Through this program, Google offers eligible 501(c)(3) nonprofit organizations up to $10,000 per month in free Google Ads — that’s $120,000 a year in advertising to help amplify your mission. A registered charity ourselves, the CEF works for any non profit, not just charities. I've twice set up and run charity Google Ads accounts myself and I'm no digital native. If you set-up and run your own Google Ads account, the financial cost is zero and the only cost is your time. Yes, Google Ad grants for charities are very definitely worth it.

• A strong CTR is crucial for Ad Grants success because Google requires a minimum 5% click-through rate to maintain your account.
• Failure to comply with any of these terms will result in the automatic suspension of your account.
• Merge tags work with Google Contacts or from a linked spreadsheet.1
• Long-tail keywords are your secret weapon for attracting the right people at the right time.
• Then explains the important steps required to overcome the problems, before requesting Google reactivate your charity PPC account.
• Quality Score improvement comes from ensuring every element – keywords, ads, and landing pages – works together to serve your audience’s intent.

More from Google

But, that's not all they're good for – here's the top 8 reasons charities, like yours, embed Ad Grants. The overarching reason most charities use Google Ad Grants is to increase traffic to the most important pages of their website. “We secured a 100% boost in the number of donations with Ad Grants. This money went towards providing emergency shelter, food and kits for those in need. This includes Afghanaid, who doubled donations after a successful crisis appeal. Once your ads are live, you can integrate Google Analytics and conversion tracking to understand how your ads are performing.

Which Google Ads KPIs should your charity prioritise?

Unlike social media, where you're competing for mere seconds of attention in busy feeds, Google Ads place your charity front-and-centre, at the exact moment someone is looking for what you offer. Often, charities focus their digital marketing efforts on social media strategies instead – putting all their eggs in another (extremely crowded) basket. Paid ads aren't only expensive, they’re hard to navigate and manage without a resource that really knows what they’re doing. “We simply could not reach people and create the impact we do without the awareness generated by these Ad Grants.” – Elizabeth Hutton OBE, Kicks Count Google Ad Grants might be exactly what your charity needs. When we're not in meetings, many of us spend a lot of our day in our Gmail inboxes, where Gemini is giving us time back by helping to draft responses faster.

• This expertise can be the difference between securing your grant in weeks rather than struggling for months.
• Without it is almost impossible to effectively optimise your charity PPC account.
• Google now shows AI-generated answers at the top of the page, which can push ads further down.
• We outline the steps needed to taking advantage of Google Grants and run a successful campaign.
• Learn how to apply, stay compliant, and make the most of this valuable nonprofit advertising resource.
• The program gives qualified organisations up to $10,000 (around £7400 – Sept 2025) free advertising spend per month.

Once you have been accepted to Ad Grants, you’re able to access your account through the Google Ads platform. Watch this step-by-step video to understand the application process from start to finish. See these eligibility requirements and apply on Google for Nonprofits. In fact, small, local Grantees that use location-specific keywords and targeting may show before large, national organizations. Your organization’s ads will appear either independently or in positions below paid ads. Alternatively, book a free demo of Access Charity Ad Grants Management to discover how we can help your charity make the most of this valuable opportunity.

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Google rewards ads that provide genuine value to searchers, so focus on relevance rather than trying to game the system. Higher Quality Scores lead to better ad positions and lower costs – meaning your grant budget goes further. Quality Score is Google's 1-10 rating of how relevant and useful your ads are to searchers. The key to reducing cost per conversion is ensuring your landing pages perfectly match what people expect when they click your ads. If one campaign converts volunteers at £15 per signup while another costs £45 per signup, you'll want to shift more budget toward the efficient campaign.

How to make the most of your Google Ad Grants budget

And if you’ve been approved but aren’t seeing results, it might be time to revamp your strategy or seek expert support. If you haven’t yet applied for the Google Ads Grant, now is the time! Whether your goal is to attract new donors, promote events, educate the public, or grow your email list, digital ad space is prime real estate — and Google is offering it to nonprofits for free. Let’s break down exactly how the grant works and why it could be a game-changer for your organization.

As part of this, don’t forget you’ll need to be registered with TechSoup, they handle the verification process for the programme. While this covers the main points, there are other requirements for your website’s content and operation worth checking in Google’s ongoing Ad Grant policy. For example, your income must exceed £5000, and satisfy the definition of a charity in the Charities Act, to register with the Charity Commission in England in Wales. The short answer is almost all can, you'll just need to meet specific criteria set by Google, and then be approved through a pre-qualification process. Now you know the brilliant things you can do with the grant, how do you get it?

Think of these requirements as Google's way of ensuring Ad Grants support high-quality, relevant advertising rather than generic promotional content. This might seem simple, sagaspins casino registration but many charities lose their grants simply because no one remembered to check in regularly. The most basic requirement is logging into your account at least once monthly. Quality Score improvement comes from ensuring every element – keywords, ads, and landing pages – works together to serve your audience's intent.