For many non-profit organisations, marketing budgets are a significant constraint. Reaching new supporters, raising awareness, and driving donations often takes a backseat to core operational needs. This is where the Google Ad Grants programme can be a genuine game-changer, providing eligible charities with a substantial budget for online advertising.
The programme offers qualifying non-profits up to $10,000 USD (which equates to roughly £8,000) of in-kind advertising credit each month to use on Google Ads. This isn't a cash grant, but rather a monthly budget to spend on text-based ads that appear on Google search results pages.. When managed effectively, this provides a powerful and consistent way to connect with people who are actively searching for causes like yours. Even better, you can now use the Google Ad Grant on Performance Max campaigns, which lets you leverage automation across the ad network to refine conversion.
The benefits of securing a Google Ad Grant
Think of the grant as a dedicated fund to place your organisation in front of a highly relevant audience at the exact moment they are looking for information. The advantages are clear and can directly support your primary objectives.
Increase awareness and visibility: Your ads can appear for searches related to your mission, helping you reach a broader audience that may have never heard of your work.
Drive targeted website traffic: You can create campaigns that direct users to specific pages on your website, whether it’s a donation page, a volunteer sign-up form, or a resource hub.
Recruit more volunteers: Target individuals searching for volunteering opportunities in your area or sector, bringing passionate people directly to your door.
Boost donations and fundraising: Promote specific fundraising campaigns or simply encourage general donations by capturing the attention of potential donors.
Promote events and services: Fill places at your next fundraising event or ensure the people who need your services can find them easily online.
Are you eligible to apply?
Before you can start planning your campaigns, you need to ensure your organisation meets Google’s eligibility criteria. For UK-based charities, the requirements are straightforward.
Your organisation must:
Be registered with the Charity Commission for England and Wales, the Office of the Scottish Charity Regulator (OSCR), or the Charity Commission for Northern Ireland (CCNI). Charities that are exempt from registration but are registered with HMRC as a charity for tax relief are also eligible.
Operate from one of the 50+ countries where the programme is available.
Have a live, high-quality website that you own. This website must be secured with HTTPS, load quickly, provide a good user experience, and clearly state your mission and activities.
Agree to Google’s terms of service regarding non-discrimination and the use of donations.
Certain types of organisations are not eligible, including:
Governmental bodies and organisations.
Hospitals and medical groups.
Schools, academic institutions, and universities (though philanthropic arms of educational institutions are eligible).
How to sign up for the Google Ad Grants programme
The application process involves a few key stages. While it requires some administrative effort, the potential return is well worth the investment of time.
Register with Google for Nonprofits: The Ad Grants programme is part of the wider Google for Nonprofits suite. Your first step is to apply for a Google for Nonprofits account. This process involves verification through TechSoup, Google’s partner for validating non-profit status.
Obtain a validation token: During the Google for Nonprofits sign-up, you will be directed to TechSoup (or their UK partner, Charity Digital) to register and receive a validation token. This token is used to confirm your organisation's charitable status.
Complete the Google for Nonprofits application: Once you have your token, you can complete the application. It can take a few business days for your status to be verified.
Activate your Ad Grants account: After your Google for Nonprofits account is approved, you can log in and activate the Google Ad Grants product. This will involve creating a new Google Ads account that is specially configured for the grant—it is crucial that you do not add any billing information to this account.
Submit for review: Once your account is set up, you will submit it to Google for a final review. After approval, your grant will be active, and you can begin creating your campaigns.
Understanding the restrictions and staying compliant
The Google Ad Grant is a powerful tool, but it comes with a set of rules and restrictions designed to ensure high-quality, mission-focused advertising. Adhering to these is essential to maintain your grant.
Account management: You must actively manage your account by logging in monthly and making at least one change every 90 days.
Click-Through Rate (CTR): Your account must maintain an average CTR of 5% or higher each month. If it drops below this for two consecutive months, your account may be temporarily suspended.
Keyword restrictions:
You cannot bid on single-word keywords (with some exceptions for your own brand name and certain medical conditions).
Overly generic keywords that don't relate to your mission are not allowed.
Keywords must have a Quality Score of 3 or higher.
Campaign structure: Each campaign must contain at least two ad groups, and each ad group must have at least two active text ads. You must also use at least two sitelink ad extensions.
Website policy: Your ads must link to the website domain that was approved in your application. The site cannot feature Google AdSense ads or other affiliate advertising links.
While these restrictions may seem daunting, they are ultimately in place to encourage best practices and help you run more effective campaigns. By building well-structured campaigns with relevant keywords and compelling ad copy, you not only stay compliant but also drive better results for your organisation. For charities ready to expand their digital footprint, the Google Ad Grants programme is an invaluable opportunity that should not be overlooked.
