Google Ad Grants is an initiative that offers free Google ads for charities and non-profit organisations. Read on to find out how your charity can secure £7,000 worth of monthly free advertising on the world’s most widely used search engine.

What is PPC advertising?

Pay-Per-Click (PPC) advertising is a type of digital advertising that appears in Google’s SERP (search engine results pages).

Different from other forms of advertising, whereby you pay a fixed cost, in Google Ads you bid for keywords you want to rank for by setting up a campaign in the Google Ads Service. If the user clicks on your ad, you simply pay Google the value your bid is worth.

How high you rank for the keyword, and how much you pay for your bid, is influenced by the quality of your ad (also determined by Google) but generally the higher your ad quality, the less you’ll pay per-click.

What are Google Ad grants?

Google Ad Grants are an initiative Google offers that awards up to £7,000 of free Google ads for charities and other non-profits on a monthly basis. In other words, Google Ad Grants give charities the opportunity to rank in Google Ads completely free of charge.

Does your non-profit qualify?

To qualify for Google Ad Grants your organisation needs to meet specific eligibility criteria and in doing this Google enlists the help of an independent third party provider to check your eligibility status.

We’ve included a link to the full list of criteria for transparency, but below you’ll find some of the key requirements you’ll need to qualify as a non-profit under the terms of Google’s Ad Grants scheme:

  • Be registered as a charitable organisation in a qualifying country
  • Meet all of the eligibility for a charitable organisation as stipulated by the country in which your charity is registered
  • Agree to the Google for Nonprofits Terms
  • Have a high-quality website for your charity or non-profit

How to apply for Google’s ad grant

To apply for Googles’ free ad grants for charities:

  1. Visit and click on “get started”.
  2. Hit “apply” (you’ll be prompted to sign-in with your Google account).
  3. Confirm the eligibility details about your business and its location.
  4. Go through the independent verification process with Charity Digital (known as Tech Soup in countries outside of the UK).
  5. Enter your validation token into Google to complete the sign-up process.

From here, you’ll be free to access the Nonprofits platform and begin building your free Google Ads campaigns.

Managing and optimising your ad grant

PPC advertising requires insight, time, and experience to get right. What’s more, you’ll need to achieve Google’s monthly targets in order to retain your free Ads allowance, so ensuring you’re managing and optimising your ads is key.

To get the most out of your £7k free Google Ads budget, you’ll need to first identify the correct keywords to bid on by conducting some in-depth keyword analysis.

Then, you’ll need to write copy that captures the attention of your target audience and compels them to click on your ad. It’s good to experiment with a few different variations to determine which format generates the most traffic.

Once your ads are live you’ll need to track their performance to see which ads are converting best. You should then improve these adds to generate even more engagement.

Feeling out of depth when it comes to PPC?

Our Regency team have a wealth of experience crafting PPC campaigns for businesses. Email us at for more info.

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