Why Your Church Website Might Be Hurting Your Google Ad Grant (And How to Fix It)

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

It’s the same story in churches across the country. You ask pastors, “What’s your biggest struggle?” And more often than not, the answer is the same: leadership development . From small churches to megachurches, pastors are feeling the pressure — “I just don’t have enough leaders.” The strange part? We live in the most content-rich leadership culture in history. Search “church leadership” on Amazon or YouTube, and you’ll be buried in books, sermons, and training videos. So what’s the disconnect? According to leadership expert and Multiply Group founder Mac Lake, we don’t have a content problem—we have a process problem . In a recent conversation on the Pro Church Marketing Podcast, Mac dropped some serious wisdom that every pastor and ministry leader needs to hear. If your church is stuck, frustrated, or flat-out burned out from trying to raise up leaders, read on. We Don’t Have a Content Problem—We Have a Process Problem Mac has been in the trenches—planting churches, coaching pastors, and working alongside ministries of all sizes. One of the most shocking stats he shared? A survey conducted in both 2008 and 2018 showed the exact same thing: leadership development was still the #1 issue churches faced. In other words, 10 years passed and nothing changed . Why? Because churches have misunderstood what leadership development actually is. “In America, we think, ‘If I said it, you got it.’ We think dumping information equals transformation.” — Mac Lake But real leadership development isn’t about downloading content into people’s heads. It’s about walking with them through a process that transforms their character, skillset, and capacity. Common Mistakes Churches Make in Leadership Development Here’s the hard truth: most churches are doing leadership placement, not leadership development. Instead of building from the ground up, we’re hoping to recruit already-polished volunteers from other churches. Instead of developing a healthy leadership culture, we throw new volunteers into ministry after two weeks of shadowing and hope for the best. Mac calls this “putting someone in the batting cage, throwing two pitches, and then sending them into a ballgame.” The result? Frustrated leaders. Bottlenecks. Burnout. Another mistake: confusing readiness with willingness . “We're looking for readiness, not willingness. And there’s a shortage in our pipelines because we never built a culture of leadership development yesterday.” — Mac Lake If we wait for perfect, fully-formed leaders to appear, we’ll be waiting forever. Instead, we need to spot potential, not polish. What Jesus Modeled—and Why We’re Missing It Let’s take a cue from the ultimate leadership developer: Jesus. Mac broke down Jesus’ leadership process chronologically. For nearly 21 months , Jesus hung out with future disciples before appointing the 12. Once He did, He didn’t just dump knowledge on them. He apprenticed them intentionally —giving them both content and real-life ministry experience. “He spent a disproportionate amount of time with a few to impact the many.” — Mac Lake And here’s the key: the 12 weren’t perfect. They still argued about who was the greatest. But Jesus saw potential. He saw what they could become—not just where they were. In contrast, many modern churches are intimidated by church culture. We bend our methods to keep people happy, rather than following biblical principles. But Mac puts it plainly: “Do you want to build your church around cultural norms or biblical principles?” Building a Scalable Leadership Pipeline So what’s the alternative? How do we actually build leaders? It starts with a pipeline—a clearly defined structure that identifies where someone is, and what they need to grow to the next level. Mac outlines five key stages in the leadership pipeline: Lead Self – personal responsibility, spiritual maturity. Lead Others – small groups, teams, entry-level leadership. Lead Leaders – coaching, oversight of team leaders. Lead a Ministry/Department – directors, strategic leaders. Lead the Church – pastors, executive staff. At each level, there should be clear competencies, character traits , and onboarding systems . This framework not only helps identify current leaders, but allows churches to measure the “depth chart” in every ministry area—just like a football team knows its backups. Where to Start—Even If You’re Busy and Bi-Vocational Here’s the encouraging part: this doesn’t require massive teams, software, or budgets. “All it takes is picking two people and walking them through a process.” — Mac Lake Mac recommends starting with two current leaders who you trust. Walk them through his book Leading Others, a leadership development tool built for churches. Meet every other week. Talk through the competencies. Let them try. Then, challenge them to do the same with two new people the next semester. This developer-to-developer model mirrors Jesus’ ministry and multiplies impact faster than hiring more staff. Real-Life Example: From Small Group to Movement Mac shared a story about his wife—a stay-at-home grandma—who started a women’s small group. After one semester, she picked three women to meet with every other week using Leading Others. By the next semester, those women launched their own groups. And she started the process again. Now those three women are training their own future leaders. Just like that, 12 new small group leaders are born—not by accident, but through intentional development. And that’s the secret sauce: simple, reproducible systems that start with relationship. Final Thoughts: Stop Looking—Start Building If your church is struggling to find leaders, don’t be discouraged. The problem isn’t your people. It’s not even your budget. The problem is that we haven’t been discipling people to lead like Jesus. It’s time to make a shift. ✅ Stop looking for pre-packaged leaders. ✅ Start developing the willing. ✅ Move from “doers” to “developers.” ✅ And build a leadership culture that lasts. Whether you’re a full-time pastor or bi-vocational leader, the path forward is clear: start small, start now, and stay consistent . 🔗 Resources Mentioned: Get the Free eBook: Rethinking Leadership Development Mac Lake on Instagram Learn more at MultiplyGroup.org

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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.

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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.