You’ve Got Google Ads Grants – Now What?

So, you’ve got your Google Ads Grants set up and you’re ready to set up your ads. How can you make sure you get the 5% CTR needed to maintain the grant and make your ads compelling enough to drive fundraising, awareness and recruitment activities on your site?

By abiding to best practices! We’ve put together a list of some of Google’s recommendations, as well as our own suggestions based on years of data from managing PPC campaigns.

#1 Be Different

It’s important to differentiate your organisation to stand out from the crowd and encourage engagement and donations. In your ads, insert information that makes you appealing, some headlines can include ‘donate 100% of profits’, ‘team up with local partners and projects’ or highlighting the good you are doing as a non-profit.

#2 Include a Call to Action

One of the most important parts of any online advert is a call to action, which encourages the users to do what you want them to do on the site. If you want to drive more traffic to the site, try ‘visit our website’, if you want to encourage donations, then ‘donate now’ or detailing how people can donate is a wise move.

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#3 Choose Your Keywords Carefully

This can be tricky to master, but think about the sorts of search terms you would use if you were looking for a charity in your niche. Using the Google Keyword Planner tool in the Google Ads interface, you can enter these keywords and it will offer other similar suggestions, as well as how often they are searched on average, and how much the clicks typically cost.

#4 Create Relevant Ad Groups

Ad groups are the place where you house your keywords, and each ad group should be similar in theme. For example If you were running keywords such as ‘animal rights charity’, ‘charity for animal rights’ and ‘animal charities’ these should all be grouped together.

However, if you were running ‘animal rights charity’, ‘donating to charities’, and ‘charities jobs’, you’d separate these into separate ad groups, so that you can create more tailored ads to the search terms people are looking for, which helps increase that all important click-through rate.

#5 Decide on Your Actions

What do you want your visitors to do when they get to your site? If you want them to go to a specific page, then insert the URL of this page into the advert, so that it is the first place they go to when they click the ad.

If you want them to donate, then land them on the donations page. Making the landing page tailored in this way increases the user satisfaction and helps keep the metrics up.

#6 Track, Track, Track!

Make sure you install conversion tracking to measure all the actions you want to measure on your site. Doing this not only allows you to attribute increases back to the ads, but helps to feed the algorithms that Google Ads run off, making them stronger, and, in turn, boosting your results.

Get Expert Help With Your Grant Application & Campaign Management


Google’s Ad grants program allows nonprofits to attract donors, raise awareness of their charity and recruit staff and volunteers. It’s an ideal starting place for charities and nonprofits that don’t have a digital marketing strategy or lack the budget to get started

Aside from the $120,000 of free funding, Google offers many other advantages for charities, including free access to technology tools, data tracking and educational resources to help your nonprofit grow!

Although it may seem complicated, Ad Grants are free to set up. And if you’re unsure of the correct strategy, we are a dedicated Google Ads charity PPC agency who will apply for the grant, set up, and run the ads on your behalf!

Get in touch with us today to discuss your options or check your eligibility.

Get Expert Help With Your Grant Application & Campaign Management

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