The festive season sparks a wave of generosity, making it the ideal time for charities & non-profits to connect with new supporters and inspire action. If you’re working towards improving your charity’s visibility this season, the Google Ad Grant for Non-profits could be just the solution. And best of all—it’s completely free!
Here’s everything you need to know about this resource and how it can help your charity stand out this festive season:
What is the Google Ad Grant for Nonprofits?
The Google Ad Grant is part of Google’s Social Good Programme—an initiative created to empower charities through free advertising. Eligible charities can access up to £7,000 ($10,000) in Google Ads credits every month, providing a powerful marketing budget to reach new audiences, raise awareness, and drive donations at no cost.
The grant is available in over 60 countries worldwide, enabling mission-driven organisations globally to harness Google’s advertising platform. This grant allows charities to create impactful campaigns, especially during the festive season, maximising visibility at a time when people are most inclined to give back.
While charities with in-house pay-per-click (PPC) expertise can certainly try to leverage the Google Ad Grant themselves, those with limited or no experience in managing digital PPC ads will see significantly better results by partnering with experts in the field.
What Are the Eligibility Requirements?
To unlock the Google Ad Grant, nonprofits need to meet a few basic eligibility requirements based on the country they are registered in.
UK eligibility includes:
- Nonprofit Status: The charity must be registered with a relevant charity regulator or HMRC.
- Verification: Registration with Google’s Nonprofit Program and verification are required.
- Website Standards: The charity website should meet Google’s quality guidelines, as this is the primary landing place for campaign traffic.
Note: While health care organisations, government entities, and academic institutions don’t qualify, it’s still worth exploring eligibility even as your organisation may fall into a grey area.
How Does the Google Ad Grant Work?
The Google Ad Grant can be used to set up text ads on Google that operates on a pay-per-click (PPC) basis, meaning that your charity only uses its grant credits when someone clicks on one of your ads.
This model maximises budget efficiency, especially when optimised properly, allowing you to connect with potential supporters who are actively searching for causes like yours.
With Google Ads, you can shine a spotlight on initiatives that matter, such as:
Fundraising Campaigns: Drive donations by targeting users looking to contribute to charitable causes during high-traffic seasons like Christmas or Giving Tuesday.
Volunteer Recruitment: Reach individuals searching for volunteering opportunities by promoting your charity’s need for dedicated support.
Awareness Campaigns: Increase awareness of your charity’s mission, especially if you’re launching a new initiative or raising awareness on issues like hunger, homelessness, or health.
Event Promotion: Use Google Ads to promote upcoming fundraising events, online auctions, or charity galas to encourage attendance or donations.
Emergency Appeals: For disaster relief or urgent fundraising appeals, Google Ads can quickly get the word out to potential donors who are searching for ways to help in times of crisis.
Maximise Your Google Ads Success with Web Presence
Our team are passionate about helping charities unlock this grant & use it to meet their unique fundraising, awareness, and volunteer goals.
We offer a range of services designed to help you explore & maximise this opportunity, including:
- Pro Bono Service: We offer a free consultation to guide eligible charities through the Google Ad Grant eligibility and application process. This includes a discovery call, a tailored solutions strategy, and hands-on support to help you unlock the grant. It’s our way of giving back and providing charities with a safe and supportive space to explore this valuable resource with confidence.
- FAR Service (Additional Support): For charities ready to take their efforts further, our F.A.R. service offers end-to-end campaign management. From full campaign strategy, ad creation, and ongoing optimisation, to performance tracking and reporting, we work to ensure your campaigns are fine-tuned for maximum impact. With our expertise, your charity can achieve the best possible return from the grant and our services.
As we head into the high-impact fundraising season, our FAR Services are designed to help you amplify your reach and secure the critical support needed to sustain and expand your amazing efforts.
Working with a Google Partner vs Using the Grant Independently
Using the Google Ad Grant effectively requires a thorough understanding of the Google Ads’ platform and best practices for PPC marketing.
Did you know… Google Partners achieve up to 8x higher conversion rates compared to charities managing the grant on their own, making a significant difference in engagement and results.
At Web Presence, we are recognised by Google as official Partners. We understand Google’s platform, policies, and algorithms, ensuring that your charity not only meets Google’s requirements but also excels in performance.
Our support helps you get the most out of the Google Ad Grant, allowing you to direct resources toward other essential areas of your mission.
Ready to get started?
The Google Ad Grant could be transformative for your charity’s digital outreach, empowering you to expand your reach, attract new supporters, and drive meaningful engagement—particularly during the festive season.
By unlocking and expertly managing the grant in line with Google’s policies, your charity can secure annual renewals. This means that the advertising budget can continue to fuel your campaigns beyond the festive period, seamlessly integrating into your long-term digital strategies, year after year.
Book a free eligibility check today to find out if your charity qualifies for the Google Ad Grant.
