Google Ad Grants – Free Google Ads for Nonprofits & Uk Charities.
A Guide To Google Ad Grants and How This Can Benefit Your Charity
How PPC Works for Charities: A guide for NonProfits
If you’re a charity or non-profit looking to increase donations, grow awareness, or attract volunteers, Pay-Per-Click (PPC) advertising might be one of the most powerful tools you’re not using.
PPC may sound technical or expensive—but with tools like Google Ad Grants, many charities can access up to £8,000 ($10,000) of free advertising each month. You only pay (or spend your grant budget) when someone actually clicks on your ad.
Here’s a straightforward breakdown of how PPC works for charities—and why it might be the digital marketing game-changer you’ve been waiting for.
Monthly reporting ensures that progress is both transparent and easy to monitor. As your search marketing advisers, we talk you through your reports to ensure that you have a full understanding of what’s going on.
We strive to become our clients’ trusted advisers with regards to all things search. We need our clients to see and enjoy a return on their investment with us and our team is 100% committed to adding value to all that we do.
Why It Works So Well for Charities?
- It Reaches People at the Right Time – Unlike traditional ads or social media posts, PPC reaches people exactly when they’re searching for what you offer. Whether they’re looking to donate, volunteer, or attend an event, PPC puts your message in front of them at the perfect moment.
- You Only Pay for Results – Because PPC is click-based, you’re not paying to display ads to everyone—you’re paying only when someone shows genuine interest. With the Google Ad Grant, you’re not even spending your own money—it’s fully funded by Google.
- It’s Highly Targeted – PPC campaigns can be fine-tuned to:
- Show only in specific locations (e.g. your local area or nationally)
- Appear at certain times (e.g. when your audience is most active)
- Use keywords relevant to your mission (e.g. “mental health donation” or “volunteer at animal shelter”)
This means no wasted effort, and a far better return on investment than generic advertising.
- You Can Measure Every Click and Conversion – With built-in tracking tools, PPC shows you exactly what’s working. Want to know how many people clicked your “Donate” button? Or how many signed up to volunteer after seeing an ad? PPC can tell you. This data helps you improve campaigns over time.
Every business is different and it is imperative that any relationship starts with a clear understanding of expectations.
Our approach is to ensure that we have a crystal clear understanding of our clients’ objectives for any search campaign whether AdWords or SEO.
How Google Ad Grants Work?
If you’re a registered charity, you may qualify for Google Ad Grants, which provides up to $10,000 USD per month (roughly £8,000) in free Google Ads.
To be eligible, your charity must:
- Be a registered non-profit
- Have a functional, secure website
- Agree to Google’s grant policies (e.g. keeping a 5% click-through rate)
You can use this grant to promote your services, recruit volunteers, drive donations, and more—without spending a penny of your own funds.
Ready to Get Started?
If you’re not sure how to apply for the Google Ad Grant, or you’d like help managing a PPC campaign for your charity, we’re here to support you. From grant application and campaign setup to ongoing optimisation and reporting, our team specialises in PPC for non-profits that want real results—without wasting time or budget.
- Full PPC Account Review
- Google Ads, Bing Ads or Meta
- Campaign Performance
- Competitor Analysis
- Ad Strength Assessment
- Conversion Tracking
- Audience Appraisal
- Report of Recommendations
- PPC Strategy
- Google and Bing Ad Campaign Build & Management
- Keyword Research
- Competitor Analysis
- Automated Monthly Report
- Conversion Tracking
- Dedicated Account Manager
- 1 Call Per Month
- Typical Spend on Clicks £300 – £2,000 per Month
- 4 Hours Per Month
- PPC Strategy & Planning (Google, Bing & Meta Ads)
- Campaign Build & Management (Google, Bing & Meta Ads)
- Keyword Research
- Competitor Analysis
- Automated Monthly Report
- Conversion Tracking
- Dedicated Account Manager
- 2 Calls Per Month
- Bespoke Monthly Report
- Facebook campaign if required
- Typical Spend on Clicks £2,000 – £4,000 per Month
- 7 Hours Per Month
- PPC Strategy
- Campaign Build & Management (Google, Bing and Meta Ads
- Keyword & Audience Research
- Competitor Analysis
- Automated Monthly Report
- Conversion Tracking
- Dedicated Account Manager
- Calls as required
- Reporting as required
- Facebook campaign if required
- Training as required
- Typical Spend on Clicks in excess of £4,000 per Month
- 14 Hours Per Month
*plus vat