Google Ad Grants for
Not-for-Profits
Spread your Charity's Mission with
Google Ads
Do you have a Google Ad Grant account but feel overwhelmed because you don’t know where to start? Perhaps you tried it but feel frustrated because you don’t see the results you expected? Feeling stressed because you have a million other things on your marketing plate and Google Ads is the last thing you want to take care of?
We would love to give you a hand and guide you towards making the best use of your Google Grant budget to promote your Not-for-Profit organisation.
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How Can A Google Ad Grant Help Your Organisation?
Nonprofits with a Google Ads Grant receive a monthly advertising budget of USD 10,000 (approx. AUD 15,000). It can be used for Google Search campaigns and is a great way to get your charity’s work in front of people who care about your mission. Search Ads can help you get donations, recruit volunteers, promote your events, share education and much more.
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What's included in our Services
Strategy Planning
We take the time to understand your organisation, its core values and the marketing goals you want to achieve. Based on that we create a tailored, long-term campaign strategy for you.
Google Ads Training
The onboarding process includes a one-hour Google Ads training session that teaches you the basics of Google Ads and all relevant terminology and metrics. This will give you the knowledge to read your campaigns' performance data and make the reporting meetings easier.
Campaign Setup
In the setup phase, we do in-depth keyword research and write effective ad copy that follows your brand guidelines and tone of voice. We then build your new Google Ads campaigns following up-to-date best practices.
Campaign Optimisation
Google Ads is no set-and-forget but requires ongoing attention and optimisation. Our weekly campaign health checks include reviewing keywords and search terms, ad performance, adding or pausing new keywords and more.
Conversion Tracking
Conversion tracking is not only essential to measure the outcome of your campaigns but also a requirement for the compliance of your Grant account. We work closely with you to set up tracking for all relevant conversion actions.
Monthly Reporting
Once a month we meet via video call to review your campaigns' performance and plan the next steps. We use a visual and easy-to-follow dashboard that helps you understand key metrics and discuss trends or adjustments that need to be made.
What We Stand For
Our Commitment
We want to make an impact on the world by helping charities and sustainable businesses fulfilling their mission. The focus of our work is to encourage sustainable and mindful behaviour and promote the many ways every one of us can make a difference in our everyday lives.
Our Choice
As marketing professionals, we have the choice to decide what to sell and promote. Nearly any type of organisation needs a marketing strategy and it is up to us to decide whom to support. We are committed to use our expertise to give a voice to Not-for-Profits and companies that help make our world a better place.
Our Responsibility
We care about our world and want to address urgent challenges of our time including issues in our society and the environment, people’s physical and mental health, waste, food waste, and animal exploitation. We work with Not-for-Profit organisations and help them use their Google Ads Grant accounts to spread the word about their cause.
What are the Limitations of Google Grant Accounts?
Google's free advertising budget comes with some limitations and requirements. The following are the most well-known ones but you can read the full list of requirements in our Google Ad Grant Policy Compliance guide.
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Search Ads Only: Other campaign types like Display, Video or Shopping are not allowed.
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Performance Requirements: Your accounts need to reach certain monthly performance targets in metrics like CTR (click-through rate), conversions and Quality Score.
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Keyword Limitations: Keywords need to be specific to your charity's cause and single-word keywords (for example, 'donations') are not allowed.
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Conversion Tracking: Tracking is crucial for performance measurement and unlocking additional benefits like automated bid strategies that help improve performance.
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Less Competitive: Grant account ads always appear below ads from standard, paid accounts as they do not compete in the same auction system.
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We actively manage, test and optimise your campaigns to ensure that your Google Grant account is compliant with Google Ads policies at all times.
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A Google Grant account is a valuable asset for your charity but should not be the only digital channel you rely on. We recommend embedding your Grant account into a comprehensive digital marketing strategy including other paid campaigns (standard Google Ads, Social Media), SEO, organic Social Media, Email Marketing and more.
