Put your Google Ad Grant to proper use
We help eligible charities apply for Google Ad Grants and run the account within Google's rules, so the grant keeps working.
In plain English.
Google Ad Grants gives eligible charities free search advertising, up to the equivalent of 10,000 US dollars a month, through Google for Nonprofits. It is a generous programme with strict conditions, and an account that drifts outside them can be paused until it is fixed.
We check your eligibility, help with the Google for Nonprofits application, and build campaigns around what people search for: volunteering, donating, the help you offer and the issues you work on. Conversion tracking is set up in GA4 and Google Ads, which the programme requires, and we use Maximise Conversions bidding so you are not held to the default bid cap.
The grant is credit from Google, so there is no ad spend to pay. Our monthly management fee is agreed up front, and we keep an eye on the 5 percent click-through rate rule and the other compliance checks every month.
It suits you if.
- You are a registered UK charity
- You have a grant account that was paused or barely used
- You want more volunteers, donors or service users finding you
- Nobody on your team has time to manage Google Ads properly
- Your website has useful pages about your work
What we do.
Eligibility and application
We check you meet Google's criteria, help you register with Google for Nonprofits and request the Ad Grants account.
Compliance by design
Campaigns are built to keep account click-through rate above 5 percent, with at least two ad groups per campaign and no single-word or overly generic keywords.
Meaningful conversions
Donations, volunteer sign-ups and contact forms are tracked as conversions, as the programme requires.
Reinstatement help
If your grant has been suspended, we fix the issues and guide you through the reinstatement request.
Annual programme survey
We remind you about Google's yearly programme survey and help you complete it so the account stays active.
How it runs.
- 01
Free call
We check your charity status, website and what you want the grant to achieve.
- 02
Apply or audit
We help you apply, or audit an existing grant account against Google's policy list.
- 03
Build compliant campaigns
Campaigns, keywords and tracking are set up to meet the rules from day one.
- 04
Monthly care
We monitor click-through rate, conversions and policy changes, and report to you and your trustees.
Questions people ask.
Is the Google Ad Grant really free?
The advertising credit is free from Google for eligible charities. There is no ad spend to pay and no card charged for the clicks. Managing the account takes time, so we charge a monthly fee agreed before we start, or you can run it yourselves after our set-up.
Who is eligible?
Generally, registered charities in good standing. Government bodies, hospitals, schools and universities are excluded, though some have separate charitable arms that may qualify. Google sets the rules and changes them from time to time, so we check your case against the current criteria first.
Our grant account was suspended. Can you help?
Usually, yes. Suspensions mostly come from low click-through rate, missing conversion tracking or an unanswered annual survey. We find the cause, fix it and help you submit the reinstatement request. Google decides the outcome, but a clean account gives you the best chance.
What do you need from us?
Proof of charity status, access to your Google for Nonprofits account, and admin access to your website or Tag Manager for tracking. A named contact who can approve ad wording and tell us about upcoming appeals or events helps a great deal.
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