Getting Started with the Google Ad Grant: Your 5-Step Checklist
Google Ad Grants provide eligible 501(c)3 nonprofits access to $10,000 of in-kind advertising every month for text ads. Good Dog Strategies is your partner in harnessing the power of the $10,000 monthly ($329 per day) Google Ad Grant.
But for organizations that want to get started on their own, that’s cool, too. To help you get started, we created a short email series that includes information on preparing for the process, submitting your application, and setting up your account.
Signing up is free, and there is no obligation to speak with someone unless you want to or have feedback on the series. Just submit your email address via the form above.
Part 1: What Can Your Nonprofit Realistically Achieve with the Google Ad Grant?
Every nonprofit leader knows the challenge: how do you expand your reach and drive your mission forward on a limited budget? The Google Ad Grant is a powerful tool. With its $10,000 monthly budget for Google Ads, the grant empowers your nonprofit to transform your outreach and engagement strategies. It's all about strategically presenting your message to the right people when they are actively looking for ways to contribute or learn about issues they care about.
Let's explore what you can realistically achieve with a well-managed Ad Grant.
Drive Mission-Critical Traffic and Awareness
One of the most fundamental benefits of the Ad Grant is its ability to significantly increase traffic to your website and build brand awareness. By targeting keywords related to your cause, you attract people who are genuinely interested in your work, establishing your organization as a credible voice and building recognition within your community.
This goes beyond general brand building; you can use the platform to educate the public on the specific issues your nonprofit addresses. Through targeted ads, you can deepen public understanding and promote advocacy on key topics.
Consider keywords that connect directly to your mission, such as:
"Effects of plastic pollution"
"Importance of early literacy"
"How to help homeless veterans"
Ads targeting these phrases will reach people already searching for these topics and engage those who may not yet be aware of your organization. Even if they aren't ready to donate or volunteer, this exposure sparks interest and encourages them to learn more, fostering a wider community of support for your mission.
Mobilize Your Supporters
Beyond raising awareness, the Ad Grant is highly effective at turning interest into action. You can build targeted campaigns that drive both financial contributions and volunteer recruitment.
Increase EMAIL SUBSCRIPTIONS & Donations
You can use the grant to reach people who are already looking to support charitable causes. By targeting specific search queries like "donate to cancer research" or "support wildlife conservation," your ads connect with users who have a high intent to give. And while someone who has just stumbled on your organization may not be ready to give to you at that exact moment, they might be more inclined to join your email list, so you can start building a relationship.
From there, carefully crafted ads can guide these potential donors directly to your donation page, simplifying the contribution process. By using compelling messaging that creates a sense of urgency or highlights the tangible impact of their support, you can motivate users to give and begin building a long-term relationship.
Boost Volunteer Sign-Ups
The Ad Grant can be a powerful recruitment tool if your organization relies on volunteers. You can develop targeted campaigns aimed at attracting supporters in your local area by focusing on keywords that reflect their interests andpassion for your cause.
Effective keywords could include:
"Environmental volunteer projects"
"Mentor a child program"
"Community service opportunities"
These campaigns effectively communicate the impact volunteers can make and provide a clear path for them to sign up and get involved.
Amplify Campaigns and Advocacy
Do you have a time-sensitive campaign, event, or advocacy effort that needs a boost? The Ad Grant is a powerful tool for amplifying these initiatives and ensuring your message reaches the right audience.
Promote Events and Campaigns
Whether you're organizing an annual fundraising gala, a series of educational webinars, or a major awareness campaign, you can use the grant to enhance your outreach. Targeted advertising allows you to connect with individuals in your community who have shown interest in related topics or events, attracting potential attendees who are more likely to engage with your cause.
Enhance Advocacy Actions
If your nonprofit relies on public support to advance its policy goals, you can use the grant to drive meaningful action. Create targeted ads that lead directly to your petition pages, making it easy for supporters to make their voices heard. You can also use ad copy and landing pages to provide clear information on contacting legislators, empowering your audience to engage directly with decision-makers. Targeting users based on keywords related to your policy issues is essential for ensuring your message reaches those most likely to take action.
Think of the Google Ad Grant as an invaluable digital toolkit. With the right strategy, you can expand your audience, foster deeper community engagement, and significantly increase awareness of your organization and your mission.
Part 2: The Foundation: Getting Your Organization Ready
Before diving into the Google Ad Grant application, you need to have a few details in order to be approved. Google has specific eligibility requirements for both your organization and your website to ensure the grant is used effectively. Think of this as your pre-flight checklist—getting these items in order now will make the entire process smoother.
Organizational Eligibility: Who Can Apply?
First, you must determine if your organization is eligible. The grant is designed specifically for registered charitable organizations that meet the following core criteria.
Your Eligibility Checklist:
You must hold a valid nonprofit/charity status. This typically means you are a registered 501(c)(3) organization in the United States. These requirements vary by country, so verify your local regulations.
You must agree to Google's required non-discrimination and donation receipt policies.
You must have a high-quality, functional website. This is a critical piece of the puzzle, and we'll explain more about what that means below.
Who Is Not Eligible?
Equally important is knowing which organizations are generally not eligible for the grant. Google specifies that these include:
Governmental entities and organizations
Hospitals and medical groups
Schools, childcare centers, academic institutions, and universities
The one exception: Educational institutions' philanthropic or charitable arms are eligible. For example, a university's foundation could apply even if the university itself cannot.
Website Eligibility Requirements
After confirming your organization's eligibility, Google's next focus is on your digital front door: your website. A high-quality website is an essential component of your application. It's more than a formality—it must provide a clear, valuable, and secure experience for visitors arriving from your ads.
A High-Quality Website with Substantial Content
Your website must be live, fully functional, and feature multiple pages of unique, helpful information. It should clearly state your mission, describe your programs, and provide transparency about your work. A simple landing page, a Facebook page, or a site still under construction will not be approved.
Full Ownership of Your Domain
In simple terms, you must own the website that your ads direct people to. You cannot send ad traffic to a third-party site or social media profile. For example, you cannot use the grant to directly increase your Instagram following.
Up-to-Date Website Security (HTTPS)
A critical technical requirement is that your entire website must be secured with HTTPS. This is the modern standard for web security and creates the padlock icon visible in a browser's address bar. It indicates to visitors (and to Google) that the connection is secure, which is especially important when you're requesting personal or payment information through forms on your website.
No Commercial or Ad Clutter
Your site's primary purpose must be to advance your mission, not to sell products or services. It cannot be filled with ads from other networks—or even Google AdSense—as this creates a poor user experience and conflicts with the grant's purpose.
Getting these foundational elements right is the key to a successful Google Ad Grant application and an effective long-term advertising strategy. Once you've confirmed your organization and website are ready, you can confidently move on to the application itself!
Part 3: The Application: Your Step-by-Step Walkthrough
Once you've confirmed that your organization and website are ready, it's time to officially apply for the Google Ad Grant. The process is straightforward and involves two main phases: first, joining the Google for Nonprofits community and, second, activating the Ad Grant itself.
Let's walk through it together.
Phase 1: Joining Google for Nonprofits
Think of this as getting your official all-access pass to Google's suite of tools for charities. This initial verification is the foundation for activating the Ad Grant.
Get Started: Navigate to the Google for Nonprofits site and click the "Get Started" button.
Submit Your Information: You'll need to create a Google for Nonprofits account and provide your organization's details, including any required documentation for verification.
Await Verification: Google will review your application, which typically takes a few business days. Once you're approved, you will receive a confirmation email.
Phase 2: Activating the Google Ad Grant
You're on the home stretch! With your Google for Nonprofits account approved, the final step is to switch on the Ad Grant.
Start the Ad Grants Activation: Log in to your new Google for Nonprofits account. On your dashboard, find the product card for "Google Ad Grants" and click "Get Started."
Complete the Eligibility Form: You'll complete a short Ad Grants Eligibility Form next. This pre-qualification survey confirms your eligibility and helps Google understand your organization.
Confirm and Activate: After you submit the form, you must return to the Ad Grants product page. From there, check the box to confirm you have completed the form, and then click the final "Activate" button.
Clicking "Activate" triggers the final review, where Google's team will check your website to ensure it meets its quality standards. Once they approve it, you'll receive a confirmation email, and your account will be ready.
⚠️ Note: Your Google Ad Grant is not billed, so if you are in a Google Ads Account that asks for a credit card or has a section with billing information, that is not your Ad Grant account. Double-check the Ad Grant’s Google Ads account ID number before continuing.
Part 5: The Strategy: From Setup to Sustainable Success
Having your Google Ad Grant account active is a big accomplishment--it does take a bit of work to get here--but the journey doesn't end there. The most successful nonprofits treat the Ad Grant as a dynamic, ongoing part of their digital marketing strategy.
Ongoing optimization is key. This is not a "set it and forget it" tool. To maintain your grant and maximize its impact, you should log in regularly to monitor performance and make strategic adjustments. Here are the best practices our team focuses on to help nonprofits succeed.
Core Practices for Effective Grant Management
Effective management revolves around continuously monitoring, testing, and refining your campaigns.
Continuously Refine Your Keywords: Effective keyword research isn't a one-time task. Frequently review the "Search Terms" report in your Google Ads account. This report shows you the exact queries people typed before clicking your ad. It's a goldmine for discovering new, highly relevant keywords to add to your campaigns and, just as importantly, negative keywords to exclude so you don't waste your budget on irrelevant clicks.
A/B Test Your Ad Copy: Your ad copy is your first impression. To keep performance high, you should always be testing different versions of your ads. Write clear, concise ads that highlight your mission and include a strong call to action. Try testing different headlines or descriptive text to see what resonates most with your audience and drives the most engagement.
Optimize Your Landing Pages: The destination of your ad traffic is just as important as the ad copy that gets them there. Your ads must lead to relevant, user-friendly landing pages that directly correspond to the ad's promise. If your ad is about volunteering, the landing page should be dedicated to your volunteer program and have a clear sign-up form. A great landing page reduces friction and encourages action.
Leveling Up: Pairing Your Grant with Paid Google Ads
The Google Ad Grant is a powerful tool, but it has limitations, including the fact that it does not compete with paid Google Ads accounts. So, adding a standard paid Google Ads account is a strategic next step for nonprofits ready to supercharge their ads strategy (especially optimizing for donations, selling merch, or other revenue-generating activities).
A standard paid account helps you overcome the grant's limitations. For example, you can:
Use Remarketing: Show targeted display ads to people who have already visited your website—a highly effective way to re-engage potential donors or supporters.
Run Display and Video Ads: Move beyond text ads and create visually compelling banner ads or video ads on YouTube to build broad brand awareness.
Gain Keyword Freedom: A paid account does not have the same keyword restrictions as the grant, allowing you to be more competitive on broader terms.
Need a Partner to Maximize Your Grant?
Effective management of a Google Ad Grant is essential for success, but it requires consistent time and expertise. Professional management can make all the difference for organizations that want to ensure they are getting the most out of their Google Ad Grant account.
The team at Good Dog Strategies specializes in maximizing Google Ad Grant accounts by building high-performing campaigns focusing on meaningful conversions. We would love to discuss how we can help you get the most from your grant.
Get More from Your Google Ad Grant with Good Dog Strategies
Good Dog Strategies can help you unlock the full potential of your Google Ad Grant. Let us manage the complexities while you focus on what matters most: your mission.
We're experts in helping nonprofits like yours maximize the impact of the Google Ad Grant. We take a personalized approach, tailoring our strategies to your unique mission and goals.
THE BENEFITS OF WORKING WITH US
Campaign Creation & Management: We'll handle the technical details, from keyword research to ad creation and optimization so that you can focus on your mission.
Performance Tracking & Analysis: We'll monitor your campaigns and provide regular reports so you can see the impact of your efforts.
Ongoing Support & Guidance: Besides regularly updating and improving your ad campaigns, we’re available to answer your questions and provide expert advice to improve your ad conversion or other opportunities to achieve your goals.
READY TO TAKE YOUR GOOGLE AD GRANT TO THE NEXT LEVEL?
Contact Good Dog Strategies today for a free consultation. We'll discuss your goals and develop a customized plan to help you achieve them.
Featured
