Google Ad Grants- Does Your Charity Qualify?

Written by Joanne Kearney

Joanne has over 10 years’ experience working in digital analytics, executing and managing many large scale projects across the UK and Ireland. Joanne is also an experienced trainer, having developed many customised corporate training schemes and regularly speaks at digital and analytics events.
June 23, 2015

Google Ad Grants is one of Google’s many programs that we like to wax lyrical about. Why? Because it’s one that allows us to give back, one where Google is giving something back, one that allows charities to promote their brand, product or service on Google, for free!

It allows grant-funded AdWords advertising on Google search results pages and for those that don’t know what AdWords advertising is, it is a collection of the small ads that normally appear on just under the search bar or to the right hand side of the Google search result page when you perform a search:


Any advertiser who wants to place ads here (not on the Google Ad Grants programme) would pay every time someone clicks on one of these ads to go to their website, but this grant allows charities to allow their ad appear and drive traffic to their website that they don’t have to pay for as the grant covers the cost.

Each charity will get a maximum daily budget of $329 to spend which is the equivalent to $10,000 per month.

Is your charity eligible for Google Ad Grants?

To qualify you need:

1) To have working website with content on it.

2) To hold current and valid charity status.

3) To acknowledge and agree to certifications regarding nondiscrimination and donation receipt and use.

So what’s the catch?

There are certain limitations to using a Google AdWords account that is grant funded:

– You can only set a maximum bid or cost-per-click of $2.

You can only run text ads and these can only appear on Google search results pages. This means you can’t run display ad formats e.g. image ads, rich media ads, video ads plus you can’t run any ads (Text or non-text) across Google partner websites which you would be able to target if your account wasn’t grant funded.

– You can only run ads that are targeted by keywords. In other words you can’t run campaigns that target someone by their age, gender, interests or based on websites that they’ve been to before- again, you could do this if you were running a non-grant aided AdWords campaign.

However, with all these limitations you still get to spend $10,000 per month on Google search ads at no cost to you, and if you consistently hit this budget, you may be able to get up to $40,000 per month via the GrantsPro programme so the benefits tend to more than outweigh the limitations on how you can spend it.

Charis Integrated Cancer Care

We were delighted when we helped get a charity close to our hearts – Charis Cancer Care up and running on the program.

Charis Cancer Care provides an individualised, integrated, and free of charge support programme, providing complementary therapies and psychological support to those whose lives are affected by cancer – from diagnosis onwards. Google Ad grants will allow them to further reach out to the too many people whose lives have been affected by cancer and provide information, help and support to them.

Can we help you?

The GlowMetrics team aim to dedicate 10% of their time to charity work. If you are a charity and Google Ad Grants is something you are interested in applying for, we provide complementary help during the application process and up to 1 year after the grant has been awarded. Email us at [email protected] for more information.


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