Long-tail keywords are longer and more generic phrases that user is more likely to search when they are closer to a point-of-purchase. Then look at how campaigns can be further broken down. Structuring your PPC campaigns and ad groups by type makes your outreach more effective.

No cost

Meeting requirements such as a 5% click-through rate, approved keywords, and proper conversion tracking ensures accounts remain active. Helping to expand your current selection of keywords to include in your ad campaigns. With successful management, your charity and its causes can reach new users, donors, volunteers and campaigners. Here are some examples of campaigns that you might consider running (and you can have multiple campaigns at the same time)
Gemini helps us generate ideas to kick off the process, and then it builds on our ideas by highlighting additional information relevant to the topic. Start meetings in Google Meet, find times to meet in Google Calendar, add to-dos in Tasks and start conversations in Google Chat without ever having to leave Gmail. Merge tags work with Google Contacts or from a linked spreadsheet.1 Used over 180 billion times a year, see how Gmail can suggest responses or fill in the blanks of your sentence to save you time. Catch up on long email threads with concise summaries of the key points. AI-powered, secure and easy-to-use email trusted by billions of people and businesses.

More from Google

Your conversion rate measures the percentage of ad clicks that result in meaningful actions – like donations, volunteer signups or newsletter subscriptions. Beyond compliance, higher CTRs improve your ad positions, increase your quality scores, and reduce your cost per click – giving you more bang for your advertising buck. A strong CTR is crucial for Ad Grants success because Google requires a minimum 5% click-through rate to maintain your account. This metric reveals how compelling and relevant your ads are to your audience. Your click-through rate (CTR) shows the percentage of people who actually click your ad after seeing it. Monitor your impressions weekly to ensure your ads are reaching your target audience.

Apply for a Google for Nonprofits account

Your ads should showcase what makes your charity unique and include a strong call-to-action. After receiving pre-qualification approval, it's time to build your account. Once Google approves your Google for Nonprofits account, you'll need to complete a straightforward pre-qualification process. Before you apply, make sure your charity is based in a country where Goole Ad Grants is available, and that you meet all other eligibility requirements. To request a ‘Google for Nonprofits’ account, you must be a charitable organisation in good standing, and meet the full eligibility/pre-qualification requirements in your country.
The Access team are brilliant at structuring campaigns, refreshing ads, and advising on changes in the landscape. Even if you already have an approved grant, effective campaign management requires ongoing specialist attention. Even with comprehensive guides available, the process requires technical knowledge, attention to detail, and understanding of Google's specific requirements that can take months to master.

• Yes, Google Ad grants for charities are very definitely worth it.
• All Google Ads Grants accounts must maintain a 5% CTR each month.
• When creating a text ad in your PPC campaign, you can select broad match, modified broad match, phrase match, or exact match for your keyword match type.
• The Google Ad grants for charities allows your charity to ‘pay for’ Google ads to jump the queue and appear at the top of the screen.
• Now, we reach thousands of new visitors every month — and our online donations have nearly doubled.” — Rachel P., Development Director of a mid-sized youth nonprofit in Colorado

If you’re not registered with them yet then it’s easy to set up an account. If your organisation meets those requirements then please move onto step two. Failure to comply with any of these terms will result in the automatic suspension of your account. Targeting keywords or using destination URLs that promote hatred, intolerance, discrimination, or violence is strictly prohibited.

Maintaining Click-Through Rate

• This score considers your click-through rate, how well your keywords match your ads, and whether your landing page provides what people are looking for.
• A registered charity ourselves, the CEF works for any non profit, not just charities.
• Add location-based negative keywords like «London,» «Somerset,» «Scotland,» and «USA» to filter out geographic mismatches.
• With successful management, your charity and its causes can reach new users, donors, volunteers and campaigners.
• Once Google approves your Google for Nonprofits account, you’ll need to complete a straightforward pre-qualification process.

There are a few Google hoops to jump through to qualify and maintain the charity PPC grant funding. Then explains the important steps required to overcome the problems, before requesting Google reactivate your charity PPC account. The program gives qualified organisations up to $10,000 (around £7400 – Sept 2025) free advertising spend per month.
This means you can tailor your use of Ad Grants to reach whatever matters most to you, be that awareness, donations or sign-ups. With Google dominating the search engine market share, averaging 86-96% worldwide1, implementing Google Ads can lead to increased website traffic to your key webpages. Charities are given a free marketing budget to attract new audiences and drive them to their websites.

Whether you're just discovering Google Ad Grants or struggling to manage an existing account effectively, our specialists can help you turn this opportunity into measurable results for your cause. Factor in staff time, training needs, and the opportunity cost of diverting resources from your core charitable work. Before choosing professional management, consider the true cost of internal management versus expert support. This transparency helps you make informed decisions about campaign priorities and demonstrates the tangible value of your Ad Grants investment. They understand exactly what Google looks for in applications, how to structure your website to meet requirements, and how to avoid common pitfalls that lead to rejection.

At Impact Funding Solutions, we help nonprofits apply, manage, and maximize the Google Ads Grant as part of our comprehensive grant and fundraising support services. For example, a food bank could target keywords like “food pantry near me” or “how to donate to a food bank,” directing users to their donation or volunteer pages. The Google Ads Grant provides eligible nonprofit organizations with $10,000 USD per month in in-kind advertising through Google Ads. Now, we reach thousands of new visitors every month — and our online donations have nearly doubled.” — Rachel P., Development Director of a mid-sized youth nonprofit in Colorado Yet despite its incredible potential, research shows that only about 1 in 4 nonprofits take full advantage of the Google Ads Grant, and many don’t know it even exists.
With a Google Ad Grants account, you create ads to show on Google Search. Many charities find that professional management actually increases their overall efficiency while delivering significantly better results. Professional managers translate complex Google Ads data into clear, actionable insights that show exactly how your grant is supporting your charity's goals. This expertise can be the difference between securing your grant in weeks rather than struggling for months. Experienced Ad Grants specialists have successfully navigated this process for hundreds of charities. However, Google Ad Grants specialists bring dedicated expertise that most charity teams simply don't have time to develop internally.
With time and data, you can then determine which ad has the best CTR. Click-through rate (CTR) is a metric that measures the number of clicks advertisers receive on their ads as a ratio of the number of impressions. Thinking of your service in this context can help give you sagaspins casino registration ideas for keywords. Think of the WHAT, WHO & HOW that your charity offers. When pondering long-tail keywords answering questions should be your best friend. Match types can have a major impact on your account’s performance.
Google Ad Grants allows you to benefit from a tangible return on investment (ROI) – while providing key insights to help shape future campaigns, too. Someone scrolling social media might scroll past your post, but someone searching "food bank volunteer Manchester" is actively looking to help. The daily budget is $329 (approximately £288), which equals roughly £8,640 per month or £95,000 annually. Think of it as Google's way of helping good causes reach people who are actively searching for services like yours on Google Search.
Nonprofit organizations can use the Google Ads Grant to run campaigns for various goals such as increasing online donations, raising awareness of their programs and services, or recruiting volunteers. This isn’t a set-it-and-forget-it grant — you’ll need to build and manage campaigns effectively, or work with a grant professional to make sure your strategy is optimized. This means you can create text-based search ads that appear on Google results pages when people search for terms related to your cause. According to TechSoup, less than 50% of eligible nonprofits are currently enrolled, and even fewer are optimizing their campaigns to achieve maximum impact.