Benefiting most from this year’s Google Ad Grant
For those unfamiliar, the Google Ad Grant offers eligible charities up to $10,000 (approximately £7,000) in free Google Ads spend each month. That equates to $120,000 per year to appear at the top of Google search results, right when people are actively looking for information. It is a remarkable opportunity for charities to boost their visibility and increase awareness.
However, a reality check is important: the Google Ad Grant is not suitable for every charity.
Here is a straightforward checklist to help you assess whether your charity has the right foundations in place to succeed. Without these, the grant is unlikely to deliver meaningful results.
CAUSE APPEAL. The grant works best for charities with a broad or widely relevant mission. If your cause is highly niche, there may not be enough search demand to fully utilise the grant.
REACH. Charities with a national or regional audience typically benefit most. The grant is designed to help you scale your impact, and a broader reach ensures there is sufficient search volume.
A CONTENT-RICH WEBSITE. Your website is the cornerstone of your success with the Ad Grant. It must go beyond basic functionality to offer valuable, engaging content. Key features include:
- A clear sitemap to structure campaigns effectively.
- In-depth content that matches common search terms.
- Defined endpoints such as donation pages, volunteer sign-ups or downloadable resources.
A strong user experience is also essential. Visitors should be able to navigate easily and find the information they need without frustration. Poor navigation, lack of mobile optimisation, or irrelevant content can all undermine your advertising efforts.
If you meet these criteria, you are ready to implement the five-point framework to make the most of your Google Ad Grant.
STEP 1 – BUILD THE RIGHT WEBSITE FOUNDATION. The grant hinges on your website’s ability to meet real search demand. Put yourself in the shoes of your audience. What are they searching for? If they click on your ad, does the landing page provide what they expect?
Consider how your content can address a wider audience while still aligning with your mission. The goal is to attract anyone searching for topics relevant to your cause.
STEP 2 - STRUCTURE THE ACCOUNT EFFECTIVELY. Your Google Ads account should mirror the structure of your website. This ensures that campaigns align with your content and are easier to manage and update.
Run ongoing campaigns alongside short-term fundraisers. If your website changes, review how that affects your advertising account and what updates may be needed.
A well structured account also allows you to analyse performance at a granular level. You can quickly identify which pages users are engaging with — and which ones they are leaving immediately. If a particular page has a high conversion rate, you can see which keywords are driving visitors there and optimise your campaigns accordingly. This visibility helps you improve both advertising performance and the user journey across your website.
STEP 3 - WRITE ADS THAT WORK. Your advert is often the first impression someone has of your charity, so it needs to count. Your ads should reflect the audience’s intent, be relevant, and direct users to the most appropriate page on your website.
Make use of Google’s Dynamic Search Ads (DSA). These allow you to include multiple headlines and descriptions so that Google can automatically test and optimise the best performing combinations. Use all available space in your ads to stand out on the results page.
STEP 4 - OPTIMISE BIDDING STRATEGIES. While manual bidding is now largely outdated, Google’s AI can perform well when your campaigns are correctly configured.
If you are just starting out, using the “Maximise Clicks” setting can help drive initial traffic and identify useful trends. Once you have enough data, switch to “Maximise Conversions”, which is often the most effective strategy — especially when linked correctly with Google Analytics 4 (GA4). This helps your charity appear in more competitive search markets.
Google’s Performance Max (PMAX) campaigns are also worth exploring. Although they have yet to outperform a well optimised “Maximise Conversions” strategy, they are improving rapidly. PMAX allows your ads to appear on Google Maps, which is useful if you operate physical locations. However, support for platforms such as YouTube is currently limited.
STEP 5 – TRACK AND REPORT CLEARLY. Even the best campaign is only as effective as the insights it provides. You must be able to track performance and understand how it supports your objectives.
Analytics is not just about accountability. It enables you to learn and improve. Tools like Fundraise Up can integrate donation data directly into Google Analytics, helping you measure the impact of your ads more accurately.
Key takeaways
The Google Ad Grant is not the same as standard Google Ads. A generic, copy-and-paste approach will not work. Success requires an understanding of how the grant operates and a tailored strategy to match.
Above all, think of the grant as a brand awareness tool. It allows your charity to appear in front of thousands of potential supporters each month — right at the point when they are actively looking for something you offer. This visibility builds recognition and lays the foundation for long term engagement.
Make sure your website converts this attention into action. Focus on your strategic objectives, avoid vanity metrics, and stay up to date with developments. Tools such as Performance Max are only the beginning of what Google is expected to introduce in 2025.
Bonus opportunities for 2025
Google is not the only platform offering ad grants for this year. For instance, there is the LinkedIn Ad Grant where a new opportunity to apply is now available. Eligible categories include:
- Diversity, equity and inclusion.
- Economic opportunity for professionals overcoming barriers.
- Environmental sustainability.
Also, Microsoft has reopened its Ads for Social Impact programme. Charities can now join the waitlist for the next round of grant-supported advertising.
Looking ahead
CONTENT IS STILL KING. To get the most from your Google Ad Grant, continue feeding your website with fresh, relevant, and well-structured content. This is one of the most effective ways to attract and convert visitors.
AI AND SEARCH TRENDS. Search behaviour is evolving. For instance, Microsoft’s Bing Ads now influence results in AI-powered tools such as ChatGPT. At the same time, structured, informative content can help your website appear in generative AI outputs.
Remember, AI is only as effective as the content it draws from. Make sure your site gives it something valuable to work with.
Happy fundraising.
