SERVICES / PAID SEARCH MANAGEMENT / GOOGLE ADS GRANTS

GOOGLE ADS GRANTS

If your organisation is a registered charity or non-profit, Google wants to help you reach more people. The Google Ad Grants programme gives eligible organisations up to $10,000 (approximately £8,000) in free Google Search advertising every month. That's not a one-off payment; it renews every single month.

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What is Google Ad Grants for charities and non-profits?

Google Ad Grants is part of Google for Nonprofits, a programme designed to help charities and non-profit organisations increase their visibility on Google Search. Approved organisations receive a monthly advertising credit of around £8,000 ($10,000 USD) to run search ads on Google.

It's one of the most valuable digital marketing opportunities available to the third sector, yet an enormous number of eligible organisations aren't using it effectively. Mismanaged accounts risk suspension, wasted budget, or simply sitting idle while your cause goes undiscovered.

The challenge? It comes with strict rules, complex eligibility requirements, and campaign management demands that mean most charities either don't apply, don't get approved, or don't spend anywhere near their full allowance. That's where Wolf comes in.

How We can help

We take your Google Ad Grant account and make it work. From initial application through to ongoing campaign management, we handle every aspect of your grant so you can focus on the work that matters.

Grant Application & Setup - If you haven't yet applied, we'll guide you through the eligibility requirements and Google for Nonprofits application process, then build your account from the ground up once approved.

Campaign Strategy - We develop a tailored keyword and campaign strategy based on your goals, whether that's raising awareness, recruiting volunteers, promoting events, driving donations, or all of the above.

Compliance Management - Google Ad Grants accounts are held to strict performance requirements. We continuously monitor your account to ensure you meet all policy benchmarks and avoid suspension.

Ongoing Optimisation - We don't set and forget. We actively manage bids, refine ad copy, expand and prune keywords, and improve landing pages to maximise the impact of every penny of your grant.

Monthly Reporting - Clear, jargon-free reports that show you exactly what your grant is achieving and where we're focusing next.

We’re here to support you with your Google Ad Grants account

Michael Townsend, Owner

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FAQs

The grant provides up to $10,000 USD in Google Search advertising credit every month. This renews automatically, so eligible organisations can access roughly £8,000 in free advertising every single month of the year. The keyword is "up to"; without effective management, most organisations spend a fraction of their allowance.
To qualify, your organisation must be a registered charity or non-profit, hold valid charity status in your country, and agree to Google's non-discrimination and donation receipt policies. In the UK, this typically means being registered with the Charity Commission for England and Wales, OSCR in Scotland, or the Charity Commission for Northern Ireland. Government bodies, hospitals, academic institutions, and political organisations are not eligible.
The first step is registering with Google for Nonprofits, which requires verification through a third-party organisation called Percent (formerly Charitable Giving). Once your non-profit status is verified, you can apply for Ad Grants through your Google for Nonprofits account. We can guide you through the entire application process and build your account once approved.
Verification through Google for Nonprofits typically takes between two and four weeks, depending on how quickly your organisation's documents can be verified. Once approved, setting up and launching your first campaigns usually takes a further one to two weeks. We work as quickly as possible to get your account up and running.
Google Ad Grants can only be used for text-based search ads on Google Search, which appear when someone searches for something on Google. The grant cannot be used for Display ads, YouTube ads, Shopping ads, or any other Google advertising format. Ads must also promote the non-profit's own programmes and services and cannot be used to promote third-party products or services.
Google holds Ad Grants accounts to strict performance standards. These include maintaining a minimum 5% click-through rate across your account, ensuring all keywords have a Quality Score of 3 or above, having at least two active ads in every ad group, and linking ads to landing pages that meet Google's quality guidelines. Accounts that fall below these standards risk suspension. We monitor your account continuously to ensure you stay compliant.
Absolutely. Organisations can run a paid Google Ads account alongside their Ad Grants account. In fact, for organisations with more ambitious advertising goals, combining the two can be highly effective. Grant ads and paid ads are kept in separate accounts, and paid ads will generally take priority in the auction — but the two can work together as part of a broader PPC strategy.
Both. We can support you from the very start — including the Google for Nonprofits application, account setup, and campaign build — or step in to manage and improve an existing account that isn't performing. Whatever stage you're at, we can help.

Our PPC Management

We have 20 years of experience working in the digital marketing industry, specifically on PPC ad campaigns. Successful ad campaigns focus on the business goals and then work backwards to create a strategic plan to target the most relevant users.

Each project is different, although the ad platforms available remain the same. Our tried and tested approach remains the same as it always has. We uncover the most effective way to reach and convert your customers on various ad platforms.

We will guide and advise you on the correct paid ad strategy relevant to your business. If you want to gain market share or attract new business, we can create a strategy that will deliver against your business goals.