If you’re running a charity and want to reach more supporters online, you may have come across the Google Ad Grant. This incredible programme provides free advertising on Google Search, giving charities a cost-effective way to raise awareness, recruit volunteers, and encourage donations. But what exactly is the Google Ad Grant, and how does it work? Let’s explore how this tool can help your charity thrive in the digital world.
What is the Google Ad Grant?
The Google Ad Grant is a programme from Google that gives eligible charities and non-profits up to $10,000 USD (about £8,000) per month in Google Ads credits. These credits allow charities to promote their work on Google Search by creating text-based ads.
When someone searches for something relevant to your charity’s mission—like “donate to clean water projects” or “volunteer for youth charities”—your ads can appear at the top of Google’s search results. It’s a great way to connect with people who are already looking for ways to get involved.
The key? It’s completely free for charities to use, as long as they meet the eligibility requirements and manage their campaigns effectively.
How Does It Work?
Here’s a simple breakdown:
- You Target Keywords: Keywords are search phrases related to your charity. For example:
- “Support cancer research UK”
- “volunteer for homeless shelters”
- You Create Ads: Write clear, compelling ads that encourage people to click and visit your website.
- Your Ads Appear on Google: When someone searches for those keywords, your ad may appear on the search results page.
- Drive Action: People click your ad, visit your website, and take action—whether that’s donating, signing up for your newsletter, or learning more about your cause.
Who is Eligible for the Google Ad Grant?
To qualify for the Google Ad Grant, your charity must:
- Be a registered charity in your country (e.g., registered with the Charity Commission in England and Wales or equivalent).
- Have a well-maintained website that is clear, functional, and up-to-date.
- Enroll in Google for Nonprofits, the platform that provides access to the Ad Grant.
- Follow Google’s policies for ad performance and account activity.
What Can the Google Ad Grant Do for Your Charity?
Here’s how charities are using the Google Ad Grant to achieve real results:
- Boost Website Traffic
If your website isn’t getting the traffic it deserves, the Google Ad Grant can help you appear for search terms that matter. For example, an animal shelter could target “adopt a rescue pet near me” to bring potential adopters straight to their website. - Recruit Volunteers
Struggling to find volunteers? Use ads to highlight opportunities like “volunteer for environmental projects” or “help local food banks”. - Promote Services
If your charity provides essential services, the grant helps you get the word out. For example:- A mental health charity could run ads for “free mental health support UK.”
- A community centre might target “youth support services London.”
- Educate and Inspire
Not everything is about fundraising. Use Google Ads to educate the public and share your impact. For instance, a climate action group could promote guides on “how to reduce your carbon footprint.”
What Makes the Google Ad Grant So Powerful?
- It’s Completely Free: £8,000 of ad spend every month, with no cost to you.
- Reach People Actively Searching: Your ads appear to people who are already looking for causes, services, or opportunities like yours.
- Raise Your Charity’s Profile: Showing up at the top of Google builds credibility and helps people find you before they find someone else.
- Grow Your Support Base: Drive more traffic to your website, build email lists, and attract long-term supporters.
How to Get Started
Ready to take advantage of the Google Ad Grant? Here’s how to get up and running:
- Register with Google for Nonprofits: Sign up to access the programme.
- Create a Google Ads Account: Set up your account and start creating campaigns.
- Learn the Basics: Focus on choosing relevant keywords, writing strong ads, and linking to optimised pages on your website.
- Stay Compliant: Google requires you to manage your campaigns actively and meet performance standards (like maintaining a 5% click-through rate).
Is the Google Ad Grant Right for Your Charity?
The Google Ad Grant is a brilliant tool for charities of all sizes, but it works best if you have clear goals and can dedicate some time to managing it. Whether you’re raising awareness, driving donations, or growing your volunteer base, this grant is a free way to reach thousands of potential supporters every month.
Need help getting started?
If Google Ads feels overwhelming, we’re here to help. From setting up your account to running successful campaigns, we can guide you every step of the way. Our charity is dedicated to helping our charity partners develop the digital tools to succeed.
Contact us below for a free consultation.
