New to Google Ad Grants?

What is Google Ad Grants?

Google Ad Grants provides eligible charities in the UK and worldwide with $10,000 per month in free search advertising on Google.
That’s $120,000 (£90,000) in free marketing for your organisation!

With Google Ad Grants you can:

  • Promote your website via Google Ads for free
  • Reach users interested in your cause and grow your online presence
  • Get more donations and volunteers
  • Fundraise for specific campaigns or initiatives

Trusted by ambitious charities and nonprofits

Get help setting up Google Ad Grants and managing your account

We work with charities of all sizes to get the most out of their Google Ad Grants. If you’re new to the Grant, we can help you register and set up your account.

Request a free call. We’d love to chat with you about your organisation and how Google Ad Grants can help you reach your charitable objectives.

Thanks to our work, clients spend an average of $9,100 a month on advertising, gaining an average of more than 7,600 extra clicks per month.

Fill in your details, and take your first step towards total Ad Grants performance.




    How can we help?

    Free Google Ad Grants Audit

    Do you want better Google Ad Grants results?

    Get a FREE Google Ad Grants account audit. We will send you actionable insights to accelerate your account's performance.

    • Increase Google Ad Grants spend
    • Get more online conversions
    • Grow your online presence
    Let’s talk!

    Watch a video audit example

    Trusted by ambitious charities and nonprofits

    What to expect from your free Google Ad Grants audit

    We’ll contact you to book an obligation-free call so we can introduce ourselves and get to know you better.

    Your account audit will then include a comprehensive review, including actionable advice on the following areas:

    Account performance

    • A comprehensive walk-through of your account
    • A review of the last 30 days, 90 days and 12 months' performance
    • Checklist of the account's compliance with Google's policy. If your account is currently disapproved, we'll advise on how to fix it
    gads dashboard

    Conversion tracking

    • Review of the conversion tracking setup
    • Recommendations of events that should be tracked
    • Directions on how to improve your conversion rate

    Recommendations and tips

    • Examples and recommendations on how to improve your account structure
    • New keywords and ad copy examples
    • Brief SEO review of your website with recommendations to improve the user experience
    keyword research

    We’ll also include any other topics discussed on the introduction call.

    Our video audit is completely free and comes with no strings attached. If you follow our recommendations, you will see an improvement in your Ad Grants performance.

    Get better results from Google Ad Grants and reach your charitable objectives

    Request a free account audit. We would love to chat with you about how you can maximise the performance of your Google Ad Grants account.

    With our help, clients spend an average of $9,100 a month on advertising, gaining an average of more than 7,600 extra clicks per month.

    Fill in your details, and take your first step towards total Ad Grants performance.

      Not sure yet? Check out our charity case studies

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      Maximising Google Ad Grants to drive thousands in donations per month

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      Google Ad Grants, Display

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      Increasing Google Ad Grants spend by 335% to fully utilise the monthly $10k

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      Hitting their 2 year engagement target in 6 months

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      The Definitive Google Ad Grants Guide - Part 4

      Part 4: Advanced  Google Ad Grants Techniques

      In part four of our comprehensive guide to Google Ad Grants for charities and nonprofits, we are going to look at some of the more advanced techniques you can use to optimise your Ad Grants account for maximum performance.

      Below you’ll find some quick and easy things you can do to boost performance or save time. At Anuncia, these techniques help us squeeze the best results out of the account for our clients.

      Let’s go!

      Don’t have time to read the whole guide right now?

      Managing a non-profit it’s not easy, if you’re too busy to read the guide now, just add your email and we’ll send it to you right away.

        4.1 Automated Tools:


        When you create an automated rule, you allow it to make changes in your account automatically based on your chosen conditions and actions.

        It’s useful for Ad Grants accounts because you can:

        • Pause campaigns when they spend a certain amount
        • Pause low-quality keywords
        • Pause keywords with low ad relevance
        • Pause ads with a low CTR
        • Send email alerts for things like low CTR or high spending campaigns

        To create a rule, visit “Tools and Settings” in your Ads account dashboard. Click “Rules” under “Bulk Actions”.

        An overview of where to find the rules and scripts buttons in Google Analytics

        Select which type of item you want to be affected by the rule, the action and the specific items that will be affected once the rule is live. Add your conditions and define the frequency you want your rule to run.

        One very useful, simple rule idea: set up an automated rule to run daily and email alert and/or pause keywords with a quality score below 3 out of 10.

        Keywords under this level have to be paused or removed, as they are against Google’s Ad Grants rules (and suggest the keyword is a poor choice for your organisation to target).

        A screenshot guide of how to set up a rule that pauses keywords when a condition (Quality score < 3) is triggered.

        An email alert is useful as you can then look into the keyword’s performance in more detail to see if there are changes you can make to improve its performance, such as choosing a better-suited landing page or changing the ad copy.


        Scripts are a way to automate actions in your account. Like rules, they’re a way of automating simple tasks across your account. Unlike rules, scripts are more versatile and can be used in more complex ways.

        Scripts are written in JavaScript and can be applied at an account or manager account level.

        They are useful for Ad Grants accounts because you can:

        • Add a script that checks your account is compliant with every rule and emails you the results
        • Add a script that will identify all converting search terms and add them into a spreadsheet so you can later add them as keywords

        There are lots of free scripts you can find and experiment with online. If you want to create your own, you can use Google’s developer page as a guideline:

        4.2 Keeping the Ad Grants Compliant

        Google has very specific rules to make sure all nonprofits use their grant for good purposes. The Ad Grants’ core purpose is to promote charitable causes, events, and raise awareness and funds for organisations.

        So it’s very important to follow the Ad Grants policy compliance guide. These are the things that can get your Ad Grants account deactivated:

        • You don't have at least one Search Campaign active
        • You don't have at least two active Ad Groups and two Sitelinks for each campaign
        • You don't have at least two ads for each Ad Group
        • Your click-through rate (CTR) has been lower than 5% for two consecutive months
        • Your account uses single-word keywords or overly generic terms
        • You're targeting a location that is not related to your organisation
        • You have live keywords with a quality score lower than 3/10

        If you do get your account deactivated, we recommend you fix the issue that has made your account non-compliant and then fill in this form:

        The time it takes for your account to be reviewed and reactivated if it is compliant once again varies, so you will need to be patient.

        Here’s a list of some of the most common issues an account might be deactivated. Given what we’ve spoken about earlier in this part of the guide, are there rules or scripts you could use to help with some or all of these?

        1. How to improve your account’s Low CTR (click-through rate)

        Pause keywords with lots of impressions but low CTR:

        • Viewing all active keywords, set a “last week” range
        • Pause keywords that have a 4% CTR or less
        • Negative irrelevant search terms that are triggering your keywords but don’t get clicks
        • Refresh your ad copy to be more compelling to increase CTR
        • Make sure your ads contain your keyword in their headline or description
        • Check that your landing page is as relevant as it can be to the target keyword

        2. How to improve low-quality keywords

        Replace broad or generic keywords with more specific terms or phrases:

        • Check the keywords with low quality score, are they too broad?
        • Pause the keywords with 3/10
        • Create new related keywords using more relevant terms
        • Check your keywords with the highest quality score, which match type are they using?
        • Use the best match type for your new keywords
        • Increase your CPC bid (if possible)
        • Refresh your ad copy
        • Make sure your ads contain your keyword on their headline
        • Your landing page should be relevant to that keyword

        3. How to raise bids without breaking the limit of $2.00 USD

        • If you use manual bidding, your CPC can’t be higher than $2.00
        • Using Smart Bidding strategies allows you to have a higher bid (Google decides what the bid should be)
        • While selecting a Smart Bidding, keep in mind your account’s goal, but we usually recommend Ad Grants to use Maximise Conversions
        • Maximise Conversions sets bids automatically to help you get more conversions while spending only your budget

        Contact us today for a free, no obligation chat

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        The Definitive Google Ad Grants Guide - Part 3

        3. Basic Google Ads Set Up

        Welcome to part three of our comprehensive guide to Google Ad Grants for charities and non-profits.

        In Part 3, we’re going to talk you through getting some campaigns created so that your ads can start running. We’ll go through all the basic information you need to start driving traffic to your website.

        Let’s get started!

        Don’t have time to read the whole guide right now?

        Managing a non-profit it’s not easy, if you’re too busy to read the guide now, just add your email and we’ll send it to you right away.

          3.1 The Basics

          Account structure

          To use the Google Ad Grants, you needed to set up a Google Ads account and link it to your Google for Nonprofits account. We covered how to do this in part 2.

          We strongly recommend using the “proper” Google Ads setup, described in part 2 as the “Google Ads Expert Mode”. This gives you maximum control over your account. Below is a structure you can only create in this type of account.

          Within a Google Ads account, you can create Campaigns which in turn contain Ad Groups and Keywords.

          A map of a typical Google Ads account structure

          The $10,000 Google Ad Grants allocation is assigned at an account level. That means you can run as many campaigns as you like across different themes.

          Let’s take an example to illustrate this:

          I run a make-believe homeless charity that operates across the UK. My charity uses its website to signpost emergency shelters for people who are homeless, promote fundraising events we’re hosting, advertise volunteer positions and showcase research we’ve completed around government policy on homelessness.

          For my charity, I might set up a campaign structure as follows:

          An example of how one could map out Google Ad Campaigns and Ad Groups

          In this example, there is only one keyword per ad group. However, depending on your structure and keyword match type, you might decide to have more, similar, keywords in each ad group.

          Google has an excellent guide to basic Google Ads account structures that you can find here.

          As per the Google Ad Grants policy, you need to create at least 2 ad groups per campaign, which must contain active ads that are relevant to your keywords.

          Ad copy writing

          Once you’ve set up your campaigns, ad groups and keywords, you will want to add two ad variations to each ad group.

          Make sure the ad copy is as relevant to the keywords in your ad group as possible, as these ads will show for all of the keywords in the ad group. This is also the reason why it is important to ensure keywords within ad groups are grouped around the same theme.

          For example, if you had one ad group containing keywords for policy and volunteering, your ads would only be able to go to one website URL. So you’d be sending users interested in volunteering to policy documents, or those interested in policy to the volunteering pages. Neither of which would be a good user experience and would damage the quality score.


          Sitelinks appear under your ads and take the users to specific pages on your site. They’re a great way of showcasing additional pages from your website within your ad.

          In the example below, the sitelinks are the four hyperlinks displayed below the main ad copy (Hours, Specials, Biscuits and Healthy Diets).

          Google Ad Results for Walters Bakery For Dogs

          As per Ad Grants policy, every campaign needs at least two sitelinks extensions with different destination URLs.

          3.2 Tracking Conversions: Standard Google Analytics

          You need to ensure you are tracking key events on your website, such as contact form submissions or pdf downloads. This is one of the most important things you need to implement for a successful digital marketing strategy, and especially for your Ad Grants account.

          You can set up conversion tracking in Google Ads in various ways. We would highly recommend setting up key goals in Google Analytics and then importing these to your Google Ads account.

          The first step is to link Google Ads and Google Analytics, which you can do by following Google’s instructions here:

          Next, you want to create some key goals to track in Analytics and then import them to Google Ads.

          Smart Goals

          One really simple method is to add a Smart Goal into your Analytics account. This isn’t the most useful metric to track, as it triggers on your “best website sessions” rather than when an explicit action, such as a contact form submission, is completed.

          However, if you don’t have conversion tracking in place and you’ve had at least 500 visits to your website over the last 30 days, you can set one of these up fairly quickly using the instructions here:

          Destination Goals

          These are excellent and simple conversion actions to implement because they don’t rely on adding any code to the website. It only works if you have confirmation pages after a user submits a form.

          Let’s say you have a contact form which redirects the user to a “thank you” page after they’ve submitted the form. You can set up a destination goal to trigger when a user visits this “thank you” page.

          You can read more about destination goals here:

          Event-based Goals with Google Tag Manager

          The most complex method, but the most accurate. This involves either adding a Google Analytics code to fire on events such as button clicks or form submissions, or adding Google Tag Manager to the website and setting up event tracking there.

          We recommend using Tag Manager as creating events in one place is easier than adding a code for each event. You can follow this guide to create a Google Tag Manager account:

          You just need to add the GTM code to your website before you start creating tags. A Tag is what fires when someone completes an action on your site. This is what you’ll see as an Event on Google Analytics. 

          google tag manager

          Once you’ve created the events, you can create an Analytics goal that tracks every time a particular event fires. After setting up your goals, follow Google’s instructions to import them as conversions to your Google Ads account:

          Google’s policy states that your account needs to have at least one conversion tracking if you’re using automated bidding strategies such as “Maximise Conversions”.

          3.3 Tracking Conversions: Google Analytics 4

          If you’ve created a new Google Analytics account, you will automatically use Google Analytics 4 (GA4). A new version of Standard Analytics with some more accessible event tracking options. Here’s how to set up your GA4:

          After creating your GA4 account, you’ll be able to enable enhanced measurement, which automatically collects multiple events you can import into your Ads account, like page views, video engagement, file downloads and site searches.

          enhanced tracking

          In this case, if you’re happy using these basic events as goals for your Ad Grants, you don’t need to set up any more events.

          Just enable the ones you want to track by visiting your Data Stream on GA4.

          But if you’d like to track other conversions like form submissions or eCommerce transactions, you’ll have to add those via Google Tag Manager:

          3.4 Keeping your account compliant

          A successful Ad Grants account needs to be actively managed, checked and updated to ensure it delivers results and avoids an account deactivation.

          Google has a full list of their compliance requirements here:

          You must monitor and fix any problems to ensure your account isn’t deactivated.

          If your account does run into problems, you need first to determine why your account was deactivated. Go through the policy requirements linked above one by one. Make any required changes to bring it back into compliance.

          Once this is done, you can contact Google to request reactivation using this form:

          3.5 Summary

          So we’ve given a brief overview of the basic Google Ads account setup, how to set up conversion tracking, and how to keep your account compliant.

          With these essential components, you can get your account up and running and drive relevant visitors to your website.

          In part 4, we will cover some more advanced techniques you can use and some additional pay-per-click related marketing channels you may wish to explore.

          Go to the Guide's fourth part

          Or if you prefer, contact us for more information about the Grant and how we can help create or optimise your Google Ad Grants account

          Contact us

          The Definitive Google Ad Grants Guide – Part 2

          2. Registering For The Ad Grants

          Welcome to part two of our comprehensive guide to Google Ad Grants for charities and nonprofits.

          In this section of the guide, we’re going to go through the actual Google Ad Grants setup process.

          Your charity or nonprofit has decided to try the Google Ad Grants, so now you need to get things up and running. This guide will lead you through that process, covering common questions, issues and problems that people encounter.

          The Ad Grants is one of the most highly leveraged marketing channels available, but like any great opportunity, it’s not always easy. The signup process can be notoriously tricky, and you can find many examples of organisations getting stuck in the process on the Google Ad Grants Community Forum.

          Our objective in this section of the guide is to help you get things up and running. Let’s get started!

          Don’t have time to read the whole guide right now?

          Managing a non-profit it’s not easy, if you’re too busy to read the guide now, just add your email and we’ll send it to you right away.

            2. Registering For The Ad Grants

            Let’s start with a top-level view of the process. The Google Ad Grants is one of a range of offerings Google has for non-profits via their Google for Nonprofits programme.

            The application process consists of three main steps:

            • Registering for free with an organisation called TechSoup. In the UK, this is handled by Charity Digital (formerly known as Tech Trust)
            •  Registering with Google for Nonprofits
            • Setting up your Google Ad Grants account

            To use the Ad Grants, you have to first set up an account with Google for Nonprofits. To use Google for Nonprofits, you need an account with TechSoup, an organisation who helps non-profits utilise technology. Confusingly, in the UK this is done through Charity Digital, who work in partnership with TechSoup.

            Once set up with Charity Digital, you’ll get an authentication token. You’ll need this token during your Google for Nonprofits account registration process. After that, you’ll have a Google for Nonprofits account.

            The next and final step, is to closely follow Google’s setup instructions to create a Google Ads account that you can link to your organisation’s Google for Nonprofits account.

            Are you with us so far? OK, let’s dive into the specifics.

            How To Apply For Google Ad Grants

            2.1. Registering with TechSoup

            Your non-profit must be registered with TechSoup to be considered for the Ad Grants

            Learn more

            2.2. Registering with Google for Nonprofits

            Learn how to register for Google for Nonprofits

            Learn more

            2.3. Setting up your Google Ads account

            Set up your Google Ads account and submit it for review

            Learn more

            2.1. Registering with TechSoup

            Google has several eligibility requirements for non-profits in each country where the programme is available. You can read the specific eligibility requirements here:

            One of the requirements is that an organisation is registered with TechSoup. This charity is US-based but has partner organisations in different countries. The UK partner is called Charity Digital.

            Please follow the steps below to register with TechSoup:

            • Go to
            • Select the country where your organisation is based from the dropdown menu
            • You will be redirected to the relevant partner website in your country
            • Create a free account on your relevant partner website (e.g. Charity Digital in the UK)
            • Follow the steps. In the UK, you will need your charity number or equivalent identifier
            • Now that you’re a registered user, go to “my account” and register your organisation
            • Once registered, the partner website (via TechSoup) will send you a validation token. It will look something like this: 123a4567@1b234c5de6789000

            Now that you have successfully registered with Techsoup and got your token, it’s time to set up your Google For Nonprofits account.

            2.2. Registering with Google For Nonprofits

            To set up your non-profit organisation on Google for Nonprofits, you’ll need a Google account that you can use for this purpose.

            We’d recommend using a gmail account that is specific to the organisation (instead of a personal Gmail account), and that can be easily accessed, even if there are staff changes in the future (for example, a general admin or marketing email address).

            Bear in mind that you’ll need to either use an email address which will have a regularly monitored mailbox to keep up to date with emails from Google, or alternatively you can set up mail forwarding to another email address to ensure you receive communications.

            Why is this important? Well, we often encounter nonprofits where a staff member set up all the accounts and since left, and logins have been lost. This adds time to get the account access back. (For reference, if you’re in this situation, please see this helpful link to recover it:

            Go to and either log in to your account or create a new one to use. Once you’ve done this, continue to the steps below to register with Google For Nonprofits:

            • Go to
            • Click "Get Started"
            •  Sign in with your Google account that you want to use for the organisation's account (if not already signed in to Google)
            • Follow the steps to register your organisation
            • Enter the token that you received from your TechSoup application completed above
            • Complete the application
            • Click on “Activate products” and select Google Ad Grants
            • Fill in the Ad Grants Eligibility Form
            • Submit your activation request

            Once registered with Google For Nonprofits, you’ll now be able to access a variety of free services they provide to organisations, which you’ll see in your dashboard.

            Once your application for Google Ad Grants is approved in Google for Nonprofits, you will get an email to accept a payment profile and to accept a Google Ads account setup.

            After you accept, your Ad Grants account will be ready and you can start creating the campaigns.

            2.3. Setting up your Google Ads account

            Google Ads is a software Google provides to advertisers who want to advertise on its search engine. You’ll need an account for your organisation.

            You can either set up a Smart Campaign or a Google Ads account (on expert mode). We recommend the latter, but both instructions from Google can be found below:

            Smart Campaigns: This is the simpler version of Google Ads. The set up is faster and easier, and most of the management is automated but you lose the control and personalisation you’d have with an expert Google Ads account.

            Google Ads (expert mode): We recommend creating an expert account, it will give you more control over your keywords, targeting and budget.

            Using the “proper” Google Ads setup, what we call “Google Ads Expert Mode”, gives you maximum control over your account. Within a Google Ads account, you can create Campaigns which in turn contain Ad Groups and Keywords.

            If you choose to create an Expert Mode account, you’ll need to follow Google’s policies. Which means your account needs to have:

            • At least one active campaign
            • Each campaign must have at least 2 ad groups
            • Each ad group must have at least 2 ads
            • Ad groups need at least 1 keyword
            • Single-word or overly generic keywords are not allowed
            • Campaigns must have at least 2 sitelinks ad extensions
            • Set up an active and accurate conversion tracking
            • Track at least 1 conversion per month

            There are other policies that your account must follow, but these are the ones to keep in mind when setting up your account. Learn more about Google’s rules here

            Phew! Well done – once you’ve got your Ads account set up and approved, you can now start driving visitors to your website!

            Go to the Guide's third part

            Or if you prefer, contact us for more information about the Grant and how we can help create or optimise your Google Ad Grants account

            Contact us

            The Definitive Google Ad Grants Guide

            How To Master Google Ad Grants (The Definitive Guide)

            Welcome to one of the most comprehensive guides to Google Ad Grants online. Here you’ll find everything you need to know about how your nonprofit can benefit from up to $120,000 per year in free Google advertising via the Google for Nonprofits program.

            Whether you’re just learning about Google Ad Grants, or looking to get better results from your nonprofit’s existing account, our expert guide can help you.

            Read on for guidance on setting up your Google Ad Grants account, understanding Google Ads, how to optimise your ads and ultimately, maximise the benefit from this free advertising grant.

            You’ll love this guide if you’re looking for a step-by-step guide to Google Ad Grants.

            Let’s start!

            Don’t have time to read the whole guide right now?

            Managing a nonprofit it’s not easy, if you’re too busy to read the guide now, just add your email and we’ll send it to you right away.

              1. What exactly is Google Ad Grants?

              Google offers eligible not-for-profit organisations in the UK and multiple other countries $10,000 in free search advertising on the Google search engine every month to support their activities. They do this via their Google for Nonprofits programme.

              As a quick side note, the Google for Nonprofits programme offers a range of other services to nonprofits that are worth checking out.

              The Google Ad Grants allows eligible nonprofits to show ads for relevant searches on Google. Google picks up the tab for this, to the tune of a maximum of $10,000 per month. This is in-kind advertising from Google.

              As a simple example, here you can see the UK homeless charity Shelter displaying an ad when I search for “support homeless charity”:

              Google search results for

              If I click on this ad from Shelter, Shelter’s Ad Grants account is “charged” the cost of the click. Their account will show that their keyword received 1 click “costing” $1.14 (for example). This $1.14 isn’t charged to Shelter, it’s accrued against Shelter’s $10,000 allocation for the month.

              Now that we’re clear on how the Ad Grants works at a basic level, let’s move on to the benefits.

              2. How can the Google Ad Grants help my organisation?

              Fundamentally, the Google Ad Grants provides your nonprofit with the ability to connect with the right people. This might be those looking for your support, people who want to donate to your cause or individuals looking for information about a particular topic.

              If we stick with the homeless charity example, some of the things a charity or other nonprofits in this sector might look to use the Ad Grants are listed below:


              Showing ads to users looking for statistics, information and policy around homelessness. The ad might take the user to pages on the website, showcasing the work the organisation has done in this area.


              Connecting with users actively looking to support nonprofits working in this area. The ad might send them to a landing page with information on the organisation’s work and how their donation can help.


              Ads might be used to help connect people looking for homeless shelters to the right information. For example, a landing page with a list of local shelters in the user’s area.


              The Ad Grants can be used to encourage engagement, such as registering to receive the nonprofit’s newsletter, calling for more information or booking tickets to attend events the organisation is hosting.

              The Google Ad Grants is one of the most highly leveraged marketing opportunities available to nonprofits and should be looked at as a fantastic opportunity.

              3. Is the Google Ad Grants an effective marketing channel for my nonprofit?

              Google has a 90% share of the search engine market worldwide, and there are 5.6 billion searches per day.

              The opportunity to connect with people searching for things relevant to your organisation is huge. The Ad Grants is a highly leveraged marketing channel with a large potential impact for a relatively small investment.

              Few nonprofits use this fantastic opportunity, and we want to help more organisations create a positive impact by supporting them in amplifying their message. This guide should help you do that.

              We’ve seen nonprofits use the free monthly advertising to do things like:

              • Attract more donations online
              • Fundraise for specific campaigns or initiatives
              • Find new patrons
              • Find volunteers
              • Promote events and festivals
              • Raise awareness of their work
              • Provide free resources

              Now that we’ve explained why you should take Google Ad Grants seriously, let’s continue by looking at the setup process.

              For readers who are already using Google Ad Grants, feel free to skip to the bottom of this guide and use the “Contents” section to jump to another part of the guide.

              We’ll take you through the application process step by step. You can then choose to either manage your Ads account internally or speak to our PPC specialists about how we can help you achieve your marketing objectives with the Ad Grants.

              Learn More About The Ad Grant

              1.1. How does advertising on Google work?

              Learn about the different types of Google results and how they all work

              Learn more

              1.4. Are you eligible?

              These are the eligibility requirements for nonprofits in the UK

              Learn more

              1.2. How will my Google Ad Grants work?

              Your Ad Grants account’s performance depends on multiple factors

              Learn more

              1.5. Is your website ready to use Google Ad Grants?

              Your organisation needs a website that complies with these requirements

              Learn more

              1.3. How can Google Ad Grants help my organisation?

              Read our case studies to learn about real charities and how the Ad Grants has helped them

              Learn more

              1. How does advertising on Google work?

              Most of Google’s revenue comes from selling advertising space on its search engine. When you search for something on Google, the word or phrase you enter is called a “search query”.

              With 3.8 million Google searches every minute, there are countless variations of different search queries that users type every day.

              Let’s take a basic example. Imagine you’re looking to hire a car. You might search for something like “car hire”.
              When you search this, you’ll see a results page on Google that looks something like this:

              Google Ads Displayed for search

              There are two different types of results on this page, organic and paid.

              The organic results in the green box (which continue further down on the page), are links to websites that Google thinks are most relevant for your search. Whoever owns this website doesn’t pay anything when a user clicks on their link.
              The paid results are highlighted in the red box and are noted with a small “Ad” box beside them. These links are adverts which organisations pay for when you click on them. These websites are bidding in an auction using Google’s advertising software called Google Ads.

              Within their advertising account, they have an advert set up to show when someone in a targeted location types “car hire”. If you click on their link, the advertiser will pay Google a fee (e.g. £1.45). Advertisers have almost complete control over which search queries they want their ads to appear for.

              Whatever business, industry or sector they are in, the advertiser can choose which searches they want their ad to display for.

              Google’s Ad Grants works in the exact same way as the paid results we’ve just described, except you don’t pay anything when someone clicks, Google does. (Also the Ad Grant programme is all in dollars, regardless of the country you’re based in).

              You can spend up to $10,000 every month on clicks on your adverts for search queries that are relevant to your organisation, which Google provides as an in-kind benefit.

              2. How will my Google Ad Grants work?

              To advertise on Google, you need a Google Ads account. This is essentially a dashboard where you can manage your advertising. Normally, you just need to create a Google Ads account, enter your billing information and start advertising. However, the Ad Grants works in a different way.

              In a nutshell, you first set up a Google Nonprofits account, then set up a Google Ads account and link the two together so that you can run adverts without having to enter billing information since this is not needed to use the free $10,000 per month.

              Once this is complete, you can manage your advertising campaigns within your Google Ads account to achieve your nonprofit’s objectives.

              A common question for nonprofits is: “will we use the full $10,000 per month in advertising?”. The answer is that it depends on three main factors.

              The first factor will likely be how many people are searching for things you want ads to appear for in your target location. A nonprofit working in a very localised geographic area or focusing on a specialist field (for example, a rare form of cancer) is less likely to use the full Ad Grants monthly allocation simply because there are fewer searches on Google that are relevant to the organisation than a national nonprofit or one working in a broader field.

              The second factor is how much content you have on your website. A nonprofit or charity website with dozens of in-depth articles about relevant topics can target a broader range of relevant keywords and get more clicks on their ads than a nonprofit with a website containing only a few pages.

              The third factor is how well managed the nonprofit Ad Grants account is. Proper Ad Grants account management can lead to big increases in clicks and conversions if it is managed effectively.

              As a final note, the Ad Grants programme limits your account spend to $329 per day, so the allocation is spread over a month too.

              3. How can Google Ad Grants help my organisation?

              Let’s take a look at a couple of examples to see how nonprofits have used the Ad Grants to help them achieve their objectives.

              You can read about The Place, a theatre and dance school in London. Thanks to the Google Ad Grants, The Place increased ticket sale revenue from pay-per-click by 149%
              Using better keyword targeting and a clever account structure boosted traffic on the website, which improved the conversion rate.

              Into Film is an education charity that gives every child and young person aged 5 to 19 in the UK the chance to experience film. Using the Google Ad Grants helped them increase their conversion rate and get teachers to sign up for their free film clubs.

              Google has a number of its own case studies on their Google for Nonprofits website too, which you can read here.

              4. Are you eligible?

              Your nonprofit’s eligibility for the Ad Grants depends on which country it is based.

              Google has a list of eligibility requirements for nonprofits in each of the 50 countries where the Google for Nonprofits programme operates.

              Let’s take a look at the eligibility requirements in the UK:

              • The Google Ad Grants is only available for organisations with valid charity status (i.e. they have a charity number) or tax-exempt organisations with HMRC
              • You must be based in the UK
              • Have a compliant website with plenty of content
              • You’ll need to have your charity number clearly visible on your website

              If your nonprofit is a registered charity and has a charity number, you’re eligible to apply.

              If your nonprofit is not a charity but is one of a variety of types of not-for-profit organisations which has tax-exempt status with HMRC, the UK government’s tax body, then you are also eligible.

              5. Is your website ready to use Google Ad Grants?

              Your organisation needs a website that complies with these requirements:

              • Owned website: your organisation must own the website that’s going to be advertised
              • Mission-based: the website must clearly describe the organisation, mission, objectives and activities.
              • User-experience: it must be practical, with clear navigation and calls to action. Drive users to perform an action on your website (donate, subscribe to the newsletter, contact you to volunteer…)
              • The content should be unique and kept updated with new events and information.
              • User-safety: avoid broken links and secure your website with HTTPS.
              • Commercial activity: sales of products and services are allowed, but they can’t be the sole purpose of your website. Describe on your website how your organisation uses funds.
              • Advertising on the site: the ads on your website must be relevant to your mission and unobtrusive.
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