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The Easy Guide to Google Ad Grants for Nonprofits: Here’s What You Need to Know

Google Ad Grants have been helping nonprofits better advertise their organization and drive their mission. They’ve helped in everything from gaining new donors to finding new volunteers to help with the cause. 

But what is Google Ad Grants? And what should they be used for? 

An even better question … how do you use Google Ad Grants for nonprofits? 

We’re giving you a super clear guide on everything you need to know about Google’s philanthropic program! 

The Google Ad Grants home page.

What is Google Ad Grants for Nonprofits? 

Google Ad Grants for nonprofits is one of the most underutilized tools to help organizations grow. It’s an incredible fundraising and marketing tool that’s available to nonprofits and charity organizations of all sizes and causes! 

Simply put, Google Ad Grants gives up to $10,000 per month to nonprofits to spend on search ads. 

Now, yes – there are Google Ad Grants requirements. And that typically causes nonprofit professionals to back away from the program. They often think, “oh, there’s no way my organization would be eligible.” 

But while you do have to submit an application, there’s a great chance that your nonprofit is eligible. We’ll get to the requirements in just a minute! 

You should also know that when you apply, you may not be eligible for the full $10,000 per month. However! You may not even need the full amount. Depending on the size of your organization and your mission, you can still reach your nonprofit fundraising goals with the amount provided. 

How Does Google Ad Grants work? 

Think about the last time you searched for something on Google. You put your search in the bar at the top. Then, Google populates the top results. 

The top three to five results? Are paid ad placements. A brand will pay to have its website closer to the top. Why? Because studies have shown that the closer you are to the top, the more likely you’ll drive traffic and conversions to your nonprofit website

With Google Ad Grants for nonprofits, the program grants you a certain amount of money per month to use towards Google ad placements. This helps your organization rank at the top of the page so you can boost brand awareness, drive traffic to your site, and virtual fundraise more effectively. 

Why Should You Consider Google Ad Grants for Nonprofits?

With all of your other marketing efforts, applying for Google Ad Grants for nonprofits may seem like a hassle to do. 

So why should you still consider Google grants? Well, it may actually be worth your time! You can create real benefits from using their philanthropic program. Here are just a couple of reasons why: 

A person opens their laptop to their website analytics dashboard.

1. Drive Traffic to Your Site

Studies have shown that “users rarely venture into the second page of search results,” (Search Engine Journal). 

So having your position closer to the top of the page on the first page of Google search results generally leads to more traffic. 

If your nonprofit marketing strategy calls for more foot traffic to your site so you can increase other conversions, then keeping your organization closest to the first result is key! 

2. Increase Brand Awareness and Reach a Larger (and Newer) Audience of People

If you’re only posting to social media platforms as a part of your digital marketing strategy, you may only be reaching a certain amount of people. 

And we’re huge proponents of not putting all your eggs in one basket! (Remember that time when Instagram and Facebook were down for like 12 hours? Lol, us, too.) 

When you use Google Ad Grants for nonprofits, you’re opening your organization up to newer and larger audiences. They’ll see your name for the first time, and that’s quite possibly the start of their donor journey! 

3. Track Campaign Progress and Success with Google Analytics

Well, of course Google grants are directly tied to Google Analytics! And, if you don’t know yet, we are major supporters of this absolutely free tool for nonprofits to use. 

Once you set up your Google Ad Grants campaigns, they’re connected to your website. And your website is tied to Google Analytics. That means anytime someone clicks on your search result ad to go to your website, you can then monitor their behavior. 

You can see where they drop off on your site. That information alone helps you figure out what parts of your site need some love and care. 

You can see what they click on, which lets you know what they’re interested in. 

You can see if they sign up for your email list. And that tells you they’re ready to learn more from you. 

Tracking your ad campaign progress and success is a huge part of knowing what works and what doesn’t for your organization’s marketing strategy! 

How Else Can You Use Google Grants for Nonprofits? 

Using Google Ad Grants isn’t all about driving donations or increasing foot traffic on your website. You can use your ad spend for several other reasons, too! 

A group of nonprofit volunteers stand in front of a small building.

1. Educate the Public On Your Cause

Maybe you want more people to know more about your cause. Inform and educate the public about what you advocate for. 

2. Find New Volunteers

Needing some new volunteers to help you grow your nonprofit? Use your Google Ad Grants to do it! When you make your campaigns, include the right keywords to find those who are searching for ways to get involved. 

3. Updating the Public

If you have any urgent or up-to-date news you need to share, this is a great way to make sure it gets seen. 

4. Building Out a Donor Database

And if you’re in the process of building out your donor database and gathering information on how they interact with your organization, this is a great way to do it. Use your Google Ad Grants to collect contact information by having them subscribe to your email list.

What Are the Google Ad Grants Requirements?

As we mentioned earlier, there are some requirements for Google Ad Grants for nonprofits. But not to worry! We’ve rounded those up and broken them down so it’s crystal clear for you.  

Nonprofit Eligibility for Google Ad Grants

First, we need to note that your organization is ineligible if it is one of the following: 

  • A school or university
  • A government organization
  • A hospital or healthcare organization

That’s the first barrier to entry you need to make it passed. 

If you have, then your nonprofit organization may be eligible for Good Ad Grants if it meets the following criteria: 

It must also be hosted on its own domain. That means it looks like (www.nonprofitorganization.org instead of www.nonprofitorganization.wix.com).

  • The organization has to agree to Google’s terms and policies. The big takeaway is that your organization can’t use Google Ad Grants for nonprofits to sell items that don’t directly contribute to your charitable cause. And you can’t use Google Ads to promote anything outside of your organization’s cause.
A laptop is open while someone types on the keyboard as they look at their Google Ad Grants dashboard.

If your organization fits into the criteria above, there’s a great chance it’s eligible for Google Ad Grants for nonprofits! 

And honestly, with free money on the table, we think it’s an extraordinary opportunity to take hold of. 

If you want to get started with learning how to use Google Ad Grants, check out the free webinar on how to do it from our sister site, Charity HowTo!

Watch this FREE Recorded Webinar on Google Ad Grants 101: Grow Your Nonprofit’s Online Presence at Charity How To!

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