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Google Ad Grants – Seven Ways to Maximise This Gift

Google

For charities and nonprofits, visibility is everything. Whether you’re raising awareness, recruiting volunteers, or driving donations, getting in front of the right audience online is essential. That’s where the Google Ad Grants come in—a $10,000/month in-kind advertising grant from Google Ads for eligible nonprofits.

But here’s the catch: many charities underutilise it—or don’t use it at all.

To truly harness the value of the Google Ad Grant, charities must go beyond simply setting up a few text ads. With strategy, testing, and a mission-aligned approach, it can become one of the most effective tools in your digital toolbox.

Here are 7 smart ways your charity can get the most from the Google Grant:

1. Drive Traffic to High-Impact Content with Google Ad Grants (Not Just Your Homepage)

One of the biggest mistakes charities make is pointing all ads to their homepage. Instead, use ads to drive users to:

  • Your donation landing page
  • A signature campaign or appeal
  • Volunteer sign-up forms
  • Informational pages about your services
  • Stories of impact

Tip: Match each ad group with a specific landing page. Relevance increases Quality Score and improves ad performance.

2. Promote Educational Resources or Awareness Campaigns

Many people search for help, facts, or advice related to your cause. Position your organisation as a trusted source by using ads to promote:

  • Guides or how-to resources
  • Statistics and facts
  • Awareness days or advocacy campaigns

Example: A mental health charity might run ads for search terms like “how to manage anxiety” or “free counselling near me.”

3. Recruit Volunteers and Event Participants

Whether you’re organising a fun run, a clean-up day, or a speaker series, your Google Grant can help you reach people who are looking for meaningful ways to give back.

Create specific campaigns for:

  • Local volunteering (“volunteer in Melbourne”)
  • Virtual opportunities
  • Community events

Tip: Geo-target your ads to relevant areas, especially for in-person events or services.

4. Highlight Your Services and Programs

Don’t forget: many people searching online may need your help. Use your grant to reach beneficiaries as well as supporters.

Promote:

  • Crisis helplines
  • Education workshops
  • Food programs or housing assistance
  • Locations or referral information

Example: A domestic violence organisation might target terms like “help leaving abusive partner.”

5. Test Campaigns to See What Resonates

One of the biggest benefits of Google Ads is its data. Use your grant to test:

  • Which messages drive the most clicks
  • What time of day or day of week performs best
  • Which keywords convert most users

Then apply those learnings to your broader fundraising, social media, and website strategy.

Tip: Set up conversion tracking in Google Analytics to understand what users do after clicking your ad.

6. Promote Seasonal Appeals and Giving Campaigns

Year-end giving, GivingTuesday, tax-time appeals—all of these are ideal opportunities to run campaigns that drive donations through your grant.

Make sure your donation landing page is:

  • Fast and mobile-friendly
  • Clear about where the money goes
  • Integrated with your CRM or donation platform

Tip: Create urgency with time-bound campaigns and match-funding offers.

7. Stay Compliant and Continuously Optimise

Google Ad Grants come with conditions:

  • You must maintain a 5% click-through rate (CTR)
  • Campaigns must use geo-targeting and at least 2 ad groups
  • You must log into the account monthly and make changes at least every 90 days

Noncompliance can lead to suspension, so check in regularly, refine underperforming ads, and keep content fresh.

Tip: Use the Google Ads Grant Certified Professionals or in-house digital experts to help manage and grow your campaigns.

Final Thought

The Google Ad Grant isn’t just free money—it’s a powerful marketing engine for mission-driven work. When used thoughtfully, it can drive thousands of relevant visitors to your website each month, expand your reach, and grow your support base.

So whether you’re just starting or ready to scale your results, remember this: your cause deserves to be seen—and Google wants to help make that happen.