The Definitive Guide to Google Ad Grants

With time and data, you can then determine which ad has the best CTR. Click-through rate (CTR) is a metric that measures the number of clicks advertisers receive on their ads as a ratio of the number of impressions. Thinking of your service in this context can help give you ideas for keywords. Think of the WHAT, WHO & HOW that your charity offers. When pondering long-tail keywords answering questions should be your best friend. Match types can have a major impact on your account’s performance.
Google Ad Grants allows you to benefit from a tangible return on investment (ROI) – while providing key insights to help shape future campaigns, too. Someone scrolling social media might scroll past your post, but someone searching "food bank volunteer Manchester" is actively looking to help. The daily budget is $329 (approximately £288), which equals roughly £8,640 per month or £95,000 annually. Think of it as Google's way of helping good causes reach people who are actively searching for services like yours on Google Search.
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.

How to manage your Google Ad Grants account – important considerations

Meeting requirements such as a 5% click-through rate, approved keywords, and proper conversion tracking ensures accounts remain active. Helping to expand your current selection of keywords to include in your ad campaigns. With successful management, your charity and its causes can reach new users, donors, volunteers and campaigners. Here are some examples of campaigns that you might consider running (and you can have multiple campaigns at the same time)
Nonprofit organizations can use the Google Ads Grant to run campaigns for various goals such as increasing online donations, raising awareness of their programs and services, or recruiting volunteers. This isn’t a set-it-and-forget-it grant — you’ll need to build and manage campaigns effectively, or work with a grant professional to make sure your strategy is optimized. This means you can create text-based search ads that appear on Google results pages when people search for terms related to your cause. According to TechSoup, less than 50% of eligible nonprofits are currently enrolled, and even fewer are optimizing their campaigns to achieve maximum impact.

No cost

Use Funding Finder, to find a huge range of sagaspins casino registration grants and Help Finder to find lots of free fundraising support and also companies that make donations. You get exactly the same size of grant as Cancer Research UK does. This resource gives you the key things you need to know to claim your Google Ads grant for your charity.

Free Google Ad Grants For UK Charities

To help charities avoid common pitfalls, I’ve outlined some essential Google Ads management tips. If you are managing a Google Ads that have any of those common issues then it might be time to outsource Google Ads management to an agency. I’ve seen many accounts where in-house management has resulted in the same common issues.

Introduction to the Google Ad Grants program

Register, then login and the in-system AI Bunny is able to write funding bids and download 40+ charity policy templates as well. Here are the questions you should ask when considering whether or not to choose a Google Ad management company. If you're not technically savvy and hard pressed for time, paying someone to do it for you might be best. If you’re technically savvy and have the time, you may not get as good results as a professional but the cost you save in not paying one might make this the best option for you. However, it is a very sophisticated system, so there's no way I could run an account as well as a professional. Google Ads is a hugely powerful platform that's used by all the large charities and all major commercial companies, some of whom have entire Ads Teams.

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If you’re not registered with them yet then it’s easy to set up an account. If your organisation meets those requirements then please move onto step two. Failure to comply with any of these terms will result in the automatic suspension of your account. Targeting keywords or using destination URLs that promote hatred, intolerance, discrimination, or violence is strictly prohibited.

• While this covers the main points, there are other requirements for your website’s content and operation worth checking in Google’s ongoing Ad Grant policy.
• There are various ad grant requirements but the key one to qualify for Google Ad Grants in the UK, is you must be a registered charity.
• Whether you’re just discovering Google Ad Grants or struggling to manage an existing account effectively, our specialists can help you turn this opportunity into measurable results for your cause.
• Professional managers translate complex Google Ads data into clear, actionable insights that show exactly how your grant is supporting your charity’s goals.
• Managing Google Ad Grants can feel overwhelming – from the complex application process to ongoing campaign optimisation and compliance requirements.
• The Google Ad Grants Program gives charities & non-profits the chance to advertise on Google Ads for free.

How much does Google Ad Grants cost?

At Impact Funding Solutions, we help nonprofits apply, manage, and maximize the Google Ads Grant as part of our comprehensive grant and fundraising support services. For example, a food bank could target keywords like “food pantry near me” or “how to donate to a food bank,” directing users to their donation or volunteer pages. The Google Ads Grant provides eligible nonprofit organizations with $10,000 USD per month in in-kind advertising through Google Ads. Now, we reach thousands of new visitors every month — and our online donations have nearly doubled.” — Rachel P., Development Director of a mid-sized youth nonprofit in Colorado Yet despite its incredible potential, research shows that only about 1 in 4 nonprofits take full advantage of the Google Ads Grant, and many don’t know it even exists.
Gemini helps us generate ideas to kick off the process, and then it builds on our ideas by highlighting additional information relevant to the topic. Start meetings in Google Meet, find times to meet in Google Calendar, add to-dos in Tasks and start conversations in Google Chat without ever having to leave Gmail. Merge tags work with Google Contacts or from a linked spreadsheet.1 Used over 180 billion times a year, see how Gmail can suggest responses or fill in the blanks of your sentence to save you time. Catch up on long email threads with concise summaries of the key points. AI-powered, secure and easy-to-use email trusted by billions of people and businesses.
The key is organising keywords into logical ad groups that match your content. Your account will be reviewed to make sure it complies with policies, and you’ll usually receive an email within two weeks to let you know the outcome. Be specific about what you want people to do next – whether that's "Volunteer with us today," "Donate now to help local families," or "Find support services near you." Your Ad Grants account won't be activated until both the survey and training are completed – so make sure to finish both steps. After completing your registration, you’ll get a validation token that allows you to register with Google as a charity or not for profit.

• 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.
• Your click-through rate (CTR) shows the percentage of people who actually click your ad after seeing it.
• According to Smart Insights, industry benchmarks show that nonprofits typically achieve conversion rates around 2.63%, while the broader average across all industries is 3.48% on mobile.
• You may request that your account is reinstated after you’ve paused or deleted keywords with low CTR to bring the account into compliance.
• Often, charities focus their digital marketing efforts on social media strategies instead – putting all their eggs in another (extremely crowded) basket.

Your conversion rate measures the percentage of ad clicks that result in meaningful actions – like donations, volunteer signups or newsletter subscriptions. Beyond compliance, higher CTRs improve your ad positions, increase your quality scores, and reduce your cost per click – giving you more bang for your advertising buck. A strong CTR is crucial for Ad Grants success because Google requires a minimum 5% click-through rate to maintain your account. This metric reveals how compelling and relevant your ads are to your audience. Your click-through rate (CTR) shows the percentage of people who actually click your ad after seeing it. Monitor your impressions weekly to ensure your ads are reaching your target audience.
With a Google Ad Grants account, you create ads to show on Google Search. Many charities find that professional management actually increases their overall efficiency while delivering significantly better results. Professional managers translate complex Google Ads data into clear, actionable insights that show exactly how your grant is supporting your charity's goals. This expertise can be the difference between securing your grant in weeks rather than struggling for months. Experienced Ad Grants specialists have successfully navigated this process for hundreds of charities. However, Google Ad Grants specialists bring dedicated expertise that most charity teams simply don't have time to develop internally.
Whether you're just discovering Google Ad Grants or struggling to manage an existing account effectively, our specialists can help you turn this opportunity into measurable results for your cause. Factor in staff time, training needs, and the opportunity cost of diverting resources from your core charitable work. Before choosing professional management, consider the true cost of internal management versus expert support. This transparency helps you make informed decisions about campaign priorities and demonstrates the tangible value of your Ad Grants investment. They understand exactly what Google looks for in applications, how to structure your website to meet requirements, and how to avoid common pitfalls that lead to rejection.