Google Ad Grants
Eligible nonprofits get in-kind advertising support from Google.
We'll help you maximize its value.
Google For Nonprofit’s Ad Grant program offers eligible registered charities and nonprofit organizations up to $10,000 a month of in-kind search advertising spend. Google has over 90% of the search engine market share worldwide, making it an incredibly valuable paid search channel–and this grant resource a no-brainer for nonprofits!
We’ll help you apply for and utilize the Ad Grant as a way to increase your visibility online and lead new audiences to strategic calls to action and conversion. We’ll also help you devise a strategy for who and how to target and select the most high-value keywords for your ads based on a proprietary analysis of audience and search data. Then we’ll be your partner in implementing ongoing ad campaigns that fully leverage your Google Ad Grant–up to $120,000 in annual value!
Already have the Google Ad Grant? Great! We are experts at search marketing and partner with our clients to accelerate the impact of their Ad Grant program to focus on identifying and achieving specific goals of audience growth.
About Search Ads
Pay-per-click advertising (also known as PPC advertising or paid search) happens when advertisers bid to have their ads appear in search results for certain keywords.
It’s a huge channel:
15% of all search traffic comes from paid search; that’s a lot of people seeing your content via PPC advertising who may not otherwise--especially if you haven't invested in SEO.
When you look up something on a search engine like Google or Bing, you’ll usually see a few sponsored ads at the top of the Search Engine Results Page (SERP). These are the paid results. Is this where your Google Ad Grants sponsored links will appear.
A key benefit of PPC advertising is that you can target who sees your paid content using a variety of different criteria. You can target the people who see your ads in a number of ways, including:
- Location
- Age range
- Gender
- Life Events
- Household Income
- Interests
- Engagement Intent
FAQs about the Google Ad
Grant Program
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Am I ready for a Google Ad Grant?
To qualify for Google Ad Grants, your organization must be an eligible nonprofit, have a high-quality website that meets Google's website policy.,We'll help you make sure you remain in good standing with Google's program policies.
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How is the grant different than Google Ads?
he Google Ad Grant is a $10,000/month grant to be used on the Google Ads platform. The grant acts as a monthly credit that recipients can use exclusively for ads on Google. The grant and paid ads use the same Google Ads platform infrastucture, but with a special user interface for nonprofits so that grant recipients’ accounts are held to a stricter set of requirements, as outlined in Google’s Ad Grants Policy Compliance Guide.
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How long will I have the grant?
Our team ensures that your nonprofit meets the requirements to keep your grant valid and available for indefinite use.
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What happens if we exceed the $10,000 limit?
Once you’ve used the $10,000 for the month your ads will stop showing up on Google. You won’t be penalized or charged more. You can always add on a paid Google Ads account, and we can help you do that and administer those canpaigns too.
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Are there other limitations to the Ad Grant program?
There are a few limitations to the Ad Grant program.
- The Google Grant maximum is $329 USD a day.
- Ads are limited to Search ads--it does not support Display or Gmail ads.
- You can only link one domain to your Ad account. So if you are a federated organization, you'll need multiple Grant accounts if your members are independent 501c3s or connect the account to a headquarters domain site.
If you are ready to scale your engagement with strategic marketing campaigns, we'd love to be your partner in success. We can help with:
Need a custom plan
for bigger campaigns?
Cause marketing CTA strategy
Content and design support
International /multi-lingual Ad campaigns
Microsite/Landing page design and maintenance
UX Journey design
A/B Testing
Google Tag Manager and conversion analytics
