How to get grants from Google for Advertising Nonprofits

Imagine getting $10,000 a month in free advertising to connect with the people who need your services most. With Google Ad Grants, that's exactly what your nonprofit could be receiving, giving you the opportunity to amplify your mission and expand your reach without draining your budget.

What Are Google Ad Grants?

Google Ad Grants provide eligible nonprofits with up to $10,000 in free monthly ad spend on Google Ads. This means your nonprofit can show ads to people searching for topics related to your cause, bringing more awareness to your programs, services, and events. But as incredible as this grant sounds, making the most of it takes the right strategy.

Maximizing Google Ad Grants: A Winning Strategy

The Google Ad Grant is an incredible opportunity, but it does come with some restrictions. For example, the $2 cost-per-click (CPC) limit means it can be tough to compete for high-value keywords. Additionally, there are limitations on the types of keywords you can target—such as avoiding overly generic keywords—and a requirement to maintain a minimum 5% click-through rate (CTR). These restrictions can make it challenging to effectively reach your audience, especially in competitive markets where CPCs tend to be higher.

That’s why the key to success is combining the Grant with additional direct ad spend—what we call a hybrid approach.

With a small budget for direct ad spending, you can bridge the gap that the restrictions leave open. The Grant allows you to dominate for broad, informational keywords that attract interested audiences, while direct ad spend gives you the flexibility to compete for more valuable, competitive keywords, with higher CPCs. Together, they maximize both your reach and the impact of your marketing dollars.

For example, we recently worked with Exceptional Minds, a school for artists with autism. By leveraging Google Ad Grant funds alongside a small paid ad budget, we were able to amplify their message, significantly boosting tour sign-ups by 177% and increasing student applications by 61%. Combining the Grant with a small paid spend meant that their message wasn't limited by CPC caps, allowing us to drive meaningful action from people who cared about their mission.

Benefits of This Approach

• Increase Visibility: Reach new people who care about your cause by appearing at the top of search results.

• Efficiently Use Resources: Use the grant to target broad terms and your budget to focus on keywords that drive conversions.

• Powerful Impact: Drive website visits, program sign-ups, donations, and more, all while making the most of free advertising dollars.

Take the Next Step with Fast+Light

At Fast+Light, we have the expertise and experience to help nonprofits make the most of Google Ad Grants. Whether you’re new to digital advertising or looking to refine your strategy, we’re here to support you every step of the way. 

To learn more about how Google Ad Grants could elevate your nonprofit’s mission, check out our featured Case Study with Exceptional Minds or reach out to us directly.

Ready to take your nonprofit to the next level? Contact us at Fast+Light and let’s talk about how we can make your message shine.

Google Ad Grant In Summary

• $10,000 Monthly Ad Spend: Free advertising funds to boost awareness and reach.

• Expand Your Audience: Reach individuals actively searching for topics related to your cause.

• Hybrid Approach for Success:

• Use Google Ad Grant funds for broad, informational keywords.

• Allocate additional paid ad budget to compete for high-value, competitive keywords.

• Boost Key Metrics:

• Increase visibility and website traffic.

• Drive program sign-ups, donations, and other key engagements.

• Overcome CPC limits and target high-value keywords more effectively.

• Efficient Use of Resources: Maximize the impact of your marketing dollars by using grants for awareness and direct spending for conversions.