Google Ads Manager for Mission-Driven Literacy Program (One-Month)

Google Ads Manager for Mission-Driven Literacy Program (One-Month) Primary Goal My objective is to generate qualified leads by getting families to complete an Enrollment Interest Form. I'm channel-agnostic on how that's achieved — I want the strategy that produces the best-quality enrollment inquiries. Important context: BCRA is a mission-driven program operating on a modest budget, and I can't sustain an ongoing monthly management fee. My plan is to work with someone for one month, then take over managing the campaigns myself. Beyond getting ads running, I'm looking for someone who will explain their decisions as they go, so I understand the account well enough to manage it myself afterward. Please only respond if you're comfortable working this way. My Market — Please Read Carefully My program is the first of its kind: a reading program built specifically for Black American children. This shapes everything about how it must be advertised: • Most of my target families aren't searching for my program yet. They don't know a program like this exists, and many don't yet know their child is behind — only 1 in 5 children read at grade level. Part of my mission is making families aware of the problem first, then presenting BCRA as the solution made for them. • This means advertising to whoever is searching for general reading help would mostly miss my target market. I am not capturing existing demand — I am creating awareness for something new. • I need to reach a specific community: Black families in the Sacramento area. I understand prohibited targeting attributes can't be used to reach them; I'm looking for someone who knows how to reach this community through permitted signals and strong creative. Current Situation • BCRA is new to Google advertising with no established account history. • We already have a Google Analytics (GA4) account set up. • We are an education/lead-generation business, not e-commerce — success is a completed Enrollment Interest Form, not a sale. • We can provide program details, service area, and creative assets (flyers/images). Scope of Services Requested Please tell me whether your services include: campaign strategy and structure, keyword research, ad copywriting, conversion tracking setup (Google Ads conversion tag and/or Google Analytics), audience and geographic targeting, landing-page/form recommendations, and ongoing optimization and reporting. Explanation & Handoff Because I'll be managing this myself after the first month, I want to understand the reasoning behind the work as it happens. Please confirm whether you're willing to: • Build everything inside my own Google Ads account, where I'll grant you the access you need. • Explain the reasoning behind your campaign and targeting decisions as you make them. • Show me how you read the data and decide what to optimize. • Provide recommendations for how I should continue managing the campaigns after our month ends. • Do a screen-share walkthrough at the end so I understand the full account setup. Screening Questions 1. This is a one-month engagement after which I'll manage the campaigns myself. Are you willing to explain your decisions as you go and do a handoff walkthrough at the end? Briefly describe how you'd approach that. 2. Given that my families largely aren't searching for my program yet, would you recommend Search, Demand Gen, Performance Max, or a mix — and why? I want to understand how you'd balance creating awareness against capturing whatever existing search interest exists. 3. How will you measure success, and what cost-per-lead would you consider reasonable for a local lead-generation campaign? 4. My program is the first of its kind, so most of my target families aren't searching for it yet — they don't know it exists, and many don't yet know their child is behind. Part of my mission is making families aware of the problem first, then presenting BCRA as the solution made for them. How would you approach reaching and creating awareness among families who aren't yet searching for what I offer? Have you worked on demand-generation (not just demand-capture) campaigns? My business name and mission also reference race in a positive, community-serving way — would you anticipate any ad-review considerations on Google given that? 5. What is your total fee for one month of setup plus management, and what does it include?