Did you know that non-profit organizations are eligible for $10,000 a month in Google Ads grants? Yes, you read that correctly, (yes, that’s $330/day, and $120,000 a year). If you are a part of a 501(c)(3) organization you can get, for free, $10,000 worth of Google text/search ads. There are several important things to consider before jumping on this deal so we wanted to compile this ultimate guide to google ad grants so you can decide if they’re right for you. We’ll also offer some tips on using the grant money and some guidelines that will help you navigate this grant if you use it.
Google Ad Grant program is for 501(c)(3) nonprofit organizations including charities and churches. Google wants to help get the word out about organizations working to help our communities, so they’ve pledged $10,000 per month per qualified organization to help these organizations attract donors, volunteers, and just generally help raise awareness. The program has been around for more than a decade with little participation – only 20,000 organizations have taken advantage of the program which only accounts for a little more than one percent of the 1.5 million organizations in the U.S. that would qualify.
There are several requirements Google has put in place in order to use this program. Ensuring your organization qualifies before getting too far into the process will save you time and a headache. Here’s what you need to know:
When the items above have been confirmed, you can begin the application process.
Applying for Google Grants will be a process so just know that going in. You’ll have some items to sign that Google will send you, some periods of waiting for responses from Google and several forms to fill out. If you have questions about this process along the way there are resources to help you out and some are linked below. Here are the steps you’ll need to follow to apply:
Google Ad Grants aren’t typical ads so we need to chat about what you’re actually getting with these and why you can’t access them or get them through traditional ad accounts. There are good reasons why many don’t choose to use these types of ads. The first obstacle is the qualification process, but beyond that not everyone knows that they even exist, where to start, how to manage the ads or how to collect the monthly free credits. So we’ll share some info and tips on how to get the most out of this grant.
Managing Google setup and maintenance can take time and be confusing but Google does offer some training. There is no shortage of help on Youtube and we also provide services to help if you are having trouble getting started or managing your campaigns long term.
The restrictions on Google Grant Ads are more robust than paid campaigns but don’t get overwhelmed. A well-thought out strategy for your audience and website that drives traffic to the site will help tremendously plus access to unlimited amounts of dollars to try and boost your presence, that is a win-win. Most organizations can’t ever reach the $10,000 a month. Google numbers show most organizations only use about $800 a month. This is mostly due to mismanagement like choosing the wrong keywords, not narrowing bad keywords or phrases or using the landing pages without appropriate SEO and calls to action, etc. Hyper-targeting (a good thing) is another reason you may not be able to spend the full amount.
Google Ad Grants are just one part of a holistic digital marketing plan. But your marketing plan doesn’t need to be overwhelming. You can start small and grow it over time. Brainstorming and establishing some small attainable goal is a great way to begin.
* We are not taking Google Ad Grant Clients at this time. Churches will find it more difficult to target their niche audiences in the Google Ad platform.
Constant Contact Blog: Google Grants for Non-profits
Google Nonprofit: https://www.google.com/nonprofits/offerings/google-ad-grants/
Google Additional Resources: https://www.google.com/nonprofits/offerings/youtube-nonprofit-program/
Nonprofit Tech for Good: https://www.nptechforgood.com/2020/05/18/the-ultimate-guide-to-the-google-ad-grant-2020-edition/
Word Stream: https://www.wordstream.com/blog/ws/2017/12/18/google-ad-grants-policy-changes
Reach Right Studios: https://reachrightstudios.com/google-grant-for-churches/
Whole Whale Tips: https://www.wholewhale.com/tips/how-to-apply-for-google-ad-grant/
Missional Marketing Overview: Youtube Video
Government Church Grants: https://www.governmentgrants.us/church-grants/
Learning Candid Resources: https://learning.candid.org/resources/knowledge-base/number-of-nonprofits-in-the-u-s/