9 Ways to Create Real Benefit Using Google Ad Grants for Nonprofits
Google Ads drive traffic where you want it to go.
There’s a process for obtaining a Google Ad Grant, but it’s nothing unwieldy. And it’s certainly worth it, since the grant affords you $10,000 a month in free advertising on what is arguably the single most used search engine in the world.
What Are Google Ad Grants for Nonprofits?
This fantastic opportunity is one that most (if not all!) nonprofits should take advantage of.
Google has created a grant for nonprofits that awards organizations who meet requirements up to $10,000 per month in free advertising.
Don’t panic yet about the requirements! The good news is that most nonprofits who are registered as such either already meet the requirements, or they’re just a few steps away from meeting them.
So no! It’s not something that sounds just too good to be true. It truly does benefit the majority of nonprofits that apply!
Does Everyone Get the $10,000 From Google Ad Grants for Nonprofits?
As much as we’d love to shout “yes!” from the rooftops, the truth is: no. Not every single nonprofit that applies for the grant receives the full $10,000 amount.
But before you write it off, bear with us for a moment.
The first thing you need to understand is that any amount you do receive? Is going to be money you don’t have to fundraise elsewhere. Even if it were $50! You now have $50 free dollars per month to put towards Google Ads.
And the second thing to understand is that your nonprofit probably doesn’t need the full $10,000 amount. Usually, larger nonprofits (think enterprise-size) are the ones that require the full amount of funding.
Otherwise, you may not need the entire $10,000 to start making a difference and creating real benefits with Google Ad Grants for nonprofits.
What Are the Google Ad Grants for Nonprofits Requirements?
There are not a lot of hoops you need to jump through to be eligible for this amazing program. More than likely, your nonprofit is eligible if:
- You hold a valid charitable license. That means you’re registered as a 501(c)(3) in the United States.
- Your nonprofit website aligns with Google’s website policy.
- Your nonprofit hosts its own website domain. Rather than “www.yournonprofit.wix.com,” it should be “www.yournonprofit.com.”
- Your organization agrees to abide by Google’s terms and policies. That includes not selling items that don’t directly contribute to your cause. And not promoting anything outside of your nonprofit’s mission.
Your nonprofit organization is ineligible if it’s:
- A school or university
- A government organization
- A hospital or healthcare organization
Here Are 9 Ways Google Ad Grants for Nonprofits Can Benefit Your Engagement and Fundraising Efforts…
1. Grow Your Email Contact List
Email marketing for nonprofits is proven to have one of the largest returns on investment. So using it consistently can do wonders for your nonprofit.
And using Google Ad Grants for nonprofits to point towards a landing page where supporters can sign up for your email is a great way to collect supporters on your email contact list.
Having someone’s email address means you can directly appeal to them for support, whether you’re asking for advocacy, time, or donations.
2. Drive Traffic to Your Newsletter Page
Maybe you don’t use a nonprofit email newsletter. And instead, you have a newsletter page where supporters can download PDFs of your latest updates.
If you’re looking for more traffic to that landing page, Google Ad Grants can help. Bring relevant traffic right to your newsletter page, where they can download those PDF updates.
And if you’re looking to start an email list, then you can use the downloadable newsletters as a way to capture email addresses!
3. Promote Your Nonprofit Blog
Similar to your newsletter, Google Ad Grants for nonprofits can connect you with people who are looking for blogs about your cause.
Blogging is a great way to educate and inspire readers about your mission and how your nonprofit can make an impact. And it’s also great for giving readers actionable tips they can do at home that can help your cause, too!
But don’t forget about the power behind blogging. It’s another awesome tool to increase your community of supporters. You can use your blog posts to encourage readers to sign up for your email newsletter.
Be sure to include multiple subscription opportunities so you can market your newsletter as well as collect email addresses.
And your Google Ads can be the first step of this chain reaction. Create ad campaigns that direct searchers straight to relevant blog posts! Then, on those blog posts, pepper in those subscribe options.
4. Increase Your Website Membership
Connecting with an audience using free advertising and providing relevant content warms them up to the next step of registering. Make it clear what benefits users get from registering with your organization so you’re more likely to convert them into members.
5. Reach More People With Your Video Marketing
While you can’t send traffic directly to your YouTube channel from a Google ad, you can embed your videos in the content on your website, resulting in engaging landing pages that encourage visitors to stay. The more time they spend on your website, the more likely they are to volunteer, donate, or advocate. Plus video “asks” on your donation page can be an effective way to deliver short but powerful messages on why people should support you.
There’s really no downside to applying – and getting! – a Google Ad Grant. It’s basically free money to help increase awareness and support of your organization and your cause.
6. Recruit New Volunteers and Supporters
Who says your Google ads can only be to drive traffic from those who want to support monetarily?
Not us!
If your nonprofit relies heavily on people who want to donate their time or their skills, you can use your Google Ad Grants for nonprofits to promote your volunteer recruitment pages.
Whether you’re looking for people to volunteer in person, or you’re trying your hand at virtual volunteerism, you can increase your number of qualified candidates by running Google ad campaigns specifically for that purpose.
7. Promote Your Upcoming Nonprofit Event
If your nonprofit often runs in-person or even virtual fundraising events, you can use your Google Ads to showcase your upcoming ones.
Your Google ad campaigns can increase awareness, drive traffic to your event landing page, and boost ticket sales! Plus, with Google ad campaigns, you can get your events in front of people who may not follow you on social media or who may not be on your email list.
8. Boost Merchandise Sales
Google Ad Grants for nonprofits does say that you cannot advertise any merchandise that does not directly benefit your nonprofit organization.
For example, if you work for a nonprofit, but you’re using your ad grants to promote merchandise from your side hustle business, that’s a no-no.
However! Google Ad Grants for nonprofits does say that you can promote merchandise that benefits the nonprofit. So if your organization sells t-shirts or any other items, with proceeds going directly to your mission, then you can absolutely create an ad campaign for it!
9. Track Success with Google Analytics Integration
We believe wholeheartedly in having data and analytics that support your marketing efforts. You need to know that what you’re investing in, whether it’s money or time and effort, is bringing some kind of benefit.
When you set up Google Ad Grants for nonprofits, you can tie your account directly to your website and to Google Analytics.
Then, you’ll have a clear picture of how many people are seeing and taking action on your Google ad campaigns.
Tracking this information is an excellent benefit! Because you can see exactly what’s working and what isn’t working for your nonprofit. And then you can better tailor your monthly allotment for Google ads so it works for your organization.
All the best,
– Your friends at NonprofitLibrary
Ps. For more on getting and making the best of Google Ad Grants, take a look at or demo from ConnectAd “How To Take Full Advantage Of $10K/Month In FREE Google Advertising With The All-In-One Google Grants Service“