Our recent ICDA webinar, brought together a wide spectrum of community organisations and charities across Australia to explore how to maximise the value of the Google Ad Grant. From eligibility to technical hurdles, it was clear that many of you share similar questions – and concerns.
Here’s a quick rundown of the most common themes that were discussed during the session:
Eligibility: Who Can Apply?
Q: Is the grant only for charities? What about social enterprises and not-for-profits (NFPs)?
The grant is specifically for registered charities and eligible not-for-profit organisations. Social enterprises and groups that are not formally registered as charities often fall outside Google’s eligibility criteria. Still the best thing to do, if you’re unsure, is to apply for a new Ad Grant – see question below for details on where to start…
Account Setup: Where to Start?
Q: How do we apply, and is there an Australian-specific portal?
To start, head to google.com/nonprofits. There’s no separate Australian application pathway, but local eligibility rules apply. Some attendees mentioned needing to restart applications after initial errors – so it’s worth reviewing all requirements carefully before submission. The key one being to make sure you WAIT for Google to supply you with the Ad Grant account and access credentials – don’t create one from scratch as this will likely be a billed account and you won’t be able to get a refund on any spend incurred.
Managing Multiple Websites
Q: Can you split the grant across more than one website?
The Google Ad Grant is tied to one approved domain. If your organisation has multiple websites (for example, one per project), you’ll need to choose one primary site for the grant when you apply, you can then apply for additional domains to be approved for use in the account via Google Ads support team – in order to be elgibile the additional domains usually need to be 100% owned and operated by the umbrealla organisation and still be 100% nonprofit focused.
Google Ads or Paid Campaigns?
Q: Can we run paid ads alongside the grant? Can we switch to paid only if we exhaust the grant?
Yes, you can run paid Google Ads campaigns in parallel to your grant-funded campaigns. However, the two budgets are managed independently. You can’t automatically switch to paid ads if your daily grant cap is reached – you’d need to set that up manually or using advanced campaign settings.
Time and Resourcing: Is It Worth It?
Q: How much time does it take? Is it suitable for small organisations with limited capacity?
This was one of the most frequently asked questions. The consensus? While highly valuable, the Google Ad Grant does require regular effort – especially in the early stages. Small organisations with limited marketing staff may benefit from external support (e.g. grant-funded consultants or agencies), and should budget for setup and monthly maintenance if they want to see real results.
Website Readiness: Are You Eligible?
Q: What if our website isn’t “good enough”? Can we still apply?
Google requires your website to meet specific quality and content guidelines, including clear navigation, valuable content, and appropriate policies. If your site isn’t yet up to scratch, it’s worth investing in those improvements before applying, or getting support from someone familiar with the eligibility checklist. One that people often miss is making the name, address and ABN of your charitable entity easy to find – the best way to do this is usually by adding these details to the footer of your website.
Troubleshooting Access Issues
Q: What if our Google account or listing was set up by someone who’s left?
Several organisations mentioned issues regaining access to their Google accounts or Google Business listings. These issues can be tricky to resolve, especially if recovery methods don’t work. It’s recommended to start with Google’s account recovery tools, i.e. by trying to reset the password for the Google account associated with your Ad Grant. A good starting point is usually to find out who “owns” access to your Non Profit console over at google.com/nonprofit – this person will usually (but not always) have access to your Ad Grant account. The good news is that once you’ve got access to the Non Profit console you can escalate via the Google supprot team to restore access to your Ad Grant account.
Technical Restrictions: Branding, Search Terms, and Content
Q: We tried using our brand name but it was rejected. Why?
Some keywords get rejected due to low search volume or Google policy violations (such as vague or “clickbait” language). If your content relates to sensitive topics – like personal health related matters, substance abuse etc. – be aware that these may face stricter ad policies. In such cases, you’ll need to work carefully within Google’s content guidelines, and potentially appeal rejected ads with added context.
Support and Maintenance: DIY or Agency?
Q: Do most charities do this in-house or with help?
Many attendees shared that they’ve tried setting up the grant themselves but found it overwhelming. While some larger organisations manage it internally, a significant number engage agencies like Digital Ninjas or seek grant funding to outsource this work. If you’re struggling, it’s OK to ask for help—just be sure to work with someone experienced in nonprofit digital advertising.
Need an emergency hotline for Ad Grants?
The Ninjas are ready and waiting to help you with your Ad Grants questions and challenges – just hit the button to send out a distress flare.
Measuring Impact: Analytics and Strategy
Q: Are Google Analytics and data on search trends free?
Yes – Google Analytics is free, and it’s vital for tracking ad performance. While Google doesn’t always share granular data on trending search terms for grant users, you can use free tools like Google Trends or Keyword Planner to get valuable insights and shape your strategy accordingly.
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Useful Links
- Apply here: google.com/nonprofits
- More on eligibility: Google for Nonprofits Help
- Digital Ninjas: digitalninjas.com (you’re here already but we thought we’d share anyway)
