Google Grants offers eligible nonprofits free Google Ads to attract volunteers and donors
Google is the world’s top search engine, and it already plays a role in your nonprofit marketing strategy. But did you know that your nonprofit organization can get up to $10,000 in free Google Ads monthly?
The Google Ad Grant program offers qualifying nonprofits the opportunity to expand their reach, engage more supporters, and maximize their impact—all for free.
What are Google Ad Grants?
Google Ad Grants are in-kind donations of up to $10,000 in advertising credits given by Google to qualifying nonprofits each month. These credits allow nonprofits to bid for space at the top of Google searches for key terms.
With a Google Ad, your nonprofit is guaranteed to not only rank on the first page of Google search results but to be at both the top and bottom—dramatically increasing the amount of people who will learn about your organization. These prime locations are extremely valuable and typically cost more than a nonprofit can afford; however, with the Google Ad Grant program, you can snag an optimal position for free.
The Benefits of Google Ad Grants for Nonprofits
While $10,000 in free advertising spending per month is more than enough to convince an organization to consider Google Ad Grants, the program has other benefits. A Google Ad Grant allows you to:
- Increase organizational research and visibility
- Drive traffic to your website
- Achieve higher rankings, much more quickly, than organic search results
- Control the keywords you rank for
- Maximize advertising resources
- Reallocate funds to other programs
- Tailor ads to specific events and programs
- Run multiple advertising campaigns at once
- Boost volunteer recruitment
- Raise more donations
- Attract more supporters
- Gather valuable marketing analytics
- Increase sales of products, tickets, and services
- Position yourself as an authority in your sector
- Complement your current online marketing strategy, including SEO and social media initiatives
With all the advantages Google Ad Grants can offer your nonprofit, applying is a no-brainer. However, you have to check whether your organization is eligible first.
Which Organizations are Eligible for Google Ad Grants?
The Google Ad Grant program is designed to help as many nonprofits as possible, but there are certain eligibility requirements that your organization will have to meet:
- Your organization must be registered as a 501(c)(3) nonprofit.
- Your organization cannot be a government agency, healthcare organization, or school.
- Your organization must have a high-quality website with its own website domain name and a Secure Sockets Layer (SSL) certificate.
- Your website’s main purpose cannot be commerce.
- Your website cannot host Google AdSense ads or affiliate marketing links.
- Your organization be a member of Google for Nonprofits.
- Your organization must agree and adhere to the terms of service for Google for Nonprofits and Google Ads.
If your organization meets these requirements, now is the time to apply!
How to Apply for Google Ad Grants
Follow these simple steps to apply for Google Ad Grants:
- Ensure you meet all eligibility requirements. If you are not eligible for the program, you will be rejected.
- Update your website. Google will use your website to help determine your program eligibility, and it will also be the destination for all of your ads, so it’s important that your website clear articulates your mission, incorporates high-quality content, and has accurate information.
- Request a Google for Nonprofits account. Google for Nonprofits accounts are required for the Google Ad Grant program, and they also give you access to other features, like Google Workspace for Nonprofits and Google Maps Platform credits.
- Wait for verification. Google partners with Percent to verify all nonprofits, and this process takes between 2-14 business days. Check your organizational email regularly while you are waiting for verification, as Percent may require additional documentation.
- Activate Google Ad Grants. Once your nonprofit is verified, log into your Google for Nonprofits account and click “Get Started” under the Google Ad Grants menu. You will be asked to provide your website domain for security verification, watch a welcome video, and submit your activation request for review.
Here is the link to apply 👉 get started with Google Grants
We also created a Google Grants checklist that can help your nonprofit with the process for checking eligibility.
How to Use Google Ad Grants
Once you’ve joined the Google Ad Grants program, it’s time to put those funds to use!
- Create campaigns: You can run multiple campaigns at once using Google Ad Grants; however, you will have to divide your funds ($10,000 per month/$329 per day) between them. Google typically recommends 3-5 simultaneous campaigns, and each campaign has to have at least two ad groups and one responsive search ad. Consider tailoring campaigns to recruit volunteers, promoting upcoming events, attracting donors, etc.
- Use geotargeting: Target your ads to specific geographic locations to improve ad relevancy.
- Implement ad extensions: Ad extensions can help drive conversion. Try site link extensions to direct your audience to your website, or call extensions to help mobile users call you with just the push of a button.
- Track analytics: Link your Google Ads and Google Analytics accounts and use them to track relevant analytics, such as page views, sign-ups, and purchases. These analytics can help you refine your target audience and optimize ad performance.
- Evaluate your keywords: Use Google’s Performance Report to evaluate whether your keywords drive conversion.
To remain compliant with Google and continue receiving funds, your organization must make sure:
- Your ads only direct to one domain, unless permitted otherwise.
- Your Google Ads account is well-maintained. Log in at least once per month and update at least once every three months.
- Your targeted keywords align with your nonprofit’s programs.
- You maintain a 5% click-through rate after your first 90 days in the program.
All of these factors can be difficult to keep on top of, so it is important to allocate enough resources toward maintaining your Google for Nonprofits account. If you assign existing staff to manage your ad campaigns, make sure that your existing processes are streamlined so that they can do so. You can also consider hiring an external Google Ad Grant consultant or another staff member.
Tips for Google Ad Grants
- Optimize your landing pages: Google uses ad and landing page content to award prime locations, and when someone clicks on an ad, the landing page ultimately determines your ad’s success. Make sure your ads redirect to the most relevant page on your website. For example, potential volunteers should be redirected to the volunteer registration page, not ticketing for your next event. Prioritize clear, compelling content and include ad keywords in the landing page copy and headings. You should also ensure your website is functional on both mobile and desktop browsers.
- Incorporate calls to action: Your ad is meaningless if there is nothing for your audience to do once they travel to your website. Place call-to-action buttons in highly visible places on your landing pages. Encourage visitors to register for volunteer events, sign up for your newsletter, or donate to the cause.
- Integrate SEO: Google Ad Grants aren’t a replacement for SEO. Since Google Ads are temporary and budget-dependent, they should be used in tandem with long-term SEO efforts to build a strong, reliable online presence.
- Experiment with ad copy: See which headlines and descriptions drive conversion. You can also take advantage of Responsive Search Ads (RSAs). RSAs allow Google’s algorithm to pull from a variety of headlines and descriptions to generate ads with better click-through rates.
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