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Google Ad Grants

Google Ad Grants offers up to $10,000 per month for Google search advertising to non-profit organisations.

Google Ad Grants -mainonta

Google Ad Grants – Free advertising for non-profits

Google Ad Grants is a program that offers free search advertising on the Google Ads network to charitable organisations and non-profits. This program allows organisations to advertise on Google’s search results for free, helping them reach a larger audience and further their mission.

At Redandblue, we have extensive experience in setting up, building, optimising, and scaling Ad Grants accounts to the full $10,000 monthly benefit. Currently, we manage over a dozen Ad Grants accounts and are happy to assist non-profits in developing their operations using these grants.

Redandblue is also Google Partner certified, which is an official recognition of our excellent account management and adherence to Google’s quality standards.

Paavo Virta

Paavo Virta

Head of Growth Marketing, Partner

Phone: +358 40 530 1233
Contact us

Why Google Ad Grants exists?

Non-profit organisations play a crucial role in our society, but limited budgets and resources can hinder their ability to reach a broader audience and achieve their goals. Google Ad Grants was created to address this challenge by providing free advertising through the Google Ads network. This program helps organisations gain visibility and support their important work more effectively.

Which organisations can use Ad Grants services?

The Google Ad Grants program is designed exclusively for charitable organisations and non-profits. Advertising through the program is only permitted for organisations that meet the following requirements:

  • Official charitable or non-profit status: The organisation must be officially recognised and registered as a charitable or non-profit entity.
  • Registered with Google for Nonprofits: The organisation must be approved for the Google for Nonprofits program.
  • Quality website: The organisation must have a website that complies with the program’s website policies and offers quality content.
  • Compliance with program perms and advertising policies: The organisation must adhere to the terms and advertising policies of the Google Ad Grants program.

Requirements may vary depending on the organisation’s location and sector. The organisation should also be prepared to invest time and resources into managing and optimising the ads to achieve and maintain the best possible advertising effectiveness.

How to succeed in Ad Grants search advertising?

Determine what you want to achieve with your ad campaign. Do you want to increase website traffic, collect donations, or attract more volunteers? Define clear goals and conversion points before starting the campaign.

Keywords are crucial for effective use of Google Ads. Research keywords related to your organisation’s activities and services. Use keywords that are relevant to your audience and have sufficient monthly searches.

Divide your campaign into smaller, more specifically targeted ad groups. This allows you to create tailored ads for different audience segments and improve ad effectiveness.

Write ads that capture interest and encourage clicks. Use strong headlines, clear messages, and engaging calls-to-action to drive visitors to your website.

Ensure that ad clickers are directed to relevant and well-optimised pages on your website. The page should provide the information users are looking for and encourage them to take action, such as donating or signing up.

Use Google Ads tracking tools, such as conversion tracking and Google Analytics (GA4), to gather information on your campaign’s performance. Track ad effectiveness and make optimisations as needed to achieve better results.

Don’t be afraid to test different ad versions, keywords, and content.

Google Ad Grants advertising restrictions

The Ad Grants program comes with certain restrictions compared to a standard Google Ads account. These restrictions are in place to ensure that organisations use their free ads responsibly and effectively.

Here are some of the main restrictions:

  • Search advertising: Ad Grants accounts can only use their budget for search advertising.
  • Click-Through Rate (CTR): Campaigns must maintain a CTR of over 5% consistently.
  • Click cost: The maximum cost per click (CPC) is $2. However, this limit can be circumvented by structuring campaigns around conversion goals.
  • Ad extensions: Campaigns must always use a certain number of ad extensions.
  • Ad budget: The ad budget for a Google Ad Grants account is limited to $10,000 per month. This means that the organisation cannot exceed this amount in a month with free ads.
  • Keywords: There are restrictions on keyword usage through the Ad Grants program. organisations cannot easily use broad, highly competitive keywords but must use more specific keywords that are directly related to the organisation’s activities and goals.
  • Other restrictions: There are additional restrictions associated with Ad Grants, so it is advisable to monitor and optimise the account regularly.

Contact us

Paavo Virta

Paavo Virta

Head of Growth Marketing, Partner
Phone +358 40 530 1233
Email paavo@redandblue.fi

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