Are Google Ads Grants Worth It for Charities?
You have probably heard about Google Ads Grants through various sources and are wondering, is it actually worthwhile for my charity?
It sounds impressive. Google giving you $10,000 to spend on advertising. But naturally, you are thinking, what is the catch, and is it genuinely useful?
In this blog post, I am going to explain exactly what you get with the Google Ads Grant, how it works in practice, and whether it is worth it for your charity.
Is a Google Ads Grant Worth It?
If you are running a charity, my honest answer is yes, a Google Ads Grant is 100% worth it.
Google gives eligible charities up to $10,000 per month in free ad spend. That is $10,000 per month, not per year. This budget can be used specifically on Google Search ads.
These are the ads that appear when someone actively searches for something on Google.
For example:
“wildlife charity”
“donate to mental health charity”
“support local food bank”
Your charity can appear at the top of Google for these types of searches.
It is important to understand that this grant is for Search ads only. It does not include:
Google Shopping ads
Display ads
YouTube ads
But for charities, Search ads are often the most valuable format anyway.
Why?
Because you are reaching people with intent. They are already looking for a cause, support, or information related to your mission.
With the $10,000 monthly grant, you can:
Compete with other charities for visibility
Drive more donations
Increase volunteer sign-ups
Raise awareness of your services
Promote fundraising events
From my experience managing Google Ads accounts, charities that use the grant properly can generate a steady stream of relevant traffic without touching their own marketing budget.
When Is It Not Worth It?
Although I strongly recommend Google Ads Grants for charities, there are situations where it may not fully meet your needs.
1. If You Want to Run YouTube Ads
The Google Ads Grant does not cover YouTube advertising.
If your strategy relies heavily on:
Video storytelling
Emotional awareness campaigns
Brand visibility through video
You would need a separate paid Google Ads budget.
2. If You Rely on Google Shopping
Some charities generate revenue through selling products, such as:
Branded clothing
Merchandise
Books or resources
Google Shopping ads are not available under the grant.
If product sales are your main revenue driver, the grant alone will not cover that strategy. You would need standard paid Google Ads for Shopping campaigns.
So ultimately, whether it is worth it depends on your objectives.
If your goal is:
Donations
Volunteer sign-ups
Awareness
Service enquiries
Then yes, it is absolutely worth it.
If your strategy is heavily ecommerce-focused, you may need additional paid advertising alongside the grant.
How Do I Set Up a Google Ads Grant?
There are plenty of guides online explaining how to apply for and set up a Google Ads Grant account.
The basic steps involve:
Applying for the Google Ads Grant
Creating a compliant Google Ads account
Setting up Search campaigns within Google’s grant rules
It is important to note that Google Ads Grants come with specific restrictions, such as:
Keyword rules
Quality score requirements
Account performance thresholds
If these are not managed properly, accounts can be suspended.
You can certainly follow one of the many online tutorials and do it yourself.
Need Help?
Alternatively, you can get in touch with me.
I help charities run Google Ads at a reduced management fee compared to commercial businesses. I understand the compliance requirements and how to structure campaigns so that the grant budget is actually used effectively, rather than sitting unused.
If you would like support setting up or managing your Google Ads Grant, feel free to contact me and I will be happy to help.
