Google Ad Grant for Nonprofits: Set-Up & Management

The Ad Grants scheme represents an excellent opportunity to drive quality traffic to your charity’s site at no additional cost. Passion Digital has helped lots of charities obtain Ad Grants and manage them on their behalf.


The Google Ad Grant scheme offers $10,000 of free search advertising on the Google AdWords platform to qualifying charities and non-profits. Google Ad Grant for charities runs on the same AdWords pay-per-click platform that millions of businesses spend billions of pounds on yearly, worldwide.

Passion Digital see a lot of charities allocating funds to digital advertising, unaware that the Google Ad Grant scheme offers them funding to to advertise online.


Passion Digital have successfully applied for Google Ad Grants on behalf of more than 100 charities to date. We have then gone on to manage a large proportion of those charities Ad Grant spend.

We are able to manage the entire process on your behalf, from grant application to building the account and campaigns and on-going account optimisation.

Get in touch today to discover if you are eligible for $10,000 a month worth of free advertising.



At Passion Digital we stay up to date with Google’s changes to the charity Ad Grants scheme so we can ensure that your nonprofit’s PPC paid advertising not only remains within the guidelines, but yields excellent results.

From January 2018, Google tightened up its regulations for charities with an existing Ad Grants account as part of a wider effort to improve the relevancy of its adverts to users.


  • Ad Grants must have a specific location targeting
  • All campaigns feature at least 2 ad groups
  • All ad groups feature at least 2 active ads
  • We have multiple sitelink ad extensions across all campaigns
  • The click-through rate must stay above 5%
  • The account is logged into at least once a month
  • A change to the account has to be made every 90 days

Charities must remain vigilant over their campaigns in Ad Grants to ensure they don’t contravene the new guidelines and have their account revoked.

Leaving your grants legitimacy in the hands of our reliable PPC team will give you one less thing to worry about, ensuring you maintain a constant stream of relevant traffic to your site, giving you more time to focus on the important aspects of running your charity.

To ensure your nonprofit’s Ad Words Grant stays within Google’s strict regulations, get in touch!

We're recognised by

Digital Marketing Agency London +Mike Grindy