Google Ads Grant: Unlocking Digital Success for Nonprofits

Written by Tasha Van Vlack, co-founder at The Nonprofit Hive

Online advertising is a crucial tool for nonprofits to expand their reach, raise awareness, and gather support for their causes. And there’s one powerful ally that has transformed the way these organizations promote their missions: Google Ads Grants. This program is designed specifically to help nonprofits access free advertising on Google’s platform. In this article, we’ll give you a brief overview of Google Ads Grant, emphasize the importance of online advertising for nonprofits, and highlight the fantastic benefits this grant program offers in reaching a wider audience. So, let’s dive in and discover how Google Ad Grants can elevate your nonprofit’s online presence and amplify your mission-driven work.

What is Google Ads Grant for Nonprofits?

With Google Ad Grants, you get the power to showcase your mission, attract volunteers, and drive donations, all without spending a dime. That’s right, it’s a grant program by Google that offers a monthly advertising budget of up to $10,000 on the Google Search Engine Results Pages (SERPs). Talk about making a big impact on a small budget.

Types of Google Ads Accounts

Google Ads Paid Account

First up, we have the Google Ads Paid Accounts. These are the standard ad accounts where organizations pay for their advertising campaigns. With paid ad accounts, you have all the bells and whistles at your fingertips. Advanced targeting options? Check. Ad scheduling? You got it. In-depth reporting? Absolutely. Paid accounts give you full control over your Google ad campaign settings and budget allocation. For a lean marketing department (like most at a nonprofit) having all of the features available to you in Google Paid Ads is worth the spend.

But for many nonprofits the reality is that budgets are tight and the amount of money that can be dedicated to Paid Ads and Google Search Ads is too low to have a real impact. Google grants account is specifically designed for organizations like yours.

Google Ad Grant Account

Through the Google Ads Grant program, you can receive up to $10,000 per month in ad spend. That’s a serious boost to your nonprofit brand awareness. However, it’s important to know that there are a few limitations. You have a maximum big cap to keep things fair, and there are restrictions on the types of ads and keywords you can use. But don’t worry, with a little creativity and strategic planning, you can still make a big impact.

Eligibility Requirements for Google Ads Grant

To maximize the incredible benefits of the Google Ad Grant, nonprofit organizations must grasp the eligibility criteria for this program. It’s crucial to meet Google grant’s specific requirements as they hold the key to accessing free ads on the powerful google platform. We will delve into the essential eligibility criteria for the Google Ad Grant, equipping nonprofit professionals with the knowledge to ascertain if their organization qualifies for this invaluable resource.

By understanding Google ad grant and fulfilling its criteria, nonprofits can open the doors to expanded visibility, increased research, and enhanced impact. Now let’s walk through the eligibility form and guidelines to begin using Google Ad Grant for your nonprofit.

Nonprofit Status

Your organization should have official nonprofit status, be registered as a charitable organization, or operate as a local chapter of a larger nonprofit entity. Valid and recognized charitable status is essential.

Valid Legal Status

Your organization must hold a current and valid legal status. Typically, this means being registered as a nonprofit or charity within your country of operation.

Non-Discrimination Policy

It’s important to have a non-discrimination policy in place that ensures equal opportunity for all individuals or groups. This policy should prohibit discrimination based on factors such as race, religion, gender, sexual orientation, age or disability.

Website with Substantial Content

Your organization should have a functional website with substantial content. The website should provide relevant information about your mission, programs, and initiatives. It should be accessible to the public and represent your organization professionally.

Compliance with Google’s Policies

Your organization must adhere to Google’s policies for nonprofits, including guidelines for content and website quality. Familiarize yourself with these policies to ensure your organization meets their requirements.

No Commercial Activity

The Google Ad Grant is specifically designed for nonprofit organizations. Therefore, your organization should not engage primarily in commercial activities or promote commercial products/services. The focus should be on promoting your nonprofit’s mission and activities.

Account Management

If your organization is approved for the grant, active management of your Google Ads account is important. Regularly monitoring and optimizing your Google ad campaigns will maximize the impact of the grant and help you achieve your marketing goals.

By meeting these eligibility requirements, your nonprofit organization can take advantage of the Google Ad Grant program and leverage $10,000 monthly to expand your reach, raise awareness, and move the needle on your mission

How to Apply for Google Ads Grant

Applying for Google Ads Grants is a straightforward process, and here’s a step-by-step guide to help you get started. But before we dive in, let’s talk about a few tips for optimizing your application and avoiding potential pitfalls.

When getting started, it’s crucial to have a clear mission and goals for your nonprofit before you apply for Google grant application. Google wants to ensure that their advertising grants are supporting nonprofits with a genuine purpose. Clearly articulate what your nonprofit aims to achieve and how Google Ads Grants can help you reach those goals. This demonstrates your commitment and increases your chances of getting approved.

Now, let’s walk through the application process for Google Ad Grants program:

1. Check Eligibility: Make sure your organization meets the eligibility criteria set by Google. Nonprofits must hold valid charity status and be based in one of the eligible countries. Additionally, some organizations, such as governmental entities and hospitals, may not be eligible for the grant program.
2. Create a Google for Nonprofits Account: If you don’t already have one, create a Good for Nonprofits account. This account will serve as your central hub for accessing various Google tools and programs, including Google Ad Grants.
3. Enroll in Google Ads: Once you have a Google for Nonprofits account, you can enroll in Google Ads. Follow the steps provided by Google to set up your account, including providing necessary information about your organization.
4. Build a Strong Account Structure: When setting up your Google Ads account, it’s important to create a well-structured Google ad campaign. Organize your ads into relevant ad groups, group similar keywords together, and craft compelling ad copy. This will improve the overall performance and effectiveness of your ads.
5. Demonstrate Compliance: Google has specific policies and guidelines that must be followed to maintain eligibility for the grant program. Ensure that your ads comply with these policies to avoid any potential pitfalls. Some common pitfalls include promoting prohibited content, using overly generic keywords, or having low-quality landing pages.
6. Submit Your Application: Once your Google Ads account is set up and your ad campaigns are ready, you can submit your application for Google Ad Grants. Provide all the necessary information, including your organization’s mission, goals and how you plan to use the grant to make a positive impact.
7. Await Approval: Google will review your application and determine whether your nonprofit meets the requirements for the Google ad grants program. The review process can take several weeks, so be patient and keep an eye out for any communication from Google.
8. Start Advertising: Upon approval, you can start utilizing the Google Ad Grants to promote your nonprofit’s work. Remember to continuously monitor and optimize your campaigns to ensure maximum impact and effective use of the grant.

By following these steps and keeping these tips in mind, you can increase your chances of successfully applying for and utilizing Google Ad Grants to amplify your nonprofit’s reach and make a difference in your community.

Maximizing the Impact of Google Ad Grant

Using the Google Ad Grant effectively can be a game-changer for nonprofit organizations. It’s a fantastic opportunity to raise awareness about their cause and connect with their intended audience. Here are some helpful tips from my team here at Yeeboo Digital that we believe can help to maximize the impact of this Google grant while keeping things simple and understandable.

Understand keywords

The first step is understanding the keywords that resonate with your audience. Knowing the words and phrases that matter to your supporters is key. There are great tools on the market like Ubersuggest that can help narrow in on your nonprofits suggested keywords. This knowledge allows you to create ads that show up in search results and immediately grab people’s attention. Craft compelling ad copy that inspires action. Focus on messages that speak to your mission. Motivating people to donate, volunteer or spread the word.

Optimize campaigns

Tracking and optimizing campaigns play a crucial role in making the most of the Google Ads Grant. Keep a close eye on campaign performance to identify what’s working and what needs improvement. Google Analytics is a valuable tool that provides insights into the impact of your ads. Analyze this data to make informed decisions for the future. Consider ways to increase click-through rates and conversions. Target specific audiences, add helpful information through ad extensions, and optimize landing pages to encourage people to take action. Experiment with different strategies and ad formats to find the winning combination.

Leverage retargeting

Retargeting is a powerful technique to reconnect with those who have shown interest in your cause. Personalize ads for these individuals, reminding them of your organization’s mission and motivating them to get involved. Budget management is crucial. Use your resources wisely and focus on campaigns that yield the best results. Regularly review and adjust the budget based on performance to ensure effective utilization on the grant.

Stay curious

Lastly, stay updated with the latest trends and features in Google Ads. Continuous learning and exploration open up new possibilities. Adapt to changes and improve your strategies over time, making the most of the Google Ad Grant.

Advanced Strategies for Successful Google Ad Campaigns

Of course, as a nonprofit you are always looking to optimize and take your digital marketing to the next level. Let’s talk about key strategies to consider, focusing on remarketing, the display network, YouTube advertising, and ROAS bidding. If your nonprofit can harness the potential of these advanced tactics, you can effectively engage your target audience and drive the success of your nonprofit.

1. Remarketing: reconnecting with potential supporters

Implementing remarketing campaigns is a savvy way to re-engage potential donors who have previously visited your website or interacted with your ads. By placing targeted ads in front of these individuals as they browse the web, you can reinforce your nonprofits message and foster a stronger connection. Remarketing helps keep your organization top of mind and increases the likelihood of converting potential supporters into active donors

• Tailor your remarketing ads to specific user segments based on their past interactions or behaviors.
• Experiment with personalized messaging and offers to encourage potential donors to take the desired action.
• Continuously analyze and optimize your remarketing campaigns to maximize their effectiveness.

2. Display Network: Expanding reach and building brand awareness

The Google Display Network offers a vast number of websites and apps where you can showcase visually appealing ads to a broader audience. When your nonprofit utilizes this network it enables you to go beyond search results and reach potential supporters during their online journeys. Display ads are an excellent way to create brand awareness, drive website traffic and amplify your nonprofit’s mission.

• Craft visually compelling ads that resonate with your target audience and effectively communicate your nonprofits.
• Utilize targeting options to display your odds to specific demographics, interest, or websites related to your cause.
• Leverage the power of engaging imagery, captivating headlines, and concise yet impactful ad copy to leave a lasting impressions.
• Continuously monitor and optimize your Display Network campaigns to ensure they are delivering the desired results.

3. YouTube Advertising: Captivating audiences with video

Video advertising on YouTube provides a unique opportunity to connect emotionally with viewers and showcase your nonprofits’ impact and Visually compelling way. By creating captivating video content, you can effectively tell your organization’s story, engage your intended audience, and Inspire them to take action and support your cause.

• Craft emotionally engaging narratives that inspire viewers and prompt them to get involved or donate.
• Leverage YouTube’s targeting capabilities to ensure your videos are reaching the right audience based on their demographics interests or online behavior.
• Experiment with different video formats, such as true view ads, to optimize your engagement and reach.

4. ROAS Bidding: Maximizing Efficiency and Impact

Return on ad spend (ROAS) bidding is a powerful feature that optimizes your Google ad spend but automatically adjusts bids to achieve your desired return on investment. Instead of managing individual bids, you can rely on Google’s algorithms and real-time auction dynamics to maximize the effectiveness of your campaigns. ROAS bidding allows you to focus on generating revenue for your nonprofit, ensuring your resources are utilized efficiently.

• Set clear goals for your campaigns and define your desired return on ad spend.
• Utilize conversion tracking to measure the impact of your ads and determine their contribution to your nonprofit’s revenue or donation goals.
• Leverage automated bidding strategies that align with your goals such as Target ROAS  bidding, to maximize the value of your budget.

By implementing these advanced Google Ads strategies, nonprofit professionals can enhance their digital presence, engage potential donors, and ultimately drive the success of their organizations. Remarketing, the Display Network, YouTube advertising, and ROAS bidding each offer unique opportunities to connect with audiences, build brand awareness, and optimize campaign efficiency. Embrace these strategies, experiment and adapt as needed to achieve your nonprofit’s mission effectively.

Case Studies of Nonprofits Benefiting from Google Ad Grants

The Google Ad Grant has proven to be a valuable resource for numerous non-profit organizations in raising awareness and achieving their goals. A multitude of success stories from non-profits around the globe serve as a testament to the effectiveness of this program.

Todo Mejora

Todo Mejora, an organization in Chile, is combatting high rates of teenage suicide and school violence by harnessing the power of technology and Google for Nonprofits. With one of the highest suicide growth rates among OECD countries, Todo Mejroa’s use of Google Ad Grants has been crucial. They witnessed a 20% increase in website traffic through Google Search from 2015-2016, with social media referrals declining and search-driven visits accounting for 49.59%. This success has allowed Todo Mejora to expand their support channels, including their phone suicide hotline, and conduct all their daily work seamlessly using Google Workspace, enabling them to save more lives and strengthen their impact across Latin America.

The Royal National Lifeboat Institution (RNLI)

The Royal National Lifeboat Institution (RNLI) is a charity that saves lives at sea, averaging 24 lives rescued daily in the UK and Ireland. To sustain their life-saving operations, the organization relies on the support of donors. By utilizing Google’s tools the rnli enhances the experience of existing supporters while also attracting new ones. Their YouTube channel, which showcases dramatic real life rescue footage, receives an average of $75,000 monthly views and has 10,000 subscribers, effectively engaging younger audiences. Since 2005, the RNLI has utilized Google Ads and Google Ad Grants to Target and acquire new supporters, achieving record numbers of visits and donations. leveraging Google analytics, they analyze traffic and user Behavior to develop an organization-wide content strategy that drives the desired actions. With 92% of their income  derived from donations, the RNLI continues their lifesaving mission thanks to the increased exposure and resulting contributions facilitated by Google for Nonprofits tools. 

Operation Smile

Operation Smile Canada, a non-profit organization dedicated to helping children with cleft lip and palate deformities, partnered with Yeeboo Digital to revamp their digital marketing strategy. prior to the collaboration, their Google ad account struggled to achieve significant returns, with an average ROI of 200% year over year. Yeeboo Digital focused on brand terms and top of funnel activities, resulting in an impressive 700% average return on advertising spend (ROAS). Additionally, the introduction of additional search channels like Bing generated a remarkable 300% ROI, significantly boosting Operation Smile Canada’s ability to provide life-changing surgeries and medical care to children in need. This success demonstrates the power of effective digital marketing in supporting nonprofits and making a lasting impact.

Final Thoughts on Google Ads Grant

Google Ad Grants can truly be the lift nonprofits need when they are aiming to boost the reach of their nonprofit mission. This fantastic program provides eligible organizations with a monthly advertising budget of up to $10,000 on the dynamic Google platform. With Google Ad Grants in their toolkit, nonprofits can connect with potential donors, volunteers and supporters who are actively searching for relevant keywords. 

To make the most of Google Ad Grants, nonprofits should focus on honing their campaign strategies for maximum impact. It’s all about handpicking those spots on keywords, crafting irresistible ad copy, and optimizing landed pages like a pro. By nailing these elements, nonprofits can significantly boost their visibility, drive more traffic to their websites, and secure valuable conversions. And here’s the kicker –  Google ads throws in monitoring tools and analytics, so you can track your campaign’s performance, make data driven decisions, and keep improving your advertising game.

So if your nonprofit is looking for a significant ROI in your brand awareness and cultivation of potential donor base Google Ad Grant should be considered as a worthwhile investment. As donor acquisition becomes more challenging in a world that becomes increasingly noisier with more advertisers in the market the advantages of $10,000 in brand spending can be a transformative opportunity for your nonprofit.

About the author

Tasha Van Vlack is a Relationship Growth Specialist at nonprofit marketing agency Yeeboo Digital and co-founder at The Nonprofit Hive. She has been building bridges and connecting with nonprofit professionals for the last 6 years through a mixture of marketing, sales and customer success conversations. Tasha’s passion is people and you are most likely to find her in her spare time floating around LinkedIn or Slack channels.