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What if your nonprofit received $10,000 every month to help advance its mission?
That’s exactly what the Google Ad Grant offers—but there’s a twist: the funds must be used on Google Ads, and certain program requirements apply.
We’ll break down the details below, but for now, let’s focus on the real opportunity: free ad dollars you can put to work right away.
The first step is simple: apply for and get accepted into the Google for Nonprofits program.
Once you’re in, questions will naturally arise: Where should I start promoting our mission? How do I reach the right audience? How can I get the most out of $10,000 each month?
All important questions—but first, let’s tackle the most essential one:
What is a Google Ad Grant?
The Google Ad Grants program provides qualified nonprofits with up to $10,000 per month to spend on paid search ads through Google. Think of it as an extra marketing tool that you can use to help your nonprofit reach the right people at the right time.
These ads appear alongside Google’s regular paid search results, showing your message to people actively searching for topics related to your organization. For example, just like someone searching for “patio furniture” will see ads from home improvement stores, your target audience will see your nonprofit’s ads when they search relevant keywords.
Your ads can work hand-in-hand with your search engine optimization (SEO) strategy. While SEO helps your site appear organically in search results, the Google Ad Grant program gives your ads immediate visibility, helping drive traffic, generate leads, and increase conversions.
Are Google Ad Grants Worth It?
Google Ad Grants are absolutely worth it—but it’s essential to use them strategically. You’ll need to actively manage your campaigns, choose the right keywords, and optimize your ads to ensure you’re reaching your audience effectively.
When used correctly, a Google Ad Grant can:
- Increase website traffic: Reach people actively searching for the causes you support.
- Generate leads and donations: Drive users to sign up, donate, or take other actions that advance your mission.
- Raise awareness: Introduce new audiences to your nonprofit who may not find you otherwise.
The more you invest in learning and optimizing your Google Ad Grant campaigns, the more value your nonprofit will get.
Google Ad Grant Management: 5 Tips for Success
Managing a Google Ad Grant account effectively can transform your nonprofit’s digital marketing efforts. Let’s explore five tips for Google Ad Grant management to help your organization reach the right audience, drive conversions, and make the most of your grant.
Tip #1: Create a Paid Keyword Research Report That Aligns With Your Nonprofit SEO Goals
The Google Ad Grant for nonprofits is most effective when your paid ad strategy complements your SEO efforts. Start by conducting keyword research to identify the search terms most relevant to your mission. Creating a targeted keyword list ensures that your paid campaigns align with the content people are already searching for.
For example:
- An animal shelter might target keywords like “animal shelter volunteering” or “donate to an animal shelter.”
- A nonprofit addressing food insecurity might use terms like “food distribution near me” or “food pantries open today.”
Always ensure that your chosen keywords appear not only in your ad copy but also on the landing page users are directed to—this strengthens both your ad relevance and SEO performance.
Read More: SEO for Nonprofits: 4 Tips to Boost Your Organic Traffic
Tip #2: Test to Find Your Best-Performing Keywords
Targeting the right keywords is critical for optimizing your Google Ad Grant account. Focus on keywords with sufficient search volume that also align with your nonprofit’s offerings to reach the right audience.
Since the grant allows you to run ads at no cost, you have the flexibility to experiment with multiple keywords. Test, measure, and refine campaigns regularly to discover which keywords drive the most traffic and conversions.
Not every campaign will perform perfectly—and that’s okay. Keep testing until you identify the keywords that truly work for your mission.
Tip #3: Make a List of Your Priority Website Pages
Not every page on your website is suitable for Google Ad Grants for nonprofits promotion. Start by identifying your top 5–6 pages as landing pages for your campaigns.
Focus on pages that already attract organic traffic, such as:
- Your home page
- Mission or “About Us” pages
- Key program or service pages
- Pages with donation forms or newsletter sign-ups
These pages often serve as the first impression for potential supporters, so ensure they are optimized for conversions, with forms, calls-to-action, or subscription opportunities clearly visible.
Tip #4: Set Up Conversions to Monitor Key Performance Indicators
Tracking conversions is crucial to successful Google nonprofit ad grant management. Only continue campaigns that deliver measurable results for your organization.
The simplest method: create a dedicated “thank you” page for each conversion action (e.g., newsletter sign-up, donation, volunteer registration). When users reach that page, you can track the exact number of conversions resulting from each campaign.
This approach helps you measure campaign effectiveness and optimize your Google Ad Grant for nonprofits for maximum ROI.
Tip #5: Monitor Google Ads Performance After Launch
Did you know the average nonprofit only spends around $300 per month of their $10,000 Google Ad Grant allowance? Most organizations underestimate the effort required to utilize the grant fully.
We recommend checking your campaigns every 2–3 days during the first two weeks to ensure ads are showing and spending. It can take 5–7 days—or sometimes longer—for new campaigns to start generating impressions.
If ads aren’t performing, try:
- Adding related keywords to your targeting list
- Ensuring your ad quality score is “Excellent”
Help Your Google Ad Grant Work Harder for You
Once your campaigns are live, it’s smart to run a variety of ads throughout the year, depending on your priorities and seasonal initiatives. To maintain your Google Ad Grant for nonprofits, your account must achieve at least a 5% click-through rate (CTR)—but don’t worry, it’s achievable with the right strategy.
By following the five tips above, you can set your Google Ad Grant account up for success, driving meaningful traffic and free brand awareness for your nonprofit.
On average, Novus clients spend $5,000–$7,000 of their monthly grant budget. If you want to learn more about Google Ad Grants or need help managing your account, we’d love to chat about your goals.
