Your Guide to Google Ad Grants: Free Advertising to Amplify Your Nonprofit’s Reach

Imagine having up to $10,000 in free monthly advertising from Google—that’s $120,000 a year! It’s an opportunity that’s hard to beat, and with the right partner (*wink*), it can be yours. Google Search Ads reach 91.04% of the entire online search world. Yes, you read that correctly—and that high of a percentage means that you can reach almost anyone that has online access in the entire world!

Even with the complexities that come with an Ad Grant account, the benefits of using Google Ad Grants are hard to turn down. Here’s why.

The Benefits

There’s a whole host of benefits that come with a Google ad Grant Account, namely the free $10,000 per month in free ad spend we mentioned above. Other benefits include:

• Traffic

Website traffic is crucial for nonprofits—whether you’re generating donations, sharing your mission, building connections, announcing events, or reaching out to your community.

• Conversions

When you set up conversions and tracking correctly, you can boost the results you want through your ads. Whether it’s driving donations, directing people to a donation page, or gathering email sign-ups to find volunteers, your ads can make a real impact.

• Measurable Results

Every nonprofit has a board of directors that wants to see how different efforts impact the organization’s goals. With Google Ads and digital marketing, you can easily track and report results—whether it’s volunteers, donations, website visits, or even foot traffic. These tools make it simple to show concrete outcomes, which is often required for grants. You can even measure increases in awareness with the tools Google provides.

Qualifying for Google Ad Grants

Your website needs to meet Google’s website policy to qualify for a Google Ad Grant. Ensure your organization owns the landing page domain that users will visit. There are also several approved 3rd party donation sites that you may use as a landing page (without owning it.) Those are listed here, though note that AmazonSmile is not on the list.

Having a website is just the start—it’s important that your site is fully functional and hits Google’s standards of quality (by the way, we’re passionate about building nonprofit websites, should you need a new one). Google defines “high quality” as a site that clearly describes your mission and activities, substantial content, up-to-date events, easy navigation, and clear calls to action. Additionally, your site should load quickly, have no broken links, and be secured with HTTPS for new domains.

All of this is to say that navigating the ins and outs of Google Ad Grants can seem daunting, but the potential rewards make it all worthwhile—especially when you have the right partner to guide you.

At KidGlov, our team is here to help you make the most of your Google Ad Grant and ensure your organization’s message reaches those who need it most. Whether it’s optimizing your website to meet Google’s standards, setting up impactful ad campaigns, or tracking and reporting your success, we’re dedicated to amplifying your mission and making a meaningful difference in your community. Let’s work together to turn that $120,000 a year into real-world impact!

KidGlov is a full-service advertising, branding, and content marketing agency with B Corp and National Women’s Business Enterprise certifications. It is located in Omaha and Lincoln, Nebraska, and specializes in nonprofit marketing, healthcare marketing, financial services marketing, social impact marketing, and purpose-driven businesses.