Google Ad Grants management for nonprofits

Working with charities and managing their Google Ad Grants is our speciality

2017

Established in Leicester, UK

40+

Google Ad Grants managed

3+ Years

Average length of client relationship

100 %

Account compliance

Our Google Ad Grants management includes:

Help with Ad Grants application

We’ll help you check your eligibility, and you’ll have our whole support during the application process.

Google Ad Grants Strategy

We’ll work closely with your team to develop a Google Ads strategy that aligns with your overall marketing goals and KPIs.

Campaign set up and management

We’ll build (or rebuild) your account to ensure it’s compliant with Google’s policies. Our account structure will be focused on maximising spend and reach, while meeting all your primary KPIs.

Conversion tracking set up

Accurate conversion tracking will help you understand how well your ads perform and ensure we run effective ads. Our team can set up or improve your tracking using Google Tag Manager and GA4.

Monthly reports

Stay in the loop of what’s going on with your account. We’ll simplify your reporting so you can see the stats that matter and know what we’ve been working on.

Strategy calls

Our team is always on hand for a call and to offer support on your charity’s ongoing marketing strategy.

Conversion rate optimisation

After years in this sector, we know what works and what doesn’t. Get actionable tips to improve your landing pages, learn how to create forms that convert and how to make your CTA stand out.

Google Ads and GA4 training

We help our clients better understand the metrics and stats on GA4 and Google Ads. We also offer specific training as an add-on when requested.

Contact us to discuss your Google Ad Grants Strategy

Let's talk

What you can expect working with us

$9,500

Monthly Ad Grants leveraged

12%

Average CTR

7,500+

Monthly clicks to your website

8%

Average conversion rate

Take your PPC to the next level with paid Google Ads

While Google Ad Grants provides free advertising budget for nonprofits, it limits the ads to Google Search campaigns. With a Paid Google Ads account, you can run ads on Youtube, display and shopping.

If you’d like to expand your PPC strategy, you might consider these options:

Youtube Ads

Grow your charity’s awareness and reach users where they’re watching. Video ads are becoming more popular among nonprofits. Do you want to try them out?

Display Ads

Follow your previous website visitors as they browse other sites and reach new users with eye-catching display ads.

Shopping Ads And PMAX

Showcase your charity’s products right where your customers are. We’ll help you connect your website to Google Ads and Merchant Center.

microsoft ads
Microsoft Advertising (Bing Ads)

Bing is the leading search alternative to Google. Reach more users by showing ads with Microsoft Advertising, which includes ecosia.org, bing.com, yahoo.com and aol.com.

Headshot of Oscar at Anuncia

Already using Google Ad Grants? Contact us for a free audit.

Two young men smiling in sports wear next to a Prostate Cancer Research Sign

Maximising Google Ad Grants to drive thousands in donations per month

pcr logo

SERVICES

Google Ad Grants, Display

Read full case study
A parachuter with the Royal Air Forces Branding

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

Royal Air Forces Association Charity Logo

SERVICES

Google Ad Grants

Read full case study
A Pink backdrop with a ribbon

Hitting their 2 year engagement target in 6 months

Breast Cancer UK Charity Logo

SERVICES

Google Ad Grants

Read full case study

Marketing Plan

Tailored, expert advice to improve your marketing
FREELimited time offer
  • Google Ads and Analytics audit
  • Google Ad Grants Compliance audit
  • 15 minute video walkthrough

Additional Charity Services

Anything not covered by the Ad Grants
Custom PricingEnquire for a quote
  • Youtube Advertising
  • Google Ads and Analytics Training
  • Google Shopping, Display ads + more
  • Additional Google Search campaigns

Want to work with us?

Let's talk

Our Blog

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Follow our checklist to review your GA4 set-up before July 1st, when standard Universal Analytics properties will stop processing data.

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Top 5 Scripts to optimise your Google Ad Grants

Managing a Google Ad Grants account can be very time-consuming, especially for charities running multiple campaigns and projects. We use Google Ads scripts to make automated changes in our Ads…

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Getting Started With GA4

You might've heard that the Google Analytics (GA) we know and have been using for years will stop tracking in the summer of 2023 and will be replaced by Google Analytics 4 (GA4). This new version is…


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    About us

    About Anuncia

    PPC specialist agency in Leicester

    We’re a boutique pay-per-click (PPC) agency. That’s what we do.

    Digital marketing is a complex and fast-paced industry inundated by data.

    So we chose to specialise and become one of the best agencies in the world at PPC.

    The Anuncia Team in the office watching a presentation
    Headshot of Oscar at Anuncia

    "We give businesses and charities an unfair advantage by consistently delivering outstanding results from their PPC marketing. Simple."

    Relentlessly ambitious

    We’re adventurous and inventive. We never stop questioning. “What if?”, “Why not?” so we never miss a trick.

    Impact obsessed

    The opening page of our monthly report is always about your KPIs. We keep things simple and focus on the metrics that matter to you.

    Always evolving

    We embrace and quickly adapt to change by doing the heavy lifting for our clients. By keeping up to date with the happenings in the digital world, we’re always ahead of the competition

    Made of more

    We’re not in business purely to make a profit.  We work with clients who want to change the world. We share their vision and provide the digital know-how to make it happen.

    What makes us unique

    We help organisations maximise their paid search with a laser focus on delivering outstanding results. This is evidenced through:

    • Zealous commitment to quality - we aim to be in the top percentile of PPC agencies in the world.
    • The efficacy of our people - deep digital domain expertise honed over 10 years.
    • Our methodology is underpinned by automation, designed to speed up and streamline campaigns - delivering greater efficiency, precision and impact.
    • Our laser-focused commitment to results - starts with investing heavily upfront to ensure we’re 100% aligned with our client's goals. We know your goals intimately before any campaign goes live.
    • Our passion for learning - we keep up to date with the happenings in the digital world, so we’re always ahead of the competition
    • Clear and useful reports - we don’t bamboozle our clients with acronyms or obscure data points, we provide useful, actionable advice

    What do we do?

    We work closely with our clients to ensure that PPC delivers a positive return on investment.

    Interested in joining Anuncia?

    We’re proud to be a team of diverse backgrounds, skills and interests. We are always looking for talented people to join our team.

    Why Anuncia?

    Development

    We are constantly progressing, learning and investing in staff training to keep us at the forefront of digital trends. Every team member devotes 10-20% of their time to training and development.

    Deep domain expertise

    It’s not often you get to work with a team with decades of deep knowledge about digital marketing. Trust us, you’ll supercharge your development.

    Variety

    It’s the spice of life. No day is the same in PPC. Every week creates new, interesting challenges and problems across industries, countries and more.

    Flexible working

    We believe humans work better together, in person. But that doesn’t have to be all the time. Our team work flexibly, blending the best of deep work and collaboration.

    If there are no open vacancies on this page, but you’d still like to work with us please contact us at [email protected]

    We’d love to chat.

    Corporate Social Responsibility (CSR)

    The actions of companies have a significant impact on their employees, customers, community and planet. Every company, big and small, should understand their impact and strive to have a positive impact.

    Community

    For years we have been working with charities to help them raise more donations, recruit volunteers, campaign more effectively and make a bigger impact. We care about good causes, which is why each year as a team, we choose causes we want to support and make them happen. Whether it’s litter picking, volunteering locally, or fundraising for charities that are important to our team, we want to positively impact our community.

    Environment

    Digital marketing has a carbon footprint like any other industry. In 2021, we embarked on a pilot scheme in Leicester with Zellar to understand Anuncia’s carbon footprint, benchmark against our industry and make changes to reduce it. This is part of our ambitious plans to become a carbon-neutral business and minimise our environmental impact as much as we can.

    Want to work with us?


    Google Ad Grants Management for Charities - Anuncia

    We help charities leverage up to $10,000 a month in FREE ad spend

    Our agency helps charities and nonprofits in the UK and beyond to maximise their Google Ad Grants performance.

    Let’s talk!

    $9,100

    Average monthly Ad Grants used by our clients

    3+ Years

    Average length of client relationship

    7600

    Average monthly clicks per client

    Wish your agency could deliver this?

    Our expert team put years of digital experience to work for our clients to bring them results like they've never seen before.

    Free Consultation

    What we do

    Good PPC and Ad Grants performance rely on lots of different skills. We bring them together to maximise impact.

    We’re one of the only PPC agencies in the UK to specialise in working with charities and nonprofits. We’ll get your Ad Grants account to spend more, avoid deactivations and drive the metrics that matter.

    Analytics & Measurement

    It’s critical your success metrics are being measured accurately. We do advanced Google Analytics and Google Tag Manager implementations so we can track your KPIs, not just impressions and clicks.

    Monthly Reporting & Strategy

    You’ll get a report every month with performance insights. It’s easy to understand and is written in plain English. We won’t bamboozle you. You’ll get a monthly call full of strategy, advice, guidance & more too.

    Conversion Rate Optimisation

    Many charities struggle to get people to take action on their website. We’ll help identify, measure and fix barriers to conversion so that you can get more from your marketing spend.

    Unlimited Campaigns & Changes

    Our competitors give you a limit on campaigns, ad groups or changes they’ll make. We don’t. We focus on outcomes, not inputs so that we can deliver the performance you deserve.

    New to Google Ad Grants?

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

    Read our free Google Ad Grants guide to learn more.

    Google Ad Grants specialists

    Trusted by ambitious charities

    Case studies

    Two young men smiling in sports wear next to a Prostate Cancer Research Sign

    Maximising Google Ad Grants to drive thousands in donations per month

    pcr logo

    SERVICES

    Google Ad Grants, Display

    Read full case study
    A parachuter with the Royal Air Forces Branding

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

    Royal Air Forces Association Charity Logo

    SERVICES

    Google Ad Grants

    Read full case study
    A Pink backdrop with a ribbon

    Hitting their 2 year engagement target in 6 months

    Breast Cancer UK Charity Logo

    SERVICES

    Google Ad Grants

    Read full case study

    Marketing Plan

    Tailored, expert advice to improve your marketing
    FREELimited time offer
    • Google Ads and Analytics audit
    • Google Ad Grants Compliance audit
    • 15 minute video walkthrough

    Additional Charity Services

    Anything not covered by the Ad Grants
    Custom PricingEnquire for a quote
    • Youtube Advertising
    • Google Ads and Analytics Training
    • Google Shopping, Display ads + more
    • Additional Google Search campaigns

    Want to work with us?


    For business

    We will rocket your PPC performance

    In the past year, we’ve driven £2,575,000 in revenue at a 5.6x average return on ad spend

    Let’s talk!

    We Deliver The Metrics That Matter

    Outcomes, not deliverables - revenue, profit and ROI.

    5.6x

    Average ROAS

    £2,575,760

    Client revenue last year

    50.7%

    Average annual PPC revenue growth

    What we do

    Good PPC relies on lots of different skills. We bring them together to maximise impact.

    Google & Bing Ads

    It’s not just “paid search” anymore. We’ll grow your revenue through search, shopping, display, video and more.

    Analytics & Measurement

    It’s critical your success metrics are being measured accurately. We do advanced Google Analytics and Google Tag Manager implementations that stand the test of time.

    Stellar Copywriting

    Don’t let poor ad copy let down a great product. We help tailor punchy messaging that resonates with your ideal customers and cuts through the noise.

    Conversion Rate Optimisation

    There’s no point paying for website visitors if they get put off buying once they arrive. We’ll help identify, measure and fix barriers to conversion.

    Competitor Research & Benchmarking

    We use a range of tools to monitor your market and competitors. We’ll provide you with reports and insights as we scale your ads.

    The freebie content

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    Take free content

    Performance Delivered

    We're a boutique Pay-Per-Click (PPC) agency. We deliver outstanding results for clients. Simple.

    “Great team and value. Not only did we get the results we were hoping for but we also got an education into the why, how and what of running Google Ads”

     Rebel Book Club

    Case studies

    A bed with a night stand and lamp

    Increasing PPC revenue 357% over 3 years at a UK-based online furniture retailer

    CLIENT

    An icon of a bed

    SERVICES

    Google search, Shopping, Display, Bing

    INDUSTRIES

    Home & Garden, Ecommerce

    Read full case study
    A pair of smart shoes and a shirt

    Aggressively growing PPC to hit £1.1m revenue in 2021 for a luxury menswear brand

    CLIENT

    An icon of a shirt

    SERVICES

    Google search, Shopping, Display, Video

    INDUSTRIES

    Fashion, Ecommerce

    Case Studies
    2 Giraffes and 4 Zebras by a river

    Navigating a pandemic to drive a ROAS of 10.91x at a boutique safari specialist

    CLIENT

    An icon of a Lion

    SERVICES

    Google search, Display, Video, Bing

    INDUSTRIES

    Travel

    Case Studies

    Trusted by ambitious businesses

    Marketing Plan

    Tailored, expert advice to improve your marketing
    FREELimited time offer
    • Google Ads and Analytics audit
    • 15 minute video walkthrough
    • Website optimisation tips

    Performance Pricing

    When you make more, we earn more
    5% ROASper month + VAT
    • Full conversion tracking setup
    • Google Search, Shopping, Display
    • Custom reporting dashboard
    • Monthly strategic consulting call

    Want to work with us?


    Home

    Trusted by ambitious charities and businesses

    Performance Delivered

    We're a boutique Pay-Per-Click (PPC) agency. We deliver outstanding results for clients. Simple.

    Charities

    Since 2020, improving digital channels has been the top priority for charities.

    Our expert team help charities to improve their online presence, drive online donations and use their data more effectively. With the Ad Grants charities can reach volunteers, and donors and raise awareness of their work.

    How we do it

    • Google Ad Grants management - Stay compliant and drive relevant, interested users to your website. Make the most of approx £90,000 per year in free search advertising.
    • Monthly useful reporting - Every month our specialists analyse, report and discuss your digital data with your marketing team. We give your team simple and actionable advice.
    • Digital strategy - Our team has over 20 years of experience in digital marketing. We'll help you improve your entire marketing funnel.

    Last year, our charities achieved:

    +£1,307,276

    Google Ad Grants usage

    +17,559

    Key website conversions

    Learn more

    Businesses

    Many businesses, especially eCommerce, rely on Google Ads to get in front of the right customers and grow.

    We run our clients’ PPC on Google and Bing to outsmart competitors, increase revenue and reduce cost per sale.

    How we do it

    • Google and Bing PPC management - Search, shopping, display, discovery and video. We look after the lot, and deliver record-breaking performance.
    • Pure ROI - We want long term relationships. We only get those if we drive a positive return on our work. For select eCommerce businesses, we'll even only charge you based on performance.
    • Digital strategy - Good PPC goes beyond just ads. Our expert team will advise you on landing pages, copy writing, site speed and more.

    Last year, our businesses achieved:

    +£2,575,760

    Revenue

    5.6x

    Average ROAS

    Work with us

    I wouldn't take my PPC work anywhere else.

     RICHARD LLEWELLYN, LUMONAI

    Case studies

    Two young men smiling in sports wear next to a Prostate Cancer Research Sign

    Maximising the Google Ad Grants to drive thousands in donations per month

    pcr logo

    SERVICES

    Google Ad Grants, Display

    INDUSTRIES

    Not for Profit

    Read full case study
    A bed with a night stand and lamp

    Increasing PPC revenue 357% over 3 years at a UK-based online furniture retailer

    build our bed

    SERVICES

    Google search, Shopping, Display, Bing

    INDUSTRIES

    Home & Garden, Ecommerce

    Read full case study
    Three young adults holding an Into Film sign on a bridge

    Driving a 400% increase in film club account signups for a London based film charity

    Into Film Charity Logo

    SERVICES

    Google Ad Grants, Youtube, Display

    INDUSTRIES

    Not for Profit

    Read full case study

    Our approach

    We’re a boutique pay-per-click agency in Leicester. We deliver the metrics that matter to charities and businesses in the UK.

    Specialists Only

    Pay-per-click advertising is complex and fast-paced. Google Ads launches two new features a week! We only do PPC so that we can drive exceptional results.

    Impact Obsessed

    Our monthly reports open with the stats that matter, as we work to deliver stellar results. We won’t be shy about advising on things that impact our work either, from SEO to conversion rate optimisation.

    Made of More

    We’re not in business purely to make a profit. We work with clients who want to change the world. We share their vision and provide the digital know-how to make it happen.

    Contact us today for a free, no obligation chat


    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:


      Rules

      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

      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:

      https://developers.google.com/google-ads/scripts-legacy/docs/start

      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: https://support.google.com/grants/contact/Request_for_reactivation

      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

      Contact us

      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

        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: https://support.google.com/analytics/answer/1033961?hl=en

        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: https://support.google.com/analytics/answer/6153083?hl=en

        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: https://support.google.com/analytics/answer/1116091?hl=en

        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: https://support.google.com/tagmanager/answer/6103696?hl=en

        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: https://support.google.com/analytics/answer/1034306?hl=en

        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: https://support.google.com/analytics/answer/9304153

        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. https://support.google.com/analytics/answer/9216061

        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: https://support.google.com/analytics/answer/11147304?hl=en&ref_topic=9756175

        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: https://support.google.com/grants/answer/9042207?hl=en

        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: https://support.google.com/grants/contact/Request_for_reactivation_cases_2

        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: https://support.google.com/nonprofits/answer/3215869

          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 techsoup.org
          • 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: https://support.google.com/nonprofits/answer/1722005?hl=en-GB)

          Go to accounts.google.com 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 https://www.google.com/nonprofits/
          • 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.
          https://support.google.com/grants/answer/6077350?hl=en&ref_topic=9842577

          Google Ads (expert mode): We recommend creating an expert account, it will give you more control over your keywords, targeting and budget.
          https://support.google.com/grants/answer/1689506?hl=en&ref_topic=3500132

          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 https://support.google.com/grants/answer/9042207?hl=en-GB

          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