This guide explains different Google Ad Grants limitations and how nonprofits can overcome them.

Google Ad Grant Limitations: 4 Ways to Beat Restrictions

Click this graphic to learn more about how Getting Attention can help your nonprofit overcome Google Ad Grant limitations.

What could your nonprofit do with $10,000 in free advertising? The Google Ad Grant program provides nonprofits with the advertising money they need to amplify their missions on relevant search results pages.

However, the program doesn’t come without restraints, which might seem a little confusing at first. There are a handful of Google Ad Grants limitations you’ll need to strategize to overcome.

In this guide, we’ll share insights into the limitations of the Google Ad Grant program and guide you through how to navigate them effectively. We’ll also offer our solutions for using these restrictions to your advantage! Here’s what we’ll cover:

  1. Your Budget and Bids
  2. Keyword Rules
  3. Types of Ads and Ad Positioning
  4. Location Targeting
  5. Working With An Expert To Overcome The Google Ad Grants Restrictions

While the restrictions are challenging at times, there’s a good reason for the requirements the program implements. They make nonprofits think through the advertising decisions they’re making. The end results are more compelling ads that motivate likely supporters to get involved with the mission.

The ultimate foolproof way to navigate the Ad Grant limitations is to work with a dedicated Google Ad Grant agency. Our experts at Getting Attention understand the complexities of the program through and through, so you can sit back and relax while we help you achieve your digital marketing goals.

If you’re ready to strengthen your Google Ads, let’s get started!

This graphic lists four Google Ad Grants limitations your nonprofit can overcome to unlock the full potential of the program.

Google Ad Grants Limitation 1) Your Budget and Bids

Ad Grantees have a monthly spending limit of $10,000, which equates to $329 per day. You can’t exceed this limit, and any unspent advertising money doesn’t roll over to the next month.

There’s a restriction on bidding, too. When multiple advertisers are competing for ad placements on a keyword’s search engine results page (SERP), the amount they’re willing to pay per click helps to select their ad’s position relative to others. This means that advertisers who bid higher have a higher chance of securing the top ad position.

For Ad Grant accounts, the maximum amount paid per click, or cost-per-click (CPC), is $2 for most keywords. In other words, nonprofits participating in the program can’t bid more than $2 for each click on their ads.

The Google Ad Grants budget and bidding limitations are intended to help nonprofits spend their advertising money effectively. That makes our solution pretty straightforward.

Make the most of your Google Ad Grants budget by allocating funds to important campaigns.

Our Workaround: Strategic Budget Allocation

Like with any part of a nonprofit digital strategy, you need to carefully think through your spending habits. To make the most of this Google Ad Grants restriction, use the following bidding strategies and Google recommendations:

  • Focus on high-value keywords.
  • Assign different priorities to your campaigns and allocate your budget accordingly.
  • Improve your Quality Score to lower the CPC for keywords.
  • Use the Maximize Conversion Values bidding strategy when tracking donations, purchases, or membership fees.
  • Use the Maximize Conversions bidding strategy for all other goals.
  • Use Target CPA and Target ROAS for more advanced strategies.

However long you run an ad campaign, monitor its performance to make the most of your $10,000 each month. Chat with a Google Ad Grants expert to implement these strategies. They’ll also help strategize other ways to maximize the impact of your $10,000 each month.

Google Ad Grants Limitation 2) Keyword Rules

To help nonprofits target valuable search queries, Google enforces a series of keyword restrictions, including:

  • No single-word keywords: There are some exceptions, such as using your own branded terms. Google requires you to use a filter to pause single keywords for all others.
  • No overly-generic keywords: Your keywords should be specific to your cause. You’ll need to remove or pause overly generic keywords that don’t indicate user intent or indicate a specific audience, like “charity” or “volunteer.”
  • No keywords with a quality score less than 3: Quality Score is a metric Google assigns to indicate the relevance and quality of keywords in your Google Ads campaigns. It’s determined by various factors, like the keyword’s expected click-through rate (CTR), your ad relevance, and your landing page experience. A higher Quality Score can lead to better ad positions, increased ad visibility, and lower costs per click.

Keyword guidelines exist to help show your ads to likely supporters. Choosing the right terms will enable you to connect with more qualified users searching for your cause online, attract your target audience, and drive conversions!

Overcome the Google Ad Grants limitations for keywords by doing thorough research.

Our Workaround: Careful Keyword Research

The short and sweet solution to these rules is finding valuable keywords. You need to put in the work when it comes to keyword research. There’s no avoiding it!

To make the most of the keyword limitations for Google Ad Grants, here’s what we recommend:

  • Use long-tail keywords. Using specific phrases that target niche audiences with higher intent can help you reach your desired audience. When your keywords match your audience’s intent, they’ll be more likely to click through your website, which will also help your nonprofit meet the 5% CTR requirement for Google’s program.
  • Research your competitors. What keywords are similar nonprofits targeting? Analyze their campaigns and see what they’re ranking for to uncover valuable keyword ideas that align with your objectives.
  • Don’t forget about negative keywords. You want your ads to show to the right audiences, so use negative keywords to exclude irrelevant searches from triggering your ads.
  • Track your campaign performance. Evaluate whether or not your keywords are working by setting up conversion tracking through Google Analytics and Google Tag Manager. Then, you can adjust your keywords as needed to better match the search intent.

Careful keyword research will enable your nonprofit to overcome the Google Ad Grants limitations and actually use them to your advantage. Of course, you can turn to an expert at any time. Nonprofits Source’s Google Grants Manager guide explains that an expert will know how to pinpoint the terms your prospects are searching for on Google.

Those here at Getting Attention understand how to leverage keyword research tools and select valuable search queries that will connect you with the right audiences.

Bonus: We have a whole blog post dedicated to keyword research. Check it out to learn more about finding the most impactful search queries.

Google Ad Grants Limitation 3) Types of Ads and Ad Positioning

The Google Ad Grants program only allows the use of text ads. Your nonprofit can’t use image or video ads through its Ad Grant account, which may limit the visual impact of your campaigns.

There’s also no access to the Google Display Network (GDN), which includes both display prospecting and remarketing. Our nonprofit advertising guide explains that remarketing advertisements are the ads that chase you around the internet after you visit a website but don’t convert (like when you leave something in your shopping cart and start getting ads for it).

For mission-driven organizations, this type of nonprofit marketing is incredibly useful for following up on abandoned donations and reminding people about upcoming events.

In terms of ad positioning, ads from Google Ad Grants accounts may appear below paid ads, resulting in lower visibility on search engine results pages.

One Google Ad Grants limitation is that you can only run written ads, but you can overcome this restriction by make sure your ads are well written.

Our Workaround: Well-Written Ads

There’s no true workaround for these Google Ad Grants restrictions. Instead, focus on creating incredibly well-written ads.

Google Ad Grant research estimates that Google processes about 3.7 billion search queries a day, so you’ll be able to connect with plenty of potential supporters. Just focus on writing the best ads possible.

If you’re in need of some tips for strengthening your ads, here’s what we suggest focusing on:

  • Compelling Ad Copy: Create eye-catching headlines, incorporate strong calls to action, and highlight your nonprofit’s unique value proposition. Doing so will help convey your message and encourage clicks and conversions.
  • Ad extensions: Build out your ads with extensions to make your ad more useful than others and to take up more space on the SERP. Google offers a range of extensions, such as sitelink, call, location, and callout extensions. Essentially, these help increase your ad’s real estate on the search results page and provide users with additional relevant information.
  • Strong landing pages: Your text ads will drive traffic to landing pages, so ensure your landing pages are optimized for conversions. Adhere to nonprofit web design best practices and ensure each page funnels users toward a related, specific action. By aligning your landing pages with your ad’s message, you’ll offer a seamless user experience.

If you’re really feeling limited by text-only ads, you can invest in a paid account. In fact, nonprofits are encouraged to leverage display campaigns (AKA image and video ads) to complement their Google Ad Grant text ads. These types of ads enable you to engage users through powerful visuals across the Google Display Network.

Google Ad Grants Limitation 4) Location Targeting

With Google’s program, your nonprofit can only display ads to users in locations where their ads are useful. This is usually the country in which your organization is based, but if you have a global appeal, you’ll be able to advertise across multiple countries.

While frustrating at times, this is actually good for your ads! It helps you connect with likely donors, volunteers, and other supporters rather than wasting your budget on unlikely ones.

To overcome this Google Ad Grants restriction, learn how to use audience targeting features.

Our Workaround: Using Targeting Effectively

This Google Ad Grants restriction is a little more challenging to resolve. You’ll need to learn how to use Google’s targeting features. Alternatively, use our favorite fix by turning to a dedicated expert!

Otherwise, start by conducting some prospect research. Analyze your target audience to determine where your mission resonates the most and where there’s a higher likelihood of user engagement.

From here, you can hone in on your audience by using targeting capabilities, such as:

  • Geotargeting: This feature will help you select specific countries, regions, cities, or a radius around a specific area. If you’re servicing a specific city and want to reach beneficiaries with your ads, target users in that area.
  • Device Targeting: Target ads specifically to users on desktop computers, mobile devices, or tablets. Pay attention to your target audience’s device preferences to use this targeting strategy effectively.
  • Ad scheduling: Schedule your ads to run during peak times or specific days when your target audience is more likely to be actively searching online. Aligning your ad schedule with your target audience’s behavior can also help you avoid wasting ad spending on less valuable times.

By using targeting strategically, you can refine your ad reach and maximize the impact of your ad campaigns. Use this Google Ad Grants limitation to your advantage by mastering your account’s targeting capabilities!

Working With An Expert To Overcome The Google Ad Grants Restrictions

All of the Google Ad Grants restrictions can take a good chunk of your time to overcome. However, navigating around them is vital for effective digital marketing. That’s where an agency can come in handy.

Experts at Google Grants agencies know the program’s compliance regulations inside and out, helping nonprofits make the most of their budgets.

When working with our Google Ad Grants experts, all you really need to do is communicate your nonprofit’s mission and objectives with us. We work day in and day out to stay on top of the Google Grant compliance regulations. That way, you can focus on other areas of your organization while we take charge of your campaigns.

To empower our nonprofit clients, we offer plenty of services that cover every stage of Google Grant management. Here are some of our key services that help nonprofits overcome the Google Ad Grants limitations:

Google Ad Grants agencies offer services that will help you navigation the Google Ad Grants limitations.

  • Keyword research: We’ll find the most impactful keywords that closely relate to your mission and help place your ads in front of motivated supporters.
  • Ad development: We know what it takes to write compelling Google Ads and leverage advanced techniques like ad extensions and targeting.
  • Budget allocation: We’ll help allocate your budget strategically, prioritizing your most important campaigns.
  • Ongoing campaign optimization: Our work doesn’t stop once we push your campaigns live. We’ll keep a close eye on your ad campaigns, making sure you’re driving meaningful conversions.

From applying to maintaining your eligibility, we’ll help you every step of the way. You’ll never have to worry about the Google Ad Grants limitations with our team on your side! Reach out for a consultation, so we can get started amplifying your mission on Google.

Final Thoughts on Google Ad Grant Limitations

Compared to a standard paid account, Google Ad Grant accounts do come with a few limitations. However, the program is still incredibly powerful.

We recommend that you don’t even view the compliance regulations as restrictions! With thoughtful strategies, you can easily follow the program’s guidelines, use them to your advantage, and connect with thousands of likely supporters. You’ll create more impactful Google Ads in no time.

At any point, our Google Ad Grant experts can step in to strategize with your team and optimize your account. It doesn’t matter whether you need help applying or want to revitalize your existing account. We’re here to help!

In the meantime, we’ve pulled together some helpful resources we think you’ll like:

Work with Getting Attention to overcome the Google Ad Grants restrictions.

This complete guide explains everything your nonprofit needs to know about Google Grants keywords.

Need Google Grants Keywords? Here’s Your Roadmap to Success

Your Google Ads have the power to connect you with motivated supporters who are ready to make a difference—but that’s only possible if you choose the right Google Grants keywords. In this guide, we’ll explore insider advice to enhance your Google Ad Grants keyword strategy:

It takes careful research using the right tools to find the keywords that will set your campaigns up for success. For expert help with crafting your keyword strategy and managing your Google Ad Grant, reach out to our team.
Click this graphic to contact Getting Attention for help with your Google Grants keyword strategy.

What Are Google Grants Keywords?

When someone searches for something on Google, they type a word or phrase into the Google search bar. These are what we call keywords.

You’ll attach these specific terms or phrases to your Google Ad Grant campaigns. These keywords then trigger the display of your ads on Google’s search engine results pages (SERPs) for relevant search terms.

This graphic shows how Google Grants keywords result in Google Ads on a search engine.

Keywords are a vital part of your Ad Grant account. By choosing the right ones, your ads can help you reach the right users who are actively searching for information related to your cause or services. This can help you accomplish all sorts of things, whether you’re engaging existing donors, bringing attention to a pressing issue, or recruiting volunteers.

Keywords ensure your ads are displayed to likely donors, volunteers, beneficiaries, or anyone else connected to your mission. That way, nonprofits can maximize their ad’s visibility, boost ad clicks, and drive desired actions, such as donations, volunteer sign-ups, or nonprofit event registrations.

Types of Google Grants Keywords

Within your Google Ads account, you can use different types of search terms to target your audience. Make sure you’re familiar with these specific types of Google Ad Grants keywords:

This chart breaks down the different nonprofit keyword match types for Google Ad Grant accounts.

  • Broad match: Expand your reach by triggering ads for searches that include keyword variations, synonyms, or related terms.
  • Phrase match: Target searches that contain the specified keyword phrase in the same order. These types of nonprofit keywords provide a more targeted approach than broad match keywords.
  • Exact match: Allow your ads to only trigger for the exact search term or very close variants. These offer the highest level of specificity and control over your ad’s targeting.
  • Negative keywords: Prevent ads from appearing for irrelevant searches. By using negative keywords, you can improve the relevance of your ads.

Knowing the different types of keywords you can use within your Google Ad Grant account will allow you to show up for relevant queries and connect with likely supporters.

Why You Need To Conduct Google Grants Keyword Research

The Google Ad Grants program has a ton of requirements for websites, ad content, and (you guessed it!) nonprofit keywords. Google requires you to use your keywords effectively to maintain program eligibility.

These limitations aren’t meant to restrict you. Rather, they’re intended to help you make the most of the program.

Your keywords are what will put your ads in front of the right audiences. Choosing the right ones is crucial to spending your Google Ad Grant wisely and showing off your ads.

The Searcher’s Perspective

To get a sense of why keywords matter, put yourself in the searcher’s shoes for a moment. Let’s say you’re in the market for some new running shoes. You decide shopping online is the best way to go. Your experience will probably go a little something like this:

This graphic shows a searcher’s perspective when choosing the right keywords to find running shoes by searching on Google.

  1. You go to Google and search “running shoes.” You’re met with a ton of search results — some paid and some unpaid. You browse through the results, not seeing quite what you need.
  2. You go back to the search bar and type in “best running shoes.” More specific results pop up this time. You’re getting closer to what you need! You need some shoes that are designed for women who have high arches, though.
  3. You go back one more time and type in “best women’s running shoes for high arches.” Bam! You find exactly what you need: the latest women’s running shoes from Asics that offer plenty of support for high arches.

In this scenario, you were able to find what you needed thanks to well-thought-out keywords. The company used keywords throughout its ad and landing page to target women looking for supportive running shoes. It works a lot like this for nonprofits’ Google Ads, too.

Research Tools to Find Google Grants Keywords

That brings us to our next point. Now that you know what keywords are and why they matter, how can you pinpoint which keywords your prospective supporters are searching for on Google?

You’ll need to research trending and relevant keywords to make the most of your nonprofit ads. By leveraging research tools, nonprofits can gather valuable data and insights to inform their keyword research process and optimize their Google Ads campaigns.

Let’s explore a handful of tools that you might find useful.

Google Keyword Planner

Keyword Planner is Google's preferred platform for researching Google Grants keywords.

Keyword Planner is Google’s own keyword research tool that provides insights into:

  • Search volume: See how many average monthly searches specific keywords get. This indicates how frequently people search for the terms you provide.
  • Keyword ideas: Keyword Planner generates a list of ideas based on the search terms you provide. Keyword suggestions will help expand your list and discover new opportunities.

You can take a look at historical metrics to identify seasonal trends, too! All you need to do is enter potential nonprofit keywords your supporters might be searching for on Google. Best of all, the platform gives accurate data and is free to use.

Find this tool in your Google Ad Grant account. First, log into your Google Ads account. Then, find it under Tools & Settings > Planning > Keyword Planner.

Google Trends

Google Trends gives you insight into trending topics to help you find the right Google Ad Grants keywords.

Another one of Google’s tools is Google Trends. While it’s not necessarily for nonprofit keyword research, it allows organizations to explore the popularity and search trends of specific search terms over time.

Gain valuable insights into a keyword’s:

  • Popularity
  • Seasonality
  • Regional interest

That way, you can make informed decisions when selecting your Google Ad Grants keywords.

Just know that the data Google Trends provides doesn’t perfectly mirror search activity. Rather, the platform assigns topics, queries, and locations a score from 0-100, with 100 being the most searched related query or the location that has the most searches for the given topic.

Google Search Console

Use Google Search Console to keep an eye on your website performance and nonprofit keywords.

While not exclusively for Google Grants keyword research, Google Search Console gathers vital website performance metrics such as:

  • Search Performance: Learn which search queries drive traffic to your nonprofit’s website. That way, you can pinpoint the right Google Grants keywords for your ads.
  • Index Coverage: Understand how well your website is indexed by Google (i.e., is your site showing up in search results?).
  • Mobile Usability: Learn whether mobile users can access your site. Search Console will highlight issues affecting the user experience on mobile devices, so you can improve your site’s usability for users who click on your ads using any device. After all, mobile users account for 50% of all nonprofit website traffic, according to Double the Donation’s fundraising statistcs.
  • Links: See which websites link back to you. You can view metrics like the total number of backlinks, linking domains, and pages on your site with the most inbound links.

Whether you want to look at individual pages or your website as a whole, Search Console provides valuable data. That way, you can refine it to be the best nonprofit website it can be and point to the best content in your Google Ads.

Moz Keyword Explorer

Moz is another reliable tool for researching Google Grants keywords.

We’re venturing out of Google’s collection of tools with this one! Moz Keyword Explorer can be incredibly insightful for your Google Ad Grants keyword research. While it’s mainly used for SEO purposes, the platform can help you pinpoint which keywords to prioritize and target with your Google Ads.

With this tool, you’ll gain insight into:

  • Monthly Volume: Get an estimate of how many searches are performed for particular keywords each month.
  • Difficulty: Learn how difficult it is to rank for a keyword organically. The tool assigns a score from 1-100, with 100 being the most difficult. You can use this metric to estimate how competitive a query is when it comes to advertising.
  • Organic CTR: Learn how many people click on organic links within search results for the keyword. When other SERP features (like ads) compete for attention, this score will be lower.
  • Priority: This metric combines the monthly volume, difficulty, and organic CTR for a keyword, giving you a score from 0 (low) to 100 (high). A higher priority means you’ve struck the sweet spot of high volume, high organic CTR, and low difficulty for SEO.
  • Search Engine Results Pages (SERPs): See what’s currently showing up for the search terms that matter to you. That way, you can stand out from the competition.

While it’s an excellent SEO keyword research tool, note that you’re limited to 10 searches a day with a free account. If you upgrade to a paid subscription, you can research up to 5,000 nonprofit keywords per month. Their pricier plans increase incrementally up to 30,000 keywords per month, but Moz offers a 75% discount for nonprofit organizations.


SEMRush is another helpful Google Grants keywords tool.

SEMRush is a comprehensive SEO and keyword research tool that offers:

  • Keyword data: Get a sense of search volume and difficulty. Then, gather related keywords and long-tail keyword suggestions. This can help your nonprofit identify high-priority keywords for your Google Ad Grant campaigns.
  • Competitor Analysis: Take a look at your competitors’ websites and keywords. Gain insight into the keywords they’re targeting, organic and paid search strategies, and the search terms that drive traffic to their sites.

With a paid subscription, this Google Grants keyword research tool provides a handful of other helpful features and data too. It’s perfect for enhancing your Google Ads and organic performance in one fell swoop.

Narrowing Down Your Google Grants Keywords

Figuring out how to narrow down your options can be confusing. You need to strike the perfect balance of high search volume, relevance, and low competition. Meanwhile, you need to choose keywords that adhere to Google’s guidelines.

Among many other program guidelines, Google requires nonprofits to choose keywords that are:

  • Specific instead of overly-generic terms that don’t match the searcher’s intent.
  • Multiple words unless the name of your nonprofit is only one word.
  • High quality, which can be measured by Google’s quality score metric.

Work with a Google Grants agency like Getting Attention to handle nonprofit keyword research and implementation. Our professionals know how to use the right tools to pinpoint Google Ad Grants keywords that will drive value for your mission.

We’ll help you narrow down your options based on:

This graphic shows how keywords can be narrowed down for a nonprofit’s Google Ad campaign.

  • High search volume: A nonprofit keyword might work, but if there’s no search volume, no one will see your ads. The higher the search volume, the more people you’ll reach.
  • Relevance: Your manager will make sure your Google Grants keywords relate to your landing page (AKA the page where you’re directing readers). If a reader clicks a Google Ad about donating to ocean conservation that leads them to a scholarship application page, they’ll quickly bounce from the page. That signals to Google that your ad isn’t relevant to users, making the search engine less likely to show your nonprofit’s ad in search results.
  • Low competition: Oftentimes, a keyword with a high monthly search volume will have high competition. That’ll make it harder for your nonprofit to show up in search results. Your manager can find Google Ad Grants keywords that aren’t as competitive, striving to strike a balance between high monthly search volume and lower competition.

Above all, your account manager will ensure that your nonprofit follows the Google Ad Grant keyword requirements. The official guidelines require nonprofits to avoid overly-generic keywords, use keywords longer than 2 words, and choose ones that have a quality score greater than 2. Otherwise, you risk losing your Google Ad Grants eligibility. With an expert on your side, you won’t have to worry about this.
Click this graphic to contact Getting Attention for Google Grant keyword advice.

Using Nonprofit Keywords in Google Ad Grants Campaigns

You’ve found the right nonprofit keywords that will place your ads in front of likely volunteers, donors, or another key audience. Now, you’re tasked with incorporating your keywords into your Google Ads.

Here are some quick tips to get you started:

  • Incorporate keywords into your ad headline, description, and landing page to indicate relevance to the reader and Google.
  • Consider the intent behind search queries and align your keywords and landing pages with what users are seeking.
  • Implement conversion tracking to measure the impact of keywords on desired actions.

Again, we recommend turning to a Google Ad Grant agency that knows how to incorporate nonprofit keywords into Google Ads effectively. At Getting Attention, we’ve learned the intricacies of different keyword research platforms and implementation techniques. That way, you can stand out from the competition and connect with donors and volunteers through powerful ads.


Final Thoughts on Google Grants Keywords

While incredibly important, choosing nonprofit keywords can be incredibly time-consuming. Using keywords in Google Ad Grants campaigns is a whole other ball game, too. There’s a lot to handle between brainstorming potential keywords, gathering data for them, and incorporating them into your ads. Not to mention, you have to meet some Google Ad Grant restrictions regarding keywords.

Turn to an expert to handle research and implementation. They’ll even keep an eye on your campaigns to ensure you’re seeing the results you need. At Getting Attention, our marketing consultants are equipped and more than happy to find the right nonprofit keywords to make your campaigns thrive.

In the meantime, continue refining your marketing strategies with these resources:

Turn to the experts at Getting Attention to do your nonprofit's Google Grants keyword research.

Explore this guide for a comprehensive look at Google Grants eligibility.

Google Grants Eligibility: Is Your Nonprofit Eligible?

The Google Ad Grants program is designed to empower eligible nonprofits to get the online attention they deserve without straining their marketing budgets. Receiving a monthly grant of $10,000 to spend on Google Ads will boost your nonprofit’s web traffic via Google Search. But first, you’ll need to meet the necessary Google Grants eligibility criteria.

While Google Grants are a valuable resource for nonprofits, not all organizations are qualified to receive the funds. To facilitate your Google Ad Grant application process, we’ll walk through everything you need to know about verifying your Google Grants eligibility.

At Getting Attention, we’re devoted to helping nonprofits secure Google Grants and strategize how they’ll make the most of their funds. Since we’re always up-to-date on the latest Google Ad Grants requirements, we have all the necessary experience to help you maximize this marketing opportunity.

In this guide, we’ll cover the following points to assist your nonprofit in verifying its eligibility for the Google Ad Grants program:

  1. What is the Google Grant?
  2. Why are there Google Grants requirements?
  3. Which nonprofits are eligible for Google Grants?
  4. How do I start the Google Grants eligibility verification process?
  5. Can my nonprofit lose its Google Grants eligibility status?
  6. Are there experts that can verify my Google Grants eligibility?
  7. Once I’m verified, what’s next?

Google Ad Grants are without a doubt one of the most beneficial marketing opportunities that nonprofits can leverage. In a rush? Watch this overview video to take you through everything you need to know about Google Grants eligibility:

Otherwise, read on to learn more about the program’s details, eligibility criteria, and the application process.

Get a consultation and let our team confirm your Google Grants eligibility.

1. What is the Google Grant?

Google Grants, also called Ad Grants or AdWords Grants, is a Google-sponsored marketing grant program that awards eligible nonprofits with $10,000 in ad credits each month. Grant recipients can use these funds to bid on different cause-related keywords. When allocated effectively, these credits provide a cost-free way for nonprofits to advertise their most important web pages at the top of Google search results.

For instance, let’s say you’re a philanthropic individual with a strong passion for ending elephant endangerment. With this in mind, you might visit Google and conduct a search for “end elephant endangerment” or “save the elephants.” To attract potential supporters like you, a wildlife rescue charity or world conservation organization might use their Google Ad Grant to bid on these terms and direct you toward their donation page.

By confirming your Google Grants eligibility, you can create Google Ads like this example.

Unlike most nonprofit grant programs, the Google Grants program is not constrained by available funds. In other words, all nonprofits that meet Google Ad Grants requirements can receive the $10,000 per month—there is no limit to the number of nonprofits that can participate.

What are the benefits of qualifying for Google Ad Grants?

Free advertising on the world’s largest and most popular search engine can revolutionize how your nonprofit reaches supporters online. When you confirm your Google Ad Grants eligibility, you’ll benefit from:

  • Enhanced online visibility and reach
  • More interactions with your nonprofit’s website, particularly with your most important content
  • Complimentary analytics to measure campaign performance
  • The ability to market multiple digital campaigns at once
  • The potential to increase conversions, including online donations, event registrations, volunteer sign-ups, and advocacy participation

These five benefits add up to driving more awareness for your nonprofit, and in turn, achieving your conversion goals. All you have to do is confirm you’re eligible, apply for the program, and start creating your campaigns.

2. Why are there Google Grants requirements?

Most companies that offer corporate philanthropy programs aim to support organizations whose missions align with theirs. After all, their name is attached to however the nonprofit chooses to spend its funds. That’s why, just as with any other grant, there are several Google Grants eligibility rules you must meet before qualifying for ad credits. Even once you’re approved, you’re expected to follow a series of Ad Grant restrictions and requirements.

While you might not have to compete for funds, Google still wants to ensure that you’re promoting a legitimate cause and exercising proper security precautions online. Having Google Grants requirements in place prevents the following scenarios from occurring:

  • Dishonest groups might gain access to ad funding and trick unsuspecting users into revealing sensitive information, such as credit card details or home addresses.
  • An organization, even while pursuing an honest cause, may not have sufficient site security measures in place, so information provided by donors or volunteers can be intercepted by hackers.
  • An organization might send users to a website without any valuable content, resulting in a poor user experience for those looking up certain terms on Google.

Google Ad Grants requirements proactively address these potential situations before they can occur, ensuring that the program delivers value to users, nonprofit grant recipients, charitable supporters, and Google itself.

3. Which nonprofits are eligible for Google Grants?

Fortunately, Google is very straightforward in its eligibility standards. While exact Google Grants requirements vary from country to country, they generally follow the same structure. To qualify for the program, your nonprofit must:

  • Currently hold valid charity status in your country. In the U.S., that means being registered as a 501(c)(3) organization with the IRS.
  • Be registered with TechSoup and Google for Nonprofits. If you’re not already registered, we’ll go over both of these processes later on.
  • Agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
  • Have a functioning website with substantial, valuable content. Read on to learn more about the program’s website quality requirements.

To help you better understand these requirements, let’s discuss some of the main criteria Google will look at when determining a nonprofit’s Google Grants eligibility:

This graphic breaks down the three main criteria of Google Grants eligibility in a venn diagram.

Type of Nonprofit Organization

In the U.S., only 501(c)(3) nonprofits can receive ad funding through the Google Grants program. 501(c)(3) means that the Internal Revenue Service (IRS) recognizes the nonprofit as an official charitable organization and thus exempts it from any federal tax obligations.

The Google Grants program factors in a nonprofit’s specific industry as well. Note that these three sectors are ineligible to participate:

  • Government: Government-affiliated organizations and entities
  • Healthcare: Hospitals and other healthcare organizations
  • Education: Schools, academic institutions, and universities

However, these eligibility requirements are specific to Google Ad Grants. Google offers other programs, such as Google for Education, that ineligible organizations can take part in.

Website Quality

According to the official website policy for Google Ad Grants, Google also evaluates a nonprofit’s website to determine its eligibility for the program. Since ads purchased via Google Grants will direct search engine users to a nonprofit’s website, Google wants to be sure that the content is both valuable and fulfills users’ search intent.

When assessing a website, Google looks for:

  • Website ownership. Your nonprofit must own the domain that users are directed to when clicking on your Google Ad.
  • Clear and detailed descriptions of your organization, its mission, and its activities. Your website should have updated, high-quality content providing essential information to users about your nonprofit.
  • Unique content. Your site should feature content that is exclusive to your nonprofit and not found elsewhere on the internet.
  • No broken links. Broken links no longer lead to their intended destinations. Instead, they send users to a 404 error page. Be sure to frequently check your links and update them as necessary, such as implementing a redirect to a relevant piece of content.
  • A quick load time. There are many ways to optimize your website’s load time. For instance, keep your site running quickly by using smaller, compressed images as opposed to larger ones.
  • HTTPS security. An HTTPS-secured website is encrypted, offering users greater protection and privacy during their browsing.
  • Noncommercial activity. Commercial activity, such as product sales or consultation offers, should not be the sole purpose of your website. If any commercial content appears on your website, you must clearly describe how it supports your mission. In certain cases, you must include an annual report detailing how your organization used commercially-obtained funds.
  • Limited advertisements. All ads on your website must be relevant to your mission and unobtrusive to site visitors.

In short, your website simply needs to be a high-quality destination for search engine users. While all of these Google Grants requirements for your website might seem rigorous, a well-maintained website will already meet many of these qualifications without requiring substantial changes.

Compliance With Program Policies

To become and remain eligible for Google Ad Grants, your nonprofit must comply with various program policies set forth by Google. This includes following the Google Ad Grants terms and conditions, standard Google Ads policies, Google’s general terms and conditions, and account management policies. Some of these policies enforce:

  • Not using ads, keywords, or landing page destinations that promote hatred, intolerance, discrimination, or violence.
  • Not abusing the ad network. In other words, you cannot run ads, content, or destinations that attempt to trick the ad review processes.
  • Handling collected data with care, such as full names, email addresses, mailing addresses, phone numbers, sexual orientation, and race or ethnicity.

If you’re still unsure if your nonprofit qualifies for the Google Grants program, reach out to a professional who can verify your eligibility and keep your account up to compliance standards. As we’ll explore later, Google Ad Grants experts (like our team at Getting Attention) are dedicated to learning and staying informed on Google Grants eligibility and compliance rules, allowing you to devote your time to other priorities.

Takeaway: Google has quite a few eligibility requirements your organization must meet to qualify for the Google Grants program. However, amplifying your mission is well worth the time you’ll spend checking into your Google Grants eligibility!

Takeaway: Google has quite a few eligibility requirements your organization must meet to qualify for the Google Grants program. However, amplifying your mission is well worth the time you’ll spend checking into your Google Grants eligibility!

Did you know Google Ad Grants have the highest ROI of any digital marketing platform? Learn more about Google Ad Grants’ impact here.

4. How do I start the Google Grants eligibility verification process?

Once you’ve determined your organization’s Google Grants eligibility, it’s time to start the verification process. This is where you’ll set up the relevant accounts and actually fill out the program’s application.

Luckily, the application process is the easiest part of managing your Google Grant account. So long as you’ve got everything squared away with your eligibility, you can start the process as soon as you’re ready. Here are three easy steps you’ll need to follow:

These are the steps you'll need to follow to confirm your Google Grants eligibility and apply for the program.

  1. Register with TechSoup. This allows your organization to validate your 501(c)(3) status for Google. Your nonprofit can do this on your own, or you can have Google do it for you.
  2. Sign up for a Google for Nonprofits account. Before you apply, your nonprofit needs to create a Google for Nonprofits account, which involves providing your tax identification number, nondiscrimination policies, and general contact and organization information. This account offers many tools your nonprofit can take advantage of, like Google Workspace and the YouTube Nonprofit Program. However, account approval could take several days, so get started as soon as possible.
  3. Apply for the Google Grant. Apply for the Google Grant. Once your Google for Nonprofits application is approved, you can apply for the Google Ad Grants program. This is a multi-step process that includes:

These five steps walk through how to apply for Google Grants and get approved for the program.

Since both TechSoup and Google will have to manually review your applications and confirm your accounts, it’s best to start sooner rather than later. Once you’ve been approved, you can create your Google Ads account and configure your campaigns to best suit your goals.

If this process seems a bit intensive, consider turning to professional assistance. Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out for a free consultation! We’ll confirm your eligibility and take you through each of the steps above.

Set up a free consultation and let our experts confirm your Google Ad Grants eligibility.

5. Can my nonprofit lose its Google Grant eligibility status?

Yes, it is definitely possible to lose your Google Grants eligibility. If your nonprofit doesn’t comply with the Ad Grant program’s policies, Google will suspend your account. This, of course, can be easily avoided by following these best practices:

Follow these tips to maintain your Google Ad Grants eligibility.

  • Maintain an active account. Google wants to see that you’re making good use of the grant, so log in at least once a month and update your account at least every 90 days.
  • Make your ads relevant to your specific audience. Create ads that target your desired audience by both topic and region. Your ads should accurately reflect your nonprofit’s mission as well as reach relevant users online.
  • Evaluate keywords monthly. Check your nonprofit keywords often to see what’s working and what isn’t. Then, restrategize as necessary. Additionally, it’s critical to avoid using single-word keywords, overly generic keywords, or keywords with a quality score of 1 or 2.
  • Maintain a 5% click-through rate (CTR). Be sure to maintain a 5% click-through rate each month. Failing to meet this standard for two consecutive months can result in account deactivation. Use Google Analytics’ conversion tracking mechanism to stay on top of your CTR and jump into action swiftly if you notice any negative trends.

When Google first established its program, there weren’t any formal requirements in place. This often led to nonprofits advertising unhelpful content on their website and targeting keywords that didn’t align with user intent, thus connecting them with unqualified prospects. Because of this, Google launched its official compliance rules in 2018 to encourage nonprofits to develop thoughtful ad strategies that drive meaningful conversions.

Luckily, Google provides a number of resources to help you meet Google Grants eligibility criteria. For example, to improve CTR, you can pause keywords that are generic or have a low CTR.

If you’ve lost your Google Grants eligibility, there’s no need to stress. Google has a clear process for requesting account reactivation, and they’ll often indicate where you fell short of the account requirements. A Google Grants consultant can direct you through the reactivation process.

6. Are there experts who can verify my Google Grants eligibility?

Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program differs quite a bit from standard Google Ads. Therefore, it’s best to look for agencies that specialize in Google Grants.

Getting Attention is qualified to help you every step of the way. Here are just a few of the many services we can provide your nonprofit throughout your Google Grants journey:

  • Google Grant Application: Our experts can efficiently and effectively complete the application for you with a high success rate for acceptance. We’ll check your Google Grants eligibility and walk through all of the essential steps so your account gets approved on the first try!
  • Google Grant Hygiene: While you focus on your nonprofit’s mission, we’ll take care of maintaining your campaign data, tracking conversions, and conducting tests to determine which ads inspire conversions.
  • Google Grant Reactivation: If your account is ever suspended, we can help get your account back up and running in no time.
  • Keyword Research: Our research team can do the heavy lifting to make sure you’re using the most relevant and impactful keywords for your nonprofit.
  • Google Grant Management: We’ll help you strategically allocate your funds and ensure you remain compliant with all program rules. We’ll also note valuable opportunities for improving your strategy based on our findings.

Our goal is to meet and beat your expectations with Google Ad Grants. If you’re interested in learning more, we’re happy to chat with you about your goals. Request a free consultation today, and we’ll get to work on shaping up your Google Ad Grants strategy.

7. Once I’m verified, how can I make the most of Google Grants?

Signing up for the Google Ad Grants program is one thing, but fully leveraging the program is another. Consider these marketing-savvy tips for making the most of your Google Grants strategy:

  • Optimize your ads’ landing pages. The pages that you direct traffic to via your Google Ads will drive more conversions if they align with digital marketing best practices. First, disperse the corresponding keyword and variations throughout the page’s copy to signal that the ad and the page have the same intent. Then, create compelling calls to action that encourage users to take the next step and convert. Finally, diagnose and fix any user-experience issues, such as lack of mobile-accessibility.
  • A/B test your ads. The best way to determine which advertising approach works best for your audience is to experiment with different strategies. Take a few distinct approaches to your ad copy and test them with your audience. Then, gauge which approach yields the best results based on your chosen key performance indicators (KPIs).
  • Use sitelink ad extensions. Google Ads allow your nonprofit to advertise important links with your ad besides the primary landing page. For instance, a sitelink ad extension might lead to a contact page or an about page where users can learn more about your nonprofit. Google requires each account to have at least two sitelink ad extensions.Following these tips will help you transform a good Google Grants campaign into an amazing one! Just ensure that you stay on top of your ads’ performance so you can continually improve your approach.

Following these tips will help you transform a good Google Grants campaign into an amazing one! Just ensure that you stay on top of your ads’ performance so you can continually improve your approach.

Wrapping Up

From improving your website to working with a specialized agency, we’ve covered the ins and outs of meeting the Google Grants eligibility requirements. Hopefully, you’re now able to assess your own nonprofit’s eligibility and get started on the application process. If not, our team is always here to help!

Remember, confirming your eligibility is only the beginning! There’s so much to optimize when it comes to managing a Google Ad Grants account, and the possibilities for inspiring new prospects through the program are endless.

If you’re interested in learning more about effective account management, review the following resources to take your nonprofit’s marketing to the next level and meet your mission goals through Google Ad Grants:

Get a free consultation with our experts and let us confirm your Google Grants eligibility status.


Learn all about the Google Ad Grants website policy in this guide.

Demystifying the Google Ad Grants Website Policy: A Guide

In a word, the Google Ad Grant is transformational. The program has completely altered the way nonprofits market their causes. By breaking down geographical barriers, any organization that meets the Google Ad Grant requirements can reach more donors than ever before without blowing its marketing budget.

In fact, search ads (like Google Ads) have the highest ROI for nonprofits using paid advertising, according to Nonprofits Source. That’s primarily due to the program coordinators giving away over $10 billion in free ad credits to nonprofits since 2003.

Pretty incredible, right? However, if you’ve taken a look at the Google Ad Grants website policy, you’ve likely grown a little confused. You may ask, “What does a ‘high-quality website’ look like?” Or you might wonder, “What can I do to make Google approve my nonprofit’s website for the program?”

We’re here to answer all your questions! We’ll dig into the Google Ad Grants website policy, so you can bring your website up to code and get your application approved the first time. We’ll even provide a convenient checklist for your team to use! Here’s what we’ll cover:

Before we begin, know that Google doesn’t aspire to limit participation. The Google Ad Grants team wants nonprofits to succeed with their digital marketing. That’s why they offer the program! They simply want participants to deliver high-quality content that inspires users to take action, rather than letting advertisers market any and all content on their websites.

If you want an extra pair of eyes to review your website’s quality, our Google Ad Grant experts are here to help! The team at Getting Attention works one-on-one with nonprofits to apply for and make the most of the program. That includes checking your eligibility and strengthening your landing pages.

Get a free consultation with Getting Attention to align your website with the Google Ad Grants website policy.

Why Does Google Require High-Quality Websites?

You’ll use the Google Ad Grant to drive traffic to content on your website. Because of this, Google requires you to meet a series of website-specific requirements to be deemed eligible for the program.

Applying for the Google Ad Grant is really a two-part process. The first part involves having your website checked. That way, you don’t waste time setting up your Ad Grants account when your website actually needs a lot of work to be considered high-quality.

With the Google Ad Grants website requirements, Google strives to deliver a positive experience to its users. Poorly-written content and outdated designs might reflect poorly on Google if they allow advertisers to promote low-quality content. Plus, if your website seems outdated and unprofessional, visitors will feel less inclined to donate, volunteer, or take any other action.

Let’s not strictly talk about how poor websites can negatively impact the program and your ad performance. Instead, let’s take a look at the brighter side of following the Google Ad Grants website policy!

A high-quality website will help you:

  • Drive more traffic to your content
  • Develop meaningful relationships with prospects
  • Generate real results for your cause

Users who come across your site from a Google Ad will respond more positively to a fresh, inviting website that features helpful content. Ultimately, adhering to the website policy will empower you to make the most of your $10,000 each month.

Breaking Down the Google Ad Grants Website Policy

Enough simply talking about why you need to follow the website requirements! Let’s get into the nitty-gritty of the Google Ad Grants website policy. That way, you can see if your site measures up and make the necessary adjustments if it doesn’t.

If you need help confirming your eligibility after exploring the sections below, reach out to our Google Ad Grant experts! We’re more than happy to confirm whether your website is high-quality and work with Google to get you approved for the program.

Requirement 1) Domain Ownership

Owning your nonprofit’s website domain is the most basic website requirement that Google requires nonprofits to meet.

A domain name is a series of letters and numbers that someone will type into the search address bar to find your website. What it means to “own your domain” is that you need to purchase the domain on which your website is hosted and that you will drive traffic to via Google Ads. Your URL should look something along the lines of rather than or

The Google Ad Grant requirements state that you must own your nonprofit website's domain.

To register a domain for your nonprofit, you’ll need to find a domain name registrar like GoDaddy or Google Domains, determine that your desired domain name is available, and then purchase that domain name from your provider.

Requirement 2) Website Security

As another basic Google Ad Grant website requirement, Google requires applicants to have secure sockets layers (SSL) certification.

What this does is encrypt any data that’s transferred on your site. So, let’s say someone’s donating. When filling out your donation form, their name, address, payment details, and any other sensitive information will automatically be encrypted.

Installing an SSL certificate is usually free or low-cost, and it’s a great way to build trust with visitors. As explained in our Google Ad Grants application guide, you can quickly verify whether a site has an SSL certificate by looking at the URL. “If the web address begins with https instead of http, that indicates that it’s SSL-certified. Google Chrome will even mark sites that don’t have an SSL certificate in the address bar as ‘Not Secure.’”

One of the Google Ad Grant requirements for websites is to have an SSL certificate.

To obtain an SSL certificate, you’ll need to follow a few steps:

  1. Choose a Certificate Authority, which is an entity that issues SSL certificates. Popular examples include GoDaddy and Symantec.
  2. Generate a Certificate Signing Request (CSR). You’ll need to generate this file on your web server before requesting an SSL certificate from a certificate authority. The information in this file will provide the certificate authority with what they need to issue your SSL certificate.
  3. Submit the CSR to Your Certificate Authority. Go to your certificate authority’s website and proceed to purchase your SSL certificate. During checkout, you’ll have to submit the CSR file you generated.
  4. Await validation and install the certificate on your website. When ready, the certificate authority will send you an email allowing you to access your SSL certificate. Know that installing your SSL certificate depends on the operating system on which your site is hosted. You might need to contact your website host for more details or see if there are any instructions published online.

Beyond building trust with users, Google also uses SSL certification as a ranking factor. The search engine amplifies websites with SSL certificates, so having one means you can boost your organic traffic.

After installing your SSL certificate, take security up a notch by limiting your plugins, links, and embedded objects to only what is secure and trustworthy.

Requirement 3) Unique, Substantial, and Promotable Content

The Google Ad Grants website policy explains that your nonprofit website must have “substantial content.” It also states, “Your site’s content must be unique to your organization.” In other words, you need to create your own content and a lot of it!

To start, single-page websites (AKA websites with just a homepage) aren’t acceptable. You’ll need to create plenty of pages related to your work, and these pages should be considered “promotable.”

What this means is that your pages or posts should each cover a single, well-defined topic related to your organization’s work. Some examples include ‘About’ pages that explain your work, donation forms, volunteer registration pages, and educational articles connected to your mission. This will give you content to promote with your Google Ads.

Whether you’re creating new content or enhancing existing content, here are some steps to get started to help you adhere to the Google Ad Grants website policy:

  • Identify the goal of your content. What problem are you trying to solve for the user? For instance, maybe someone wants to learn about fighting climate change, so you’ll provide them with an article that provides plenty of options, like recycling and donating to your nonprofit.
  • Choose your keywords. Each ad will have associated keywords. No one really knows how Google determines the quality of a page, but SEM experts (like those at Getting Attention) have some insight into what they’re looking for. Start with broad search queries and narrow them down to be more specific. Then, incorporate your keywords into the copy and headings on your page.
  • Write your content, providing plenty of information. Creating your content is where you can let your expertise and creativity flow! Essentially, provide enough information to cover the page’s topic. For blog posts and news stories, we recommend aiming for at least 1,000 words to cover your topic sufficiently. Core pages related to your work can be shorter but should still provide plenty of information for readers.
  • Incorporate multimedia. This will create engaging content that keeps users on the page. Get creative here by incorporating photographs, graphics, videos, charts, diagrams, and anything else that gets your point across. You want readers to be engaged the second they click your ad and visit your site.

Not only will these tips help you adhere to the Google Ad Grants website policy, but they can help boost your organic rankings too! Creating plenty of content that meets users’ needs will transform your nonprofit’s website into an SEO-friendly site.

Requirement 4) Mission-Related Content

The Google Ad Grants website policy requires nonprofits to have “a robust and clear description of [its] organization, mission, and activities.”

That means you’ll need to feature content about your mission and the work you’re doing to achieve that mission. It’s a smart idea to include some of your credentials as well. This will ultimately position your website as trustworthy and build trust with users.

Here’s some mission-related content we suggest you publish on your website:

  • A statement of your nonprofit status and your organization’s EIN: This information is public record — anyone can look it up on the IRS website or on GuideStar. In other words, there’s no privacy issue with publicly displaying your EIN. Place this information in your site’s footer, so it’s available on every page like the World Wildlife Fund did:
    To meet the Google Ad Grant requirements, put your EIN in the footer of your website like this example from WWF.
  • A page with staff members or board members: Potential supporters love to see the people behind the steering wheel of the causes they support. Create a page that features nonprofit leadership and their credentials.
  • Links to annual reports, your File 990, and financial audits: Prospects like to see that the nonprofits they support are responsible stewards of money before giving. Plus, United States federal law requires tax-exempt organizations to make 990s accessible. Include links to documents like your File 990 and annual report on your website.
  • An events page with an updated list of events: The Google Ad Grants website policy explicitly mentions that participating nonprofits must feature their upcoming events. We recommend that you create an events page with a calendar of upcoming events along with registration links to meet this requirement.
  • An ‘About’ Page featured in your navigation bar: Create an ‘About’ page that features a robust and clear description of your organization, mission, and activities. Make sure you answer key questions like where your nonprofit is located, who it serves, and how it serves those individuals like Kiwanis International did:

Create an About page to make sure you meet the Google Ad Grant requirements for websites.

Featuring sufficient mission-specific details will help you adhere to the Google Ad Grants website policy and prove to visitors that your organization is reliable. The suggestions above are a great start!

Requirement 5) Positive User Experience

The Google Ad Grants website policy lists a few different rules that directly impact the user experience (UX) of your site.

A positive user experience is what will ultimately lead to conversions when marketing your cause, whether you’re trying to boost donations, volunteer registrations, or something else. Here’s a breakdown of the Google Ad Grant website requirements that specifically impact UX:

  • No broken links: A broken link leads to a page that no longer exists on your website. This can be frustrating for users. Anytime you take down a page, implement a redirect to a current page. For example, let’s say you have a page that highlights your current capital campaign. Once the deadline passes, you might take the page down and redirect it to your donation form or your calendar of events page.
  • Clear navigation: Approach your site as if you’re a first-time visitor. What content would you look for to learn more about the organization? Use your answer to create a clear navigation menu that features your most important pages. This might include your ‘About’ page, donation form, calendar of events, and so on.
  • Clear calls to action (CTAs): When a reader feels inspired by your content, they need to know what their exact next step is. That’s where clear CTAs come into play. You’ll want to consider placement and wording. Most nonprofits include donation buttons in their navigation menus. You can also include them in prominent locations, like on any page you’ll promote using the Google Ad Grant. In your CTAs, use simple, impactful phrases like ‘Donate now’ or ‘Volunteer today.’

In the example below, notice how The Humane League features a concise navigation bar with its most important pages. There are also clear donation CTAs in the navigation bar and in prominent locations across the site, like their homepage.

This nonprofit website has clear navigation, helping it follow the Google Ad Grants website policy.

Prioritizing your site’s UX means that when people click on your Google Ads, they’re more likely to have a positive time exploring your site. In turn, they’re more likely to follow through and take the next step to support your work.

Requirement 6) Quick Site Speed

To qualify for the Google Ad Grant, you’ll need to quicken your site’s speed so that it loads quickly. And while quick load times also enhance the user experience, we thought it was best to cover this Google Ad Grant requirement in a bit more depth.

So what exactly is a quick site speed? Well, Google doesn’t define the exact number of seconds in which your site needs to load. However, you can use statistics to estimate whether your site is considered “quick.”

For example, Portent’s site speed study estimates that the first five seconds of page-load time have the highest impact on conversion rates. Plus, a site that loads in 1 second has a conversion rate that’s 3x higher than a site that loads in 5 seconds.

To test your site speed, use free tools like PageSpeed Insights. It’ll check your website, then displays a list of recommendations on what to fix (but not necessarily how to fix it).

If your website speed seems a bit high, we recommend you avoid overloading your pages with massive images and auto-playing videos. These can slow down your pages. You’ll also want to compress your images, reducing their file sizes. At any point, your Google Grants manager can step in to provide advice for tackling load-speed issues.

Requirement 7) Limited Ads and Commercial Activity

Long story short, you need to make your mission the primary purpose of your site. The Google Ad Grants program is very clear about not permitting commercial activity unless it directly supports your work.

Here are a few key points to make sure your site follows the Google Ad Grants website policy:

  • Serve the public. Your nonprofit’s website should make it clear that your nonprofit serves the public and not only those who pay for services or products. If your primary goal is to sell products, sell services, offer consultations, or generate leads, you likely won’t be eligible for the grant unless you’re transparent about how these commercial activities support your ability to serve the community.
  • Remove irrelevant ads. To be accepted into the program, you need to limit ads. It’s best to avoid advertising altogether. If you display any ads, they must be relevant to your cause and unobtrusive to users, though. If you have ads that distract users, you might violate the Google Ad Grants website policy.
  • Don’t make money from ads. While participating in the Google Ad Grants program, you also can’t use Google AdSense or affiliate advertising links on your website.

If you’re disapproved based on the commercial policy, reassess how you promote your services. If your organization comes across as a for-profit entity, you have some work to do on your site. It should be clear that you offer real services and support to your community.

Requirement 8) Google Analytics

While not listed under the Google Ad Grants website policy, installing Google Analytics on your website is one of the program’s requirements.

Google Analytics is a free program that tracks users’ interactions with your website. Google requires participants to install Google Analytics as a way to track ad and website performance. It provides helpful insights like:

  • Goal reporting. Within the Google Ad Grant compliance requirements, Google states that you must report at least one meaningful conversion per month. Google Analytics allows you to track and report on goals. Set goals like donations, email signups, volunteer registrations, event signups, and more. Then, see which pages on your website help you achieve these goals.
  • Web traffic. See how people find your website, such as through Google Ads or social media. You can view which devices your visitors are using. Also, you can compare past and present web traffic to see whether your site’s performance meets your expectations.
  • User engagement. See the average time that your visitors spend on your website, what pages they view, and other vital information. This will help you determine which pages drive results and which aspects of your site need work.

Installing Google Analytics takes a few steps to set up. If you need help, talk to our Google Ad Grant experts here at Getting Attention about getting started.

A Checklist of the Google Ad Grants Website Policy Requirements

That’s a lot of information to take in! But now that you understand the Google Ad Grants website policy, you can walk through your organization’s site and see if it meets those standards.

We’ve condensed the requirements down into a convenient checklist that your team can use as you prepare your site for your application. Click below to download your free copy and make sure your site is on par with the program’s website requirements!

Download our checklist to make sure your website meets the Google Ad Grant requirements.

If you’re not sure whether your website measures up to these requirements, don’t hesitate to reach out to our team! We can walk through your website, provide recommendations, and work with Google to get your organization approved for the Ad Grants program.

In the meantime, download the complete checklist and start improving your website, so you can get approved for the program!

Website Not Up to Code? Reach Out!

We make it our mission to help nonprofits get the most out of the Google Ad Grant. That starts with applying for the program and acquiring the grant!

If you’re unsure whether you’re eligible after exploring our checklist, reach out for a free consultation. We’ll work with you to confirm your nonprofit’s eligibility and bring your website up to code with the Google Ad Grants website policy. After all, your nonprofit’s website is one of the most crucial parts of your Google Ad Grants strategy (and digital marketing strategy altogether)!

While waiting to meet with our team, explore these resources to dive further into the wonderful world of Google Ad Grants:

Get a consultation to make sure your website is up to par with the Google Ad Grants website policy.

Want to learn how to leverage digital fundraising for nonprofit success? Learn more with this guide.

Digital Fundraising for Nonprofits: 6 Key Strategies

Optimizing your digital fundraising and marketing strategies now helps cement your future fundraising success. But, with so many nonprofits competing for visibility online, it can be difficult to stand out. By investing in the right digital tools, using social media, leveraging the Google algorithm, and organizing your data, your nonprofit can boost your online reach far beyond your existing community. 

1. Use online fundraising software                  

It’s only fitting to manage your digital fundraising campaigns online. Digital fundraising software can help your nonprofit:

  • Record and store donor-specific information
  • Launch online donation forms
  • Send automated gift acknowledgments
  • Manage online event registrations
  • Report your fundraising metrics
  • Create and send email blasts 

No matter your nonprofit’s size or focus, a well-rounded fundraising software solution can streamline all of your operations. Your nonprofit should choose fundraising software that automatically syncs any donor-specific information with your CRM so your information is always up-to-date. 

Getting started with a fundraising software solution is simple. First, research and demo the different options on the market and choose which one is the best for you. Then, work with your onboarding specialist to learn how to use the software and tailor it to your specific fundraising needs. Once you’re comfortable with the system, remember to consistently flag any additional problems you run into so you can best leverage the software.

2. Include remote options for your fundraising event

Virtual and hybrid events naturally complement your digital fundraising strategies. For instance, you can easily send the link to your online donation page in the chat of an event hosted via video call. Plus, hosting remote or hybrid events is easier than ever due to the affordability and user-friendliness of digital fundraising software solutions. Consider adding a remote component to these traditionally in-person fundraising ideas:

  • Silent auction
  • 5K walk/run
  • Gala
  • Dinner party
  • Movie watch party
  • Meet-and-greet with beneficiaries
  • Networking event
  • Webinars and panels with nonprofit experts
  • Q&A sessions with the executive director or board president
  • Giving Days

A simple way to add a remote element to your event is to gather attendees on a video call. Video conferencing software is widely available, so it’s likely that your attendees could easily make an account and participate. Also, some platforms even have nonprofit discounts, helping to save your nonprofit valuable operating costs.  

3. Try a peer-to-peer format

Another way to boost your digital fundraising event’s revenue is to use a peer-to-peer structure in which participants run their own mini-campaigns and use marketing techniques to promote your larger fundraiser. This structure complements digital fundraising because, with peer-to-peer software, you can automate the fundraising process for your nonprofit, your fundraising participants, and their mini-campaign supporters.

Peer-to-peer fundraising software allows your nonprofit to set up a digital hub for your fundraising campaign. From this landing page, your participants can sign up to host a mini-campaign. Then, they’ll receive their own landing page that they can customize with their own fundraising appeals. Once they send their personal link to their network of supporters, they can conveniently donate to the campaign directly from the website. You can also allow participants to join a fundraising team and assign roles with special privileges, such as team captain, through the software. Your peer-to-peer fundraiser will be more shareable and engaging than ever before in a digital setting!      

4. Align your fundraising website with SEO

Boost your fundraising website’s visibility by updating it according to search engine optimization (SEO) best practices. SEO is the process of changing your website’s content to complement the algorithm that orders the search engine results page (SERP). In other words, it ensures that your digital fundraiser’s website ranks highly on Google and that your campaign gets more exposure.

If you aren’t tech-savvy and don’t have much room in your planned marketing budget, don’t worry – updating your website to align with SEO best practices is free and there are many resources to help you get started. According to Google, these elements determine your SERP ranking:

  • Website security
  • Mobile accessibility
  • Speedy load times
  • Quality of on-site content 
  • On-page organization of content
  • Accessibility to visitors of all abilities 

Use your CMS or website builder to gauge your status in these areas. Once you’ve located any weaknesses on your digital fundraiser’s website, determine the scope of your desired changes. For instance, you’ll need to budget more time to completely rewrite your blog content than you’ll need to add alt text to your images. Then, train your team on how to implement the changes and delegate tasks. Note that you won’t see results right away, as it takes Google time to read and rank websites on the SERP.   

5. Apply for the Google Ad Grants program

Your nonprofit can guarantee a desirable spot on the SERP by applying for the Google Ad Grants program. This program awards nonprofits up to $10,000 of prime advertising space on the SERP for free every month. To get started, all you need to do is:

  • Sign up for a Google for Nonprofits account
  • Verify your 501(c)(3) status
  • Apply for the Google Ad Grants program

Once you’re approved, determine which pages you want to promote and which keywords to target. Your nonprofit can then use the $10,000 to bid on relevant keywords against other nonprofits, so target the keywords that are specific to your mission. 

6. Keep your data organized

Any strong digital fundraising strategy is data-driven. But, to properly leverage your data, you need to keep it organized so you can access it when needed. You can clean your CRM by:

  • Identifying and removing duplicate data points
  • Sending a survey to supporters to update contact information and preferences
  • Standardizing processes for maintaining data

With accurate and organized data, your nonprofit can pinpoint which areas of your digital fundraising strategy need further attention and which efforts were successful.

Wrapping Up

Ultimately, your online fundraising success depends on how you leverage digital platforms, such as fundraising management and peer-to-peer software. To launch your new digital fundraising tactics, establish attainable, data-driven, and specific goals with your team. Then, pick the software solutions and strategies that allow you to achieve these objectives. Throughout the process, ensure you’re maintaining constant digital communication with your prospects because you can cultivate a deep relationship with them, even through a screen.

This guide will cover top donor outreach strategies to transform your nonprofit’s outreach.

9 Donor Engagement Strategies to Transform Your Outreach

Nonprofits rely on donors’ generosity to fund their mission programming and cover operating overhead costs. But an organization can’t expect to sit back and watch the revenue roll in without first outlining how they’ll identify donors, market their missions to them, and build relationships with them—which is where thoughtful donor engagement strategies come in.

A donor’s engagement extends beyond their donations. With the right tactics in place, you can transform them into lifelong ambassadors of your cause. On the other hand, failure to properly cultivate relationships with them means you’ll potentially lose their interest and their support altogether.

To help, we’ll walk you through the basics of engaging donors and explore proven methods that are known to drive nonprofit support, including:

At Getting Attention, we empower nonprofits to connect with new prospects and promote valuable opportunities using the Google Ad Grant program. Through our time working with nonprofits, we’ve seen how different tactics drive results for nonprofits.

We’re confident this guide will give everything you need to better connect with your supporters and drive increased support in your fundraising initiatives. Let’s get started!Get a consultation to learn how you can use the Google Ad Grant as a donor engagement strategy.

What Is Donor Engagement?

Donor engagement refers to the process of building and maintaining relationships between a nonprofit and its donors. This includes all interactions that encourage donors to become more invested and involved in the organization, including communications, events, volunteer opportunities, and fundraisers.

The primary goal of a donor engagement plan is to cultivate loyal relationships with donors by forging deeper connections. The more you engage donors, the more likely they are to stick around for the long term. In other words, their engagement directly impacts your donor retention rate.

To increase commitment, nonprofits often experiment with different donor engagement strategies like unique marketing tactics and public recognition to improve fundraising outcomes.

Why Nonprofits Should Track Donor Engagement

We’ve all heard that retaining a donor is more cost-effective than soliciting donations from first-time donors. New donors need countless touchpoints before deciding to give whereas current donors have already demonstrated an affinity for your cause and need less convincing.

Plus, due to fluctuating donor retention rates and increased marketing costs, the price of replacing lapsed donors has skyrocketed. As a result, losing donors is unaffordable for many organizations.

Tracking donor engagement is imperative to your mission’s continued success. Specifically, here’s what tracking donor engagement will enable your team to do:

This graphic explains the importance of engaging donors and tracking key engagement metrics.

  • Divide your supporters into meaningful donor segments. Send relevant appeals by grouping donors based on their donation tiers, donation frequency, and interests.
  • Identify areas to upgrade support. Locate major giving prospects by paying attention to long giving histories, notably high wealth indicators, and high engagement scores.
  • Create personalized acknowledgment and solicitations. Send targeted follow-up outreach that aligns with donors’ support levels and appeals to what they love about your organization.
  • Get ahead of potential lapses. Monitor people who have downgraded their support, whether they’re attending fewer events or stopped donating altogether.

Tracking the right details will allow your nonprofit to cultivate meaningful relationships and reduce the number of lapsed donors. Overall, investing sufficient time and energy can help you establish a solid foundation for your mission.

Signals That Measure Donor Engagement

Donor engagement expands far beyond financial contributions. While consistent giving is a top engagement indicator, there are several other factors that communicate donor involvement.

Using a powerful CRM and other digital tools, your nonprofit can track a range of donor engagement signals, like:

These are the most common donor engagement signals nonprofits should track.

  • Gift amount and frequency
  • Recent upgrades or downgrades in donation size
  • Event attendance
  • Response rates
  • Hours volunteered
  • Social media interactions
  • Matching gift eligibility
  • Survey responses
  • Email subscription status and open rate
  • Website visits and time on site

As you can see, both financial and non-financial indicators can signal donor engagement. Using your CRM alongside other tools like Google Analytics for monitoring web traffic, you can identify donors who are at risk of disengagement or who are ready to upgrade their support.

For example, let’s say another donor consistently donates $50 on a regular basis, interacts with your social media posts, and fills out your surveys. They may be a great candidate for recurring giving. Monitoring the right metrics allows you to identify these upgrade opportunities!

9 Donor Engagement Strategies to Drive Support

With the fundamentals nailed down, you’re ready to craft a plan for engaging donors! Knowing what drives your supporters to stick around will help you interact meaningfully and communicate that your organization cares about its supporters.Check out these nine donor engagement strategies.

Remember, each nonprofit’s donors are unique, so every organization finds success in different donor engagement strategies. Tailor your approach to your supporters, and you’ll be on the right path.

1. Google Ad Grants

If your nonprofit isn’t already leveraging Google Ad Grants in its marketing strategy, you’re missing out on a huge opportunity to engage with existing and prospective donors. Here’s what getting involved in the program entails:

  1. Google offers up to $10,000 in free advertising credits to eligible 501(c)(3) organizations per month.
  2. Your nonprofit leverages this in-kind advertising space to promote your cause and its fundraising efforts to supporters by targeting specific keywords.
  3. A (potential or existing) supporter conducts a Google search for a term related to your nonprofit.
  4. Your nonprofit’s website shows up in the top spot on Google’s search engine results page.
  5. The supporter clicks through to your nonprofit’s site and decides to get involved with your cause, such as by making a donation.

Our guide to Google Ad Grant impact shows that search ads (like Google Ads) have the highest ROI for nonprofits using paid advertising among other platforms. And since 98% of searchers click a result on page 1 of Google, you stand to gain a lot of exposure for your digital content.

Most searchers click on a result on page one of Google, making Google Ad Grants a great way to engage donors.

Google Ad Grants are essential for increasing donor engagement on two key fronts⁠: attracting new supporters and providing additional engagement opportunities for existing supporters.

By utilizing the free ad space made available by the world’s most popular search engine, your organization can put your cause in front of tons of new and recurring donors, opening up even more chances for building on those relationships.

Get a consultation to chat about using the Google Ad Grant as part of your donor engagement strategies.

2. Matching gifts

Matching gifts are an extremely effective type of corporate philanthropy that places individual donors at the heart of their employers’ giving strategies. They help to deepen both corporate and donor relationships with your nonprofit.

Here’s how these workplace giving programs typically work:

  1. An individual donor gives to your nonprofit.
  2. You encourage the donor to look into their matching gift eligibility through their employer by providing access to a matching gift database or asking them to contact their company directly.
  3. Upon determining their matching gift eligibility, the donor completes a quick online submission form to request their donation match.
  4. The employer reviews the request and verifies that the initial donation adheres to pre-determined matching criteria.
  5. A matching donation is provided by the donor’s employer, so your nonprofit receives two gifts for the price of one.

Highlighting matching gift opportunities is one of the most effective ways to engage donors⁠—and there’s a ton of research to back this up.

In fact, research shows that 84% of donors are more likely to donate if a match is offered, with 1 in 3 donors indicating they’d give a larger gift if matching is applied.

Not to mention, following up with matching gift donors after their initial contribution provides your nonprofit with an additional touch point for reminding donors of your mission. And, having a successful corporate philanthropy partnership with a business can lead to further opportunities in the future, such as sponsorships.

3. Online greeting cards

Engaging donors requires you to get creative. Digital greeting cards might be just what you need to capture supporters’ attention! When you spend time creating visually-attractive designs, your eCards can act as an easy, cost-effective, and interactive way to engage donors.

Boost donor engagement by offering digital greeting cards.

There are a few ways you can leverage eCards in your donor engagement plan, including:

  • Provide cards as donation incentives. Give your donors a fun reason to give! eCardWidget’s guide to charity eCards explains that you have a few options for using eCards for fundraising. For one, you could sell your eCards in your online fundraising store. Alternatively, add them to your website where donors can give in exchange for eCards.
  • Send cards to thank donors. Showing appreciation for donors can go a long way in retaining their support. Have your fundraising staff send thank-you eCards as a way to recognize your committed supporters after they donate or during the holiday season.

We recommend that you create designs for every occasion. Create a mission awareness collection to amplify a cause awareness campaign, holiday cards to celebrate important days year-round, and tribute cards to let individuals give in someone else’s name. Your options are endless! Donors will appreciate having a fun, interactive way to support your cause and share it with their loved ones.

If you’re offering them in exchange for donations, make sure your online greeting card creation platform allows you to enable donations. No matter your approach, be sure to brand each eCard to your cause, even if you only add your logo to the corner.

4. Peer-to-peer giving

Organizations hosting peer-to-peer campaigns are able to reach new donors (via existing supporters who take on a fundraising role for your nonprofit) while offering one of the most engaging ways for existing supporters to participate.

Equipped with customizable donation pages from the organization’s peer-to-peer platform, supporters then reach out to their own networks of friends and family members to solicit donations for a cause they care about.

First-time donors are more likely to contribute when asked by peers, rather than directly by your organization. Donately’s guide to peer-to-peer fundraising explains that “even if they’re unfamiliar with your work, they can still form a personal connection thanks to the power of social proof.” That means this donor engagement strategy enables your team to get in touch with new supporters you may not have won over on your own.

All the funding goes to your organization’s mission, and you’re left with a ton of donors who are highly engaged with the cause. From there, you can work to continue building connections with new and existing individuals through additional donor engagement ideas.

5. Volunteer opportunities

Even your most dedicated donors don’t want their only communication with your team to be additional requests for funding. That’s why it’s an excellent idea to offer unique opportunities for involvement with your mission.

And one of the best ways to do so is by encouraging donors to participate in volunteer opportunities! This can be an excellent way for donors to see your cause in a new light.

Not to mention, you can even monetize this donor engagement strategy by highlighting the potential for volunteer grants. Many donors (especially those previously determined to be eligible for matching gifts) work for companies that provide financial support to the nonprofits their employees volunteer with.

6. Donor appreciation

Two of the most common reasons why donors stop giving to nonprofit organizations they’ve supported in the past are:

  1. They were never thanked for their gift.
  2. They were not informed about how the funding was being used.

Both of these undersights together can lead a donor to believe that the nonprofit in question didn’t really need their donation in the first place. ⁠As a result, donor engagement may decrease.

Luckily, effectively communicating appreciation for your donors can assist in solving all of the above problems. You’ll want to thank each individual donor for supporting your nonprofit with their hard-earned dollars through meaningful outreach via a variety of methods, such as:

  • A handwritten thank-you letter. Show a little extra effort by writing thank-you messages the old-fashioned way. It’ll add personality to your note and remind donors that they’re supporting an organization comprised of real people.
  • A video message. Think outside the box and create a more dynamic thank-you message for donors. Feature your nonprofit’s staff, supporters, board members, and even beneficiaries (with their permission). Not only are videos impactful, but they’re easy to make; all you need is a mobile device with a camera to shoot, edit, and send video thank-you messages.
  • Access to exclusive content and opportunities. After you’ve thanked your supporters, you can show further appreciation by providing unique content they can’t get anywhere else. For instance, invite them to meet and greets with beneficiaries, special webinars with nonprofit influencers, and other interesting chances to engage further with your mission.
  • Donor appreciation days. Who doesn’t love a party? Donor appreciation days allow you to pull out all the stops for your supporters. Make it a night to remember with free food trucks, games, goodie bags, and live entertainment. Or, you can organize an outing to a fun community activity, such as the zoo or a sports game.
  • Addition to a donor wall. Your donors want to leave their mark on your nonprofit, and you can symbolize this connection with a donor wall. Create different tiers based on the value of the donor’s contributions and add them to it on an annual basis. You can even host an inauguration ceremony for new additions to make your donors feel special.
  • Donor gifts. Re:Charity’s expansive list of donor gift ideas explains that thoughtful gifts help to show appreciation and that you value your relationships with donors. Gifts can include branded merchandise, gift cards, or tickets to activities.

Not only is thanking your donors the polite thing to do, but it also helps close the loop and reiterate to the donor that you received and processed their contribution successfully. So long as you show genuine appreciation for your supporters, you can cultivate lasting relationships with them and retain their support long-term.

7. Segmentation and personalization

Unfortunately, a donation appeal that begins with “Dear donor” or “To whom this may concern” and ends with a generic request of $5, $10, $25, or $50 is not likely to produce great results. That’s because it won’t elicit the emotional connections that are required for effective fundraising nowadays.

Why not? An effective ask needs to incorporate strategic segmentation and personalization⁠—two things that, when done well, can go particularly far for your donor engagement plan. It’s what makes a donation request feel like an intimate appeal to an essential partner in your organization’s mission (which, as you know, is what your donors are).

In order to drive donor engagement, segment your communications. You should group donors by specific characteristics to receive targeted information relevant to that slice of your network. Common segments might include:

Tracking donor engagement allows you to segment your donors into meaningful groups.

  • Donation level (including frequency and amount)
  • Geographic region
  • Interests (e.g., lifestyles, attitudes, and mission engagement preferences like events or monthly gifts)
  • Preferences (including communication preferences and preferred involvement opportunities)

Further, you should also personalize your communications to each individual. That may include addressing the recipient by name, referring to a recent donation, or acknowledging how long the donor has been involved with your organization.

8. Unique fundraising ideas

Choosing unique, exciting, and refreshing fundraisers is an essential part of engaging donors! And that’s not saying you have to drop your tried-and-true fundraising ideas, either. Just try sprucing them up to make them stand out, and your audience will be more than happy to participate.

A few ways to spice up your existing fundraising ideas include:

  • Incorporate a fun theme. For example, if you usually host a fun run in the fall, consider getting into the holiday spirit with a Halloween costume theme. This will help set your fundraiser apart from others.
  • Add entertainment. While your fundraiser surely has a main event, don’t be afraid to add side entertainment and activities to keep attendees engaged. For instance, add a concession stand to your fun run, or incorporate a wine tasting at your next gala.
  • Implement gamification. To get attendees to emotionally invest in your event, implement gamification elements so they further connect with your fundraiser. This could mean incorporating a fundraising thermometer so attendees can visually see the impact of their gifts, encouraging them to make larger gifts.

Aside from these strategies, you can also consider taking your in-person fundraising events virtual. By doing so, you’ll be able to connect with more supporters all across the country and even the globe. Or, if you’re intimidated by the thought of an entirely online event, you could make your next event hybrid instead.

9. Powerful storytelling

The story you tell about your nonprofit and its mission is essential for securing and retaining donor support.

To bring your strategic storytelling practices to the next level and inspire more supporters to get involved, it’s important to incorporate essential storytelling elements. Include these three fundamental components:

  • A group or person in need of aid (your organization’s beneficiaries)
  • A compelling hero (your nonprofit’s team and the donors who support your work)
  • A key solution (what your organization does to make a difference).

From there, you’ll also want to include supporting data, an emotional narrative, sensory details, and relevant imagery when possible.

The idea is that donors feel connected to the story and desire to play a role in the solution⁠—thus, supporting (or continuing to support) your organization in its work!

Final Thoughts on Donor Engagement

Your donor base forms an essential component of your overall nonprofit organization, and their engagement with your cause is critical for continuous mission success. A highly engaged donor is more likely to contribute to your cause time and time again⁠—so you don’t want to settle for base-level efforts.

Luckily, utilizing donor engagement strategies like workplace giving promotions, strategic fundraising, and cost-effective marketing can make a huge difference. That means it’s time to begin incorporating these ideas into your donor engagement plan and make sure you equip your team with the tools required to do so effectively!

Want to learn more about engaging donors in your nonprofit organization? Browse these additional resources:

Get started with Getting Attention so you can leverage the Google Ad Grant to promote donor engagement opportunities.

How to Optimize A Google Grant Account: Top Tips & Mistakes

Whether you’re preparing your program application or have already created several ad campaigns, it’s never too early (or too late!) to optimize your Google Grant account.

By not understanding Google Grant optimization, many nonprofits miss out on the incredible opportunities the Google Ad Grants program provides nonprofits.

Proper management helps you maximize your $10,000 budget, boost the number of conversions made in response to your ads, and keep your account compliant with Google’s grant policies.

We’ve compiled our knowledge of Google Grant optimization into these core topics:

Using the tips we share, you’ll be several steps closer to optimizing your Google Grant account and connecting with more prospects. Let’s get started.

Prevent mistakes from bogging down your Google Ad Grants account. Get help optimizing your account by requesting a free consultation.

Avoid These 6 Google Ad Grant Management Mistakes.

Mistakes happen, especially in the confusing world of Google Grant management. Confusion or unfamiliarity with Google’s Ad Grant policies can result in an unintentional violation of Google’s guidelines. 

With that in mind, let’s cover the top management mistakes that you can avoid with a little training and a few reminders:

Mistake 1: Failing to Follow The Google Ad Grants Management Policy

Several years after its inception, the Google Ad Grants program created a set of compliance policies that nonprofits must follow to maintain their status in the Google Ad Grants program. These policies include guidelines for your account and the ads you run. 

While Google Ad Grant recipients should look over the list of requirements in full, a few standout points are:

  • Having at least 2 ads per ad group
  • Having at least 2 ad groups per campaign
  • Maintaining a 5% CTR each month
  • Not using single-word or generic keywords
  • Having a minimum keyword quality score of 2
  • Enabling at least 2 sitelink ad extensions

The goal of these rules is to enhance the search experience for users and help nonprofits benefit from the program as much as possible. 

Mistake 2: Using Generic Keywords

Another mistake in Google Grant management is relying on generic keywords. Short, generic keywords like “fundraising” lack the specificity your ads need to be effective.

Instead, look for specific long-tail keywords. For instance, you might bid on terms like “animal shelter volunteer opportunities” rather than “volunteer opportunities.” These will connect you with more qualified users, and they’re also typically cheaper to bid on.

Additionally, it’s essential to know the difference between generic keywords and broad keywords. Here’s a breakdown of these two terms:

Learn the differences between generic and broad keywords, specified below.

  • Generic keywords are keywords where it is unclear what page someone will find after clicking on them. For example, “video,” is a generic keyword. Will the page have a video to watch? Explain video making principles? Review YouTube videos? 
  • Broad keywords are a parameter you can select for your keyword campaigns to influence what types of queries your ad will show up for. For example, you might want the keyword “animal shelter volunteer opportunities” to show up for searches that don’t include the exact keyword, like “animal shelter volunteering” and “volunteering with animals.” 

Generic and broad keywords both cast a wide net for searches. However, while broad keywords help you connect with supporters who just phrased their searches a little differently, generic keywords can violate Google Ad Grant policy.  

Mistake 3: Using Dirty Keyword Data

Any nonprofit professional who deals with metrics understands the importance of data hygiene. In terms of Google Grant management, cleaning your keyword data is a process that involves pausing or removing irrelevant and low-quality keywords.

Here are some key reasons why you should optimize your keyword data:

  • Keyword traffic may fluctuate over time. Some of the keywords you target will not be relevant year-round. For example, seasonal keywords or those related to specific events do not need to be tracked outside of those time frames.
  • Low-quality keywords can clutter your data. Google assigns a quality score to keywords, calculated based on expected CTR, landing page experience, and ad relevance. Scores below 3 are considered poor quality. Using low-quality keywords is against Google’s policies, and targeting these terms is a waste of your ad budget.

Keywords are a vital part of optimizing a Google Grant account. Not to mention, they play an essential part in your nonprofit’s organic SEO strategy. Start your account optimization process by using search terms with a quality score of at least 3 and removing irrelevant ones. 

Mistake 4: Featuring Just 1 Ad Per Group

Nonprofits sometimes make the mistake of featuring only one ad in each ad group, resulting in account suspension. Within Google Grants, individual ads are organized into groups that fall under broader campaigns.

Even if you follow every other compliance step, using only one ad per group is not a viable way to run your Google Grant account. Plus, single ads prevent nonprofits from analyzing performance across different ads, resulting in missed learning opportunities.

Instead, include multiple ads per group. Differentiate your ads by including different ad copy to drive users to click through to your site. Keep an eye on your campaign results to see which ads have the highest click-through rates (CTR), conversions, and site engagement. Finally, replace ads with low CTR with refined versions that drive better results!

Mistake 5: Providing a Poor User Experience

In the context of Google Ad Grants, a poor user experience is often linked to your ad copy, call to action, or linked landing page being misaligned. It’s confusing for website visitors when they click on an ad urging them to join an email list but instead are directed to an online donation page.

This mistake can frustrate potential supporters, deter them from taking the action you want them to, and ultimately impact your ability to optimize your Google Grant account. Think critically about the user experience you’re providing with your Google Ads.

Mistake 6: Neglecting Your Landing Pages

Your nonprofit’s website plays a crucial role in marketing your mission. It’s a place to share all of your resources, content, and marketing material in one convenient location. Plus, the ads you create for your Google Grant account will direct users to your website. In that sense, a neglected website and poorly designed landing pages can do more harm than good.

A poor-quality or irrelevant landing page can negatively impact your keyword quality score. What’s more, higher quality scores often lead to a lower cost-per-click rate, so you’ll receive more traffic for the same price.

Here are a few of the most common landing page issues that nonprofits encounter:

Avoid these 10 common landing page mistakes that can negatively impact your Google Ad Grant, written below.

  • Keywords featured in your ads are not included on the landing page.
  • It’s unclear what supporters are supposed to do on the page.
  • There is a lack of rich, engaging content.
  • The overall website is challenging to navigate.
  • The website loads slowly. Reports also show that just a two-second delay in loading can boost your abandonment rate to 87%
  • The layout is overwhelming and has an unprofessional layout. 
  • Broken links signal the website is outdated or even unsecured. 
  • The branding is inconsistent and makes the site appear untrustworthy.
  • The site lacks an SSL certificate, meaning it isn’t secure.

If users follow your ad and have a bad site experience, even the best-written ads won’t help you earn conversions. 

Not to mention, there are also rules in place regarding website quality. For instance, you’ll need to include a clear description of your organization, have an adequate load speed, and feature unique content. Conversely, optimizing your landing pages will keep your quality score up and maximize your chances of reaching and converting qualified users.

Follow the Appropriate Google Grant Account Structure.

After you apply for Google Ad Grants and get approved, you’ll set up your first ad campaign. Before creating your ads, it’s vital to understand the structure of your Google Ad Grant account. That way, you can get a feel for how to set up your campaigns.

Your Google Grant account is broken down into the following:

A Google Ad Grant campaign is structured with an overarching campaign containing multiple ad groups, which each contain multiple ads.

  • Campaigns: These are the largest building blocks of your Google Ads account. They contain multiple ad groups and ads. To optimize your Google Ad Grant account, we recommend assigning a theme to each campaign. For instance, if you work for an animal shelter, you might create a “Volunteer” campaign with keywords related to animal shelter volunteer opportunities in your area. You might have another campaign for “Donations,” “Adoptions,” etc. Themes allow you to easily organize your ads within campaigns.
  • Ad Groups: Think of these as clusters of ads within your campaigns. Ad groups are associated with specific keywords that someone might search related to your cause. Note that Google requires you to have at least two ad groups per campaign.
  • Ads: This is the smallest element of your Google Grant account but is arguably the most important since it consists of the copy and links you’re promoting. Google requires you to have at least two ads per ad group. Google will automatically rotate between these ads and provide you with performance data. For instance, if ad A performs significantly better than ad B, you’ll know to tweak ad B to improve its performance.

One important thing to remember when optimizing your account is not to spread your budget too thin across several ad groups and keywords. You’ll have more success by allocating more funds to a core group of services or resources related to your mission.

While this structure is required for your nonprofit’s Google Grant account, following it will provide you with insightful performance data you can use to produce better ads over time.

Choose the Right Keywords for Your Google Grant Account.

Choosing the keywords you want to target is one of the first steps you’ll take when setting up your first campaign.

Instead of blindly guessing what you think people are searching for and will drive conversions, we’ve created a checklist you can follow to come up with educated keyword choices. As you start optimizing your Google Grant account, here are some dos and don’ts for choosing the best keywords for your cause:

This graphic depicts the dos and don'ts of Google Ad Grant keywords, listed below.

  • DO create a list of keywords that you want to target. Using specific keywords relevant to your organization is an excellent place to start. Leverage Google Keyword Planner to get helpful metrics regarding different keywords, such as search volume trends, average monthly searches per keyword, and bid estimates. You can also leverage Google Trends to explore what people are searching for related to your mission.
  • DO target keywords based on time and geography. These keywords could relate to holidays like, “Christmas gift drive” or location-specific events like, “clothing donation centers in Boston.” Some keywords are seasonal, so focus on them when relevant. 
  • DO bid lower on upper-funnel keywords and vice versa. Upper funnel keywords are general search queries that someone higher in the search conversion funnel might search. On the other hand, lower-funnel keywords usually are longer, more specific, and searched by people who are likely to convert.
  • DO clean up your keyword list regularly. Pause any seasonal terms like “Thanksgiving food donations” when they are not relevant, and remove low-quality keywords that do not serve your account. 
  • DO use negative keywords to exclude your ads from specific search queries. More than likely, there are search terms you don’t want your ads to display for. Add negative keywords to your ad groups to avoid ranking for those terms. You might also leverage a strategy called “traffic sculpting,” in which you add negative keywords to an ad group to avoid competing with your ads in other ad groups.
  • DON’T use generic and single-word keywords. Examples of this include “volunteers” and “animal shelter.” Not only does Google ban the use of these keywords, but your nonprofit will probably be outbid for generic search terms like these. Instead, try using long-tail keywords such as “animal shelter volunteer opportunities near me.” Long-tail keywords like this involve multi-word phrases and are highly specific.
  • DON’T include branded and nonbranded keywords in the same campaigns. You’ll likely rank organically for branded terms, so allocate your grant money to run ads for nonbranded search terms.
  • DON’T use keywords with a quality score lower than 3. Google scores keywords on a scale of 1 to 10 based on their quality. Keywords that receive a score of 1 or 2 are considered low quality and are not permitted for targeting. These keywords must be removed or paused.
  • DON’T forget to research industry trends and search terms. If like many nonprofits, you’re struggling to maximize spending on your Grant account, try researching new keywords to expand your campaigns. What keywords could you add? When was the last time you looked at Keyword Planner for new ideas? What are your competitors ranking for?

A healthy Google Grant account will have around 25 keywords per group. However, conducting keyword research could help you uncover dozens more valuable keywords.

Optimize Your Google Grant Account’s Ads.

But don’t forget the reason behind all of your optimizing: the ads!

There are several best practices to keep in mind when creating your ads. Here are a few to get you started:

  • Create compelling ad copy. It should go without saying that your ad copy is one of the most crucial components of your ads. This is primarily why Google requires you to have multiple ads per ad group—it allows you to see what resonates with people and encourages them to click through. We suggest leveraging keywords in the ad copy to parrot back similar phrases to what users are searching for, including a specific call to action, and using short sentences to keep your ads scannable.
  • Choose the right landing pages. Your landing pages are just as important as your ad copy. It’s where you’ll drive users when they come across your ads and ultimately determine whether they get involved with your nonprofit. Choose the most relevant landing pages for each ad, whether it’s a digital donation page, volunteer registration form, or email newsletter signup form.
  • Have 3 to 5 ads per group. While Google only requires 2 ads per ad group, we recommend using at least 3. Try to vary these ads so you can experiment with different targeting approaches. The ads within each group will rotate, and Google prioritizes the ads that perform the best.
  • Highlight what’s unique about your nonprofit. Avoid blending in by sharing what’s interesting about your organization.
  • Don’t immediately optimize ad rotation for your campaigns. No more than one ad from an ad group can show at a time. The “ad rotation” setting allows you to specify how often Google will serve your ads relative to one another. Within your Search and Display campaign settings, you can choose “Optimize” or “Do not optimize” for this setting. If you’re starting a new campaign, we suggest that you don’t optimize your ad rotation. Instead, keep ads rotating indefinitely to see which messaging works best and optimize rotation manually on your end.

Producing high-quality ads doesn’t have to be overwhelming. Keep these tips in mind to steer your nonprofit’s choices when creating ads.

Need help optimizing your Google Ad Grants account? Meet with the Google Ad Grant pros at Getting Attention. Get a free consultation.

Track Your Google Grant Account’s Conversions and Other Metrics.

As you set up your Google Ads account, sign up for Google Analytics and connect it with your Ad Grant account. The metrics you gather from Google Analytics will help you refine your ads, improve your landing pages, and ultimately optimize your Google Grant account.

For one, Google requires you to track and report on conversions and CTR.


For many nonprofits, conversions are the goal of their ads. Conversions measure how many people take the ad’s desired action after seeing it, such as making a donation, registering for an event, or signing up to volunteer.

Here are a few best practices for conversion tracking:

  • Track conversions that are meaningful to your organization. Google Analytics offers different options for conversion tracking. Focus on those that align with your goals. For example, you might track registrations for your upcoming annual gala or donations made during your year-end giving campaign.
  • Set up goals in Google Analytics. Setting up goals in Google Analytics can help you see what impacts your ads’ conversion rate. In addition to enhancing conversion performance, Google Grants accounts are required to set up goals.
  • Take note of which ads are best at leading to conversions. Experiment with the style and wording of your ads to analyze which ones yield the most conversions. From there, you can improve future ads to ensure the best performance from your campaigns.

Google requires Google Ad Grants accounts to track their conversions if applicable. To do so, set up an account within Google Analytics by using these account setup instructions.

Click-Through Rate (CTR)

The Google Ad Grant team uses CTR to measure ad quality. Google interprets a high CTR for an ad as the ad being very relevant and valuable to users. While Google Analytics will automatically calculate each ad’s CTR for you, it can be helpful to understand how it’s calculated manually.

Calculate CTR by dividing the number of people who click your ad’s link by the number of impressions the ad receives. Here’s what the formula looks like:

This CTR formula, the number of ad clicks divided by the number of impressions equals your ad click-through rate, will help you manage and optimize a Google Grant account.

For example, if your ad is shown to 100 people, and 5 people click the link, your CTR will be 5% for that ad.

If you notice that your CTR is lower than you’d like, here are some ways you can boost that metric and directly optimize your Google Grant account:

  • Pause keywords with a low CTR. Take a look at the keywords that receive the most impressions and pause any with a low CTR. While a keyword may be relevant to your mission, you should focus on keywords that yield results.
  • Improve your ads. Do your ads inspire readers to click through to your website to get involved or learn more about your mission? Think critically about your ad copy and whether you’re pointing users to a relevant landing page.
  • Use A/B testing. One of the great things about Google Ads is that you can rotate between multiple ads for the same keywords. This makes it incredibly easy to see which ad copy performs the best, so you can boost your CTR with each rendition of your ads.

Google requires you to have a 5% click-through rate for each ad. Otherwise, your account will be at risk of being temporarily suspended. But don’t worry! An optimized Google Grant account will easily meet the minimum threshold.

Use Manual Bidding for Your Google Grant Account.

Google recommends that nonprofits automate their bids with Google Ads to save time managing their accounts. 

However, we suggest that you start with manual bidding. That way, you’ll have more control over your budget. 

If you go with automated bidding, we suggest that you don’t use the “Maximize Clicks” automated bidding strategy, even though it’s Google’s default option. That bidding strategy focuses on clicks rather than conversions (your ultimate goal for your ads). Instead, select the “Maximize Conversions” bidding strategy. This will allow you to be more competitive with bidding and effectively spend more of your ad budget.

Use Targeting and Extensions To Improve Response to Your Ads.

To help your ads reach their intended audience, Google offers targeting settings and extensions to improve your ads’ performance and optimize your Google Grant account.


Targeting ads help you streamline your message to address a narrow audience who are highly likely to support your cause. 

Let’s take a look at these three different ways you can target your ads:

Geotargeting, device type, and scheduling all go into creating targeted ads.

  • Geotargeting. Leverage the geotargeting feature to focus on areas your nonprofit serves. For example, if your nonprofit operates out of New York, ads that appear for Atlanta-based searchers won’t be very effective. However, if many of your donors reside in another area (say Chicago), you may want to target users in that area as well. 
  • Ad scheduling. Create an Ad Schedule for all of your campaigns—even those you’re planning on running 24/7. This will help you pinpoint specific times when your ads perform well, so you can adjust your schedule moving forward. To create a schedule, go to one of your campaigns, click on “More” under Settings, hit “Schedule,” select a campaign, choose “All Days,” and save it.
  • Device type. If you’re working with a limited budget, you may want to exclude certain devices from receiving your ads. For example, eCommerce reports show that desktops tend to have higher conversion rates at 4.36%, while mobile has the lowest at 2.95%. To exclude a device from receiving your ads, go to the “Devices” tab, choose a device type, change the bid adjustment to “Decrease” by 100%, and apply the changes. Although, keep in mind that a supporter who sees your ad on mobile may decide to explore your site later on their desktop!

You want your ads to be shown to individuals who are likely to convert, so you don’t waste your grant money or negatively impact your ads’ performance. These targeting features will help you connect with likely prospects.

Ad Extensions

Ad extensions provide users with more information about a nonprofit’s services, programs, and mission. They help expand the ad listing, ensure it’s as useful as possible, and take up more ad space on the search engine results page.

By providing information that matches the user’s intent, ad extensions directly impact your ads’ CTR.

Some of the most commonly used ad extensions include the following:

Here's an example of extensions being used to optimize a Google Grant account, with the call extension number, page call outs, lead form, and sitelink extensions highlighted in yellow.

  • Sitelinks: Create mini-ads within your ads that link to other pages on your site.
  • Callout Extensions and Structured Snippets: Include additional plain text within your ads to emphasize key points (great for including extra detail that wouldn’t fit in the main ad’s text).
  • Price: Quantify the donation amount or cost of services that a prospect would need to know (e.g., veterinary services, event ticketing price, and so on).
  • Location and Call: Display your organization’s address and phone number. Users will be able to click the number and call you directly.

Ad extensions give users with more ways to interact with your cause. Note that your ad extensions won’t always show up with your ads. Instead, Google will show them when the extension (or combination of extensions) is expected to improve the ad’s performance and when your ad’s position and Ad Rank are high enough to show extensions. Your best bet is to include the most relevant ones for your ads, increasing the likelihood that they’ll be displayed.

Follow Website Compliance Guidelines 

Like with most other aspects of the Google Ad Grants program, there are specific rules for your website to follow. An insufficient, unprotected, or otherwise useless website can lead to a temporary suspension of your Google Grant account.

Here are the basic rules you’ll need to follow to ensure your website adheres to Google’s basic eligibility guidelines:

  • You must own the domain. Your nonprofit must own the rights to landing pages linked in your ads. If this landing page is a donation-hosting service, it must belong to one of these pre-approved sites.
  • Add additional domains to your account. If you plan to link to other domains with Google Grant ads, add them to your account first. This way, Google is aware that your nonprofit owns these domains.
  • Maintain high-quality websites. Any domains used must be high-quality web pages. Valuable web pages have several important factors that we’ll cover in the next section.
  • Avoid any commercial activity that does not align with your mission. Commercial activity like selling products, services, or consultations can’t be the sole purpose of your website. Limited commercial activity is allowed, provided it aligns with your mission—think selling t-shirts with your nonprofit’s logos to help raise money for your cause. 

Following these basic compliance regulations will help keep your Google Grant account compliant.

Let A Google Grants Professional Optimize Your Google Grant Account.

Working with a professional agency can take the weight off your shoulders when it comes to optimizing a Google Grant account. Professionals provide tailored services that help you set up and manage your Google Ad Grants account as efficiently as possible.

Here at Getting Attention, we strive to help nonprofits make the most of their grant money every month. We make the process simple and easy to understand from completing your application to tracking your data. Our services include:

Getting Attention provides the following services listed below to help optimize your Google Ad Grant.

  • Google Grant Applications: The Google Grant application process can be intimidating. The experts at Getting Attention are here to help guide you through the process and make sure your account is accepted on the first try.
  • Google Grant Hygiene: Data is crucial for optimizing your Google Grant account. Getting Attention is ready to help you clean up your data and make analysis more efficient. Whether you need to remove irrelevant keywords or outdated information, our experts are ready to step in.
  • Keyword Research: If you’re feeling lost when choosing keywords, let our agency handle the research for you. We can ensure that your account tracks the most relevant and effective keywords to extend your ads’ reach.
  • Google Grant Account Reactivation: With so many compliance rules, suspension can happen, and our team is one of the best resources for getting your account back up and running.

Our goal is to optimize Google Grant accounts so that nonprofits like yours can reinvest focus into their worthwhile missions. To learn more, contact our team to request a free consultation today. Plus, we’re happy to discuss our expertise in other areas. That way, you’re receiving the most comprehensive support possible.

Get help managing your Google Ad Grants account. Discover how Getting Attention can optimize your account. Get a free consultation.

Look into Google Ad Grants Training.

Even if you outsource work to a professional Google Grants manager, it never hurts to look into training. Google has plenty of free training resources that can help you optimize your Google Grant account and maximize ad performance. Not to mention, third-party sites also provide resources and advice based on their experience.

You can start your training by exploring our blog and checking out our top recommended training courses.

If you have any unanswered questions about managing your Google Grant account, our team of professionals is here to help. Reach out and request a free consultation where we can discuss your needs.

Google Grant Optimization Checklist

Now that you’ve learned some helpful tips for optimization, it’s time to put them to use. We’ve created a checklist to help you keep track of the essentials of successful account optimization:

This checklist covers each step needed to optimize a Google Grant account. The steps are listed below.

Use our checklist below to make sure you don’t overlook anything when optimizing your Google Grant account:

Account Structure

  • Center campaigns around themes
  • Include 3-5 ad groups per campaign
  • Have 3-5 ads per ad group


  • Include approximately 25 keywords per ad group
  • Choose keywords relevant to your mission
  • No generic or single-word keywords
  • Target keywords based on time and geography
  • Separate branded and nonbranded keywords into different campaigns
  • No keywords with quality scores below 3
  • Use negative keywords to avoid ranking for those terms


  • Track conversions in Google Analytics
  • Set up conversion goals in Google Analytics
  • Track conversions that are meaningful to your organization
  • Adjust ads based on which ones increase conversions


  • Use keywords in the ad copy
  • Include specific calls to action in the ad copy
  • Highlight your mission
  • Manually rotate your ads for new campaigns


  • Track meaningful conversions for your nonprofit
  • Use A/B testing to determine what drives conversions and clicks
  • Have at least 1 conversion per month
  • Maintain a 5% CTR each month


  • Use manual bidding when possible
  • If you set up automated bidding, select the Maximize Conversions option


  • Narrow down your target audience with geotargeting
  • Pinpoint specific times when ads perform well with ad scheduling
  • Adjust which devices your ads can be viewed on
  • Link to other pages within your ads by using sitelinks
  • Include additional plain text with callout extensions and structured snippets
  • Include the cost of services with the price extension
  • Display your address and phone number with the location and call extensions
  • Capture leads with the lead form extension

Website Maintenance

  • Ensure you own your nonprofit’s domain
  • Include one focus per page
  • No commercial activity that’s related to your mission
  • Include ad keywords on your landing pages
  • Create clear calls to action
  • Ensure the site is mobile accessible

Partnering with a Google Ad Grants agency

  • Google Grant applications
  • Account hygiene
  • Keyword research
  • Account reactivation

Training Resources

Getting accepted into the Google Ad Grants program is an exciting moment. Keeping up with the ins and outs of account management can be a challenge, but this streamlined checklist should help. Download a PDF version of this checklist for quick access in the future.

Final Thoughts on Optimizing A Google Grant Account

Optimizing a Google Grant account isn’t a one-and-done sort of deal. Rather, someone will need to actively manage your account, check keyword data, refine your ads, and more. 

To make the most of your account, implement the tips covered in this ultimate guide. If you’re seeking more assistance with optimizing your Google Ad Grant account, reach out to the team at Getting Attention to set up a free consultation today. We’re happy to discuss your needs so that you can get more out of the program each month.

In the meantime, explore the following additional resources to continue learning about Google Ad Grants:

Ready to optimize your Google Ad Grant account. Getting Attention's team is ready to help with every part of your ads. Get a free consultation today.

This guide explains how to choose a Google Grant Agency and overviews the 10 best partners.

What Makes a Great Google Grant Agency: 10 Best Partners

Google is the world’s most popular search engine, fielding at least 8.5 billion searches per day. That’s 8.5 billion reasons nonprofits should take advantage of the Google Ad Grant program, which grants $10,000 to eligible organizations in the form of ad credits every month to host advertising campaigns on Google.

Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. That’s why we recommend working with a Google Grant agency. Professional Google Ad Grant agencies devote their time to researching the program’s compliance requirements, mastering the application process, proactively researching the best keywords, and making the most of each nonprofit’s grant money.

To help start your search and ensure you partner with the right agency, this guide will walk through:

  1. What Is A Google Grant Agency?
  2. What is Google Grant Management?
  3. The Benefits of Hiring a Professional For Google Grant Management
  4. How to Hire a Google Ad Grant Agency
  5. 10 Best Google Ad Grant Agencies
  6. Next Steps for Your Google Grant Strategy

Here at Getting Attention, we work alongside nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grant agency, we believe in the power that effective Google Grant management holds for nonprofits. Let’s get started so you can partner with the right Google Ad Grant manager.

Click this graphic to learn more about the Google Ad Grant by following Getting Attention's newsletter.

What Is A Google Grant Agency?

A Google Grant agency is a business composed of experts that help nonprofits manage their Google Ads accounts. A professional agency will handle many aspects of Google Grant management, including:

  • Eligibility confirmation: An agency’s experts know everything about the eligibility requirements your nonprofit must meet and can ensure you qualify for the program.
  • Program applications: A Google Ad Grants professional can complete the application on behalf of your organization.
  • Keyword research: Unlike general marketing agencies, Google Ad Grant professionals are experts in keyword research, helping you get your ads in front of the right audience with targeted keywords.
  • Ad creation: When it comes to actual ad construction, Google Grant agencies can create ads using their keyword research to effectively drive conversions.
  • Compliance with the program’s rules: A Grant manager will ensure your nonprofit meets the program’s extremely specific requirements and guidelines.
  • Account reactivation if needed: Failing to comply with the program’s rules can result in account suspension. Should this happen, a Grant agency will work to reactivate your account as quickly as possible.

Overall, the professional’s goal is to help nonprofits build awareness for their cause and create high-converting campaigns that are meaningful to their work.

What is Google Grant Management?

Before speaking with or even researching specific agencies, you must understand the actual services that Google Grant management entails. That way, you can determine the areas in which you need help and confidently enter your conversations with agencies.

Partner with a Google Grants agency for help with grant compliance, application, and account management.

Google Grant Application

If you don’t already have your account set up, a Google Grant agency can help you get started by checking your eligibility and guiding you through the application process. These are the application requirements they can help with:

This graphic shows the Google Grant requirements an agency can manage for your nonprofit.

  • Creating a Google for Nonprofits account: This account is necessary for Google Grants and also provides access to services like Google Workspace for Nonprofits and the YouTube Nonprofit Program.
  • Registering with TechSoup provides a Validation Token that Google uses to verify your eligibility and confirm your Google for Nonprofits account. If you’ve never registered your organization with TechSoup, a Google Grants agency can help you sign up for an account.
  • Installing Google Analytics on your website: Google Analytics is essential for not only your own data tracking purposes, but it’s also a requirement that all websites need prior to applying.
  • Ensuring your website has valuable and promotable content: A Google Grant agency can assist in optimizing your web presence and online content. That way, your website will be ready to submit for review and remain eligible for the program.
  • Holding current and valid charity status: If your organization is based in the United States, you’ll need a current 501(c)(3) status to receive the Google Grant. The right Google Ad Grant agency can make sure that your documents and registrations are all up to date.
  • Obtaining a valid SSL certificate: You’ll need a Secure Sockets Layer (SSL) certificate to authenticate your website’s identity and enable an encrypted connection.
  • Agreeing to Google Nonprofit Terms: To apply for a Google Grant, nonprofits need to agree and comply with Google’s Nonprofit Terms of Service. Google Grants agencies can walk through the terms and ensure that their clients know exactly what they’re signing up for.

If your nonprofit organization holds valid charity status and your website is well-developed and promotable, then you’ll most likely get the Google Grant. Work with a Google Grant agency to ensure that nothing slips through the cracks and that the application process goes smoothly.

Google Grant Account Management

Compared to other platforms, search ads have the highest return on investment (ROI) for nonprofits using paid advertising, meaning the impact of the Google Ad Grant goes far beyond simply being approved for the program. To help you make the most of your allotted $10,000 each month and strengthen your marketing campaign, a Google Grant agency will offer the following account management services:

This graphic shows the five account management services offered by a Google Grant agency.

  • Create, maintain, and optimize ad campaigns: Ideally, a healthy Google Grant account has 3-5 ongoing campaigns to drive results. An expert will track these campaigns, report their performance, and refine your online content to continuously improve your ads. They can even provide reports with data from Google Analytics and Google Tag Manager so that you can get a sense of your goal progress in real-time.
  • Maintain account hygiene: A Google Grant agency will carry out data hygiene best practices, eliminating outdated and unnecessary data hindering your work.
  • Optimize online website content: As your Google Grants account matures, you’ll need to create or update content to serve your audience’s needs. A Google Grant agency will research keywords that are relevant to your mission and assist with any landing page relaunches or redesigns to drive online traffic and conversions.
  • Consistently check up on your account: Working on your account is an ongoing process. A Google Ad Grant agency will consistently check in with your account and campaigns to ensure that they are doing all they can to promote your cause and increase target actions.
  • Get your account reactivated and compliant: Managing a Google Ad Grants account can be confusing, and account suspensions do happen. If your account is suspended, partnering with a professional who knows the ins and outs of Google Grant compliance is your smartest option.

Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization. Your Google Ad Grant manager knows how to use it to drive conversions and see measurable results for your organization.

Google Grant Compliance

One of the most important roles of a Google Grant agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. Google revisits and updates its policies from time to time, so the official compliance page will be your best bet if you want to check up on the rules.

Here are some of the most important requirements that a Google Ad Grant manager will handle for you:

This graphic shows the important requirements that a Google Grant Agency handles for nonprofits.

  • Keyword rules: To comply with Google’s Ad Grant guidelines, an agency will help your nonprofit avoid single-word and overly generic keywords that ignore the searcher’s intent. They’ll research and choose keywords with quality scores higher than two in accordance with Google’s requirements.
  • Data regulations: A Google Grant manager will keep an eye on your click-through rate (CTR), which must be at least 5%, according to Google’s program rules. They’ll also set up conversion tracking, monitor your performance, and make adjustments to ensure you’re meeting the minimum of one conversion per month.
  • Account structure guidelines: The right agency will make sure your account follows the right structure, which requires two ads per ad group and at least two ad groups per campaign. They’ll also ensure you have at least two sitelink ad extensions and respond to the annual program survey.

Bottom line: A Google Grant agency will keep your Ad Grant account in check and ensure that it’s fully compliant with all of the rules, even as Google updates them. Make sure the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.

The Benefits of Hiring a Professional for Google Grant Management

Partnering with a professional will drastically enhance your Google Ad capabilities. Especially when you hire an agency that’s solely focused on Google Grants, you can rely on them to pick the best keywords for your cause and generate high-converting ads. Ultimately, they’ll empower you to get the absolute most out of your grant money and put your ads in front of likely prospects.

Here are some of the core benefits you should expect:

This graphic shows the core benefits a nonprofit can expect from working with a Google Grant agency.

    • Fast setup. An agency will not only handle the entire application process for the Ad Grant program but also will get your ads up and running as soon as your account is approved.
    • Ongoing optimization. A Google Grant agency will have keen insight into campaign creation and maintenance. After your ads have been up and running for a while, these professionals will review the data, determine if any improvements can be made, and then implement those optimizations.
    • Clear reporting. Even if you work with data on a daily basis, understanding your ad campaigns’ performance data can be tricky. A Google Ad Grant manager will interpret this data for you, making sure you understand what’s going well and what can be improved.


These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend all of your time focusing on other areas of your nonprofit. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial, as long as you spend time choosing the right one for your team!

How to Hire a Google Ad Grant Agency

To unlock the benefits of a grant manager, hiring a knowledgeable Google Grant agency is essential. Start your search by following the three stages of the hiring process:

This graphic shows the three stages of the Google Grant agency hiring process.

  1. Criteria search: Find an agency that meets your nonprofit’s preferred criteria, such as Google Ad Grant specialization and a fair pricing model. Explore the websites of different agencies to find out more about their services, case studies, and reviews.
  2. Consultation: Meet with prospective agencies to learn more about their services. Prepare a list of important questions ahead of time, such as inquiries about the agency’s communications, certifications, and willingness to help beyond their traditional offerings.
  3. Hiring: Narrow down your search to the top selection of potential agencies. Once you’ve made your choice, hire the agency that best fits your nonprofit’s needs!

Above all else, prioritize a Google Grant agency’s Ad Grant program knowledge, services, and professionalism. In turn, you’ll wind up with a professional who acts as an extension of your team.

10 Best Google Ad Grant Agencies

Whenever you outsource work to an agency, it’s important that you explore your options before signing a contract. That way, you’ll wind up with one that’s the best possible fit for your organization and needs. While you can certainly do the digging on your own, here are 10 Google Grant agencies that we’d recommend to kickstart your search.

Getting Attention is a Google Grants agency that solely focuses on the Google Ad Grants program.

1. Getting Attention | Best All-Around Google Grants Agency

Here at Getting Attention, we specialize in Google Ad Grants. Our team is made up of professionals who know what it takes to develop campaigns that drive real results for your cause—no matter if you’re just getting started or already have active campaigns.

We don’t just quickly review your account and offer some tips. Our team partners closely with yours to fully understand your mission, who your nonprofit serves, and how you can drive meaningful conversions.

Here’s how we can help you make the most of your grant money:

  • Google Grant application. Don’t worry about forgetting something in your application. Our experts are here to manage every step to ensure that your account is reviewed and accepted!
  • Google Grant hygiene. When it comes to your Google Grant account, data is everything. With our Google Grant agency’s help, you’ll never have to deal with duplicate or outdated data bogging down your processes.
  • Keyword research. A big part of a healthy Google Ads account is determining what your users are searching for online. That’s why keyword research is one of our main skills. We’ll make sure your website content effectively serves your audience’s needs and inspires them to take action.
  • Campaign creation and landing page optimization. Our Google Grant agency will develop ads that target the right audience, inspire users to click, and point them to the best-fitting landing pages. We’ll even redesign and relaunch your landing pages for you!
  • Reporting and goal tracking. Tracking conversions and campaign performance is an ongoing process for Google Grant account holders. Not only can we assist in staying on top of reporting, but we can also pinpoint the most useful opportunities and goals for your nonprofit.
  • Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help you get it up to code and make sure it stays that way.

Our Google Grants agency will help you develop powerful ad campaigns.

Getting Started with Getting Attention

Our experts are fully committed to helping you develop inspiring ad campaigns. Plus, we aim to be fully transparent in our pricing, which is why we don’t charge any upfront fees and will help you manage your Google Ad Grants account for only $499 per month.

Get a free consultation, so we can chat about how we can help your nonprofit grow through powerful Google Ad Grant management. Don’t see a Google Grants service on our website that you need? We’re open to chatting about our experience in other areas to help you make the most of your campaigns!

Click this graphic to learn about our recommended Google Ad Grant agency, Getting Attention.

DNL OmniMedia is a professional nonprofit technology and Google Grants manager.

2. DNL OmniMedia | Best Google Grants Agency for Nonprofit Technology

DNL OmniMedia is a well-known nonprofit technology consultant. While it’s not their sole purpose, their offerings also include Google Grant services. They’ll help you with the following:

  • Keyword strategy development. They’ll help you target terms that are central to your mission and connect with likely prospects.
  • Analytic management. They’ll create custom reports that make sense for your campaigns’ priorities.
  • Website development. Powered by skilled developers, DNL OmniMedia can help you communicate your cause and drive conversions through your website.

Start by researching DNL OmniMedia’s other offerings to see how they can help optimize other areas of your nonprofit’s technology strategy!

RKD Digital is a Google Grants agency that will help you develop a holistic marketing strategy.

3. RKD Digital | Best Google Ad Grant Agency for Digital Marketing

As the first full-service direct-response company to be added to the Google Grant Certified Professional Community, RKD Digital works with nonprofits to produce effective marketing strategies. They’ll help you reimagine what marketing looks like with Google Grants services, such as:

  • Account activation. They’ll handle every part of the application process, from securing validation tokens to filling out relevant applications.
  • Campaign and ad creation. RKD Digital will build high-level campaigns that follow Google’s required account structure. They’ll even write the ad copy for you!
  • Holistic strategy development. They’ll help you determine how Google Ad Grants fit into your multichannel marketing strategy, so you can intertwine your efforts and achieve your conversion goals.

If this agency sounds like a good fit, check out their website to learn more about their approach to Google Ad Grant management. You can also dive into some of their other digital marketing services before contacting their team!

Check out Allegiance Group, an experience Google Ad Grants agency for nonprofits and associations.

4. Allegiance Group | Best Google Grants Agency for Fundraising

Allegiance Group is a full-service firm that combines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. They’ll help you harness the power of the Google Ad Grant with the following services:

  • Ad creation. Allegiance Group will craft the copy for your Google Ad campaigns, monitor your ad campaigns, and make adjustments based on the metrics it generates.
  • Form optimization. They’ll optimize your landing pages by developing custom forms and surveys that you can promote with Google Ads.
  • Custom reporting. They’ll develop custom implementations of Google Analytics for your team, delivering insightful reports and granting you access to real-time dashboards. You’ll get critical metrics, data interpretations, and recommendations for your next campaign.

Explore Allegiance Group’s website to learn more about how they’ll enable you to intertwine your digital fundraising and marketing efforts through the Google Ad Grant.

WebFX is another great Google Grants agency, even though they primarily serve businesses.

5. WebFX | Best Google Grants Agency for NGOs

While their primary focus is on businesses, WebFX empowers NGOs to take advantage of Google Ad Grants and is even part of the Certified Partner Directory. As a leader in SEO, PPC, social, and web design services, they provide offerings like:

  • Industry analysis. They’ll analyze the current SEO landscape of your industry to determine what content your prospects are searching for online.
  • Ad copy and performance testing. They’ll handle the copywriting and monitor your campaigns’ performance to determine what drives users to engage with those ads.
  • Google Analytics tracking. They’ll make sure you set up goal tracking in compliance with the program’s guidelines.

WebFX is backed by a team of experts to help you make the most of your SEO strategy. Take a look at their website to learn more about their digital marketing services to make sure they align with your nonprofit’s needs.

Digital Ninjas is an Australian-based Google Ad Grants agency.

6. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations

Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. Their services dedicated to Google Ad Grant management and organic search include:

  • Google Analytics. These experts will measure the metrics that matter most to your organization within Google Analytics.
  • Ad copy development. They’ll develop high-quality ads using your organization’s brand voice and goals.
  • Account development. Once they’ve pinpointed the right keywords and gotten the ad copy approved, they’ll build out your account and make sure everything’s ready to go.

Check out their website to learn how Digital Ninjas can make your search engine marketing (SEM) endeavors a breeze.

Uprise Up is a Google Grants agency located in the U.K.

7. Uprise Up | Best Google Grants Agencies for UK-Based Organizations

Located in the United Kingdom, Uprise Up is a data-driven digital media agency. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits, including:

  • Account testing. Uprise Up will run your account through its Ad Grant policy checker to make sure you’re always adhering to the rules. They’ll also continually test your campaigns’ results to make sure they’re driving qualified prospects to your site.
  • Future-proofing. As a certified partner, Uprise Up is on top of the program’s requirements and will respond to any new algorithm changes as soon as they hear about them.
  • Compliance. This agency uses automated scripts to continually check that your account adheres to the policies. If anything is flagged, they’ll make the necessary adjustments to your account.

As one of the few UK-based Google Grant agencies, Uprise Up is a great choice for UK organizations. Before reaching out, take a look at their website to learn more about their work.

Koios is a Google Grants agency that works with libraries.

8. Koios | Best Google Grants Agency for Libraries

With a sole focus on libraries, Koios empowers its clients to make their library’s resources more discoverable online. The agency helps libraries take advantage of the Google Ad Grant program through management services like:

  • Google Grant application. Their team will set you up with TechSoup, Google for Nonprofits, and your Google Ads account. If Google turns down your application, they’ll follow the instructions provided to reapply.
  • Ad optimization. Koios will monitor your campaigns and make sure you’re driving meaningful conversions. They even boast an average 12.8% CTR, which is well above the industry average of 3%.
  • Catalog awareness. They’ll help expose catalog records through your ads that would otherwise be invisible to Google.

Koios offers a 60-day free trial, so you can see what it’s like working with their experts. Before reaching out, explore their website to learn more about what they can do for you.

INTK is a Google Grants agency that works specifically with cultural organizations.

9. INTK | Best Google Grants Agency for Cultural Organizations

INTK works exclusively with cultural organizations, such as museums and performing arts centers, to generate awareness through targeted ads on relevant search results pages. Here are some of the core services they offer:

  • Google Grant application. INTK has a 99% success rate with Google Grant applications. On the off chance that your account isn’t approved, they’ll take the appropriate steps to ensure it is.
  • Campaign creation and maintenance. They’ll help you get your campaigns up and running. Then, they’ll perform monthly maintenance to ensure everything’s in line.
  • Website design. While separate from their Google Ad Grant management services, INTK also offers web design and development. They’ll create a website unique to your industry so you can develop valuable content to promote through your Google Ads.

INTK is certified by Google and has direct access to the Google Ad Grants team, which means they’re in the loop with the latest changes in the program’s compliance requirements. Take a look at their website to learn more about their approach.

Platypus Digital's Google Grants agency is a reliable choice for any nonprofit.

10. Platypus Digital | Best Google Grants Agency for Multichannel Strategies

Platypus Digital is a leading digital marketing agency for charities. With expert Google Ad Grant management, they’ll help you increase brand awareness and connect with motivated supporters through services like:

  • Compliance audit. They’ll analyze your account and walk you through the exact changes you need to make to be in line with Google’s requirements.
  • Up-to-date reporting. They’ll report your performance through Google Data Studio dashboards. They’ll also send you regular emails and scheduled reporting calls where they walk you through the results.
  • Multichannel strategy development. They’ll also manage paid Google Ads and GrantsPro accounts. Plus, they’ll run search, display, YouTube, and shopping ads.

If you think Platypus Digital would be a good fit for your organization, explore their website to learn more about their Google Grant services.

Next Steps for Your Google Grant Strategy

When it comes to starting your nonprofit’s online marketing on the right foot, the Google Ad Grant is your answer. However, applying for and maintaining your account is no walk in the park. Turning to a professional Google Grant agency, like Getting Attention, is your best bet.

While we shared several recommendations, Getting Attention is the only full-service agency that focuses solely on Google Ad Grants. We’ll handle every aspect of your account, starting with eligibility confirmation through ongoing maintenance. In no time, you’ll start driving more conversions, connecting with more prospects, and generating great results for your cause!

Are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:

Reach out to our Google Grants agency to transform your account management strategies.