Ad Grants compliance
Account structure, keywords and click-through rate kept within the program rules.
/INDUSTRIES / NGO / ADVERTISING
Nonprofit Google Ads and Ad Grants
Google Ads for nonprofits and NGOs, including Google Ad Grants accounts: campaigns that bring donors, volunteers and people who need your services, within the rules of the grant.
Non-profits compete for attention and trust. Clear storytelling, organic visibility, and frictionless donation paths multiply impact.
/01
THE SITUATION
Google Ad Grants gives eligible nonprofits free Search advertising, up to 10,000 US dollars per month according to Google's program terms. The grant comes with conditions: only Search ads, policy requirements on keywords and click-through rate, and conversion tracking that must stay active. Many grant accounts are suspended or spend a small share of what they could.
/02
WHY IT MATTERS
An unused grant is free visibility left on the table, and a suspended account takes weeks to recover. Paid campaigns, on the other hand, need a different discipline: every euro of a nonprofit budget has to show what it brought, because donors and boards ask.
/03
HOW WE APPROACH IT
We audit grant compliance first, fix tracking and account structure, then build campaigns around your missions: donations, volunteering, events and services. Where the grant's limits get in the way, a small paid Google Ads or Meta budget covers the searches and audiences the grant cannot reach.
/WHAT YOUR BUYERS RESPOND TO
People who search for a cause usually want one of these.
- How to donate to a cause or a specific campaign
- Volunteering opportunities in their city
- Help or services the organization provides
- Information on an issue, a disease or a social problem
- Events, runs and fundraisers they can join
- SEO
- Advertisingyou are here
- Development
- Hosting
/WHAT THE WORK COVERS
Mission-based campaigns
Separate campaigns for donations, volunteers, services and awareness.
Donation tracking
Donations and sign-ups tracked as conversions, with values where the platform allows it.
Conversion tracking
Every campaign reports leads or sales, checked against your CRM or store data before we optimize anything.
Weekly optimization
Search terms, bids, audiences and ads reviewed every week, with changes logged so you can see them.
/CHANNELS WE USE AND WHY
- /01
Google Ad Grants
Free Search ads for eligible organizations, the base of most nonprofit accounts.
- /02
Paid Google Ads
For competitive searches and formats the grant does not cover.
- /03
Meta
For appeals that must reach people who are not searching yet.
- /04
YouTube
For stories that explain the cause better in video than in text.
/HOW LONG IT TAKES
/01
Tracking and structure
In the first two weeks we fix conversion tracking and rebuild the account around what you sell.
/02
Weekly optimization
Search terms, bids, audiences and creative are adjusted every week against cost per lead or sale.
/03
Scale what pays
Budget moves to the campaigns that bring buyers at an acceptable cost, in steps you can follow.
/FAQ
Eligibility depends on your country, your registration status and Google for Nonprofits' current rules. We check it with you before setup, together with the website requirements the program asks for.
Usually, yes. We find the policy issue, often click-through rate or keyword quality, fix the account and request reinstatement through Google's process.
With a short monthly report on donations, sign-ups and inquiries from ads, and the cost of any paid campaigns, written for people who do not work in marketing.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
No. Ad spend goes directly from your account to Google, Meta or LinkedIn. Our management fee is a separate line, scoped to the work the account needs, not a percentage of spend.
LET'S REVIEW YOUR NONPROFIT AD ACCOUNTS
Send us access to your Google Ads or Ad Grants account. We will check compliance and show you how much of the grant you are using.
REQUEST A NONPROFIT PPC AUDIT
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