad group
  • Display: Responsive display ads on GDN targeting affinity audiences and retargeting visitors
  • Sitelinks: "Our Impact", "Donation Options", "Partner Stories", "Contact Us"
  • Callouts: "Tax-Deductible", "100% to Programs", "Trusted Since 1997"

Monthly Phasing

  • Month 1 (Mar–Apr): A/B test 2 ad variants, establish baseline CTR and conversion data
  • Month 2 (Apr–May): Pause low performers, switch top group to Target CPA, add Display retargeting
  • Month 3 (May–Jun): Scale winning copy, add quarter-end urgency messaging, increase bids on top segments

KPIs

Target CTR

≥ 4%

Conv. Rate

≥ 2.5%

Target CPC

≤ $2.50

Monthly Leads

15–25

Sample Ad Copy — Campaign 01

Search RSA · Variant A

apnic.foundation › give › corporate

Make Internet Access a Reality — Partner with APNIC Foundation

Your corporate donation funds digital infrastructure across Asia-Pacific. Tax-effective giving with measurable impact. Learn about partnership options.

Search RSA · Variant B

apnic.foundation › corporate-giving

CSR That Connects Communities — Donate to APNIC Foundation

100% of your donation funds internet development programs. Trusted by leading tech companies. See our 2025 impact report and giving options.

03 — Campaign Detail

Campaign 02: ISIF Asia Grants Program

⚡

Time-Critical Campaign — Deadline: April 24, 2026

Applications opened March 23, 2026. This campaign has a hard deadline of 32 days from launch. Budget is heavily front-loaded in Month 1. Urgency messaging should be activated from Day 1.

CAMPAIGN · 02 · SEARCH + DISPLAY + REMARKETING

Apply for ISIF Asia Grant — Deadline: April 24, 2026

Drive high-quality applications from NGOs, researchers, community networks, and innovators across Asia-Pacific for the Information Society Innovation Fund. Primary conversion: complete grant application submission.

Month 1 Budget

45%

Active Window

32 Days

After Deadline

Pause / Pivot

Campaign Objective

  • Maximise grant applications from eligible Asia-Pacific organisations
  • Build urgency with countdown and deadline-focused messaging
  • Reach audiences who have engaged with similar grant programs before
  • Post-deadline: retarget applicants for future programs using remarketing list

Target Audience

  • NGO leaders and program managers in Asia-Pacific
  • Academic researchers and university teams in ICT and development
  • Community network operators and digital inclusion advocates
  • Startup founders working on internet infrastructure or access
  • Custom intent: "ISIF", "internet grants Asia", "development grants tech"

Keywords (Search)

  • "internet development grants Asia" — Phrase
  • "ISIF Asia grant 2026" — Exact
  • "apply for tech innovation grant" — Phrase
  • "NGO grant internet access funding" — Broad
  • "community network grant application" — Phrase
  • "digital inclusion funding Asia Pacific" — Broad
  • "APNIC ISIF grant" — Brand + Exact

Ad Formats

  • Search RSA: 2 ad groups — "Grant Seekers" and "Researchers / Academia"
  • Display: Deadline countdown banners targeting ICT and development interest audiences
  • Remarketing: Re-engage website visitors who viewed ISIF pages but did not apply
  • Geo-targeting: Asia-Pacific with English and local language extensions
  • Sitelinks: "Eligibility Criteria", "Past Grant Winners", "Application Tips", "FAQs"

Monthly Phasing

  • Month 1 — Sprint (Mar 24 – Apr 24): 45% budget allocation, max impression share, daily cap raised +30% in final 7 days
  • Month 2 (Apr 25 – May): Pause all active grant ads, run "Application Received" retargeting sequence
  • Month 3 (May – Jun): Announce grant awardees via Display remarketing, seed anticipation for next round

KPIs

Target CTR

≥ 5%

Applications

80–150

Cost / App

≤ $35

Impression Share

≥ 65%

Sample Ad Copy — Campaign 02

Search RSA · Grant Seekers

isif.asia › apply-now

ISIF Asia Grants Now Open — Apply Before April 24, 2026

Funding for internet innovation projects across Asia-Pacific. NGOs, researchers and community networks welcome. Deadline approaching — apply today.

Search RSA · Academia

isif.asia › grants › research

Research Funding for Internet Development — Apply Now

ISIF Asia funds research advancing open internet access. Grants available for academic and applied research teams. Deadline: 24 April 2026.

Display · Urgency Creative

isif.asia

⏱ Last Chance: ISIF Grant Closes April 24

Don't miss funding for your internet access project. APNIC Foundation's ISIF Asia grants program is closing soon. Check your eligibility now.

04 — Campaign Detail

Campaign 03: Brand Awareness & Outreach

CAMPAIGN · 03 · DISPLAY + YOUTUBE + PMAX

Building a Better Connected Asia-Pacific

Increase unaided brand recall and organic search volume for APNIC Foundation. Reach internet governance, civil society, and tech communities globally with consistent, story-led creative. Drive sustained website traffic and newsletter sign-ups as soft conversions.

Budget Share

25%

Channel

Display + PMax

Active Period

Mar → Jun

Campaign Objective

  • Grow brand search volume for "APNIC Foundation" quarter-over-quarter
  • Drive newsletter sign-ups as trackable micro-conversions
  • Position APNIC Foundation in the "internet for all" narrative globally
  • Seed audiences for future donor and grant program retargeting

Target Audience

  • Internet governance and policy professionals
  • Civil society organisations and digital rights advocates
  • Tech journalists, bloggers, and conference attendees
  • Affinity: Technology & Computing, Non-profit Workers
  • Similar audiences to existing website visitors and email subscribers
  • Geographic focus: Asia-Pacific and global English-language audiences

Ad Formats

  • Performance Max: Cross-channel auto-optimised campaign with brand assets
  • Responsive Display Ads: Story-driven creatives on Google Display Network
  • YouTube Pre-Roll: 15-sec non-skippable and 30-sec skippable if video assets exist
  • Discovery Ads: Appear in Gmail promotions tab and YouTube home feed

Creative Themes to Test

  • Impact Numbers: "3 Billion people still offline — we're changing that"
  • Story-led: Individual and community stories about internet access impact
  • Institutional: Clean, trust-building credential messaging

Monthly Phasing

  • Month 1: Launch PMax with broad audience signals; test 3 creative themes; set up brand lift measurement
  • Month 2: Scale top creative theme; introduce YouTube pre-roll; re-allocate freed ISIF budget to boost reach
  • Month 3: Retarget engaged Display users with newsletter CTA; measure brand search lift vs baseline

KPIs

Impressions / Mo

500K+

Brand Search Lift

+20%

View Rate (YT)

≥ 25%

Newsletter CVR

≥ 1.5%

Sample Ad Copy — Campaign 03

Display · Impact Theme

apnic.foundation › our-work

Connecting Asia-Pacific, One Community at a Time

APNIC Foundation funds the people and projects building a better internet for all. See our work across 56 economies.

Discovery Ad · Story Theme

apnic.foundation › stories

What Does Internet Access Change? Everything.

From rural schools to coastal villages — our grantees are transforming lives with connectivity. Read the stories driving our mission.

YouTube · 15-sec Non-Skip

apnic.foundation

The Internet Changes Lives. Help Us Build It.

APNIC Foundation — funding open, accessible internet for Asia-Pacific since 1997. Sign up to follow our work.

05 — Execution Timeline

3-Month Activity Calendar

← Scroll to see full table →

Campaign Month 1 · Mar 24 – Apr 23 Month 2 · Apr 24 – May 23 Month 3 · May 24 – Jun 23
C1 — Corporate Donors Live
Launch 2 Search ad groups. A/B test RSA headlines. Bid strategy: Max Clicks. Establish baseline CTR and conversion data.		 Optimise
Pause underperformers. Switch top group to Target CPA. Add Display retargeting for form page visitors.		 Scale
Scale winning ad group. Add quarter-end urgency messaging. Increase bids on top-performing segments.
C2 — ISIF Grants 🔴 Sprint
Max budget (45%). 2 ad groups live. Countdown copy active. Final 7 days: raise daily cap +30%. Build remarketing list.		 Paused
Deadline passed Apr 24. Pause all ads. Run "Application Received" retargeting. Seed "Next Round" awareness.		 Results
Announce grant awardees via Display remarketing list. Build anticipation for next grant cycle. Redirect budget to C1 and C3.
C3 — Brand Awareness Live
Launch PMax with 3 creative themes. Broad audience signals. Set up brand lift measurement in Google Ads.		 Expand
Scale top creative theme. Introduce YouTube pre-roll (15 sec). Re-allocate freed ISIF budget to boost awareness reach.		 Convert
Retarget engaged Display users with newsletter CTA. Run quarterly impact report promotion. Measure brand search lift vs baseline.

📅 Key Dates at a Glance

Mar 23, 2026

ISIF Applications Open

Apr 17, 2026

ISIF Deadline −7 Days (Boost Budget)

Apr 24, 2026

ISIF Application Deadline

Jun 23, 2026

Campaign Review & Q3 Planning

06 — Ongoing Management

Optimisation & Best Practices

🎯

Conversion Tracking First

Before any campaign goes live, set up Google Tag Manager to track form submissions, newsletter sign-ups, and page engagement. Without this, budget optimisation is blind.

📐

Landing Page Alignment

Each campaign must point to a dedicated landing page — not the homepage. C1 → Corporate Giving. C2 → ISIF Apply. C3 → About/Mission. Message match between ad and page is the single biggest Quality Score lever.

🔄

Weekly Optimisation Cadence

Every Monday: review Search Term Reports, add negative keywords, pause headlines below 2% CTR. Every second Friday: review audience bid adjustments. Monthly: full audit with budget reallocation across all three campaigns.

🚫

Negative Keywords List

Build a shared negative keyword list from Day 1: exclude "free internet", "how to hack", competitor brand terms, and job-seeking terms like "APNIC jobs" or "internship". Apply to all three campaigns via a shared library.

📊

Google Analytics 4 Integration

Link Google Ads to GA4 for full funnel visibility. Import GA4 goals as conversions in Ads. Use the Audience Builder to create remarketing lists — e.g., "visited /grants/ but did not reach /thank-you/". Essential for ISIF deadline retargeting.

⚖️

Ad Grants Policy Compliance

Google Ad Grants require a minimum 5% CTR account-wide and prohibit single-word keywords. Maintain at least 2 active ad groups per campaign and use 2 sitelinks minimum. Failing compliance risks grant suspension — review monthly.

🌏

Geo & Language Targeting

C1 (Donors): English globally, emphasis on AU, SG, JP, US. C2 (Grants): Broad Asia-Pacific including IN, PH, ID, BD, PK, VN, LK. C3 (Awareness): Global English and key AP markets. Apply bid adjustments by country after Month 1 data.

📈

Reporting Dashboard

Set up a Looker Studio dashboard pulling from Google Ads and GA4. Track all three campaigns side-by-side: Impressions, Clicks, CTR, Conversions, and Cost/Conversion. Share with the team weekly for fast budget reallocation decisions.

07 — At a Glance

Campaign Summary

← Scroll to see full table →

CampaignAd TypeBudget SplitPrimary GoalDurationStatus
Corporate Donors Search + Display 30% / month Donor lead form 3 months Always-On
ISIF Grants Search + Display + Remarketing 45% → 10% → 10% Application submissions 32 days (sprint) Apr 24 Deadline
Brand Awareness PMax + Display + YouTube 25% / month Impressions + sign-ups 3 months Always-On

apnic.foundation

Google Ads Campaign Master Plan · March 2026

Prepared: March 24, 2026

Confidential — Internal Use Only

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