Charities
Google Ad Grants for charities: using the grant fully, within the rules
Google Ad Grants gives eligible charities up to $10,000 USD a month of in-kind Search advertising on Google. Keeping the grant active means meeting Google's programme rules, including a 5% account-level click-through rate each month and at least one conversion a month, and most charities either lose the grant or spend a fraction of it. We set up and manage Ad Grants accounts within those rules, and run paid search alongside where the grant's limits get in the way.
In short
- Up to $10,000 USD a month in Search ads
- 5% CTR and conversion rules kept
- Paid campaigns where the grant cannot reach
Not sure where to start? We review your account, tracking and landing pages first, in writing.
The rules that matter most
Google's Ad Grants account management policy is detailed, and accounts that drift out of compliance are deactivated. The ones that catch most charities out:
- A 5% click-through rate each month at the account level. If it is missed for two consecutive months the account is temporarily deactivated until it is fixed and reinstated.
- Valid conversion tracking, with at least one conversion recorded each month for most accounts.
- Specific geo-targeting: ads shown where people will find your information and services useful.
- Account structure requirements, including sitelinks on campaigns.
- Keyword quality rules, which restrict single-word and very generic keywords.
Google also sets requirements for the charity's website. The full policies are linked below, and they change, so we re-check them before every account review.
Why most grants go underused
The grant buys clicks on Google Search only, with ads placed below paid advertisers when both are shown. Broad, generic keywords that would spend the budget usually break the click-through rate rule. The way to spend more of the grant is more campaigns built around specific things people search for: each service you offer, each question your guides answer, volunteering roles, events and specific appeals, each with a page that answers the search.
Conversions for a charity
A conversion does not have to be a donation. Volunteer sign-ups, newsletter subscriptions, event registrations, calls to a helpline and downloads of information resources all count when they are tracked properly. Choosing and tracking the right ones keeps the account compliant and gives Google's bidding something meaningful to aim for.
Paid search alongside the grant
For high-value appeals, competitive fundraising terms, and anything outside Search such as YouTube, Display or Shopping, a separate paid Google Ads account can run alongside the grant. Many charities use a small paid budget for their most important campaigns and the grant for everything else.
Related
Where this connects
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
Free PPC audit
A written review of your account, tracking and landing pages, free and yours to keep.
Questions people ask us
How much is Google Ad Grants worth?
Up to $10,000 USD a month of in-kind Search advertising on Google for eligible organisations. Unused grant does not roll over.
Why was our Ad Grants account deactivated?
Most often for missing the 5% account-level click-through rate for two consecutive months, missing conversion tracking requirements, or account structure rules. It can be reinstated once the account is brought back into compliance.
Who is eligible for Ad Grants?
Organisations eligible for Google for Nonprofits that meet the programme's website and policy requirements. Google decides eligibility and publishes the criteria.
Can a charity run paid Google Ads as well?
Yes, through a separate paid account. It is useful for competitive fundraising terms and for placements the grant does not cover.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.