For non-profits hoping to amplify their mission and reach a wider audience, digital marketing can be transformative. This can include SEO, Google Ads, and social media marketing for example. However, tight budgets often make it difficult to get the message out effectively. This is where Google Ad Grants comes in—a program designed to provide eligible organisations with up to $10,000 each month in ad credits. These funds enable non-profits to create impactful ad campaigns that boost awareness, attract donations, and inspire action.
Google Ad Grants is Google’s way of giving back, offering non-profits free access to its Google Ads platform. Through this program, organisations can appear in search results for keywords relevant to their mission, putting them in front of people actively seeking their services or causes. The standout feature of Google Ad Grants is the generous monthly ad spend allowance. Non-profits can access up to $10,000 each month to promote their cause, allowing them to create highly targeted campaigns that resonate with their audience.
The program also provides access to sophisticated advertising tools such as automated bidding and audience targeting, which help optimise campaign performance. To qualify, organisations need to be registered charities and must adhere to Google’s program policies, which include maintaining an active website and complying with Google’s advertising standards. With eligibility confirmed, the next step is creating a campaign that drives real results.
Before setting up a campaign
Success with Google Ad Grants begins long before you create your first ad. Preparing the groundwork ensures your campaign is not only compliant but also optimised for results. Your ads can only be as effective as the pages they lead to. Landing pages should be directly relevant to the ad and provide a clear, engaging user experience. Focus on the following:
- Fast load times: Ensure your site loads quickly on both desktop and mobile. Slow pages can drive users away and hurt your Google Ad performance.
- Clear calls to action: Make it easy for visitors to take the next step, whether it’s donating, signing up, or volunteering. CTA buttons or forms should be prominent and intuitive.
- Mobile optimisation: Many users will access your site via mobile devices. Responsive design and easy navigation are non-negotiable.
- Relevant content: Your landing page must match the promise of your ad. If the ad is about supporting animal shelters, the landing page should immediately provide high quality content, information or options to act on this cause.
Maximise your chances of success
To make the most of Google Ad Grants, know that paid strategies will frequently not transfer well to Ad Grant campaigns. A clear and strategic approach specific to Ad Grants is required.
The foundation of any successful campaign is keyword research. This involves understanding what potential supporters are searching for and choosing specific, mission-driven keywords that align with the organisation’s goals. For example, an animal rescue group might target phrases like “adopt a pet near me” or “support animal shelters,” helping them connect with people who are already interested in their cause. Tools like Google’s Keyword Planner can provide valuable insights, helping organisations identify the terms that will yield the best results.
Ensure that you aim for a high keyword quality score. Keywords are rated on a Quality Score scale from 1 to 10. Not all keywords receive scores, and those that do may see changes week to week. In an ad group, higher average Quality Scores mean lower CPC and a better chance of the ad being displayed. Too many low-quality keywords can significantly reduce an account’s impressions, often leading to a gradual decline.
Compelling ad copy is equally important. Your ads should grab attention, clearly communicate your mission, and encourage action. Messages that are clear, emotionally resonant, and actionable tend to perform well. Ad relevance is also key—using targeted keywords in the headlines and descriptions not only improves visibility but also makes the ad more likely to resonate with users.
Track and measure your success
Avoid common pitfalls
While the benefits of Google Ad Grants are undeniable, making full use of the program can be difficult. Many organisations struggle to utilise the full $10,000 monthly allowance due to narrow keyword targeting or poorly optimised campaigns. Expanding keyword lists and refining ad strategies can help maximise reach while adhering to program guidelines. Another pain point can be maintaining compliance with Google’s policies.
Organisations must avoid using single-word keywords, ensure their campaigns achieve a minimum 5% click-through rate, and regularly update their ads to avoid account suspension.
Low campaign performance can often be overcome with the right approach. If click-through rates are low, the issue may lie in ad relevance or clarity. Revisiting the language used in ads and ensuring it matches user intent can make a significant difference. Similarly, high bounce rates often point to issues with landing pages. Directing users to pages that are easy to navigate, visually engaging, and aligned with their expectations can improve conversions.
Understand smart bidding and bid caps
Google Ad Grants limits maximum bids to $2.00 USD for manual bids unless you use a smart bidding strategy. This can make it challenging to compete for high-value keywords, especially in competitive industries.
Smart bidding options, such as Maximise Conversions, Maximise Conversion Value, Maximise Clicks, Target CPA (Cost Per Acquisition), and Target ROAS (Return on Ad Spend), provide much-needed flexibility and can significantly improve campaign performance.
As well as allowing a higher bid cap, each smart bidding strategy offers distinct advantages. Maximise Conversions is ideal for increasing the volume of desired actions, such as donations or sign-ups. Maximise Conversion Value focuses on maximising the total value of conversions, catering to campaigns with varying conversion values. Target CPA enables nonprofits to maintain control over their cost per conversion by aiming to achieve as many conversions as possible within a specified cost. Target ROAS, on the other hand, adjusts bids to maximise conversion value relative to a target return on ad spend, making it suitable for revenue-driven campaigns.
Historically, the $2.00 bid cap applied to all Ad Grants campaign strategies, significantly limiting the performance of grants accounts. Nonprofits often struggled to gain visibility in competitive sectors where higher bids were essential. The introduction of smart bidding allows greater flexibility here—offering more advanced tools, it enables nonprofits to bypass the restrictions of the bid cap and expand their reach.
Set realistic goals and expectations
Google Ad Grants offers a powerful opportunity to promote your mission, but it’s important to set realistic expectations, as its limitations mean it works differently from paid Google Ads campaigns. Understanding these shortcomings will help you align your goals with the program’s capabilities.
First off, Ad Grants campaigns always appear below paid ads in search results. This means your ads may not occupy the prime spots at the top of the page, especially in competitive spaces. While this limits visibility compared to paid campaigns, focusing on highly relevant, mission-driven keywords can help you stand out and connect with your target audience.
A final limitation to be aware of is that some advanced ad types, like remarketing and display campaigns, are unavailable through Ad Grants. The program focuses exclusively on search campaigns, so if your strategy relies heavily on visual or retargeting ads, you’ll need to supplement it with additional funding or other channels.
Given these limitations, your goals for Ad Grants campaigns should focus on realistic outcomes like improving awareness, driving traffic to your website, or encouraging specific actions such as volunteer sign-ups or resource downloads. If your objective is something like securing a large volume of donations, you may need to combine Ad Grants with other paid campaigns for better visibility and performance.
Partner with the experts
Professional support can make all the difference. At SIXGUN, we specialise in helping non-profits unlock the full potential of Google Ad Grants and digital marketing tools. With proven success helping organisations like Yourtoolkit.com, a non-profit providing information on personal safety, support services and money matters for people facing family and domestic violence.
From strategy development to optimisation and tracking, we’re here to ensure your campaigns achieve maximum impact. Take your mission further—get in touch with us now to start a conversation.
