We’re all working on GEO strategy and how to combat the age of AI infiltrating search. Still, it’s time to go “all-in” with an “always on” digital strategy for search. Most nonprofits are using the Google Ads Grant (applause), but Google favors paid search. This results in paid search typically seeing a dollar or more less in cost per click. Utilizing a combination of your free Ads Grant and paid search will not only help drive traffic that AI is stealing from your website, but you will also raise revenue. Sometimes, A LOT of revenue.
Since beginning our “always on” digital strategy for our clients, NextGen is seeing record revenues. Two clients recently broke six figures during their calendar year-end campaigns. With only minimal increases in spend, these clients saw return on ad spends at 8.29 and an incredible 13.02 at the end of 2025.
NextGen clients are averaging 3.65 ROAS since keeping their paid search on continuously. Why does this matter? Starting and stopping interrupts Google’s algorithm, forcing it to relearn every time it starts up. Lost momentum, data quality, and demand capture from Google will end up costing more money in the long run.
Why else does it matter?
Being where the donor wants to give is as vital as ever. Donors and supporters don’t pause searching; they’re online 24/7. This demand capture is essential with the advent of AI and the dramatic drops in website traffic that nearly all nonprofits are witnessing. Deploying an “always on” approach means you’ll never lose the chance to capture a donation.
Other nonprofits and groups benefit when your organization goes dark. Not only will you lose traffic while they see increased traffic, but their costs may also go down. They’ll collect conversion data that Google uses to keep your account in the “learning loop”. Google not only loses visibility into what’s changing, but it can also catch shifts in search behavior. The use of continuous ads will lower future costs.
Paid search supports the entire marketing and fundraising ecosystem. “Always on” improves an organization’s performance, brand lift, email/social conversion, direct traffic trust, and attribution accuracy. When ads are off, your other channels look worse, attribution gets murky, and decision-making becomes tougher with incomplete data.
Lastly, “always on” leads to smooth cash flow and forecasting. It can help produce predictable revenue and lead flows, cleaner month-over-month comparison, and reduced panic spending during slow periods. The bottom line will help decrease risk and stress.
NextGen has adopted an “always on” attitude and shares that with all our clients. They’ve experienced the growth produced by a continuously running paid search campaign. With the ever-changing world of AI, GEO, AEO, and more, it is more critical than ever to take advantage of paid search. The time is NOW for your organization to be found by those searching for you. Let NextGen help you drive more traffic and grow your supporter base and revenue to help meet the challenges ahead.
Contact us at [email protected] or fill out our contact form today to start the conversation about making sure you are “always on” in the digital space.
