Why Every Nonprofit Should Be Using the Google Ad Grant

Amy Senat
Jun 5
3 min read

In the world of nonprofit marketing, every dollar counts. That’s why the Google Ad Grant is one of the most powerful, yet underutilized, resources available to nonprofit organizations. If you're not already using it—or not using it to its full potential—this article is for you.

What Is the Google Ad Grant?

The Google Ad Grant is a program that provides eligible nonprofits with $10,000 per month in free advertising on Google Search. This means your nonprofit can show up at the top of Google search results when people are looking for information, resources, or organizations like yours.

It’s not a cash grant, but it’s just as valuable. Instead of giving you money, Google gives you in-kind advertising credit—allowing you to create and run text-based ads that appear when someone searches for relevant keywords.

Why the Google Ad Grant Matters

1. Increases Visibility and Awareness

You might have the best mission, programs, or services in the world—but if people can’t find you online, it’s like shouting into the void. Google Ads put your nonprofit in front of people exactly when they’re searching for what you offer. Whether it’s "homeless shelters near me," "donate to cancer research," or "volunteer opportunities in Miami," your ads can drive the right people to your website at the right time.

2. Boosts Donations and Support

More visibility means more potential donors. By using the Google Ad Grant strategically—targeting keywords like “donate to [your cause]” or “best charities for [your mission]”—you can guide visitors to high-converting pages, like your donation form or impact stories.

3. Promotes Events and Campaigns

Have an upcoming fundraiser, volunteer drive, or awareness campaign? Google Ads can help you spread the word fast. You can run targeted ads for specific regions, events, or time frames—ensuring you reach new audiences beyond your existing network.

4. Strengthens Your SEO Strategy

While Google Ads and SEO are different, they complement each other. Paid search ads can drive traffic to your site immediately, helping you test which keywords, content, and landing pages perform best. These insights can then inform your long-term SEO strategy.

5. Provides Valuable Data and Insights

The Google Ad Grant integrates with Google Analytics, helping you track which ads perform well, what users are searching for, how long they stay on your site, and where they drop off. This data is gold for making informed decisions across all your marketing channels.

Common Misconceptions

"It’s too complicated." Managing the Ad Grant does take some learning—but with help from a Google-certified consultant or training resources, it becomes very manageable.
"Our nonprofit is too small." The grant is ideal for small and mid-sized nonprofits because it levels the playing field. Even if you don’t use the full $10,000 monthly budget, a few well-targeted campaigns can make a big difference.
"We tried it before and it didn’t work." Often, nonprofits give up after poor initial results. But many issues stem from technical setup, poor keyword targeting, or under-optimized landing pages—fixable problems with the right strategy.

Make It Work for You

To get the most out of the Google Ad Grant:

Use specific, relevant keywords
Link ads to high-quality, action-oriented pages
Regularly monitor and optimize your campaigns
Comply with Google’s Ad Grant policy requirements

If you don’t have the time or expertise in-house, consider outsourcing the management side of things. Email me at amy@amysenat.com to get started and learn more!