Grant account review
A practical review of policy health, campaign structure, search demand and measurement before deciding what to change first.
Google Ad Grants management for charities
Find unused advertising capacity in your Grant
We diagnose low spend, check policy and measurement foundations, then plan around the supporters you need to reach.
What is Google Ad Grants?
Google Ad Grants gives qualifying non-profit organisations up to $10,000 USD per month of in-kind Google Search advertising. It is designed to help organisations raise awareness, attract donors and recruit volunteers. It is not cash, unused credit does not roll over and Google does not require you to spend the full amount.
Read Google's Ad Grants FAQA five-part method for a healthier Grant account
We work from account foundations to the next opportunity, rather than treating spend as a result in its own right.
Compliance
Review the account against the current programme requirements and identify issues that need attention.
Measurement
Make sure meaningful supporter actions can be measured and understood by the team managing the account.
Demand
Map campaigns to the questions, needs and mission areas your audiences are already searching for.
Conversion
Check whether ads and landing pages give donors, volunteers and supporters a clear next action.
Scale
Use the evidence from the account to extend relevant campaign themes and decide where paid activity can help.
What weekly management gives your team
Regular management should leave you with a clear view of account health, supporter actions and the next decision to make.
- A review of policy-sensitive account health and any priority risks.
- A check of meaningful conversion activity and measurement gaps.
- Search-term, keyword and campaign actions tied to supporter intent.
- A written priority list so your team can see what changed and why.
What our charity PPC management covers
Conversion measurement
Set up or check meaningful actions such as donations, volunteer enquiries, newsletter sign-ups and other mission-led outcomes.
Demand and campaign management
Develop relevant keyword themes, ads and landing-page journeys around the information people are actively seeking.
Weekly Grant management
Review account health, search demand, conversions and priority actions, then share a concise update with your team.
Grant plus paid search
Plan a separate paid Google Ads account where additional formats or reach are appropriate. Advertiser-curated audiences depend on consent and policy eligibility, and may be unavailable for sensitive causes.
Grant-only management and Grant plus paid activity have different jobs
Grant-only management
Focus the Google Ad Grant on eligible Search advertising, programme requirements, meaningful conversion measurement and relevant mission-led searches.
Grant plus paid activity
A separate paid account can add formats and reach that are unavailable to Grant Search campaigns. Remarketing and advertiser-curated audiences are subject to consent and Google's personalised-advertising restrictions, and may be unavailable for sensitive causes such as health, addiction, trauma or hardship.
Start with a clear, limited scope
The first piece of work is a diagnostic, not a promise to spend a particular amount. We review the account's policy health, conversion measurement, demand coverage and campaign structure, then agree the ongoing scope around your priorities.
Check why your Grant is not spendingContinue the diagnostic
Google Ad Grant utilisation checker
Explore the reasons a Grant may not be using its available advertising capacity.
Why Google Ad Grants do not spend
Follow the policy-to-landing-page order of checks before deciding what to change.
Google Ad Grants conversion tracking
Build a primary and secondary hierarchy for donations, calls, applications and useful sign-ups.
Google Ad Grants questions
- Google Ad Grants gives qualifying non-profit organisations access to up to $10,000 USD per month of in-kind Google Search advertising. It is advertising credit, not cash, and unused credit does not roll over. Eligibility, website quality and programme-policy requirements still apply.
- There is no required spend level. Low spend can reflect limited relevant search demand, narrow targeting, ad and keyword relevance, bidding, campaign setup or a policy issue. A diagnostic should establish the cause before changes are prioritised.
- Our weekly management scope covers a policy-health review, conversion checks, search-demand and campaign actions, and a concise update on priorities. The exact work is agreed around the organisation's account, website and goals.
- Yes. A separate paid account can add formats and reach that are unavailable to Grant Search campaigns. Remarketing and advertiser-curated audiences are subject to consent and Google's personalised-advertising restrictions, and may be unavailable for sensitive causes such as health, addiction, trauma or hardship.
- Google Ad Grants policy requires active and accurate conversion tracking where applicable. We focus on meaningful actions, such as completed donations, volunteer applications or newsletter sign-ups, rather than superficial visits.
- The starting scope is a diagnostic of policy health, conversion measurement, demand coverage and campaign structure, followed by prioritised next actions. Ongoing management scope is then agreed with you, based on the account and the outcomes you need to measure.
See what your Grant account needs next
Start with a focused diagnostic of policy health, measurement and relevant search demand.
Check why your Grant is not spending