If you’re a registered nonprofit organization looking to drive extra traffic to your website, you’d be missing out if you weren’t already utilizing Google’s Ad Grant program. Google’s Ad Grant program is a free opportunity that provides $10,000 per month in ad credits to support running search & performance max campaigns. As part of the application process, you must set up a basic Google Ads account, which is reviewed by the Google Ad Grants team before approval. If you qualify (you can check here), be sure to apply for Google Ads and take the necessary steps to capitalize on the brand awareness and donor traffic that a Google Grant account can bring.
Now, you might be thinking—“I’m already running paid ads, so why would I need to run Google’s Grant Ads? Additionally, I don’t want both accounts to run simultaneously and display ads to the same people; I want a specific ad to be displayed over another from one account versus the other. ALSO, why would I even want to pay for Google Ads when I can get advertising for free from the Grant Ad program?”
All the above are things I’ve asked myself in the past.
It’s easy to think that one account is unnecessary when you have the other, especially when you don’t understand how the two accounts work, both from a bidding & management standpoint. To understand why you’d want to have both accounts running at the same time, you should know the ins and outs of how each account functions separately (in today’s article, we touch upon the Ad Grant account specifically), including some key things to watch out for within any Ad Grant account, such as following a few rules and google ad grant rules to maintain eligibility.
For ongoing success, managing Google Ad Grant accounts can be complex, so working with a Google Ad Grants agency or seeking professional Google Ad Grant management can help maximize your results and ensure compliance.
Google Ads is Google’s flagship digital marketing platform, allowing advertisers to bid on keywords and display targeted ads on the search engine results pages (SERPs). For nonprofit organizations, the Google Ad Grants program offers a unique opportunity to access the power of Google Ads without the usual costs. Through Google Ad Grants, eligible nonprofits receive $10,000 per month in free advertising credits to promote their mission, services, and donation pages directly on Google Search.
Unlike regular Google Ad accounts, where organizations pay for each click, the Google Ad Grants program covers these costs, enabling nonprofits to run text-based ads that appear alongside regular search results. These ads can drive targeted traffic to key landing pages, such as donation pages, service descriptions, or educational blog posts, helping nonprofits raise awareness and attract new supporters. The grant automatically renews each month as long as the organization remains compliant with the program's rules, making it a sustainable digital marketing solution for nonprofits seeking to maximize their online impact.
To participate in the Google Ad Grants program, your organization must be a registered nonprofit with valid charity status. In the United States, this means holding current 501(c)(3) status, while nonprofits in other countries must meet Google’s specific international eligibility requirements. Not all nonprofit organizations qualify—certain types, such as government entities, hospitals, and schools, are excluded. If you’re unsure about your eligibility, it’s best to consult directly with Google for clarification.
A critical requirement for Google Ad Grants is having a high-quality website. Google looks for websites that demonstrate expertise, authority, and trustworthiness (E-A-T), with straightforward, valuable content that informs visitors about your mission and services. The better your website, the more effective your free advertising will be, as Google’s ad grants program prioritizes organizations that provide a strong user experience and relevant information to their audience.
Applying for Google Ad Grants is a straightforward process, but it requires careful attention to detail. Start by logging in to the official Google for Nonprofits website with your organization’s nonprofit account. From there, you’ll follow a series of steps to submit your application for the Google Ad Grants program. Google provides helpful resources, including video tutorials, to guide you through launching your first ad campaign once you’re approved.
To be eligible, your organization must meet all of Google’s criteria, including nonprofit status and website quality standards. Some organizations, such as government agencies and certain healthcare providers, are not eligible for Google Ad Grants. These requirements ensure that the benefits of the ad grants program are allocated to qualified nonprofits that can effectively utilize the free advertising to further their missions.
Once your application is approved, you’ll gain access to your Google Ad Grants account and a suite of powerful advertising tools. Your Google Ad Grants account can remain active indefinitely, provided you follow Google’s strict policies and requirements. Google is vigilant about ad management, removing billions of ads each year that violate its guidelines, so it’s essential to stay compliant.
A crucial first step in setting up your Google Ad Grants campaigns is integrating Google Analytics 4 (GA4) with your website. This enables you to track website traffic, measure campaign performance, and refine your ad strategy for improved results. Your website must meet Google’s quality standards, including a user-friendly design, straightforward navigation, fast loading times, and a secure HTTPS connection. Make sure your landing pages are mobile-friendly to provide a seamless experience for all users. Meeting these requirements will help you get the most out of your Google Ad Grants campaigns and drive meaningful results for your nonprofit.
“Launched 20 years ago, Ad Grants has driven more than 14 billion clicks to nonprofits’ websites, boosting their ability to recruit volunteers, attract donors, reach the communities they help, and advocate for the causes they support.” (Dischler, 2023). That article was written in 2023, so the number of clicks to nonprofits’ websites is likely much higher than the stated 14 billion, indicating that a significant number of nonprofits utilize the Grant Ad program. More specifically, in 2022 alone, “the Google Ad Grants program donated more than $1.8 billion worth of Search ads to nonprofits around the world.” (Dischler, 2023). These ad credits are distributed through thousands of Google Ad Grant accounts worldwide.
You may know that the Google Grant program has supported many nonprofits for over 20 years, but how exactly does the account function? Is it like a standard paid Google Ads account? There are many things to keep in mind when running a Grant Ad account, including some metrics that you need to keep a close eye on. Effective Google Ad Grant management is essential for nonprofits to maximize the value of their ad credits and achieve their goals. See the following insights below to learn more-
Be Specific With Your Targeting!
When targeting keywords in your Ad Grant campaigns, you need to be specific about the services that you’re promoting. For example, suppose I’m a nonprofit trying to promote an adoption event in Minneapolis, Minnesota. In that case, I won’t get very far if I use the broad match keyword “dogs” within my campaign. Not only does Google not allow this and will likely pause the keyword due to a low-quality score (quality scores are based on how relevant the keyword is to your ad and landing page(s)), but you’ll also be paying for auctions/search terms that are unrelated to your event. Your broad keyword “dogs” could trigger search terms related to dog food, toys, vet services, and more. By specifying, you’re not only complying with Google’s rules, but you’re also saving money by targeting only qualified searches, leading to better results in the long run. An example of a keyword you could use is “dog adoptions near me,” or, if you want to be even more specific, “dog adoptions in Minneapolis, MN.”
Effective keyword targeting starts with thorough keyword research to identify specific keywords and relevant keywords that align with your mission. Use keyword research tools to find related search terms and avoid using single-word keywords, which are often too broad and less effective. Incorporate negative keywords and build a negative keyword list to filter out irrelevant search queries and ensure your ads reach the right audience.
Track Meaningful Conversions and Find the Right Audience!
To keep your Grant Ads active, you “must maintain a 5% click-through rate (CTR) each month.” (Ad Grants Policy Compliance Guide - Google for Nonprofits Help, n.d.). This only applies to your search campaigns; performance max campaigns are excluded. Your click-through rate is related to the number of people who clicked on your ads vs. the number of people who saw your ads (clicks over impressions). You want to ensure that your ads are relevant to the audiences you’re targeting, which will also go a long way in attracting the right people to your website and supporting your nonprofit’s goals. CTR is a great way to gauge if people are resonating with your ads and their messaging.
Additionally, you also need conversion tracking within your account. Tracking conversions can also be a great way to gauge how interested people are in your ads, as you can see how they interact directly with your website and services. Conversions can be as simple as someone calling your organization or going to a specific page on your website. It's helpful to have conversions that align more closely with your overall goals. If you’re that adoption-focused nonprofit in Minneapolis, you’d want conversions set up around people filling out adoption forms, and/or inquiring about certain animals through contact forms.
When structuring your campaigns, organize your ad campaigns into multiple ad groups, each with its own ad group focused on a central theme or topic. Include at least one responsive search ad per ad group to optimize performance and ensure your ads are relevant to each set of keywords.
Failing to comply with the above criteria can leave your account vulnerable to being frozen/disabled by Google. Google will also automatically pause campaigns and keywords that don’t comply with its rules and regulations. It’s in your best interest to stay active within your account and make regular updates to both comply with the requirements set in place and to tailor your campaigns to help find the perfect audience for your nonprofit.
Ad Setup and Optimization
During ad creation, utilize ad assets and ad extensions to provide additional information and enhance the visibility and engagement of your ads. These features can help showcase your mission, promote programs, and improve click-through rates.
Performance, Compliance, and Optimization
Monitor your keyword quality score regularly, and ensure the same keyword is not used in multiple ad groups to avoid cannibalization and maintain relevance. Continuously optimize your bidding strategy to align with your campaign goals and maximize your ad performance.
Audience Targeting
Define your target audience and intended audience clearly to improve ad relevance and campaign results. Understanding who you want to reach will help you select the most effective, relevant keywords and tailor your messaging.
Landing Pages and User Experience
Optimize your landing page experience by directing users to dedicated web pages, such as a donation page or other relevant pages that align with their search intent. This improves user satisfaction and increases the likelihood of conversions.
Maximizing Impact
Develop a comprehensive Google Ads strategy that integrates search engine optimization and uses your campaigns to spread awareness of your mission. This approach ensures your nonprofit reaches more people and achieves greater impact.
Maintaining eligibility for Google Ad Grants is an ongoing process that requires regular attention and proactive management. Nonprofits should frequently review the Google Ad Grants compliance page for updates to program policies. Failure to comply with these rules can result in account suspension, which means losing access to valuable free advertising.
Common reasons for suspension include inactive accounts, low-quality keywords, irrelevant ad copy, missing conversion tracking, and the use of prohibited content or tactics. To ensure continued access to Google Ad Grant funds, nonprofits must maintain an overall click-through rate (CTR) of at least 5% across their ad groups. You can monitor your account’s CTR in the Overview dashboard or by selecting CTR from the metrics dropdown. If your CTR drops below 5%, it’s essential to identify and pause or improve underperforming campaigns, ad groups, or keywords.
Ongoing conversion tracking and regular optimization are crucial for maximizing the effectiveness of your ad grants. Many organizations benefit from working with a dedicated Google Ad Grants management team or agency to stay compliant and maximize the impact of their free advertising. By following Google’s guidelines and focusing on keyword quality and ad relevance, your nonprofit can continue to reach new audiences and achieve its goals through the Google Ad Grants program.