My motivations for purchasing AdWords for my brothers passing.
I wanted to give people an easy way to find his website where I had posted photos of him and include a guestbook. It was a sudden death so there was no time to wait for Google to pick it up.
Being that he had relatives in both Norway and Sweden as his father is Nowegian and his mother is Swedish. He was born in Sweden as was my older brother they moved to the US in the 70's I was born over here in the US. I was able to use Geo Targeting, Norway, Sweden, and Washington state and California where an uncle lives. So it was relatively inexpensive.
In any case it was a way to get the news out. This let me catch common misspellings of Pedersen. Also the site was just posted to the internet that AdWords was the Only way to get it out easy to find for people on short notice.
As for the donations to the church. He was working on a weekly basis with the youth group at his church. He had a big heart. It's a memoriam.