Are you looking for better ways to connect directly with animal lovers searching for your services, maximize donations, or simply making a difference for animals in need? Google Ads can help you reach more loving homes, turn online searches into lifesaving funds, and double your impact.

Read on how to effectively run Google Ads for Animal Rescue Services.

What is Google Ads?

Google Ads is a powerful platform for animal rescue services to connect with potential adopters, donors, and volunteers, ultimately helping them to achieve their mission of protecting and improving the lives of animals. It lets you take control of Google’s reach to connect with people who are actively searching for information or services about animal welfare.

By creating well-placed ads, animal shelters like yours can greatly increase visibility in your local community. Google Ads also allows organizations to track the performance of their campaigns, measuring metrics such as website traffic, adoption applications, and donation amounts.

The image below shows you how to use Google Ads for Animal Rescue Services. First, you think about what you want: more people adopting dogs, more money for your shelter, or more volunteers. Then, you find the words people use when they look for things like ‘adopt dog near me’ on Google. Next, you make ads with good words and pictures that make people want to click. You show these ads to the right people, like people who love animals in your area. You decide how much money you want to spend, and make sure your website is easy to use when people click your ad.

After your ads run, you look at the numbers to see what works. Did people click? Did they adopt a dog? This helps you make your ads better. You keep changing and improving your ads so more people find your animals and help your rescue. It’s like a circle: you plan, you do, you check, and you make it better.

How to Start Google Ads for Animal Rescue Services Campaign

I. Google Ads Account Creation

1. Create a Google Ads Account, if you don’t have one.

If you already have a Google account (like a Gmail account), you can use that.

• If not, go to accounts.google.com and create a new account.

2. Access Google Ads

Go to ads.google.com. Click “Start Now” or “Sign In.” Sign in with your Google account.

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II. Campaign Creation Steps for Google Ads for Animal Rescue Services

Once you are logged in, you should land on the Overview page. This is usually the default landing page for Google Ads. It gives you a snapshot of your account’s performance once you have run your campaigns. Look for a link in the left-hand navigation menu that says “Overview.” Click it.

On the Overview page (or most other pages in Google Ads), you should see a blue “+” button. Click it, and select “New Campaign“.

Add your business information along with your website link.

Campaign Objective

Choose Your Campaign Goal

For your Google Ads for animal rescue services, you might choose goals like:

• Website traffic — to drive people to your adoption or donation pages.
• Leads — to capture contact information from potential adopters or volunteers.
• Brand awareness and reach — to increase the visibility of your organization.

As a beginner, choose Leads to generate initial conversions.

Leads capture contact information from potential adopters, volunteers, or donors. You can create lead generation forms directly within your Google Ads campaign to collect names, email addresses, phone numbers, and other relevant information.

Campaign Type

Select your campaign type. For animal rescue services, “Search” campaigns are a good starting point. This will show your ads to people actively searching for related terms on Google.

Campaign Name

You can create thousands of campaigns in Google Ads that includes your active and paused campaigns. You can have a campaign exclusively for adoptions (then create different ad groups for different kinds of animals), donations, or volunteer opportunities.

Bidding Strategy

Initially, you must start with “Clicks” to drive traffic to your website. As you gather data, you can switch to more advanced bidding strategy like “Conversions”.

Network Settings

By default, Google has both the Search Partners Network and the Display Network checked. But for animal rescue services, you must uncheck both of these.

Here’s why:

• Google Search Partners Network — This one shows your ads on other websites that partner with Google. Sounds good, but these users aren’t always looking for something specific like animal rescue. They might just be casually browsing. So, your ads might not get as many clicks or donations.
• Google Display Network — This one’s huge – your ads can show up on tons of websites, apps, and videos. You’ll get a lot of views, but people might not be paying much attention. They could be scrolling through news, watching videos, or on social media. They’re probably not thinking about adopting a pet at that moment. Your ads might not get the results you want.

Uncheck both of those networks, and you can focus on Google Search. That’s where people are actively searching for animal rescue and more likely to take action. This way, you’re getting your ads in front of the people who actually care and getting the most out of your campaign.

Locations

Select the geographic locations where you want your ads to appear. You can target specific cities, regions, or even a radius around your shelter.

Campaign Duration

Campaign duration is simply how long you want your ads to run. For animal rescues, it’s usually best to keep your ads running all the time to help animals find homes and get support. But, if you have a special event, you can set your ads to run only for a short time.

Ad Schedule

Ad scheduling lets you tell Google when to show your ads. It’s like setting a clock so your ads only run when people are most likely to see them and take action. For animal rescues, this can mean running ads when people are looking to adopt, donate, or volunteer, and when your staff is available to help.

Tips for Using Ad Scheduling

• Analyze Your Data — Use Google Analytics and Google Ads data to see when your website traffic and conversions are highest.
• Consider Your Audience — Think about when your target audience is most likely to be online and searching for your services.
• Start with a Test —Try running your ads during different times and days to see what works best.
• Monitor Performance —Regularly monitor your campaign performance and adjust your ad schedule as needed.
• Be Flexible — Be prepared to adjust your ad schedule based on changing trends and user behavior.

Ad Group

Ad groups help you organize your ads and keywords so that you can show the right ads to the right people at the right time. For animal rescues, this means showing ads about dogs to people searching for dogs, and ads about donations to people searching for ways to donate.

Tips for Creating Ad Groups

• Group Related Keywords — Keep keywords with similar themes together in the same ad group.
• Create Specific Ads — Write ads that are highly relevant to the keywords in each ad group.
• Use Relevant Landing Pages — Direct users to landing pages that are relevant to the keywords and ads in each ad group.
• Keep Ad Groups Focused — Avoid creating ad groups that are too broad. The more focused your ad groups, the better your results.

Keywords

Keywords are the words people use to find things on Google. For animal rescues, using the right keywords helps you show your ads to people who are looking to adopt, donate, or volunteer. It’s like using the right words to describe your rescue, so people can easily find you online.

Keyword Planner

The Keyword Planner is like a tool that helps you find out what words people use when they’re looking for animal rescue services on Google. It tells you how many people are searching for those words and how much it will cost to show your ads. This helps you choose the right words for your ads and reach the people who are most likely to adopt, donate, or volunteer.

Use the Google Keyword Planner to find relevant keywords that people are searching for.

Keyword Ideas Result:

Keyword Match Types

Use a mix of broad, phrase, and exact match keywords. 

Match types are super important for getting your ads seen. They basically decide how close a user’s search needs to be to your keywords for your ad to pop up.

There are a few match types to pick from.

1. Broad Match casts the widest net, showing your ads for lots of searches that include your keywords, synonyms, related searches, and other relevant stuff.
   • Example Keyword: dog adoption
   • Example of Searches That Will Trigger Your Ad:
     • “adopt a puppy”
     • “rescue pets”
     • “where to get dogs”
     • “animal shelters”
     • even potentially “cat adoption”
2. Phrase Match is a bit more picky, only showing your ads when a user’s search includes the exact phrase you set, but extra words before or after are okay.
   • Example Keyword: “dog adoption”
   • Example Searches That Will Trigger Your Ad:
     • “dog adoption near me”
     •  “dogs adoption in my city”
     • “my city does it have dog adoption”
   • Example of Search That WILL NOT Trigger Your Ad:
     • “cat adoption”
3. Exact Match is the most precise, only showing your ads when a user’s search matches your keyword exactly or almost exactly.
   • Example Keyword: [dog adoption near me]
   • Example Searches That Will Trigger Your Ad:
     • “best dog adoption near me”
     • “dog adoption near me today”
   • Example Searches That WILL NOT Trigger Your Ad:
     • “near me dog adoption” (different word order)
     • “adopt a dog near me” (slightly different phrasing)

Negative Keywords

Negative keywords are like a “do not show” list for your ads. They tell Google which searches to ignore, so you don’t waste money showing your ads to people who aren’t interested in what you offer. For animal rescues, this means avoiding searches for things like “cat supplies” or “pet grooming” if you only focus on dog adoptions.

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Ad Copy

Final URL

The Final URL determines the landing point on your website for those who engage with your ad. 

If your ad is about dog adoptions, the Final URL should lead directly to the page showing your available dogs, not just your general homepage.

• Example: https://www.yourrescuesite.com/adopt-a-dog

If your ad is about donating, the Final URL should lead directly to the donation page.

• Example: https://www.yourrescuesite.com/donate

This ensures people land on the most relevant page, which improves their experience and increases the likelihood of them taking the desired action (adopting, donating, etc.).

What people see as the web address within your ad is the Display Path, a more straightforward version of the destination Final URL.

You can use the Display Path to give people a quick idea of what to expect when they click your ad.

• Example: If your Final URL is https://www.yourrescuesite.com/adopt-a-dog, you could use a Display Path like yourrescuesite.com/Adopt-Dogs or yourrescuesite.com/Dogs.
• Example: If your Final URL is https://www.yourrescuesite.com/volunteer-application, you could use a display path like yourrescuesite.com/Volunteer.

This helps manage user expectations and makes your ad look more organized. It can also help you highlight key information, like “Adopt-Dogs” or “Donate-Now”.

Display Path is simply a tool to help clarify the ads destination.

HTTPS / SSL Encryption

Most websites come with HTTPS enabled by default. Check if your website has HTTPS on by default.

HTTPS is sending data through encryption. Only the person who is supposed to receive the data can unencrypt it. This keeps your information safe from people who might try to steal it.

When you see a little lock symbol and “HTTPS” in the address bar of your browser, it means the website is using this special code. This makes people feel safe to use the website. If a website doesn’t have the lock, your browser might even warn you that it’s not safe.

Also, search engines like Google like websites with the lock. They show these websites higher in search results. So, using HTTPS can help more people find your website. It’s like having a good reputation that gets you noticed.

HTTPS makes sure that the information you send and receive isn’t changed along the way. Without it, someone could change the information.. And in many places, laws say you must keep people’s information safe, and using HTTPS helps you do that. So, using HTTPS is like putting a strong lock on your website to keep everyone safe.

Always include ‘https’ on your Final URL and sitelinks.

Headlines

With so many ads showing up on Google, your headlines need to stand out. You want people to notice your ad and click on it.

Headlines should quickly tell people what your ad is about. Are you offering dog adoptions? Are you asking for donations? Your headlines should make this clear. Good headlines make people curious and encourage them to click on your ad to learn more.

When people search for things like “adopt a dog” or “donate to animal shelter,” you want your headlines to include those words. This tells Google that your ad is relevant to their search.

Tips for Writing Good Headlines

• Be Clear and Concise — Use short, easy-to-understand words.
• Use Strong Action Words — Words like “Adopt,” “Donate,” “Help,” and “Rescue” encourage action.
• Include Keywords — Use the words people are searching for.
• Highlight Benefits — Tell people what they’ll get by clicking your ad (e.g., a loving pet, the chance to help animals).
• Use Location — If you are a local shelter, include your city name.
• Don’t use punctuations and symbols (see explanation below)

Policy Finding

Google Ads aims to maintain a professional and consistent user experience. Overuse of exclamation points can make ads look spammy, unprofessional, or overly sensationalized. Google wants to avoid ads that feel like they’re shouting at users.

Google wants headlines to be clear, concise, and professional. Exclamation points in headlines are often seen as overly promotional or attention-grabbing, which Google tends to restrict. The system is designed to keep the headlines clean and easy to read.

Avoid using things like multiple exclamation points (!!!), question marks (???), or other symbols that aren’t commonly used in standard writing.

The headline “Adopt a Dog Today!” triggered this policy because it contained an exclamation point. Google’s system flagged it as a violation of their punctuation guidelines.

You can still convey urgency and excitement through your ad copy’s wording, but avoid relying on excessive punctuation.

While exclamation points can be used sparingly in ad descriptions, they are generally not allowed in headlines. This is to maintain a professional and consistent experience for Google users.

Descriptions

Descriptions let you tell people more about your services, like the types of animals you have, the adoption process, or how donations are used.

You can use descriptions to encourage people to take specific actions, like “Visit our shelter today” or “Donate online now.”

Descriptions allow you to emphasize the benefits of adopting, donating, or volunteering, such as “Find a loving companion” or “Help save lives.”

You can use descriptions to build trust by mentioning things like “Established in [Year]” or “We provide compassionate care.”

Tips for Writing Good Descriptions

• Be Specific — Provide details about your services.
• Use Action Words — Words like “Discover,” “Donate,” “Apply,” and “Visit” encourage action.
• Highlight Benefits — Tell people what they’ll gain by clicking your ad.
• Include a Call to Action — Tell people what you want them to do (e.g., “Visit our website,” “Donate now”).
• Keep it Relevant — Make sure your descriptions match your headlines and landing page.

Sitelink

Sitelinks are extra links that appear below your main ad text in Google Search results. They are like extra signs pointing to different parts of your animal rescue. They help people quickly find what they’re looking for, whether it’s adopting a pet, making a donation, or volunteering their time. They make your ad more helpful and increase the chances that people will click on it.

Tips for Using Sitelinks

• Link to Relevant Pages — Choose pages that are important and helpful to your audience.
• Use Clear and Concise Text — Keep the sitelink text short and easy to understand.
• Highlight Key Information — Focus on the most important pages on your website.
• Keep them updated — Make sure that the pages that the sitelinks are pointing to, are up to date.

Callouts

Callouts are short, non-clickable snippets of text that appear below your ad’s description. They’re like bullet points that highlight specific features, benefits, or unique selling points of your animal rescue service.

Callouts allow you to showcase what makes your rescue special, such as “Compassionate Care”, or “Friendly Staff”.

They give you extra space to share important details that might not fit in your headlines or descriptions.

Callouts can reinforce the message of your ad and make it more relevant to the user’s search. Callouts make your add larger, which causes it to be more noticeable.

Tips for Using Callouts

• Keep Them Short and Sweet — Use concise phrases that are easy to read.
• Focus on Benefits — Highlight what people will gain by choosing your rescue.
• Be Specific — Avoid generic statements; use specific details.
• Use Relevant Information — Make sure your callouts relate to the ad and landing page.
• Avoid Repetition — Don’t repeat information from your headlines or descriptions.
• Keep them updated — Make sure that the information that the callouts are providing, are up to date.

Landing Page

Unlike a general website, a landing page is designed for one specific purpose. This keeps visitors focused and increases the likelihood of them taking the desired action. Landing Page is the Final URL of your ad copy.

This objective is typically to encourage a visitor to take a particular action, such as:

• Adopting an animal — This would involve showcasing available pets with photos and descriptions, and providing clear steps for the adoption process.
• Donating to the organization — This would emphasize the need for financial support and provide easy ways to contribute.
• Volunteering time — This would highlight volunteer opportunities and provide information on how to get involved.
• Finding a lost pet — This would provide resources and tools to help people find lost pets.

Key Essential Parts:

• Clear and Compelling Headline — Immediately convey the purpose of the page (e.g., “Find Your Forever Friend,” “Rescue a Life Today”).
• High-Quality Images and Videos — Showcase the animals available for adoption. Use bright, clear, and heartwarming visuals. Videos can be especially powerful in conveying the animals’ personalities.
• Address Users Concern — Answers customers concerns
• Key Benefits — answers to why potential donors, adopters and volunteers choose your services.
• Short Lead Form — online form that requires customer’s details and purpose
• Call to Action (CTA) — Encourage visitors to take the desired action.
• Testimonials — Include testimonials from adopters who have had positive experiences.
• Easy-to-Navigate Adoption Listings — Provide detailed information about each animal.
• Information About the Adoption Process — Clearly outline the steps involved in adopting an animal. Include information about adoption fees, required paperwork, and home checks.
• Information About Rescue Services — If you offer rescue services, detail what those services entail. For example, do you rescue stray animals, or animals from abusive homes?
• Contact Information and Location — Provide clear contact details, including phone number, email address, and physical address. Include a map to your shelter.
• Donation Information (If applicable) — If you accept donations, make it easy for visitors to contribute. Provide information about how donations are used.
• Volunteer Opportunities (If applicable) — If you rely on volunteers, provide information about available opportunities and how to apply.
• About Us Section — Share your organization’s mission and values. Build trust by highlighting your experience and dedication to animal welfare.

Example of Animal Rescue Shelter Landing Page in New York City:

Budget

Determine how much you’re willing to spend on your Google Ads campaigns. You can set a daily budget, and Google will not exceed that amount.

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III. Publish Campaign

Publishing your campaign is the final step in making your ads visible to potential adopters, donors, and volunteers. It is the moment when your ads become visible to people searching on Google, allowing you to reach more people and help more animals.

Once your campaign is published, you can start driving traffic to your website, generating leads, and achieving your campaign objectives.

By reaching more people, you increase the chances of finding homes for animals in need and generating support for your rescue.

After publishing, it is very important to keep an eye on how your adds are performing.

Steps To Publish Your Campaign:

1. Review Your Campaign Settings

   Before publishing, double-check all your campaign settings, including:

   Budget, Targeting (locations, audiences), Keywords, Ad copy, Bidding strategy, Ad extensions (sitelinks, callouts)

   Make sure everything is accurate and aligned with your goals.

2. Ensure Billing Information is Correct

   Google Ads requires valid billing information before you can publish your campaign. Make sure your payment method is up-to-date.

3. Click the “Publish” Button

   Once you’ve reviewed your settings and confirmed your billing information, click the “Publish” or “Enable” button for your campaign.

4. Monitor Your Campaign

   After publishing, keep a close eye on your campaign performance. Monitor metrics like:

   • Impressions (how many times your ads are shown)
   • Clicks (how many times people click your ads)
   • Conversions (adoptions, donations, etc.)
   • Cost per click (CPC)

   This allows you to make adjustments and optimize your campaign for better results.

5. Key Considerations:

   • Campaign Approval — Google Ads reviews all campaigns to ensure they comply with their policies. This process can take some time.
   • Budget — Make sure your budget is sufficient to support your campaign.
   • Landing Pages — Ensure your landing pages are working properly and relevant to your ads.

Conclusion

First, we talked about how to set up Google Ads for your animal rescue. We covered things like picking the right goals, choosing the right type of ads, and setting a budget. We also talked about how to write good ads and pick the right words people search for. All these steps help you get your ads seen by the right people.

Now, why is using Google Ads so important? Well, most people use the internet to find things. If someone wants to adopt a pet, donate money, or volunteer, they’ll likely search on Google. Google Ads lets you show up when they search. This means more people see your rescue, which can lead to more adoptions, donations, and volunteers. 

But, Google Ads can be a bit tricky. That’s where we come in. Our experts at YoYoFuMedia can help you. We know how to make ads that work. We can take care of all the hard parts, so you can focus on helping animals. We’ll make sure your ads reach the right people and that you get the best results for your money.

If you want to help more animals, Google Ads is a great way to do it. And if you want someone to help you with Google Ads, we’re here. We’ve helped thousands of businesses, and we can help you too. Check out our Case Studies Page to know more about their success. Let us help you reach more people and save more animals. Contact us today, and we can talk about how we can help.