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Harnessing the Power of Google Ad Grants: A Nonprofit’s Guide


In today’s digital age, nonprofits have a powerful tool at their disposal to promote their missions, raise awareness, and boost fundraising efforts: Google Ad Grants. This program, offered by Google, provides eligible nonprofits with free advertising credits to use on the Google Ads platform. Leveraging these grants effectively can significantly enhance a nonprofit’s online presence and outreach. In this blog, we will explore how nonprofits can make the most of Google Ad Grants to promote their mission and fundraising events.

What is the Google Ad Grants

Google Ad Grants is Google’s philanthropic initiative that offers eligible nonprofit organizations up to $10,000 per month in free advertising credits. This program empowers nonprofits to create and manage Google Ads campaigns to reach a wider audience and achieve their goals. To be eligible, nonprofits must meet certain criteria, such as holding a valid 501(c)(3) status and having a functioning website. For more details about Google Ad Grants Eligibility Requirements click here or schedule a consultation with one of our Google experts to determine your nonprofit’s eligibility. 

Make the Most of Your Google Ad Grants

Crafting a Compelling Mission-Driven Message

Once you’re approved for Google Ad Grants, it’s time to develop impactful ad campaigns that align with your nonprofit’s mission and goals. Here are a few suggestions: 

Building Awareness with Campaigns

Raising awareness about your nonprofit is essential for garnering support. Google Ad Grants can help you achieve this by:

  1. Displaying Your Ads: Google Ad Grants enables your ads to appear in Google search results. This means that when users search for keywords related to your cause, your ads will show up, increasing your nonprofit’s visibility.
  2. Utilizing YouTube Advertising: From your Google For Nonprofits account, you have the option of taking advantage of the Google YouTube Nonprofit Program. This program offers the opportunity to run video ads on YouTube. Consider creating compelling videos that tell your nonprofit’s story and share your impact.

Promote Your Fundraising Events

In addition to raising awareness about your organization, it can be a powerful tool for promoting your fundraising events:

  1. Event-Specific Campaigns: Create ad campaigns specifically tailored to promote your nonprofit’s events. Highlight event details, registration information, and the impact attendees can make.
  2. Targeted Audience: Narrow down your audience to individuals who are most likely to be interested in your event. Use keywords related to the event’s theme and location to reach the right people.
  3. Ad Extensions: Use ad extensions to provide additional information, such as event dates, location, and a direct link to the event registration page.

Have a Donor Strategy

Nonprofit organizations need funds to further their mission. The principal objective of most nonprofits that apply for Ad Grants is to find more donors to their cause. While that is achievable, it is important to manage expectations as to how many donations or new donors your nonprofit can secure via the Google Ad Grants program. In our experience, potential supporters of a nonprofit’s cause need multiple engagements to feel comfortable enough to donate. After all, there are thousands of other nonprofits competing from a relatively small pool of donors. 

An effective strategy in building donation campaigns is to first build an audience of prospective supporters, get them to sign up for your newsletter, follow you on social media, subscribe to your YouTube channel, etc. You can thereafter continuously engage them with impactful messages, posts, and videos while providing clear and compelling calls to action. By so doing, nonprofits can increase the likelihood of turning ad clicks into valuable donations. 


Recruit Volunteers to Join Your Cause

You can leverage it to find volunteers as well. Here’s a step-by-step guide on how to use Google Ad Grants for volunteer recruitment:

Create a Volunteer Recruitment Landing Page: Design a dedicated landing page on your website specifically for volunteer recruitment. This page should provide information about your organization, the volunteer opportunities available, and how to get involved.

Include a Clear Call to Action: Ensure that your ads have a clear call to action (CTA) that encourages users to take the next step, such as “Apply to Volunteer Today!” or “Learn More About Our Volunteer Opportunities.”

By following these steps and regularly optimizing your ad campaigns, you can use Google Ad Grants to effectively find volunteers for your nonprofit organization. Remember that successful volunteer recruitment campaigns may take time to refine and achieve optimal results, so be patient and persistent in your efforts.



Google Ad Grants offer nonprofits a valuable opportunity to promote their mission, raise awareness, and drive fundraising efforts. By strategically using these advertising credits to target the right audience, promote events, encourage donations, and build an audience of prospective donors, nonprofits can make a significant impact in their respective fields.

While the Google Ad Grants program provides free advertising credits, it’s essential for nonprofits to invest time and effort into creating and managing effective campaigns. With the right strategy and ongoing optimization, nonprofits can harness the full potential of Google Ad Grants to advance their mission and make a difference in the world. We believe your nonprofit organization can greatly benefit from our expertise in this area. We apply for the grant on your behalf, build and optimize your campaigns, and set you up for success. 

Schedule a meeting with one of our Google Certified Partners to find out how we can assist your nonprofit organization.