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
 

Solid Starter

No Add'l Fees, Month-to-Month

$299/mo

Ad Grants Enrollment

Professional Account Set-up

Website Conversion Tagging

Monthly Performance Reports

Phone and Email Support

Regular Account Maintenance

Optimize for 1 Goal at a time

Ads link to 1 Website

 
 

Faster Growth

No Add'l Fees, Month-to-Month

$499/mo

Ad Grants Enrollment

Professional Account Set-up

Website Conversion Tagging

Monthly Performance Reports

Phone and Email Support

Regular Account Maintenance

Optimize for 2 Goals at once

Ads can link to 2 Websites

 
 

Maximum Effect

No Add'l Fees, Month-to-Month

$999/mo

Ad Grants Enrollment

Professional Account Set-up

Website Conversion Tagging

Monthly Performance Reports

Phone and Email Support

Regular Account Maintenance

Optimize for several Goals at once

Ads can link to several websites

Implement a content strategy to use as much of the grant as possible

 
 
 

Still have questions?

Contact us to schedule a free assessment of your eligibility
and a customized estimate of how much traffic Ad Grants can bring to your site