As a non-profit organisation you may not have a huge budget to spend on marketing but fear not as Google may be able to help you through Google Ads Grants! Did you know that you may be able to receive funding from Google Ad Grants? This could show your message to people searching for non-profits and you may be able to have access to up to $10,000 per month in search ads that are displayed on Google. This grant will allow you to create text-based ads and get access to tools that will help you to build an effective marketing campaign.
For some non-profit organisations the goal of advertisements can often be overlooked as a marketing tool to encourage customers to purchase goods and services. However, advertising is a powerful way to spread your message, gather support and raise awareness. So why apply?
Registered charities with a working website can apply, and you will need to join Google for Nonprofits first. Some organisations are excluded regardless of charitable status: governmental entities, hospitals and medical groups, and schools or universities are not eligible.
If your charity qualifies, the grant gives you $10,000 USD of search advertising per month, which is roughly £7,500. That is real budget, and most charities never claim it.
The grant comes with conditions. Your account needs active management: log in regularly, keep your ads tightly matched to your mission, and maintain the minimum click-through rate Google sets for the programme. Overly generic single-word keywords are not allowed.
The practical answer is to build campaigns around specific services and questions, which starts with proper keyword research. Check the current programme rules on the official Google Ad Grants site before you apply, as they do change.
$10,000 USD per month of Google search advertising, capped at a daily limit. It does not roll over, so unspent budget is simply lost each month.
Yes. There is no billing and no catch, but it does cost time. Plenty of charities get the grant and then let it sit unused because nobody owns the account. Budget a few hours a month to manage it, or get help.
No. The grant covers text ads on Google search results only. If you want to understand how paid search compares with other models, my guide to PPC vs PPL covers the trade-offs.
It’s really that simple! You have nothing to lose, so why not get started today! Click the links below to find out more information and read about some of the success stories.
