Google Ad Grants Resources
Google Ad Grants shows your message to people searching for nonprofits like yours.
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Overview of the Google Ad Grant Program
Video overview of the Google Ad Grant program. Here we cover some of the basic background on what the Ad Grant is and some of its limitations. For more information on the single-word keyword exemptions mentioned in the video please see this link: https://support.google.com/grants/answer/7587473?hl=enHow Google Ad Grants work
Each qualifying nonprofit has access to up to $10,000 per month in search ads shown on Google.com. Additional Google Ads may be purchased in a separate account.
Get help managing your Google Ad Grant
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How to apply for Google Ad Grants
Applying for the Grant is a piece of cake, here’s what you need to do for organisations registered in Australia:
Register at Google Nonprofits
Make sure you’re eligible – the requirements depend on your country.
Wait for verification – taking up to 2 weeks
Google uses external validation partners (Percent and TechSoup) to verify organisations. They may ask for more information, so keep an eye on your email inbox.
Activate your Ad Grants account
After the verification is complete, you’ll receive a confirmation email from Google with a link to activate your account.
Confirm your Ad Grant account details
Activating your Ad Grant may take a few days. When the process is complete you’ll receive an confirmation email with an activation link. Once you activate it, you’re ready to start advertising!
Learn more about Google Ad Grants
Is the Google Ad Grant worth it?
Ultimately, it’s $10,000 of free ad spend, so if you don’t attempt to use it, you’re missing a potentially huge opportunity to scale your digital reach and results.
Here are some other factors to consider:
- The size of your charity
- Time and resources
- Expertise
10x
website traffic
+100%
donation revenue
“Fiona and the team at Digital Ninjas have listened to our needs and created a bespoke campaign that quickly delivered results. The results speak for themselves and are helping us reach more people with the latest resources, information and peer-support for those who have been impacted by early pregnancy loss”
— Samantha Payne
CEO, Pink Elephants
Maximise your Google Ad Grant
To get the most out of this generous grant, follow these best practices:
Comply with policies
Google has established policies specifically for Ad Grant recipients to ensure the quality and relevance of the ads they serve.
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Research top keywords
Identify the words and phrases that your target audience uses when searching for services or information related to your non-profit.
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Set up your campaign
Choosing the right campaign type and format, and setting up ad groups the right way can greatly improve your results.
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Sharpen your ad copy
Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.
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Set up Ad Extensions
Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.
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Fine–tune your bidding
Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.
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Monitor performance
Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.
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Track your conversions
Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.
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Optimize your campaigns
Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.
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