What is Google Ad Grants?


Google Ad Grants (or Google Grants for short) is a Google programme offering eligible UK charities and non-profits £7,600 per month of in-kind Ads advertising to spend on helping the charity do more. That's nearly £90,000 per year! It can be used for attracting volunteers, driving event attendance, finding fundraising and more.

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How does Google Ads work?


Most of Google's revenue comes from selling advertising space on its search engine. When you search something on Google, the word or phrase you enter is called a "search query". With 2.4 million Google searches every minute, there are countless variations of different search queries that users type every day.

When you search on Google for particular terms, you’ll see advertisements appearing at the top and bottom of the results pages. Google ads appear at the top of the pages and are triggered by searches that match an advertiser's keywords. In this case, when we look up "donate children's charity", with a browser located in London, our ad for the charity Institute of Imagination, shows up.

With Google Ads, your website appears when users look up a term related to your charity. You can choose the language and location you want to trigger your ads. We recommend targeting locations relevant to your organisation.

ppc charity

Why Google Ads?


In 2019, Google has replaced word-of-mouth as people’s go-to method of finding goods and services, it has become the world’s biggest search engine.

According to Statista, Google has an 89% market share in the UK. That means if your website is not appearing for relevant searches to your organisation, you are leaving a huge amount of value on the table.

With Google Ads, advertisers select keywords, write ads, set targeting (location, demographics, bidding...) and pay every time their ads are clicked. An online auction is used to determine the price per click and depends on keyword competition, ad quality and landing page relevancy.

What can you do with an Ad Grants account?


  • Create a brand campaign, so your website shows up every time someone types your organisation's name
  • Create keywords that trigger your ads when someone looks for charities to donate to or for volunteer experiences
  • Create seasonal ads to promote events like fundraisers, shows, sales and more
  • Drive more traffic to your website
  • Target your ads to users in certain countries or areas, specific ages or interests

Am I eligible for Google Ad Grants?

To be eligible, you'll need to be:

  • Either a UK registered charity or tax-exempt organisation with HMRC
  • Based in the UK (or one of the 50 eligible countries)
  • Have a website with plenty of content
  • For the full details on eligibility, take a look at the Ad Grants website here.

I am eligible, what's next?

This is what you should do:

  1. We'll help you get your Ad Grants account for free. Simply request the guide below, give it a read and then we'll guide you through the steps to get it all set up
  2. Once registered you'll be able to utilise the free ad spend to raise awareness, drive sign-ups and enquiries and raise crucial funds to help your organisation do more good.

Free walk-through setup guide

Check out the comprehensive guide we wrote were we explain what the Grant is and how to apply for it.

Simply leave your email below, and one member of our team will send it over to you.

We take privacy very seriously and only use your email address to send you our guide and communicate with you directly.

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