Why Your Church Can’t Find Leaders (And What to Do About It)

Discover effective strategies for church social media management to strengthen your community's online engagement and reach your target audience.

Discover the benefits of digital marketing for churches. Enhance outreach, engagement, and visibility with strategies tailored for your church community.

In a quiet corner of North Carolina lies Kinston, a small town of 25,000 people nestled in a rural county of about 55,000. You might drive through it on your way to the beach or a military base—but it’s here, in the middle of the “pass-through,” that something powerful is happening. At the heart of it is 902 Church , led by Pastor Ryan Vernon —a former business professional turned pastor, whose passion for people, systems, and the gospel is changing the game for church leadership in small-town America. What makes 902 Church’s growth so special? It’s not just the Sunday sermons (though those are 🔥). It’s the culture, the intentional systems, the leadership development, and a deep love for the local community that’s propelling this church forward—and making it a model for others to follow. From Boardroom to Pulpit: An Unlikely Journey Pastor Ryan didn’t grow up dreaming of ministry. After graduating from East Carolina University with a degree in business marketing, he headed into the corporate world. But while attending a growing, contemporary church in San Antonio, Texas, he heard the Holy Spirit whisper, “That’s what I want you to do.” From that moment, everything changed. Ryan began serving in student ministry, first in Texas and eventually back in his hometown—where he swore he’d never return. But God had other plans. In 2013, with a small team of friends, Ryan helped launch 902 Church. “Honestly,” he says, “I thought we’d last two weeks. A month would’ve been revival.” Now, twelve years later, 902 Church is thriving. Culture, Systems, and Teams: The Three Gears of Growth If you’re a pastor wondering where to start when it comes to leading well and growing your church, Ryan’s advice is simple: focus on culture , systems , and teams . 🎯 Culture Culture flows from the top. At 902, the culture is about going—going into the community, reaching people far from God, and creating a place where people feel seen, known, and called. This go-first mentality starts in the pulpit and filters through every ministry. 🔧 Systems Ryan admits he’s not a “systems guy” by nature—but he’s learned their value. 902 has developed onboarding systems like their Start Here class, which helps new attendees discover their spiritual gifts and passions. They use tools like Planning Center to track those gifts and make strategic decisions about where to plug people in. 🧑‍🤝‍🧑 Teams Instead of scrambling to fill roles with warm bodies, Ryan and his team are committed to putting the right people in the right seats on the right bus . That means sitting down with people, learning their stories, and identifying how God has uniquely gifted them. “You’ll never feel more spiritually alive than when you’re doing what God called you to do,” he says. Raising Up Leaders Without Burning Them Out It’s the question every pastor wrestles with: How do I find and keep good leaders? For Ryan, the answer lies in intentionality . In the early days of the church, he built a core team by identifying people with strengths in finance, real estate, and business—areas where he had gaps. “I knew my job was to preach and teach. But I needed people who could handle the things I didn’t know.” Today, 902’s leadership pipeline includes spiritual gifts assessments, open conversations, and a culture of permission —people are encouraged to try a role, but they’re also given the freedom to move if it’s not a fit. There are regular check-ins, limited commitments (“Will you serve in this ministry for one year?”), and lots of grace for movement. And when someone’s in the wrong seat? Ryan offers a gentle, honest conversation—sometimes with a redirection. “You don’t seem happy. Are you sure this is where God’s called you?” More often than not, they’re relieved to be released and excited to find their true place. Yes, Church Marketing Works. Here’s Why It Matters. Some critics say churches shouldn’t market themselves. Ryan’s answer? “Show me that in Scripture.” Citing Romans 10:14, he reminds us: “How will they hear unless someone tells them?” We live in a world where people are marketed to daily—through Doritos commercials, Super Bowl ads, and Instagram reels. Why wouldn’t the church use the same tools to share the greatest news ever? “We’re not promoting ourselves,” he explains. “I just want you to get into a church—whether that’s 902 or another one. Your eternal destiny depends on it.” That’s why Ryan partnered with Faithworks—to amplify the message and meet people where they are: online. And yes, it’s working. “I’ve had people recognize me in the grocery store from TikTok,” he says. “They saw our content online and showed up to church.” It’s Not Just About Ads. It’s About Showing Up. At the end of the day, no marketing strategy can replace the power of showing up . From the start, 902 Church has been all about being in the community—not just inviting people to come in. They’ve done VBS in the roughest neighborhoods, built trust with local leaders (even gang members), and served at shelters, pregnancy centers, and schools. Ryan asks a powerful question every church leader should consider: If your church shut down tomorrow, would anyone in your city notice? At 902, the answer is yes—and it’s not because of billboards or Facebook ads. It’s because they go. Final Words for Church Leaders: Get a Coach and Go When asked for one piece of advice to give other pastors, Ryan doesn’t hesitate: “ Culture, systems, and teams. And get a coach. ” He points to top athletes like LeBron and Jordan who relied on multiple coaches to stay sharp. “If they need coaches, we do too.” Whether it’s ministry leadership or digital outreach, don’t try to do it alone. Want to Reach More People in Your Community? Start with: Building a gospel-centered culture . Creating simple, sustainable systems . Equipping teams by placing people where they’re gifted, not just needed. Getting out into your community—and online. Partnering with people who can help. As Ryan puts it, “Faithworks poured gas on the fire. We were already seeing growth, but now the impact is multiplying.” The gospel hasn’t changed—but the way we share it can. And should.

Learn about the Google Ad Grant and how it can benefit your church. Discover steps to apply and ways to maximize your ad grant.

Learn how churches can maintain Google Ad Grant compliance. Explore eligibility, best practices, common challenges, and maximizing ad impact.

Learn effective social media tactics for engaging church communities. Tailor content for small and large churches to foster growth and outreach.

If you’ve been granted $10,000 in free advertising from Google but aren’t seeing the results you hoped for, you're not alone. Many churches find themselves frustrated by low ad spend, minimal clicks, and little to no traction from their Google Ad Grant. The truth is—your ads may not be the problem. Your website might be. Let’s break down why your church website plays a bigger role in your Google Ad Grant success than you think, and how to start optimizing it today. The Hidden Truth About the Google Ad Grant Here's the thing most churches discover the hard way: getting the grant is just step one. Making it work is an entirely different challenge. Churches often try to fix low performance by tweaking ad copy or targeting. But what if the real issue isn’t your ads at all—it's your landing pages? Google doesn’t just want catchy ads—it wants relevant, high-quality content on the pages your ads point to. If there’s no meaningful content there, your ad performance will suffer. Your Website Matters More Than You Think Think of your ads as invitations. If your landing page doesn’t back up the invitation with clear, relevant content, Google won’t serve your ads. Plain and simple. In fact, many churches have beautifully designed websites filled with photos, videos, and branded graphics—but very few actual words. That’s a problem. Google doesn’t watch videos or analyze images the way people do. It scans text to understand what your site is about. If your site says “Welcome Home” but offers little substance beyond that, Google may have no idea what your church does—so it won’t rank your site or show your ads. What Makes a High-Performing Landing Page? Here are a few must-haves for a grant-friendly landing page: ✅ Mission-Focused Messaging – Make your mission crystal clear. Don’t make visitors guess what your church is about. ✅ Relevant Headers (H1 Tags) – Use keywords people are actually searching for. Skip the vague slogans. ✅ Strong Call-to-Actions – “Plan a Visit,” “Join a Small Group,” “Watch a Sermon”—make it easy for people to take action. ✅ Content That Matches Your Ad – If your ad promotes an Easter Egg Hunt, your landing page should be all about the Easter Egg Hunt. Content is King (But Not Just Any Content) Church websites often fall into two traps: Too little content — only a few vague lines of text. Fluffy, churchy language — lots of warm phrases, but little substance. Neither will help you. Google wants to see relevant, informative text —ideally 300+ words per page. Also, words on graphics don’t count. Google’s bots can’t read images. And while your slogan may be “You Belong Here,” a better headline for your homepage might be: “Bible-based Church in [City Name] | Join Us This Sunday at 10 AM.” It may not sound as poetic, but it speaks to real people and real searches . User Experience: Navigation, Mobile, and Page Speed Let’s talk usability. Google doesn’t just care what’s on your website—it cares how well your website works : 🚫 Slow sites hurt your performance 📱 Non-mobile-friendly sites drop your rankings 😵‍💫 Complicated navigation confuses users and drives them away Your website should work just as well on a smartphone as it does on a desktop. It should load quickly, be glitch-free, and offer intuitive navigation. Oh, and about those third-party sites like Planning Center? Google doesn’t like ads linking to those. Ads should point directly to your church’s website , not external tools. Conversion Optimization: Make Visitors Take Action You’ve got people to your website—now what? Your site needs to guide them toward action. That’s called conversion optimization . Here’s how: Use big, clear buttons (“Plan Your Visit” / “Register for Event”) Put important info at the top —don’t bury the good stuff. Tell people what to do —don’t assume they’ll figure it out. Highlight your pastor —staff pages are often the second-most visited. Add testimonials and real stories —build trust and connection. Pro tip: Your video testimonials don’t need to be professionally produced. In fact, authentic cell phone videos often perform better than polished promo clips. SEO and the Google Grant: Two Sides of the Same Coin Running a successful Google Ad Grant campaign is more like SEO than traditional advertising. That means keywords matter —a lot. Do some basic keyword research (Google's free Keyword Planner tool is a great place to start). Make sure your site includes the phrases people are actually searching for—not just your internal lingo or branding slogans. Example: You might love the phrase “Next Steps Pathway,” but no one’s Googling that. Instead, use plain language like “Join a Small Group” or “Bible Study for Women.” Don’t Get Overwhelmed—Just Start Somewhere Yes, this can all feel like a lot. But you don’t have to do everything overnight. If you’re going to start somewhere, start here: Add more written content to your website. Make sure your site is mobile-responsive and fast. Match your ads to your content. Even small changes can make a big difference in how your ads perform—and how many people you reach. Need Help? That’s What We’re Here For If you're feeling overwhelmed or just don’t have time to optimize all this yourself, we’ve got your back . Faithworks helps churches like yours make the most of their Google Ad Grant—from strategy and website optimization to full campaign management. Because at the end of the day—it’s not about ads, SEO, or website clicks. It’s about helping more people discover your church, experience your community, and come to know Jesus.

Learn how consistent blogging can boost traffic to your church site. Discover engaging content ideas and SEO strategies that attract more visitors.

The Google Ad Grant is a game-changer for churches looking to increase their online visibility and reach more people in their communities. By providing eligible nonprofits with up to $10,000 per month in free Google Ads, this program helps churches show up in search results when people are looking for a place to worship, seeking spiritual guidance, or exploring faith-based communities. However, Google is always making updates to its platform, and 2025 is no exception. If your church wants to make the most of this incredible opportunity, it’s crucial to understand these changes and implement the right strategies. In this post, we’ll cover: Common mistakes to avoid with the Google Ad Grant New features for 2025, including Performance Max (PMax) campaigns How to use AI wisely in your Google Ads strategy Practical tips to maximize the impact of your church’s campaigns Common Google Ad Grant Mistakes to Avoid Many churches apply for the Google Ad Grant, but some run into problems that limit their success. Here are a few common mistakes and how to avoid them: 1. Entering Credit Card Information One of the biggest mistakes new users make is adding a payment method to their Google Ads account. If you enter credit card details, your account can accidentally convert into a paid one—causing you to lose your grant eligibility. Google Ad Grants do not require billing, and your billing section should say, "We don’t bill you." 2. Mismanaging Multiple Google Accounts Church leaders often have multiple Google accounts (for personal use, church management, or Google Workspace). It’s easy to accidentally mix them up, which can lead to confusion and errors when managing your grant. Always ensure you’re logged into the correct Google account when working on your ads. 3. Expecting Instant Visitors Instead of Focusing on Visibility Many pastors assume Google Ads will immediately bring people through the church doors. While ads can help increase attendance, their primary goal is to create awareness and drive traffic to your website . Just like a potential church visitor may see your sign, check out your website, follow your social media, and then decide to visit weeks later, Google Ads work similarly. 4. Poorly Structured Campaigns Some churches set up one or two generic campaigns and expect them to generate results. The key to success is targeted campaigns with well-researched keywords, clear ad copy, and well-optimized landing pages. More on that in next week’s post! What’s New in 2025? Google’s Performance Max (PMax) Campaigns A major update to Google Ad Grants in 2025 is the ability to use Performance Max (PMax) campaigns . Previously, churches could only run search ads (text-based ads that appear in Google search results). But now, with PMax, churches can reach people across multiple Google platforms, including: ✅ Search ads (Google search results) ✅ YouTube ads ✅ Google Display Network (banner ads on various websites) ✅ Gmail ads ✅ Google Maps ads What Makes Performance Max Exciting? More Visibility – Instead of just showing text-based search ads, your church can now display images, videos, and other engaging content across Google’s vast network. AI-Powered Optimization – Google’s AI analyzes user behavior and automatically places your ads where they’re most likely to succeed. Better Audience Targeting – PMax finds people actively searching for a church or faith-based content, even if they haven’t directly searched for one yet. How to Effectively Use Performance Max for Your Church While PMax is a great addition to Google Ad Grants, it shouldn’t replace your search campaigns . Instead, use it as a complementary tool. Here’s how: 1. Keep Running Traditional Search Ads Search ads still work best for capturing people actively searching for a church. A mix of search and PMax campaigns will give your church the best results. 2. Upload High-Quality Images & Videos PMax uses visual content , so make sure to upload great photos and videos of your church services, community events, and ministries. This will make your ads more engaging and effective. 3. Monitor and Optimize Regularly Not all churches will see the same results with PMax. Track your performance, tweak your campaigns, and adjust as needed. AI in Google Ads: Helpful or Harmful? AI is playing a larger role in Google Ads, and while it can be helpful, churches should use it wisely . ✅ AI-powered Performance Max can be beneficial because it helps target the right audience. ❌ Auto-generated ad recommendations should be reviewed carefully. Google’s AI may suggest changes that don’t align with your church’s mission or audience. Best Practice: Use AI as a Tool, Not a Replacement Google’s AI is like a smart intern —it can help analyze data and automate tasks, but you still need to oversee and guide the process . Make sure the content aligns with your church’s message and mission before implementing changes. Final Tips for Success with Google Ad Grants 🔹 Have multiple well-structured campaigns. Create different campaigns for Sunday services, kids’ ministry, outreach events, and seasonal services (like Christmas and Easter). 🔹 Ensure your website has strong content. Google ads perform better when your website provides detailed, relevant information on your church and ministries. 🔹 Regularly review and adjust campaigns. A/B test different ad copy, keywords, and images to find what works best. Conclusion & Next Steps The Google Ad Grant is a powerful tool for churches, and 2025’s updates make it even better . By avoiding common mistakes, leveraging Performance Max campaigns , and using AI strategically , your church can increase its online visibility and reach more people effectively. Coming Up Next Week: Many churches struggle with creating content-rich landing pages for their Google Ads. In next week’s post, we’ll cover: Why Google prioritizes websites with detailed content How to create engaging landing pages that convert Strategies for adding content without cluttering your site Stay tuned! And if you have any questions, feel free to reach out at hello@faithworksmarketing.com or join the Pro Church Marketing Facebook Group for more insights and support.