A Simple Guide to Getting and Using Google Ad Grants for Charities


Charities play a vital role in making the world a better place, and in today’s digital age, Google Ad Grants can be a game-changer for them. This program offers free advertising on Google, helping charities reach more people and support their causes. In this easy-to-follow guide, we’ll explain how to get a Google Ad Grant and use it effectively, even if you’re not a marketing expert.

What Is a Google Ad Grant?

A Google Ad Grant is like a gift from Google to eligible charities. It provides up to $10,000 per month in free advertising credit on Google Ads. This means you can create ads that show up on Google when people search for things related to your charity’s work.

Six Strategic Uses of Google Ad Grants for Charities

Fundraising: Drive donations by creating ads that encourage people to support your charity’s cause financially. Make the donation process easy and highlight the impact of their contributions.

Volunteer Recruitment: Use ads to attract volunteers to your charity. Showcase the benefits of volunteering and provide a clear call-to-action for individuals to sign up and get involved.

Awareness Building: Raise awareness about your charity’s mission and the issues you address. Craft informative ads that educate the public about the challenges you’re addressing and why your cause matters.

Event Promotion: Promote your charity’s events, fundraisers, or campaigns using Google Ads. Attract attendees, increase ticket sales, or encourage participation in your initiatives by showcasing their positive impact.

Newsletter Sign-ups: Grow your supporter base by using ads to encourage people to subscribe to your newsletter. Share the latest updates, success stories, and opportunities for engagement.

Educational Content: Share valuable educational content related to your cause. Create ads that direct users to informative blog posts, videos, or resources on your website, establishing your charity as a trusted source of information.

Getting Started

Now that we know some ways charities can use Google Ad Grants, let’s talk about how to get one.

Step 1: Check Eligibility

Make sure your charity meets these basic requirements:

  • You must have a registered nonprofit status.
  • You need a website with essential information about your charity.

Step 2: Sign Up

  • Visit the Google for Nonprofits website (https://www.google.com/nonprofits/).
  • Create an account and verify your nonprofit status.
  • Apply for Google Ad Grants by providing information about your charity and its goals.

Using Google Ad Grants

Now, let’s explore some simple strategies for using your Google Ad Grant effectively

1. Keywords:

Keywords are the words or phrases people use when they search on Google. Think about what people might type in when looking for charities like yours. Use Google’s Keyword Planner to find relevant keywords.

2. Ad Copy:

Create ads that tell people what your charity does and how they can help. Keep it simple and clear. Include a strong call-to-action, like “Donate Now” or “Get Involved.”

3. Landing Page:

When someone clicks your ad, they should land on a page that gives them more information about your charity and what they can do to support your cause. Make sure your landing page is easy to navigate.

4. Tracking Conversions:

You want to know if your ads are working, right? Set up conversion tracking to see what people do after clicking your ads. Are they donating or signing up as volunteers? This helps you understand what’s working and what needs improvement.

5. Ad Schedule and Location:

Choose when and where your ads should show up. If your charity mainly operates in certain areas or at specific times, target those locations and times.

6. A/B Testing:

Don’t worry if you’re not sure what works best at first. Try different ad versions (A/B testing) to see what gets better results. Test different headlines, ad text, and images.

7. Quality Matters:

Google likes ads that are relevant and helpful to users. So, make sure your ads and website content are high-quality and relevant to your keywords.

8. Active Management:

Keep an eye on your ads. Regularly review and adjust your campaigns based on what’s working and what’s not.

Measuring Success

It’s essential to know if your efforts are making a difference. Here are some easy ways to measure success:

  • Look at the number of clicks (people who visit your website).
  • Check if people are taking action, like donating or signing up.
  • See if more people are visiting your website and staying longer.


Getting and using a Google Ad Grant can be a simple and effective way for charities to reach more people, get support, and make a bigger impact. You don’t need to be a marketing expert. Just follow these basic steps, keep things clear and straightforward, and track your progress. With a Google Ad Grant, your charity can do even more good in the world.

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