In the digital world, visibility is the key. For non-profit organizations striving to amplify their impact, connect with donors and supporters, and recruit volunteers, reaching the right audience online is crucial.
Google Ad Grants offers an unparalleled opportunity to do just that, providing advertising on Google Ads. However, simply securing the grant is just the first step. To truly harness its power, you need a strategic approach.
This comprehensive guide will walk you through everything you need to know, from eligibility and application to advanced campaign optimization and compliance.
Google Ad Grants: What is it?
Google Ad Grants is a program that provides eligible nonprofit organizations with substantial monthly advertising credits—up to $10,000 per month—to run text-based ads on Google Search.
This initiative helps nonprofits enhance their online visibility, reach wider audiences, and promote their missions effectively.
By leveraging Google’s advertising platform, organizations can:
- Expand their reach and educate the public about their mission.
- Improve their fundraising efforts with targeted ads.
- Recruit volunteers passionate about their cause.
- Promote programs and services to those most in need.
- Drive awareness and education campaigns.
If you want to achieve these goals and need help starting or managing your advertising campaigns, contact us.
We are experts in supporting and creating strategies so nonprofits can maximize their online presence.
Why use Google Ad Grants? Understanding its the Power
Before delving into the details, let’s appreciate the potential impact of Google Ad Grants with a success story from Deeploy:
A Catholic foundation, aiming to increase one-time and recurring donations, faced a significant challenge. Its previous digital strategy failed to accurately attribute conversions to paid campaigns, making it difficult to optimize its budget and identify the most valuable segments for donations.
What did we do? To transform the results, we designed and implemented a strategy based on three key pillars that optimized the use of Google Ad Grants:
- Smart Segmentation: We identified specific audiences aligned with the foundation’s cause.
- Event Leverage: We created campaigns synchronized with key events to maximize donations.
- Optimization and Attribution: We implemented a precise measurement model to focus investment on the most effective segments.
Favorable results:
- Significant increase in the percentage of donations attributable to digital advertising.
- Reduction in the cost of acquiring new donors.
- Increased conversion rates among users impacted by campaigns.
This case demonstrates how, with a well-structured digital strategy aligned with users’ highest intent moments and supported by proper attribution of results, it’s possible to transform a foundation’s digital impact and boost its growth.
Google Ad Grants, when leveraged correctly, can be a powerful tool for maximizing reach and conversions without the need for a large budget.
How to qualify for Google Ad Grants? Eligibility Process
To qualify for Google Ad Grants, your organization must meet several key requirements. However, the process can be complex and requires detailed attention at every step.
This is where your organization could benefit from the expert guidance and management of our team.
Here’s a summary of the requirements:
Verified Non-Profit Status
Your organization must be a registered nonprofit with valid charitable status in your country.
- In the United States, this means holding 501(c)(3) status.
- Nonprofits in other countries must have equivalent charitable recognition as defined by their local governments.
The verification process is conducted through Google for Nonprofits, which partners with third-party services to confirm an organization’s legitimacy.
A High-Quality, Policy-Compliant Website
- Updating and Clarity: Your website must clearly describe the organization’s mission, programs, and impact.
- Comply with Google Standards: Ensure your website is free of technical errors, accessible on mobile devices, and properly encrypted (HTTPS).
- Attractive and Functional Design: Your website design must comply with Google Guidelines to avoid disqualification.
Adherence to Program Policies
Organizations must agree to and follow Google’s required certifications, including:
- Non-Discrimination: Your nonprofit must follow non-discriminatory practices in all programs and services.
- Ethical Use of Donations: Any donations received through Google Ads must be used responsibly in alignment with your mission.
- Compliance with Google Ad Grants Rules: For example, you must maintain a 5% click-through rate (CTR) on your ads to continue participating in the program.
The application and verification process can be challenging, and each of these requirements needs to be carefully managed to ensure your organization qualifies and makes the most of Google Ad Grants.
Our team of experts can help you meet all the requirements, optimize your website, and manage your advertising campaigns so you can focus on what really matters: your mission.
How to apply Google Ad Grants?
Once your nonprofit meets the eligibility requirements, the next step is to complete the application process.
Below is a step-by-step guide to successfully applying for Google Ad Grants:
Step 1: Enroll in Google for Nonprofits
Before applying for Google Ad Grants, your organization must first register with Google for Nonprofits.
- Go to Google for Nonprofits and click “Get Started”.
- Verify your nonprofit status through TechSoup, a third-party organization that validates charities worldwide.
- Once verified, activate your Google for Nonprofits account to gain access to various benefits, including Google Ad Grants.
Step 2: Submit the Google Ad Grants Pre-Qualification Form
Google requires nonprofits to complete a pre-qualification survey to confirm their readiness for the program.
- Log into your Google for Nonprofits account.
- Navigate to the Google Ad Grants enrollment page.
- Fill out the pre-qualification survey, ensuring your organization understands the program’s policies and requirements.
Step 3: Set Up a Google Ads Account
To receive the grant, you’ll need to create a Google Ads account with specific settings tailored for nonprofits.
- Sign up for Google Ads (is not necessary to enter any billing information, as Ad Grants accounts do not require payments).
- Create your first campaign using the “Google Ad Grants Account Setup Guide” provided during the application.
- Ensure your campaign follows Ad Grants rules, such as:
- Using keyword-based text ads (no display ads).
- Bidding with Maximize Conversions strategy (not manual CPC).
- Maintaining high-quality ad copy relevant to your nonprofit’s mission.
Step 4: Submit Your Account for Review
Once your Google Ads account is set up correctly:
- Return to the Google Ad Grants enrollment page.
- Submit your Google Ads Customer ID (found in your Ads account).
- Wait for Google to review your application.
This process can take a few weeks.
Step 5: Receive Approval & Start Running Ads
Once approved, you will receive $10,000 in monthly ad credits and can start running campaigns to:
- Increase awareness about your cause.
- Attract new donors and volunteers.
- Drive traffic to your nonprofit’s website.
Not sure what to do next? Learning how to set up Google Ad Grants can be a challenge. However, our team of experts has extensive knowledge and customized strategies that can give you the reach your brand needs.
From Approval to Supporter Growth: Maximizing Your Ad Grants Impact
Securing Google Ad Grants is just the beginning.
Once approved, the real work begins: leveraging those advertising credits to attract and engage supporters. Understanding how to strategically use your grant for supporter growth is crucial.
To learn how to move beyond grant approval and effectively utilize your advertising to increase donations, recruit volunteers, and boost awareness, explore our guide on “How to Get More Supporters in Google Ad Grants“.
Make the most of Google Ad Grants for Nonprofits!
Navigating the complexities of Google Ad Grants can be challenging, even for experienced nonprofits.
If you find your organization struggling with campaign setup, optimization, or maintaining compliance, our dedicated digital marketing agency is here to help.
Our team of Google Ads experts has the knowledge and experience to maximize your potential with Ad Grants.
