The Programs Google Ad Grants Is Supporting
Pathways To Peace runs 10 distinct program campaigns. Each one serves a completely different audience searching for completely different things.
The Girls Shelter in Guinea
Girls in Guinea who say no to female genital mutilation and child marriage are often left homeless as a result. The Girls Shelter — also called the Avon Mattison Girls Shelter — provides them safe housing and support.
The campaign for this program captures people searching for FGM prevention, girls’s rights in West Africa, and humanitarian shelter programs. It received a $10,000 Purpose Earth Grant in 2025. The Google Ads campaign connects new donors and supporters to it.
Exceptional Women of Peace
An annual international awards program honoring women peacebuilders whose courage and leadership stand out.
The campaign targets searches around women’s history, influential women leaders, and international women’s day — searches that initially looked wrong but are exactly right for this program’s audience.
Nuclear Disarmament Advocacy
Led by PTP’s Youth Representative to the UN, this program advocates for the Treaty on the Prohibition of Nuclear Weapons with focus on the Balkan region.
The campaign reaches civil society researchers, activists, and policymakers searching for TPNW, nuclear disarmament, and nuclear nonproliferation.
Wisdom Keepers and Unitive Worldview
Long-form video content featuring diverse elders on peace, and philosophical essays on interconnection and unitive consciousness.
These content-heavy programs attracted the article-seeker traffic bleed — general readers searching for something interesting to read. Fixed permanently with phrase-level account negatives.
Youth Leadership and Peace Education
The Global Leaders Institute prepares middle and high school students for peace leadership.
Some become PTP’s representatives at the United Nations. The campaign reaches educators, students, and parents searching for peace education and youth leadership programs.
Why 10 Programs Require Ongoing Human Review
Each program attracts a completely different wrong audience if unmanaged.
The Girls Shelter campaign risks attracting general humanitarian browsing rather than donors ready to give.
The Exceptional Women campaign risks attracting entertainment-seeking readers who want celebrity profiles, not peace awards. The Nuclear Disarmament campaign risks attracting fiction readers searching for nuclear war books.
A phrase-level exclusion that’s correct for one program may be wrong for another. The Wisdom Keepers program needs to exclude general article seekers.
The Exceptional Women program needs to keep women’s history terms that look similar. Human review — monthly — is the only way to manage 10 programs with 10 different audience profiles.
Six Languages — Every One Reviewed Individually
Pathways To Peace serves a worldwide audience. Every foreign-language search was reviewed against the specific program it reached before any decision was made.
Spanish searches for Dia internacional de la mujer reached the Exceptional Women program — kept.
Spanish searches for Fuerzas de paz de las naciones unidas reached the peace education program — kept. Buddhist wisdom terms in Sanskrit reached the Unitive Worldview program — kept.
Chinese searches for ç¾Žå›½å’Œå¹³ç ”ç©¶æ‰€ (US Institute of Peace). All kept. why language is never a reason to negative — for a global NGO, multilingual reach is the mission.
The Article-Seeker Problem
The Wisdom Keepers and General campaigns publish long-form essays and reflective content. That content attracted general readers searching for something to read online.
“Articles to read.” “Exciting articles.” “Best article in English.” Real searches. Real clicks. Zero mission value. These people wanted content to consume as entertainment — not a peace organization to support.
Phrase-level negatives for reading-intent vocabulary fixed this permanently. $200+ per quarter redirected from article seekers to people actively searching for PTP’s programs.
The Exceptional Women of Peace program had a cluster of women’s history terms incorrectly excluded — “influential women,” “women in history,” “female pioneers.” These are exactly the searches this program should reach. Restored immediately. Human review caught what automated rules missed.
