A man reviewing the Google Ad Grant website policy on his computer.

Is Your Nonprofit Website Google Ad Grant Ready? 4 Signs

The Google Ad Grant represents an incredible marketing opportunity for nonprofits to get their name in front of online users. Through this program, Google offers eligible nonprofits $10,000 worth of ad credits to use every month.

Getting Attention’s guide to Google Ad Grant Requirements points out that applying for this grant is really a two-part process. We’ll focus on the first step, which involves having your website approved by Google to ensure that your ads lead to updated, quality content.

According to Google’s website policy“Your site must have a robust and clear description of your organization, mission, and activities. It must have substantial content, updated events and information, clear navigation, and clear calls to action for a high-quality user experience.” 

So, what do all of these website must-haves look like? And how can your organization know its website is ready to harness the power of the Google Ad Grant? In this guide, we’ll break down the top four signs your website is on par with these standards to ensure your eligibility.

You’ve implemented proper security measures

First things first—your website must be secure to protect any visitor. Here’s how you can tell that your website protections are reliable:

  • Your nonprofit website represents a valid charitable status. While Google does not require you to include your EIN (in the case of U.S.-based nonprofits), doing so is still a good idea since it does not pose any security threats. Rather, it indicates that you are registered as a 501(c)(3) organization to anyone considering donating, volunteering, or signing up for an event.
  • You’ve obtained an SSL (Secure Socket Layer) Certificate. This encrypts any data collected on your site and protects donors’ payment information, names, and other data that hackers could reach. If your web address begins with https instead of http, you’re SSL-certified. You can obtain your SSL certificate by verifying your site through ICANN Lookup, generating the Certificate Signing Request (CSR), validating your domain by submitting your CSR to the Certificate Authority, and installing the certificate on your site.

These measures will enable Google to mark your website as trustworthy and reliable. And here’s a big plus:  Google’s transparency report found that Windows, Mac, and Android users spend 85% of their browser time on SSL-certified websites. This means that implementing these requirements is not only a data hygiene best practice but also a strategy to boost your site traffic!

You’ve prioritized user experience

In a broad context, user experience (UX) encompasses every interaction a user has with your website. To gauge your site’s current UX, ask yourself questions like, “Could our visitors be frustrated by the site’s layout?” or “How easily can they learn about our mission?”

Once you’ve identified some UX problem areas,  you can make sure these best practices are incorporated:

  • Clear navigation. Descriptive labels and a sticky menu are the hallmarks of a navigable site. This means your menu is accessible even while scrolling through a page and each label accurately describes your page content.
  • No broken links. Each link should lead to the intended destination. You can use tools like Google Search Console or Screaming Frog to identify and update broken links. Be sure your external links also lead to the right sites as well.
  • Quick load speeds. Arguably, your load speed is an influential factor in determining other website metrics such as donation rates since users will quickly abandon a slow-loading site. Optimize your image files and leverage browser caching to speed things up.
  • Clear calls to action (CTAs). CTAs like “Donate now” or “Check out our events calendar” should have sufficient contrast, lead to the intended form or page, and be placed in a relevant location.
  • Mobile responsiveness. Both desktop and mobile views should provide valuable UX. You’ll need to be sure your content easily loads in mobile view and incorporates a touch-friendly design to ensure elements are accurately sized and spaced out.

Optimizing these elements will streamline the Google Grant application process as you can be confident your website provides top-tier UX once you submit it to Google.

If you’re unsure of where to start or have questions, conduct some research to get a sense of how high-performing nonprofits structure their website experience. For instance, Loop’s roundup of the best nonprofit websites calls out North York Women’s Shelter for its accessible format and enhanced safety features.

Your pages are full of mission-relevant content

Here’s where Google’s description of robust, clear, and updated content comes into play. This means if visitors cannot easily discover who your organization is (or if you’re still in operation), you’re in need of a content refresh. Perform a quick content check-up and be sure the following information is up to date:

  • About Us page
  • Contact information
  • Programs and services
  • Giving statistics
  • Events calendar
  • Testimonials and stories
  • Donation and volunteer information
  • Blog content

Update your landing pages—donation pages, volunteer sign-up pages, and events pages—first. These are the ones you’ll promote via your Google Ads, so to maximize conversions they should be relevant and helpful for website visitors.

For example, if you plan on using your Google Ad Grant to promote your upcoming fundraising auction, your event registration page should include a clear description of the event details, such as the time, place, and ticket price, and an easy-to-use registration form. Engaging media elements like video teasers and social media share links can also lead to more conversions.

Your website is well-branded

The look and feel of your website should be cohesive and representative of your organization. This will place website visitors at ease and promote your organization’s credibility. A well-branded website will include these elements:

  • A logo. Your logo or wordmark should be clearly visible on your landing pages so that visitors instantly recognize your website and get a sense of what your organization stands for.
  • Consistent fonts and colors. Keep fonts and colors consistent across your website pages so users are not confused when they go from page to page. Consider using colors that offer a high contrast to keep your content accessible. Sans serif fonts are also a great choice for content as they are easy to read and come in a variety of font choices.
  • Clear tone and messaging. Depending on your specific nonprofit brand, tone and messaging will likely vary. For example, a nonprofit that connects people with disabilities to people without disabilities might use a friendly tone to reflect its community-oriented goals, whereas a healthcare-related nonprofit might carry a more informative tone. Just be sure yours is both cohesive and representative across your site.
  • High-quality images. Clearly-branded websites can have a wide range of high-quality visuals, from donation infographics to volunteer or beneficiary photos. However, each one should directly relate to your nonprofit’s mission.

If your website exhibits these best practices for branding, you should be good to go. Otherwise, complete an audit to ensure all elements of your site are branded to your organization in a recognizable and professional fashion.

While all of these website requirements might seem rigorous, a well-maintained website will most likely include these elements already. The most substantial requirement you should note is your security, as a website that is not SSL-certified will not be eligible for Google Grant funding.

Otherwise, all other content and UX changes you make will only lead to higher conversion rates as users are more likely to respond to a fresh, inviting website that features helpful content.

Learn more about the Microsoft Ad Grant program in this comprehensive guide.

The Ultimate Microsoft Ad Grant Guide for Nonprofits

While the Google Ad Grant program has been around for several years, Microsoft has finally come out with a similar program of its own. Ads for Social Impact, Microsoft’s Ad Grant program, provides eligible nonprofits with $3,000 per month in Microsoft ad spending. Microsoft then places these ads on a variety of its platforms, including Bing, Yahoo, AOL, Outlook, MSN, and Microsoft Edge.

While the Microsoft Ad Grant is certainly smaller than the Google version, which provides qualifying organizations with $10,000 per month, there are some key differences that make Microsoft’s program worth looking into. However, both programs have the same great benefits of spreading awareness for your cause, attracting new supporters, and boosting your fundraising efforts.

To help familiarize your organization with the Microsoft Ad Grant program, we’ll answer the following questions:

Here at NPOInfo, we provide nonprofits with the data they need to maximize their fundraising efforts. That’s why we’re featuring Microsoft Ad Grants, a fantastic way to boost fundraising and drive traffic to your nonprofit’s website. We’ll cover the basics of the program and how to apply so your nonprofit can take advantage of this opportunity. Let’s get started!Check out Getting Attention for help with Microsoft Ad Grants.

Follow along to learn the basics of the Microsoft Ad Grant program.What Is a Microsoft Ad Grant?

Starting in June 2022, Microsoft began offering an ad grant program called Ads for Social Impact. The goal of the program is to help nonprofits grow their reach and revenue by increasing their visibility online. To assist eligible organizations in promoting their websites, the Ads for Social Impact program equips nonprofits with $3,000 per month to spend on ads appearing on Microsoft’s platforms.

While Google Ads appear on Google, Microsoft Ads show up on several websites, including Bing, Yahoo, AOL, Outlook, MSN, and Microsoft Edge. To give you an idea of how Microsoft Ads work, we’ll show you an example in action.

Perhaps you’re a community member who loves working with animals. As an animal lover, you might want to make a difference in your community, leading you to search for an animal shelter on Bing. This search may pull up a Microsoft Ad for a local animal shelter’s website where you can learn more about any volunteer or donation opportunities.Here is an example of a nonprofit ad being promoted using the Microsoft Ad Grant program.

Although Microsoft offers a smaller grant than Google, there are some unique benefits to enrolling in the Microsoft program. While the Google Ad Grant program requires you to create a separate ad account, the Microsoft Ads for Social Impact program adds your grant to your existing paid account. In essence, it acts as a coupon that bolsters your Microsoft monthly paid search budget. That way, you can run all of your campaigns in one centralized account dedicated to your organization.

Since the Microsoft Ad Grant is a discount on your regular paid ad account, there are fewer restrictions on your ad activity. For example, Google requires organizations to meet minimum click-through rates and quality scores and a maximum cost-per-click. However, Microsoft has none of these restrictions, letting you use your grant as you would for a paid search campaign.

With a basic understanding of Microsoft Ad Grants in mind, we can now take a look at the benefits of leveraging the program.

Check out the benefits of leveraging a Microsoft Ad Grant.Why Should My Organization Use Microsoft Ad Grants?

Now that you know a little more about what a Microsoft Ad Grant is, you might be wondering why it would be useful for your nonprofit. Here are a few benefits of enrolling in the Ads for Social Impact program:There are several benefits of Microsoft Ad Grants.

Increased engagement on your site.

The key to an effective nonprofit website is to feature high-quality content. However, if potential supporters can’t find your content, then it’s not serving to expand your website’s reach as it should.

With a Microsoft Ad Grant, you can make sure prospective supporters see the web pages that provide information on topics they’re interested in. For example, if someone searches “volunteer for a soup kitchen” on Bing, they’ll want to know when and where they can contribute their time to an organization. Consequently, your nonprofit can use the Microsoft Ad Grant to promote your site’s volunteer registration page for these searchers.

More conversions.

Many people think of conversions in terms of sales and other for-profit activities, but nonprofits can also track the impact of their campaigns using conversion data. When your website and digital marketing strategy reach different audiences and help them find what they need quickly, you can increase conversions. Take a look at these online conversions that your organization might track:

While having the right content is the true root of increased engagements and conversions, Microsoft Ad Grants can help you boost your content’s reach in order to maximize its impact.

Better supporter communications.

Most nonprofits utilize a variety of communication tools including email, phone calls, and social media. While it’s important to keep your supporters informed, it’s equally as important not to overwhelm them with too much information.

Microsoft Ad Grants work in conjunction with your existing communication strategies to spread the word about your organization. They make it easy for your supporters to find your content on their own without direct interference from your nonprofit.

Access to data about your website activity.

Microsoft understands that the more data you have about how your supporters interact with your website, the better you’re able to optimize your Microsoft Ad Grant. That’s why they provide nonprofits with tools such as event tracking, campaign analytics, and traffic insights to learn more about the effectiveness of your content and campaigns.

With this information in mind, your organization is better equipped to optimize your website’s content and increase engagement in the process.

No competition for funds.

As a participant in the Ads for Social Impact program, you’ll never have to worry about how much funding you’ll receive. Traditional grant programs typically distribute a limited amount of money to organizations based on their needs. However, the Microsoft Ad Grants program gives each organization the full $3,000 per month in Microsoft ad spending.

With the security of knowing exactly how much money your organization will receive from Microsoft each month, you can spend less time worrying about your funding and more time optimizing the grant.

With some common goals of program participants in mind, you'll have a better idea of how your organization can leverage its Microsoft Ad Grant.How Can My Nonprofit Use Its Microsoft Ad Grant?

When you begin participating in the Ads for Social Impact program, it’s best to outline your goals for how you’d like to use the grant money. That way, you can make sure you’re optimizing the grant in a way that makes sense for your organization.

For inspiration, here are some common goals of nonprofits participating in the Microsoft Ad Grant program:

  • Collecting more donations
  • Spreading awareness for your organization’s cause
  • Recruiting volunteers
  • Informing supporters about upcoming opportunities
  • Selling tickets for events
  • Gaining email list subscribers
  • Gathering petition signatures
  • Engaging more supporters on social mediaTake a look of how other nonprofits maximize the impact of their Microsoft Ad Grant.

By delineating your goals ahead of time, you’ll get the most out of the Microsoft Ad Grant program and be able to easily track progress made throughout your ad campaigns.

Determine whether your organization is eligible for the Ads for Social Impact program.How Do I Know If My Organization Is Eligible for the Program?

In order to participate in the Ads for Social Impact program, Microsoft requires organizations to abide by three eligibility requirements. The first requirement is that all participating organizations must be legally recognized nonprofits or non-governmental organizations in their respective countries. In the United States, this means obtaining tax-exempt 501(c)(3) status from the IRS.

Next, Microsoft stipulates that organizations must operate on a not-for-profit basis and serve a specific mission to benefit their communities. The mission examples they give include aiding the poor, preserving the environment, and promoting human rights.

Lastly, it’s important to Microsoft that all organizations participating in their ad grants program are inclusive and respectful of all types of people. Therefore, they do not accept organizations that have a policy or mission based on discrimination of any kind.Take a look at Microsoft's Ads for Social Impact program eligibility requirements.

Even if your organization meets the three eligibility requirements outlined above, it still may not be eligible for the program. Microsoft lists various ineligible organization types, including:

  • Governmental organizations
  • Schools, colleges, and universities
  • Healthcare organizations
  • Public utilities
  • Financial institutions
  • Professional, commerce, and trade associations
  • Professional and semi-professional sports organizations
  • Political, labor, and fraternal organizations

If you’re still unsure if your organization is eligible for the Microsoft Ad Grant program, you can check out Microsoft’s page on program eligibility here.

Next, it's time to fill out your Microsoft Ad Grant application.How Do You Apply for Microsoft Ad Grants?

Once you’ve determined that your organization is eligible, it’s time to apply for the Microsoft Ad Grant program. The application process is divided into two separate parts.

The first part of the process involves applying for Microsoft for Nonprofits. Microsoft for Nonprofits encompasses several different resources and offers for charitable organizations, one of which is Microsoft Ad Grants. When applying for Microsoft for Nonprofits, there are four short steps to complete.

  1. Welcome & Policies: To begin, Microsoft asks you to name your organization’s point of contact and review some of their program policies.
  2. Organization Info: Next, you’re prompted to fill out more basic information about your organization, such as your organization’s name, address, website, phone number, size, budget, mission statement, and IRS EIN.
  3. Verify Phone: In this step, Microsoft asks you to verify your organization’s phone number so they can easily get in contact with you.
  4. Create Account: Lastly, you can set up the login for your Microsoft for Nonprofits account.

Once your Microsoft for Nonprofits application is complete, you should hear back from Microsoft about your program acceptance within 24 hours.

After your organization is enrolled in the Microsoft for Nonprofits program, it’s time to apply for the Microsoft Ad Grant program specifically. Microsoft will ask you for additional information about your organization and your point of contact. Once you submit that information, Microsoft will notify you of the outcome of your application within 10 business days.

For the best results, follow these Microsoft Ad Grant best practices.How Do I Optimize My Microsoft Ad Campaigns?

If you’ve taken the time to research and apply for the Microsoft Ads for Social Impact program, you’ll probably want to make sure you’re getting the most out of the program.

While the ads you create should be based on the goals you set at the beginning of the process, there are certain ways you can run your account to optimize your campaigns and ultimately conquer your goals. Here are some Microsoft Ad Grant campaign best practices:Here are five ways you can optimize your Microsoft Ad campaigns.

Keep your campaigns organized.

It’s more impactful for your potential supporters to see an ad that’s relevant to them. That’s why it’s important to organize your campaign according to your goals. For example, you may have a campaign encouraging donations and a different campaign for scouting volunteers. This method will not only help you stay on top of your campaigns, but it will also make it easier for your supporters to engage with your organization in the ways they choose to.

Simplify your ad copy.

When creating your ads, remember to keep them simple. People will be skimming through the results page very quickly, so you want to capture their attention with clear and concise copy. Use short sentences, and avoid any uncommon acronyms or abbreviations that may confuse people.

Pick effective keywords.

When choosing keywords, you’ll want to think about what your supporters are likely typing into the search box when trying to find information about your organization. Remember to be specific. For example, choosing “trees” as a keyword may display your ad in searches for tree-cutting services. If your organization stands to preserve trees, “save the trees” or “protect the environment” may be more relevant.

Take advantage of Microsoft’s analytics options.

As mentioned before, Microsoft has analytics options such as event tracking, campaign analytics, and traffic insights. You’ll want to use this data to figure out how your supporters are interacting with your campaigns and how you can improve them. For example, some of your keywords may simply draw users to your landing page while others may be more useful for generating conversions such as volunteer signups or donations. These would be the keywords your organization should prioritize.

Set bids automatically.

When you run a Microsoft Ad campaign, you’ll have to bid for keywords with other organizations. By using automated bid strategies, you can devote more time to developing effective campaigns rather than managing them. Microsoft offers automated bid strategies for enhancing your cost-per-click, maximizing clicks, maximizing your conversions, and hitting your target cost per acquisition and return on ad spend.

By following these five best practices, you’ll create more effective ad campaigns, maximizing the impact of your Microsoft Ad Grant.

Working with a Microsoft Ad Grant agency can help you optimize your grant money.What If I Need Help Managing My Microsoft Ad Grant Account?

If you’re overwhelmed at all after learning about the Microsoft Ad Grant process, you’re not alone. Many nonprofits opt for using a digital marketing agency to help them navigate the program.

Since they have familiarity with managing ad grants, using the appropriate agency will allow you to reap all the benefits of the program without having to divert too much team member time. Ad grants agencies can help you with any step of the grant management process, including:These are the ways a digital ad grant agency can help your organization.

  • Determining your Microsoft Ad Grants eligibility
  • Applying for the program
  • Managing your campaigns
  • Optimizing your web pages

No matter what questions or troubles you have with the program, Microsoft Ad Grants agencies are there to help.

To learn more about other fundraising ideas in addition to Microsoft Ad Grants, check out these additional resources.Additional Resources

Now that you know the ins and outs of Microsoft Ad Grants, you likely have a better idea of how the program could benefit your organization. This invaluable tool will help you spread your mission and ultimately work more efficiently toward your fundraising goals.

If you’re looking for even more ideas for how to boost your fundraising efforts, we’re here to help. Check out these resources that feature additional fundraising tools:

Check out our recommended agency, Getting Attention, for help with Microsoft Ad Grants.

Follow this comprehensive guide to learn how your nonprofit can use the Google Ad Grant to increase its visibility.

How Google Ad Grants for Nonprofits Can Increase Visibility

In 2003, Google launched the Google Ad Grants Program to help charitable organizations extend their reach. Since then, the program has revolutionized nonprofit marketing, offering select nonprofits free AdWords spending. More than 115,000 nonprofits across 51 countries use the Google Ad Grant to drive their mission.

Despite the wide number of Google Ad Grant recipients, there are still some nonprofits that remain hesitant about this game-changing opportunity. If your nonprofit wants to grow, the Google Ad Grant is essential. It is a powerful, cost-effective tool that will increase your nonprofit’s visibility.

To avoid any confusion or frustration, we recommend reading this comprehensive guide and working with a consultant who can streamline the grant application process. This article will cover the following topics to help your nonprofit make the most of its grant:

Let’s dive into the basics of the Google Ad Grant, so you can get started with this beneficial program.

Getting Attention can help your organization manage its Google Ad Grant.

The Google Ad Grant program awards eligible nonprofits with $10,000 a month to spend on paid search ads in Google.

What is a Google Ad Grant?

A Google Ad Grant provides free ad spend to eligible nonprofits.The Google Ad Grant program awards eligible nonprofits with $10,000 a month to spend on paid search ads in Google. That’s a generous marketing budget,  amounting to $329 per day. These ads allow your nonprofit to appear on Google when potential donors search for topics related to your mission. While regular Google Ad accounts have to pay per ad click, grant recipients can display their advertisements for free.

As a Google Ad Grant recipient, your paid search ads will appear at the top of the search engine results page (SERP). This means that your nonprofit will have a greater chance of reaching potential donors and increasing traffic to your website. Thus, the Google Ad Grant can expand your organization’s online presence at zero cost.​

Of course, there are certain rules that Google Grant recipients must follow. Once accepted into the grant program, your nonprofit will have to:

  • Choose highly specific keywords, abiding by the guidelines outlined by Google.
  • Run multiple ad campaigns.
  • Track the success of those campaigns using Google Analytics.

There is also a $2 cap on your maximum bidding amount meant to prevent inflation and earn your website more clicks.

As long as your organization meets and complies with the eligibility requirements, the $10,000 allotment renews monthly without a time constraint. Simply apply, maintain eligibility, and enjoy free ad spend indefinitely.

Before applying for the Google Ad Grant program, make certain that your organization is eligible.

Google Ad Grant Eligibility

Before applying for the Google Ad Grant program, make certain that your organization is eligible. Google has strict eligibility requirements to ensure that only valid nonprofits receive free advertising.

To start, your organization cannot be a hospital, school, or government entity. The remaining requirements should be simple if your nonprofit already has an established web presence and a valid nonprofit status. To enroll in the Google Ad Grant program, your nonprofit simply needs to:

Your nonprofit needs to follow these eligibility requirements to enroll in the Google Ad Grant program.

  • Hold a current and valid charity status in the country where your organization is based. In the United States, you should be registered as a 501(c)(3) organization.
  • Be registered with Google for Nonprofits and TechSoup.
  • Have a functional website with a Secure Sockets Layer (SSL).
  • Agree to the terms of service.

If your nonprofit meets these requirements, you are automatically eligible for the monthly budget of $10,000 a month. But the work doesn’t stop there. After you apply for and receive your grant, your nonprofit must maintain an active Google Ads Accounts that is in good standing with Google’s standards. Consider the following guidelines for Google Ad Grant compliance:

  • High-Quality Keywords: Keywords must have at least two or more words to increase relevancy. To disable single keywords, you can apply a keyword filter in your Google Ads Account. You should also avoid overly generic keywords that have a quality score of 1 or 2. Set up an automated rule to pause any low-quality keywords.
  • 5% Minimum Click-Through Rate: Maintain a minimum 5% click-through (CTR) rate to prove that your keywords and ads perform well. If you fail to meet the 5% CTR for two consecutive months, your account will be at risk for deactivation. If your account has been temporarily deactivated, you can request reactivation.
  • Geo-Targeting: Google requires that you target your ads to a specific geographic location. This ensures that your ads reach people in locations relevant to your organization.
  • Conversion Tracking: Conversion tracking is a free tool that tracks what a searcher does after clicking on your ad. Install Google Analytics to track conversions and maintain a healthy Google Ads Account.
  • Account Maintenance and Structure: Log into your account at least once a month and update it every 90 days. Each campaign must also contain at least two ad groups, which are a collection of keywords and ads. This proves to Google that you are an active Google Ads member.

Unlike traditional grants, which have a limited amount of funds, there is no limit on the number of nonprofits that can be approved for the Google Ad Grants program. That’s why your organization should apply if it meets the eligibility requirements. We’ll break down the benefits and application process in the next section.

There are many benefits to applying for the Google Ad Grant.

Why Apply for the Grant?

The Google Ad Grant is a low-risk, high-reward venture that can greatly improve your digital marketing strategy. It drives traffic and attention to your website and, when managed correctly, it can convert traffic into valuable action for your organization.

If your nonprofit wants to thrive in the digital space, the Google Ad Grant is your greatest asset. After you apply for the grant and receive your first month of free ad spending, you can begin reaping the benefits. The Google Ad Grant will allow your nonprofit to:

The Google Ad Grant can help your nonprofit in the following ways.

  • Reach a broader audience.
  • Promote your mission on Google.
  • Increase online conversions. 
  • Market multiple ad campaigns. 

Getting accepted into the Google Ad Grant program is straightforward. Once you sign up for a Google for Nonprofits account and register with TechSoup, the rest of the application process should be quick and easy. To apply for the Google Ad Grant, simply:

Follow these five steps when applying for the Google Ad Grant.

  1. Create a Google AdWords account.
  2. Submit a pre-qualification survey and complete ad grant training.
  3. Submit required materials for pre-qualification review.
  4. Once approved for pre-qualification, set up your first Google Ads campaign.
  5. Submit your AdWords account for final review.

To learn more about applying for the Google Ad Grant, check out this guide from Getting Attention. Now, let’s look at some real-world examples of Google Ad Grants for nonprofits.

Consider these real-world examples of Google Ad Grants for nonprofits.

4 Organizations Using the Google Ad Grant

As previously mentioned, all nonprofits— other than healthcare, education, and government organizations— can apply for the Google Ad Grant. The program is highly profitable, resulting in free promotion for your online content. Nonprofits across the globe are using Google Ad Grants to bring exposure towards their cause.

If you’re still unsure about the Google Ad Grant, consider these success stories.

Days for Girls

Days for Girls strives for equal access to menstrual care and education for women across the world. To raise awareness for their cause, they created marketing goals that included raising funds and driving email subscriptions to cultivate donor relationships. The Google Ad Grants program greatly helped to accomplish these objectives.

In just two months, Google Ad Grants generated 24 online donations, resulting in more than $5,000. Google Ads also drove 10,000 visits to the website and more than 400 conversions. The Google Ad Grant brought awareness to the Days for Girls website and successfully generated new donors due to their targeted reach.

Global Giving

Global Giving is a charitable organization that supports other nonprofits by connecting them with donors and companies. Since 2002, they have provided tools, training, and support to community-led organizations around the world. Global Giving harnessed the power of Google Ad Grants to drive their mission forward.

Over the past two decades, the nonprofit has raised $615 million dollars and reached over 1.3 million donors. With just $10,000 worth of ad spend per month, Global Giving raised awareness, attracted donors, and recruited new volunteers.


Founded in 1953, Samaritans offers a free emotional support helpline to people considering taking their own lives. The service is available by phone, email, and face-to-face conversations in 201 branches located in the UK and Ireland. Samaritans’ primary marketing goal is to raise awareness for their helpline and ultimately reduce suicide rates.

Samaritans used the Google Ad Grant to track and increase conversions. As a result of their efforts, the grant drove over $48,000 or 10% of the nonprofit’s online donations and prompted 1,769 volunteer sign ups over the course of a year. Investing in Google Ads allowed Samaritans to extend their support to a much broader audience.


DonorsChoose.org is the leading platform for giving to public schools. Teachers across the United States use the website to request resources for their students in need, and donors give to the causes that inspire them. The organization’s marketing strategy uses Google Ad Grants to connect more donors and teachers to the platform.

DonorsChoose.org measured the strength of its messaging and calls to action through the Ad Grants program. After using the Google Ad Grant for a year, the website saw 305,000 site visits and $497,000 in donations. Since then, the organization has seen continued growth and improvement

Join these organizations and take full advantage of your grant by working with a Google Grants Agency.

Take full advantage of your Google Ad Grant by working with Getting Attention.

Working with a Google Grants Agency

Whether you manage a Google Ad Grant in-house or outsource it to a Google Ad Grant certified professional, like Getting Attention, your return on investment will be positive and your marketing strategy will be strong.

Getting Attention is a fully certified ad grant agency available to guide your organization through the Google Ad Grant process. Their team of experts offers free consultations and resources to help your organization plan a successful campaign strategy.

Their services include:

  • Google Grant Application: Their trusted experts will walk you through the application process to get you approved in no time.
  • Account Hygiene: They will help you clean outdated or unnecessary data from your Google Ad Account so that you can focus on what matters.
  • Google Grant Reactivation: Don’t fret if your account has lapsed or been suspended. They can help get it reactivated.
  • Keyword Research: Their research team will target the most relevant and useful keywords to your campaigns.
  • Google Grant Management: They will work with your nonprofit to track conversions and find opportunities for growth. The goal is to keep your marketing strategy fresh and productive.

In the meantime, explore these additional resources to continue your research on Google Ad Grants:

Work with Getting Attention to make the most of your Google Ad Grant.