Everything you need to know about Google Grants

Everything you need to know about Google Grants

Everything you need to know about Google Grants

I often get asked about Google Grants – from small charities who haven’t got one and don’t know where to start to charities who want to get the most from their account. This post aims to be a one-stop shop to provide you everything you need to know!


What is Google Grants?

Google give charities and not for profits $10,000 of in-kind advertising a month for Google AdWords. For those that don’t know, AdWords ads are the adverts that appear above and below the organic search results you see in Google.

How does it work?

  • You decide what keywords (the words a person searches for in Google) you want your ads to display for.
  • You control what your ad says in order to encourage people to click through to your website.
  • You tell Google how much you are willing to pay for someone to click on your ad (up to $2 that the Google Grant allows).


How do I get started?

To get started you have to apply for a grant.

Find out if you are eligible for a Google Grant

Sign up for a Google Grant


I’ve got a Google Grant – now what?

If you are new to Google AdWords – it can be a bit daunting initially.

This 3 minute video from Google is useful to get a quick understanding of how to setup your AdWords account.

This 30 minute video from Platypus Digital is great if you are short on time but keen to get started and understand how it all works.

If you prefer words and pictures then check out this set up guide from Montfort.

If you want something more in depth then check out this 28 page best practice guide from Torchbox. It includes best practice advice and some really interesting case studies from three charities – demonstrating how they use their Google Grant. (You do have to provide an email to get this – but it’s definitely worth it and Torchbox won’t spam you).


I’ve got a Google Grant already but want to get more from it?

This post from Third Sector Lab gives you 5 ways to get the most from your Google Grant.

Google’s support centre is fantastic. This post highlights tips for success in Google Ad Grants.

These slides from Terrence Higgins Trust from a CharityComms event are great and highlight how you can improve the performance of your Google Grant account.

Looking for help with you Google Grants?

If you are looking for help with your Google Grants get in touch. I can help with the following:

  • Training your team in how to effectively manage your Google Grants account
  • Reviewing an existing Google Grants and providing recommendations on how you can improve it
  • Managing and optimising your Google Grants account on a regular basis


Know of any other really useful resources? Let me know and I’ll add them to the lists above!

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