What Are the Strategies for UK Based Non-profits to Utilize Google Ad Grants?

For nonprofit organisations, the digital marketing landscape may seem daunting. There is a constant struggle to allocate resources effectively while reaching the widest possible audience. Fortunately, there’s a tool to help. Google Ad Grants is a programme designed specifically for nonprofits to boost their online presence and outreach. It offers $10,000 per month of in-kind advertising on Google Ads. This article will explore the strategies that UK based nonprofits can employ to make the most out of this programme.

Understanding Google Ad Grants

Before delving into the strategies, it’s crucial to understand what Google Ad Grants are and how they function. As a nonprofit, you need to navigate various platforms to raise awareness about your cause, reach potential donors, and disseminate relevant information. Google Ad Grants can be the key.

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Google Ad Grants is a part of Google for Nonprofits. It’s a digital philanthropic program that allows eligible nonprofit organisations to advertise on Google Ads, the search engine’s online advertising platform, at no cost.

The grants can’t be used anywhere else but Google Ads. Your ads will appear on Google search result pages in response to searches with keywords related to your nonprofit. However, these ads will be slightly different from the standard ones in a way that they’ll be text-only and will appear below the ads of paying advertisers.

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How to Qualify for Google Ad Grants

Before exploring how to use Google Ad Grants, it is important to know whether your nonprofit qualifies for them. This section will guide you through the eligibility criteria and the application process.

Google has set specific criteria for nonprofits to qualify for the grant. Firstly, you must hold a valid charity status in the UK. Also, you must agree to the required certifications regarding nondiscrimination and donation receipt and use.

Google also requires you to have a high-quality website that meets their standards. This is to ensure that the visitors from your ads will have a useful and engaging experience when they land on your website.

The application process involves registering your organisation with Google for Nonprofits, which includes verifying your charity status with TechSoup. Once approved, you can then enrol in the Google Ad Grants program.

Crafting Your Google Ads Campaign

Once you’ve got the grant, how do you harness its potential? The first step is to craft an effective Google Ads campaign. Your campaign is the backbone of your ads. It should be tailored to your organisation’s objectives and audience.

First, you need to identify your marketing goals. This could be increasing website traffic, boosting event attendance, or promoting specific content. Your goals will guide your keyword selection and ad copy.

The power of Google Ads lies in its keywords. These are the words or phrases that users input into Google when they’re searching for information. Therefore, it’s critical to choose relevant keywords for your campaign.

Keep in mind, though, that not all keywords are created equal. You should aim for those with high relevance and low competition. It’s also good practice to regularly review and update your keywords.

The ad copy is another crucial component. It should be compelling, relevant, and include a call-to-action. Remember that you’re competing with other ads on the search results page, so your ad copy should stand out.

Monitoring and Optimising Your Google Ads Campaigns

Google Ad Grants is not a ‘set-and-forget’ tool. You need to constantly monitor and optimise your campaigns to get the most out of the grant. There are several ways you can do this.

Regular monitoring allows you to identify what’s working and what isn’t. Google Ads provides a wealth of data including the number of clicks, impressions, and conversions your ads are generating. This data can help you understand your campaign’s performance and make data-driven decisions.

Optimisation involves tweaking your campaign based on the data you’ve gathered. For instance, you may need to adjust your keywords, modify your ad copy, or change your bid strategy.

Remember that Google values quality. The better your ads perform, the more likely they are to show up in search results. Hence, continuous optimisation isn’t just optional, but essential.

Incorporating Google Ads into Your Overall Digital Marketing Strategy

Google Ads should not exist in a vacuum. To fully leverage the power of Google Ad Grants, you should incorporate your Google Ads campaigns into your overall digital marketing strategy. This involves aligning your Google Ads efforts with your website content, social media, email marketing, and other digital marketing initiatives.

For instance, if you’re promoting a particular program or event on your website, you could create a Google Ads campaign that drives traffic to that specific page. Similarly, if you’ve published a new blog post, you could use Google Ads to increase its visibility.

Your Google Ads campaigns can also complement your email marketing. For example, you could create a campaign that targets people who have clicked on a link in one of your emails.

By integrating Google Ads with your other digital marketing efforts, you can create a cohesive online presence that effectively reaches and engages your audience.

Leveraging Google Analytics to Track Google Ads Performance

Google Analytics is a powerful tool that can offer valuable insights into your Google Ads performance. It tracks metrics such as bounce rate, pages per session, and average session duration, allowing you to gauge user behaviour on your website once they’ve clicked your ad. It can also be used to track conversions, which are the actions that you want users to take on your website, such as signing up for a newsletter, making a donation, or registering for an event.

To integrate Google Analytics with your Google Ads account, simply link the two together. This enables Google Analytics to import data from your Google Ads campaigns, which you can then use to optimise your ads and improve your quality score. The quality score is Google’s assessment of the quality and relevance of your keywords, landing pages, and PPC ads. A high quality score can result in lower costs and better ad positions.

Google Analytics also allows you to set up goals to track specific user interactions on your website. By defining a goal as a conversion, you can effectively track the success of your Google Ads campaigns.

For instance, if one of your campaign goals is to increase event registrations, you can set up a goal in Google Analytics to track the number of users that register for an event after clicking your ad. This will give you a concrete way to measure the return on investment (ROI) of your Google Ads, and contribute to effective grants management.

Utilising Social Media Alongside Google Ads

While Google Ads is a powerful tool for digital marketing, it should not be used in isolation. Integrating your Google Ads campaigns with your social media strategy can work wonders in amplifying your reach and engagement.

Social media platforms such as Facebook, Twitter, and Instagram have a large and diverse user base. By aligning your Google Ads campaigns with your social media strategy, you can tap into this vast pool of potential supporters and donors.

For instance, if you’re running a Google Ad campaign to promote a fundraising event, you can simultaneously run a social media campaign on Facebook and Instagram to create awareness about the event. Sharing event details, countdowns, behind-the-scenes content, and testimonials from previous attendees can generate excitement and drive more traffic to your event registration page.

Similarly, you can use social media to keep your supporters updated about the progress of your Google Ads campaigns. This can help foster a sense of community and involvement, further boosting engagement and donations.


Running effective Google Ads campaigns can be a game-changer for UK based nonprofits, and the Google Ad Grants program makes this possible. From understanding the Google Ad Grants and qualifying for them, to crafting and optimising your Google Ads campaigns, and integrating them with your overall digital marketing strategy, there’s a lot to consider.

With the right strategy in place, Google Ad Grants can help you increase your online visibility, engage with your audience, and drive meaningful action towards your cause. By leveraging Google Analytics and social media, you can optimise your campaigns, track their performance, and amplify their impact.

So, if you’re a nonprofit in the UK, why hesitate? Apply for the Google Ad Grants program today and take your digital marketing to the next level.