If your charity is wondering whether the Google Ad Grant is worth pursuing, you’re in the right place. The grant offers eligible non-profits up to $10,000 a month in free Google Ads credit to promote their work. It’s a brilliant opportunity to get your cause in front of the right people, but does it suit every charity? Let’s take a closer look.
What is the Google Ad Grant?
The Google Ad Grant is a scheme that gives charities free advertising on Google Search. When someone types in a query related to your mission—like “local animal rescue” or “how to help homeless people near me”—your ads can appear at the top of their search results. It’s ideal for building awareness, recruiting volunteers, and even boosting donations. But it’s not entirely hands-off, and there are some catches to be aware of.
Is the Ad Grant Good for Smaller Charities?
If you’re a smaller charity, the Google Ad Grant can seem like a no-brainer. It’s free money, after all! But to make it work, you’ll need to dedicate some time to setting up and managing your campaigns.
- If You’re New to Online Marketing: The Ad Grant is great for helping people discover your charity, but there’s a bit of a learning curve. You’ll need to understand what keywords to target, write engaging ads, and ensure your website is optimised for visitors.
- What Can You Expect? Smaller charities might not see a flood of donations right away. Instead, think of the grant as a way to raise awareness and guide people to your website, where they can learn more about your cause.
What About Larger Charities?
For established charities with dedicated teams or agencies handling marketing, the Google Ad Grant can be a fantastic addition to your toolkit. It’s especially useful for reaching new audiences and driving traffic to events or fundraising pages.
- Combine It With Other Efforts: The grant works best when it’s part of a broader marketing strategy. Use it to amplify your campaigns, drive sign-ups, or direct people to your donation page.
Do You Have the Resources?
While the grant itself is free, managing it takes effort. Google has strict guidelines for how it’s used, and keeping your account compliant is important. If you don’t meet their standards, your account could be suspended.
- Who Will Manage It? If you have someone who can spend time learning and maintaining the campaigns, that’s great. If not, you might need to invest in external help.
- It’s a Commitment: Think of it like maintaining a garden. You’ll need to plant the right seeds (keywords), tend to them regularly (optimise your ads), and weed out what doesn’t work.
What Are Your Goals?
The Google Ad Grant works best if you’re clear on what you want to achieve.
- Recruiting Volunteers or Donations: These are measurable goals that show the grant’s value quickly.
- Building Awareness: If you’re focused on spreading the word about your cause, be patient. The results may be less immediate, but over time, you’ll see more people engaging with your charity.
It’s worth noting that the Ad Grant isn’t always ideal for direct fundraising because of limitations on ad formats and bidding. For donations, it’s a good idea to pair it with other tools, like social media advertising or email campaigns.
How to Get the Most Out of It
To make the Google Ad Grant work for you:
- Understand Your Audience: Think about who you want to reach. Are they potential donors, volunteers, or people in need of your services?
- Write Clear, Engaging Ads: Keep your messaging simple and make sure it matches what people are searching for.
- Optimise Your Website: Your landing pages need to be user-friendly and clearly show visitors what action to take—whether it’s donating, signing up, or learning more.
If the Ad Grant Isn’t a Fit
The Ad Grant is a fantastic tool, but it’s not for every charity or every situation. If it doesn’t meet all your needs, there are other options:
- Social Media Advertising: Platforms like Facebook and Instagram let you target specific groups and can be very effective for campaigns like fundraising or event promotion.
- Email Marketing: This is one of the most direct ways to connect with your supporters and encourage them to take action.
- Partnerships with UK Corporates: Many businesses in the UK are eager to support good causes. Look for sponsorship opportunities or collaborations.
So, Is It Worth It?
For most UK charities, the Google Ad Grant is an excellent opportunity—especially if you’re willing to put in the work to manage it effectively. It’s a chance to expand your reach and share your mission with new audiences, all without dipping into your own funds.
That said, it’s not a magic wand. It’s a tool, and like any tool, it works best when used alongside other strategies. Combine it with your social media efforts, email campaigns, and community outreach to see the best results.
Need help getting started?
Our charity is dedicated to helping charities make the most of the Google Ad Grant. Whether you need help setting it up or managing it long-term, we’re here to support you every step of the way.
