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Google Ad Grant Information for UK Charities

This article provides Google Ad Grant Information for UK Charities.  It explains what what Google Ad Grants are and how UK Charities can get Google Ad Grants.  It goes on to explain tips on how UK Charities can best use Google Ad Grants and additional places where they can get more information.

What Are Google Ad Grants?

Google Ad Grants is a program Google created about 15 years ago in which it provides up to $10,000 each and every month in free ads to eligible charities. Even though you are in the UK, you will need to choose US Dollars as the currency for your Google Ads Account in order to get the free Google Grant ads.  As of the time this article was written, the monthly grant is around $7,600 pounds per month.  That is a lot of free advertising your charity could take advantage of.  This can be used month after month with no expiration date so it can be quite valuable over the years that you benefit from this grant.

Who Can Qualify for a Google Ad Grants?

Charities and nonprofits can qualify for Google Ad Grants in 67 countries including the United Kingdom.  It is open to British charities, Scottish charities, Welsh Charities, and charities in Northern Ireland.  Thousands of UK charities have applied and received Google Ad Grants and are receiving the $10,000 in free advertising each month.  Most UK charities will qualify for a Google Ad Grant.  AS long as you qualify and apply correctly, you will get the grant.  You do not need to compete for the Google Ad Grant against each other charities.

A UK charity will need to hold current a charity status.  Google will check that you are registered with one of the following

  • Registered with the Charity Commission for England and Wales
  • Registered with HM Revenue & Customs as a charity for tax relief

In addition, to being a registered charity, there are a few other requirements.  There are three types of organizations that are restricted from taking part in the Google Ad Grants program so just make sure that you do not fall into any of the three types of organizations listed below:

  1. The organization cannot be a university, school, or academic institution (although charitable arms of educational organizations are eligible)
  2. The organization cannot be a hospital or health care organization (although charitable arms or foundations associated with healthcare organizations are eligible)
  3. The organization cannot be a governmental entity

So if you are a registered nonprofit and are not a school, hospital, university, or governmental entity, you should be able to qualify.  There are a number of other assorted requirements such as that you have a website on your own domain, but these are usually not an issue.

How Can UK Charities Apply for a Google Ad Grant?

Unfortunately applying for a Google Ads Grant is not a simple process.  You can start the process by going to Techsoup’s UK arm and creating an account which Google uses to verify that you are eligible for a Google Ad Grant.

Once you have the Techsoup account set up, you can request a validation token for Google for nonprofits.

You will then create a Google for Nonprofit’s account and click “Activate Products” and click “Get Started” under Google Ad Grants.  You then can fill out and submit the application form.  You will also want to set up you Google Adwords account at this point.  The process can take a little time until you get an approval.

This was a summary of the process, but if you get stuck or if you want experts to submit the application for you, we can help.  Grant Republic specializes in helping nonprofits acquire Google Ad Grants and Manage them effectively to get the most from these ads.

How To Manage the Google Ad Grant Effectively

Once you approved for the Grant then comes the really complex work of building out your Google Ads account, setting up campaigns and ad groups, adding keywords to bid on, setting up conversions to track in Google Analytics, and continuing to improve the account results over time.  This part of the process is much the same for UK charities as it is for charities, NGOs, and nonprofits in other countries.  Grant Republic specializes in helping nonprofits in the United Kingdom and elsewhere take advantage and get the most of the Google Ad Grants program.  We can make your ad  campaigns much more powerful and we are quite affordable.  Contact us today for more information and a free quote.

This page of Google Ad Grant Information for UK Charities was written to give you an overview of Google Ad Grants.  There is a many more useful articles on our website which go into more detail about some of the topics covered in more detail.  If you need additional assistance in acquiring or managing a Google Ads Grant, please reach out to us.  We are a Google Partner and specialize in helping charities in the UK and nationwide with their Google Ad Grants.