Should Your Organization Use Google Ads and How Do You Apply?

Google Ads are a great way to reach a wider audience right when they’re searching for your services and resources. Google search ads can appear above or below organic search results for keywords that are relevant to your mission.

While starting with a new marketing channel is never free when you factor in the time it takes to learn, maintain, and grow the channel, Google does sweeten the pot with a hefty grant. Eligible nonprofits can apply for a $10,000 monthly grant to run Google search ads.

What to Consider

Google Ads can be a great resource for your organization, but it doesn’t come without a few cons! Weigh the pros and cons to determine if Google Ads and the Google Ad Grant is right for your organization.


  • Audience Growth: There’s a good chance that your ideal audience uses Google to search for answers to questions and find more information about their interests on a daily basis. Google Ads offers the potential to bring more members of your ideal audience to your website.

  • Targeted Reach: Leveraging Google Ads grants allows nonprofits to reach specific audiences interested in their cause, maximizing the impact of their campaigns.

  • Enhanced Visibility: With access to a free advertising budget, nonprofits can significantly boost their visibility in Google search results, attracting more supporters and donors.

  • Performance Tracking: Nonprofits can utilize Google Ads' detailed analytics to measure the effectiveness of their campaigns, optimizing strategies for better outcomes.

  • Brand Awareness: Increased exposure on Google can help nonprofits build brand recognition and credibility, fostering trust among potential supporters.

  • Opportunity for Growth: Google Ads grants provide a valuable opportunity for nonprofits to expand their reach and increase their impact without worrying about budget constraints.


  • Adherence to Guidelines: Nonprofits must adhere to Google's strict guidelines and policies when using grants, ensuring compliance to maintain eligibility.

  • Limited Budget Allocation: While budget constraints are alleviated with grants, there are limitations on how the budget can be used, potentially restricting campaign scope.

  • Competitive Environment: Despite access to grants, nonprofits may still face competition from other organizations, necessitating strategic optimization to stand out in search results.

  • Technical Expertise Required: Managing Google Ads campaigns effectively requires technical expertise, which may pose a challenge for nonprofits with limited resources and no additional budget to seek expert support.

  • Risk of Suspension: Failure to comply with Google's policies could result in the suspension of grant eligibility, jeopardizing ongoing advertising efforts and outreach initiatives.

While the cons can be mitigated by working with Google Ad grant experts, we realize that not all organizations have the resources to do so. Consider whether or not your team is able to take on learning and mastering a new tool before applying for the grant and getting started with Google Ads.

Applying for the Google Ad Grant

The $10,000 monthly Google Ads budget is no joke! To get your hand on it, follow these steps:

  1. Ensure your organization meets Google's eligibility criteria, including holding valid charity status and operating in a supported country.

  2. Apply for Google for Nonprofits

  3. Once approved, enroll in Google Ad Grants from your Google for Nonprofits account and complete the application form, including submitting the required supporting documents, such as proof of nonprofit status or tax-exempt certification.

  4. Once approved, you can access your Google Ad Grants account through the Google Ads platform and begin creating campaigns.

  5. Ensure ongoing compliance with Google's policies and guidelines to maintain eligibility for the grant.

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