What is Google Ad Grants?

Ad Grants is a program where Google gives eligible nonprofits $10,000 per month ($120k a year) in free advertising on their Ads platform. Nonprofits in the US, Canada, UK and dozens of other countries are eligible.

The Ads appear at the very top of search results relevant to your nonprofit, resulting in thousands of new visitors arriving at your website, ready to engage.

The only catch is that these Ads campaigns require frequent management to get the maximum effect.

 

How does Ad Grants work?

Ad Grants Management example

At the simplest level, Ads campaigns consist of keywords matched to text ads. When someone searches the keywords you’ve chosen, your ad appears at the top of the page.

These Ads appear even above “organic” search results achieved by SEO.

In the example pictured here, Ads for Purple Heart and Vietnam Vets show when we search “donate my car”, above the organic result by charitywatch.org .

 
Ad Grants landing page

When someone clicks the ad, Google deducts a fee from your $10,000 a month, typically around $2.

The fee is determined by competition for the keyword, and the quality of your campaign, so top-notch campaigns are able to stretch their $10k farther.

People who click the ad are directed to your website.

To get the most from your $10k a month, we recommend building targeted landing pages that instantly call on the visitor to take action. A good example is this page for the League of Women Voters.

 

What’s Ad Grants Management?

Google requires nonprofits to maintain a 5% click rate on their ads in order to stay eligible, which demands lots of time and skilled maintenance.

Many nonprofits find it beneficial to outsource Ad Grants management to a third party, like The Digital Nonprofit, in order to get the most impact from the grant and stay eligible.

Below are our typical packages. Choose a plan to start Ad Grants management for your nonprofit!

We had wonderful customer service from The Digital Nonprofit - they were highly knowledgable and professional. They were available whenever we needed them, friendly and courteous and skilfully guided us through the application process to a successful result. We highly recommend them to anyone seeking their services.
— Carolyn K., Ontario CA
 

Maximum Effect

No Add'l Fees, No Contract

$999/mo

Guaranteed Ad Grants Application

Professional Account Set-up

Unlimited Ad Groups

Ad Text A/B Testing

Live Analytics Dashboard

Weekly Account Edits

Biweekly Status Meetings

Custom Landing Pages

Faster Growth

No Add'l Fees, No Contract

$499/mo

Guaranteed Ad Grants Application

Professional Account Set-up

40 Ad Groups

Ad Text A/B Testing

Live Analytics Dashboard

Biweekly Account Edits

Biweekly Status Meetings

 

Solid Starter

No Add'l Fees, No Contract

$299/mo

Guaranteed Ad Grants Application

Professional Account Set-up

20 Ad Groups

Ad Text A/B Testing

Live Analytics Dashboard

Monthly Account Edits

Monthly Status Meetings

 

 
 

Still have questions?

Schedule a free assessment of your eligibility, and a customized estimate of how much traffic Ad Grants can bring to your site.