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Sponsor: Getting Attention 

Getting Attention is your online hub for resources on how to get started with the Google Ad Grant!

Everything You Need to Know About Google Ad Grants

Google Ad Grants 101

The Google Ad Grant program began in 2003, but plenty of nonprofits still haven’t taken advantage of the full potential of these grants! Applying for and using this grant is completely free for your nonprofit, but it will take some work to get your ads up and running. Let’s take a closer look at this effective fundraising and marketing initiative.


What Are the Benefits of Google Ad Grants?

Billions of searches happen on Google each day. Users are not only searching for easy dinner recipes, the hours and location of a new restaurant, and how to change a tire—they’re also searching for information about nonprofits that appeal to their interests.

Therefore, one of the greatest benefits of launching a Google Ad campaign is more exposure for your important mission. You can use your campaign to:

  • Grow brand awareness for your nonprofit.
  • Connect with new donors.
  • Increase traffic to important conversion pages, such as your volunteer registration page, event sign-up page, and online donation form.
  • Assess your marketing progress using clear analytics and adjust your approach for greater success.

Is Your Organization Eligible for Google Ad Grants?

There are a few important requirements to be aware of if you’re thinking about applying for a Google Ad Grant. Your nonprofit needs to comply with the following guidelines to be eligible:

  • You must hold valid charitable status in your country. For example, in the United States, your organization must be a registered 501(c)(3) nonprofit.
  • You must have a functioning website that is recognized by Google.
  • You must register with TechSoup, the organization that handles nonprofit verification for the Google Ad Grant program.
  • You must agree to the program’s policies and terms of service.

Should You Apply for a Google Ad Grant?

While this program offers plenty of benefits for eligible nonprofits, not every nonprofit will be ready to apply for the program or be able to see the greatest ROI from this strategy.


You’ll be able to make the most of the Google Ad Grant if your nonprofit has:

  • A highly relevant, searchable mission. If your organization has a highly specific mission or one that covers a lesser-known issue, there may not be that many people searching relevant keywords.
  • An established, robust website. If your organization’s website isn’t up to par or your conversion pages aren’t optimized, you may not be ready to start using the Google Ad Grant. However, if you have a comprehensive website with user-friendly, mobile-optimized conversion pages, you’ll be in a good spot to launch an Ad Grant campaign.
  • A desire to expand its digital strategy. If you’re looking to expand into additional digital marketing channels, the Google Ad Grant is a great place to start!

How to Get Started Using Google Ad Grants with Getting Attention

The process of applying and creating a strategy for your Google Ad Grants can be time-consuming. That’s why we recommend partnering with a Google Ad Grant expert to help guide you through the process and ensure you’re getting the greatest ROI for this marketing channel.


You can get started with our favorite Google Grants experts at Getting Attention in just a few steps:

  1. Consultation. Meet with the experts at Getting Attention to discuss your mission and goals. They’ll help you dig into the nitty-gritty of what your nonprofit’s digital strategy is and what sets your unique donors apart.
  2. Research. The Getting Attention team will review your website and any existing digital campaigns, looking for opportunities to help you raise even more money.
  3. Launch. Working closely with Getting Attention, your new Google Ad campaigns will go live!
  4. Monitor. No time to sit back and relax. The Getting Attention team will keep their eyes on your metrics to make sure your strategy delivers results.

Quick Tips for Making the Most of Your Google Ad Grant

After you’ve applied for and been accepted into the Google Ad Grants program, your work has just begun. You’ve invested a lot of time and energy into getting your account up and running, and it’s important to put that same level of commitment into managing your account and launching successful campaigns.


With that in mind, here are three quick tips for making the most of your Google Ad Grant funds:

  1. Make sure your website content is strong. When visitors click your ads, they should be sent to a well-designed, professional, organized website that helps them learn more about your organization and find out how to get involved with your mission. Your content should be comprehensive and valuable for readers. You should also include several call-to-action buttons or links that direct users to take certain actions, such as signing up for a volunteer opportunity or donating using your online giving page.
  2. Track conversions. How can you know if your Google Ad strategy is reaching its goals and helping you achieve a positive ROI? This is where analytics tracking comes into play. Keep an eye on the conversion rates of your most important website pages, such as your online donation form or event sign-up page. You can assess what’s working and what needs improvement to boost your engagement rates.
  3. Ensure compliance with the Google Ad Grant guidelines. After you’ve gone through the process of setting up your Google Ad account, the last thing you want is for your campaign to be jeopardized by compliance issues. Review the official compliance page for a step-by-step walkthrough of each element of the policy. A few regulations include avoiding overly generic keywords, maintaining a 5% clickthrough rate each month, and having valid conversion tracking set up.

Additional Google Ad Grants Resources

Check out these resources to learn more about Google Ad Grants: