How Nonprofits Can Get $10,000/Month in Free Google Ads - And Actually Use It to Drive Impact
- Carl Lane
- May 9
- 3 min read
If you're a nonprofit, charity, or social enterprise looking to raise awareness, attract donors, or promote your services online, but you’re working with a tight marketing budget, here’s something you need to know:
Google offers eligible nonprofits up to $10,000 per month in free advertising credit through its Google Ad Grants program.
Yes, really.
It’s an incredible opportunity, but many charities either don’t know about it or struggle to use it effectively. That’s where this guide comes in.
In this post, I’ll walk you through:
What the Google Ad Grant is
Why many nonprofits fail to get results with it
And how to turn that $10,000/month into real-world impact with expert support
What Is the Google Ads Grant?
The Google Ad Grants program gives qualifying nonprofit organisations $10,000 (USD) per month in free Google Search Ads credit. These ads appear in Google search results - allowing your organisation to show up when people search for topics related to your mission.
For example, if you're a mental health charity in the UK, you could run ads for searches like “free mental health support” or “counselling for teens”.
It’s a powerful way to:
Increase website traffic
Attract new donors or volunteers
Promote fundraising campaigns
Drive registrations for events
Spread your message to people actively searching for help or ways to contribute
So Why Aren’t More Nonprofits Using It Successfully?
While the Google Ads Grant is generous, it comes with strict rules and limitations, and without the right strategy, it’s easy to waste the opportunity.
Here’s where many charities struggle:
Ad policies are complex, and accounts can get suspended for non-compliance
The grant only covers text-based search ads (not display, YouTube, or remarketing)
There are restrictions on keyword quality, click-through rates, and targeting
Managing and optimising campaigns takes time, tools, and expertise
If you’ve tried using the grant and found it confusing or ineffective, you’re not alone.
That’s exactly why I offer a dedicated Google Ads Charity Grant management service, to help nonprofits get approved, stay compliant, and actually see results from their campaigns.
How I Help Charities Get Real Results from Their Google Ads Grant
I work closely with UK-based charities and non-profits to turn their Ad Grant into a high-performing, mission-driven marketing tool.
Here’s what I can help you with:
Eligibility & Application: I guide you through the grant setup and approval process
Campaign Strategy: I build tailored ad campaigns aligned with your goals whether that’s donations, sign-ups, or awareness
Ongoing Optimisation: I manage and refine your campaigns regularly to ensure compliance and performance
Transparent Reporting: You’ll always know what’s working and what impact your ads are having
Our approach is rooted in strategic thinking and measurable outcomes not just vanity metrics.
Interested in how this would look for your organisation? Explore our Google Ads for Charities service or book a free consultation to chat with us.
Bonus: Amplify Results by Pairing Google Ads with a High-Impact Website
Driving traffic to your site is only half the equation your website needs to convert that traffic. Whether it's encouraging donations, volunteer sign-ups, or service enquiries, your site should clearly guide visitors toward action.
If your current website is slow, outdated, or hard to navigate, you could be leaving impact (and funding) on the table.
I offer nonprofit conversion optimisation services and SEO services that complement your Google Ads strategy so every click counts.
Final Thoughts: The Grant Is Just the Beginning
The Google Ads Charity Grant is an incredible resource but only if you know how to use it properly. With the right strategy and support, your nonprofit can reach thousands of people each month, without spending a penny on ads.
Don’t let the complexity hold you back. Let’s help you unlock the full potential of the grant so you can do more of what matters.
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