There are a few Google hoops to jump through to qualify and maintain the charity PPC grant funding. Then explains the important steps required to overcome the problems, before requesting Google reactivate your charity PPC account. The program gives qualified organisations up to $10,000 (around £7400 – Sept 2025) free advertising spend per month.
What is Google Ad Grants?
- UK charities can access up to £7,400 per month in free Google Ads credit through the Google Ad Grants programme.
- After creating your account and optimising your campaign, it’s time to submit your account to Google for review.
- Before choosing professional management, consider the true cost of internal management versus expert support.
- This money went towards providing emergency shelter, food and kits for those in need.
- You get exactly the same size of grant as Cancer Research UK does.
- Once you have decided that a term is irrelevant to your campaign, you can add that term as a negative keyword.
- Tracking the right metrics is essential for understanding whether your Google Ad Grants are actually helping you achieve your charity’s goals.
The Access team are brilliant at structuring campaigns, refreshing ads, and advising on changes in the landscape. Even if you already have an approved grant, effective campaign management requires ongoing specialist attention. Even with comprehensive guides available, the process requires technical knowledge, attention to detail, and understanding of Google's specific requirements that can take months to master.
How to make the most of your Google Ad Grants budget
The application process is notoriously challenging, with many organisations facing rejection or delays. Consider assigning this responsibility to a specific team member or volunteer who can dedicate a few hours monthly to monitoring performance and making necessary adjustments. Set a monthly calendar reminder to avoid this costly oversight. Securing your Google Ad Grants is just the beginning – maintaining compliance is what keeps your £95,000 annual budget flowing. If someone searches for "donate to animal shelter" and clicks your ad, they should land on a donation page – not your general homepage.
About Ad Grants
Your ads should showcase what makes your charity unique and include a strong call-to-action. After receiving pre-qualification approval, it's time to build your account. Once Google approves your Google for Nonprofits account, you'll need to complete a straightforward pre-qualification process. Before you apply, make sure your charity is based in a country where Goole Ad Grants is available, and that you meet all other eligibility requirements. To request a ‘Google for Nonprofits’ account, you must be a charitable organisation in good standing, and meet the full eligibility/pre-qualification requirements in your country.
- Then look at how campaigns can be further broken down.
- Use these as rough guides, but focus more on improving your own performance over time.
- Through this program, Google offers eligible 501(c)(3) nonprofit organizations up to $10,000 per month in free Google Ads — that’s $120,000 a year in advertising to help amplify your mission.
- Google Ad Grants provides eligible UK charities with up to £7,400/month in free Google Search ads to promote awareness, donations, volunteers etc.
- See these eligibility requirements and apply on Google for Nonprofits.
- Watch this step-by-step video to understand the application process from start to finish.
- Experienced Ad Grants specialists have successfully navigated this process for hundreds of charities.
How much does Google Ad Grants cost?
Low impression numbers might mean your keywords are too competitive, your bids are too low, or your ads aren't relevant enough for Google to show them regularly. Maybe you call it "community outreach" but people search for "local help" – your search terms report reveals these insights so you can speak your supporters' language. The language people use when searching might be different from how you describe your work. Regularly updating your negative keyword list prevents budget waste and helps you maintain focus on supporters who can genuinely engage with your charity.
Google Ad Grants helps nonprofits share their causes with the world.
This means you can tailor your use of Ad Grants to reach whatever matters most to you, be that awareness, donations or sign-ups. With Google dominating the search engine market share, averaging 86-96% worldwide1, implementing Google Ads can lead to increased website traffic to your key webpages. Charities sagaspins casino registration are given a free marketing budget to attract new audiences and drive them to their websites.
Long-tail keywords are longer and more generic phrases that user is more likely to search when they are closer to a point-of-purchase. Then look at how campaigns can be further broken down. Structuring your PPC campaigns and ad groups by type makes your outreach more effective.
Access your inbox any time, anywhere
Navigate to ads.google.com and sign in with the email you used to sign up for Google for Nonprofits. You do not pay for Ad Grants campaigns. Location targeting allows you to show ads to people in a specified area. Your accounts will not compete with one another because Ad Grants ads are in a separate auction after paid ads. Yes, standard accounts are a great way to extend your impact and access additional features such as remarketing, image ads, and video ads. These text-based ads are displayed on Google.com search results pages.