Google Ad Grants

Through their Google Ad Grants initiative, Google provides registered charities and non-profits with a monthly grant of $10,000 or £8,000 to be spent through Google Ads. Like any PPC activity, these accounts require careful management in order to effectively drive donations, recruit volunteers or spread awareness for your cause.

Since recent changes to Google’s Ad Grant policies some eligible advertisers are struggling to meet the required performance thresholds. In order to keep a Google Ad Grants account active the following criteria must be met:

  • Accounts must maintain a 5% click-through rate (CTR) each month.
  • Accounts must have specific geo-targeting to show ads in locations relevant to your non-profit.
  • At least 2 active ad groups per campaign each containing a set of closely related keywords and 2 active text ads.
  • At least 2 sitelink ad extensions.

As PPC experts, we’re proud to run Google Ad Grants accounts for a number of charities. We ensure that they meet the above criteria and continue to benefit from the monthly grants in Google Ads credit.

If you already run an account, are looking to apply for one, or would just like our expertise, we’d be more than happy to help. Our Google Grants PPC management is a pro-bono service, to learn more Contact Us.