Google Ads for Nonprofits – How to Maximise Free Ad Grants
If you’re a nonprofit, you know the challenge: spreading your message and reaching the right people—without a big budget. Well, what if Google gave you up to $10,000 per month in free ad spend? Because that’s exactly what the Google Ad Grants program does.
But here’s the catch—most nonprofits either don’t use it at all or don’t use it effectively. Free money is great, but if your ads aren’t set up correctly, that budget goes straight down the drain.
This guide will show you how to get the most out of Google Ad Grants, ensuring your organisation maximises visibility, engagement, and impact—without spending a penny.
What is the Google Ad Grants Program?
Google Ad Grants is a program that gives eligible nonprofits up to $10,000 per month in Google Ads credit to promote their cause. Unlike regular Google Ads campaigns, these ads run under certain restrictions—but when used wisely, they can drive huge results.
Key Features of Google Ad Grants:
✔️ $10,000 monthly ad credit (that’s $329 per day!)
✔️ Text-based ads on Google Search (no Display or Video ads)
✔️ Maximum bid of $2 per click (unless using Smart Bidding)
✔️ Strict compliance rules (must meet performance benchmarks)
For nonprofits that qualify, this is an incredible opportunity—but only if you use the budget effectively.
Step 1: Qualifying & Applying for Google Ad Grants
Before you start advertising, you need to make sure your organisation meets the eligibility requirements.
Who Qualifies?
✅ Must be a registered nonprofit in an eligible country
✅ Must have a high-quality, functioning website that aligns with Google’s ad policies
✅ Must apply through Google for Nonprofits and be verified
🚫 Who Doesn’t Qualify?
❌ Governmental entities & organisations
❌ Schools, universities, and hospitals (though some educational programs may qualify)
❌ Businesses (even if they have a charitable component)
How to Apply:
1️. Register with Google for Nonprofits → Google for Nonprofits
2️. Get verified by TechSoup (Google’s partner for nonprofit verification)
3️. Apply for Google Ad Grants and set up your first campaign
Once approved, you’re ready to start running ads. But getting the grant is just the beginning—the real challenge is using it effectively.
Step 2: Setting Up a High-Impact Google Ads Campaign
Many nonprofits make the mistake of treating Google Ad Grants like a regular PPC campaign. But since your ads are subject to extra rules and limitations, you need a specific strategy to succeed.
- Focus on Mission-Driven Keywords
Unlike traditional businesses, nonprofits should focus on keywords that align with their cause rather than commercial intent.
Bad Example: “Donate to charity” (Too broad, expensive, and competitive)
Better Example: “Donate to local animal shelter in London” (More specific and relevant)
💡 Pro Tip: Use long-tail keywords (phrases with 4+ words) to target people actively looking to help.
- Structure Your Campaigns Smartly
A messy account leads to low-quality ads and wasted spend. Keep your Google Ads account structured by breaking it down into targeted ad groups based on different aspects of your cause.
Example: If You Run a Homeless Shelter
Campaign 1: Volunteer Opportunities
- “Volunteer at a homeless shelter near me”
- “Ways to help the homeless in Manchester”
Campaign 2: Donations
- “Where to donate clothes for homeless people”
- “Food bank donation drop-off locations”
Campaign 3: Awareness & Education
- “How to help rough sleepers in winter”
- “Homelessness statistics UK 2024”
💡 Pro Tip: Keep each ad group tightly focused—this improves Quality Score and boosts ad performance.
- Use Smart Bidding to Overcome the $2 Bid Limit
One of the biggest limitations of Google Ad Grants is the $2 max bid cap—which can make it hard to compete for high-value keywords.
Solution: Use Maximise Conversions or Target CPA (Cost Per Acquisition) bidding. These Smart Bidding strategies override the $2 cap and allow Google to automatically adjust your bids based on what’s most likely to convert.
💡 Pro Tip: Make sure Google Analytics conversion tracking is set up—without it, Smart Bidding won’t work properly.
- Write Ads That Inspire Action
Nonprofit ads aren’t about selling products—they’re about inspiring action. Your ad copy needs to be compelling, emotional, and clear.
Bad Ad Copy:
“Help us fight homelessness. Click here to learn more.”
Better Ad Copy:
“Help End Homelessness in Manchester. Donate Warm Clothes Today!”
“1 in 200 People in the UK Are Homeless. You Can Make a Difference.”
💡 Pro Tip: Use emotion-driven language and clear calls-to-action (CTA)—whether it’s donate, volunteer, sign up, or learn more.
- Optimise Your Landing Pages
Google doesn’t just care about your ads—it also evaluates your website. If your landing pages are weak, your ads will be disapproved or won’t perform well.
Must-Haves for a High-Quality Landing Page:
✔️ Fast loading speed (slow sites lose visitors)
✔️ Clear call-to-action (CTA) (donate, volunteer, sign up, etc.)
✔️ Mobile-friendly design (most searches happen on mobile)
✔️ Relevant to the ad (no misleading redirects)
💡 Pro Tip: Google rewards high-quality landing pages with better ad placement—so keep yours clear, engaging, and user-friendly.
Step 3: Monitoring & Staying Compliant
Google Ad Grants comes with strict performance requirements. If you don’t meet them, your account could be suspended or deactivated.
Key Rules to Follow:
✅ Maintain a 5%+ Click-Through Rate (CTR) (otherwise, Google may pause your account)
✅ Avoid single-word keywords (unless they’re branded or highly relevant)
✅ Have at least 2 ad groups per campaign with at least 2 ads per group
✅ Enable Google Analytics tracking and set up at least one conversion goal
💡 Pro Tip: Regularly review your Search Terms Report to find high-performing keywords and add negative keywords to filter out irrelevant traffic.
Final Thoughts: Make the Most of Your Free Ads
Google Ad Grants is a game-changer for nonprofits, but only if you use it correctly. Many organisations set it up and forget it, wasting thousands in potential advertising value.
By optimising your campaigns, using Smart Bidding, refining your ad copy, and monitoring performance, you can turn this free ad budget into real-world impact—driving more donations, volunteers, and awareness for your cause.
Need help getting the most out of Google Ad Grants? RS Digital can help. We specialise in nonprofit PPC strategies, ensuring you maximise every penny of your free ad spend. Let’s turn clicks into action—get in touch today.
Contact us today through www.RSDigital.co.uk enquiry form or call 01282 452096.
