These days, everyone understands the importance of a strong online presence, whether you’re a sole trader or part of a multinational corporation. But this isn't just a concern for commercial businesses. Even nonprofit organisations need to maximise their visibility online if they’re to raise awareness, recruit volunteers, and achieve their goals.
This is why PPC for charities has become a growing area of focus for many agencies and non-profits. Paid advertising, once seen as too expensive for charities, is now more accessible than ever thanks to initiatives like Google Ad Grants. If you work in the charity sector and want to expand your reach, improve campaign performance, or attract new donations, this scheme could be a game-changer.
In this guide, we’ll walk you through what Google Ad Grants are, how they work, who’s eligible, and how your organisation can benefit from expert Google Ad Grants management without the headache.
How Google Ad Grants Work
Google Ad Grants is a long-standing programme designed to help eligible non-profits run search advertising campaigns at no cost. It offers up to $10,000 USD worth of Google Ads each month, allowing charities to compete in search results just like commercial brands.
You may be wondering if there’s a catch. In short, there isn’t. While there are strict eligibility requirements and some ongoing conditions to maintain access, you won’t suddenly start being charged, and the scheme isn’t linked to any paid products. Google’s policies are built around supporting good causes, and this is one of their most significant initiatives to give back.
Once your Google Ad Grants account is set up and approved, you can start running search ads. But to stay compliant and continue benefiting from the grant, you'll need to meet a few core requirements. Your ads must consistently achieve a click-through rate (CTR) of at least 5 percent. You must set up conversion tracking to ensure the impact of your campaigns is measurable. Additionally, your ads must be text-based only, as the programme does not allow for video ads or display formats. These conditions are designed to maintain high performance and ensure your grant funds are used effectively.
Google Ad Grants Eligibility
While Google is a global tech giant, its grant programme is delivered with care and oversight. At today’s exchange rate, $10,000 translates to over £8,000, making it a highly valuable resource. Naturally, Google takes steps to ensure that this funding is awarded only to legitimate and well-prepared charities.
To qualify, your organisation must be a registered charity with a valid charity status in your country. Your website must be substantial, active, and capable of supporting a quality user experience — this means having a functional website that can be linked to through your ad campaigns. Additionally, you must not be a government-funded entity, hospital, or medical group. Schools and other educational institutions are also excluded unless they have independently operated charitable arms.
The good news is that this opportunity isn’t limited to the UK. The Google Ad Grants programme is now available in over 50 countries worldwide. From Argentina to Vietnam, charities across the globe are leveraging the programme to strengthen their digital reach and generate meaningful community impact.
How to Apply for Google Ad Grants
If you're excited about the opportunity to access thousands of pounds worth of free advertising each month, the next step is to apply. The application process is straightforward but requires careful attention.
First, you'll need to confirm that your charity meets all the relevant Google Ad Grants eligibility requirements. Without this foundation, your application cannot proceed. Next, you'll register for a Google for Nonprofits account, which acts as your entry point to the grant programme. After that, you must complete a pre-qualification form that allows Google to assess your charity's goals and structure.
Once this step is complete, you'll set up your actual Google Ad Grants account, ensuring it meets the programme's criteria from the outset. The final step is to submit your account for review, during which Google will determine whether your setup adheres to its rules and programme policies.
While none of these steps are overly complex, the process can be time-consuming, especially for small teams already juggling their day-to-day responsibilities. This is where having expert support can make a huge difference.
Let Bluesoup Help You Make the Most of Google Ad Grants
Managing your Google Ad Grants account effectively requires consistent attention, knowledge of Google’s policies, and the ability to spot and respond to underperforming ad groups or poor keyword research choices. That’s where Bluesoup comes in.
As a specialist Google Ad Grants agency, we help non-profits across sectors make the most of their available funding. Our team has a proven track record in helping charities grow visibility, increase ticket sales, attract new donors, and generate a lasting positive impact online.
Our clients include inspirational organisations like the Eden Project and Edukid. We handle the entire journey — from account setup and ad grant management to campaign optimisation and regular reporting. This allows you to focus your time and energy on delivering real-world change.
As a trusted digital marketing consulting firm, we make it easier for nonprofit organisations to maintain compliance, refine their digital strategy, and achieve real returns from their advertising grants.
Ready to Start?
If you're ready to explore how Google Ads can transform your charity’s digital presence, Bluesoup is here to help. From digital advertising strategy to search engine optimisation, web analytics, and more, we support nonprofit organisations in maximising their grant’s potential.
Let us handle the application, setup, and day-to-day management of your Google Ad Grants services. Together, we’ll build smarter campaigns, raise awareness, and drive more value from every click.
Send us a message and let’s chat about PPC, SEO, and all the other ways we can support your mission.
