Google Ads & Google Ad Grants for Charities
Get your cause in front of people who are already searching for it.
Every day, people search Google for the things your charity does: support, services, volunteering, ways to donate. Google Ads puts your charity at the top of those results. And if you're an eligible charity, Google may give you up to £7000 a month in free search advertising through the Google Ad Grants programme.
That's a lot of potential visibility. But many charities never claim it, or claim it and struggle to keep it.
That's where we come in.
Raise Awareness
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Attract Donors
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Raise Awareness 〰️ Attract Donors 〰️
Google Ad Grants is a programme that gives eligible charities and nonprofits free text ads on Google Search. When someone searches for something related to your mission, your ad can appear alongside regular paid results, at no cost to you.
You can use it to:
Drive people to your website
Promote donations and fundraising campaigns
Recruit volunteers
Raise awareness of your services and events
Help the people who need you find you
What is the Google Ad Grant?
Eligibility is set by Google, but in general you'll need to:
Be a registered charity in good standing
Be accepted onto Google for Nonprofits
Have a good-quality, secure (HTTPS) website that clearly explains your mission
Government bodies, schools, universities and healthcare providers aren't eligible, although their charitable arms often are. Not sure where you stand? Get in touch and we'll tell you honestly.
Is your charity eligible?
Why charities struggle with Ad Grants
The grant is free, but it isn't "set up and forget". To keep the grant, your account has to follow Google's rules, which include:
Logging in to your account regularly
Keeping a click-through rate of at least 5%
Using specific, relevant keywords
Having conversion tracking in place
Targeting the right locations
Miss these and your account can be paused or suspended. For small teams already stretched thin, it's easy for it to slip down the to-do list.
How Kindly Social can help
We offer affordable support designed for charities, with no long-term contracts.
Depending on what you need, we can:
Check your eligibility and help you apply
Set up your account with a campaign structure that meets Google's rules
Research keywords your supporters and beneficiaries are actually searching for
Write your ads in a clear, mission-led voice
Set up conversion tracking so you can see what's working
Manage and optimise your account every month to keep it compliant
Report back in plain English, without the jargon
Google Ads helps people find you when they're searching. Social media helps them get to know you and stay connected. Used together, they can bring in new supporters and keep them engaged. We can manage both under one roof.
Ad Grant FAQs
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Eligible charities can receive up to £7000 per month in free Google Search advertising.
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No. The grant covers your advertising costs. You'd only pay for the support you choose from us.
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No. The grant covers Google Search ads only.
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Yes. If you want to promote something beyond what the grant allows, we can set up a paid Google Ads campaign alongside it.
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Google can pause or suspend an account that falls out of compliance. We monitor yours so it doesn't get that far.
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Yes. All our plans are monthly rolling with no lock-in contracts, so you can pause or cancel whenever suits your organisation.
Ready to get started?
Whether you've never used Google Ads, or you've got a grant that's gathering dust, we'd love to help. Book a no-pressure call and we'll talk you through your options.