Charity PPC: Maximise Your Google Ad Grant
Most charities use only 10-20% of their $10,000/month Google Ad Grant. We help non-profits unlock the full budget to drive more donations, recruit volunteers, and amplify their impact.
Your Charity Has $10,000/Month in Free Ads. You Are Probably Wasting Most of It.
The average charity uses only 10-20% of their Google Ad Grant. That means $8,000-$9,000 per month in free advertising left on the table. The reasons are always the same: too few keywords, generic ad copy, no conversion tracking, and nobody monitoring compliance.
The Grant also has strict rules. Fall below 5% CTR for two consecutive months and Google suspends the account entirely. We manage the compliance so you can focus on your mission, not your click-through rate.
What is the Google Ad Grant?
The Google Ad Grant is a programme that provides eligible non-profit organisations with up to $10,000 per month (approximately £8,000) in free Google Search advertising. Charities registered with TechSoup or equivalent local bodies can apply. The grant covers text-based Search ads only, with a $2 maximum cost-per-click unless using Maximise Conversions bidding. Accounts must maintain a minimum 5% click-through rate, have valid conversion tracking, and follow specific structural requirements to remain eligible.
Charity PPC Services
Everything you need to maximise your Google Ad Grant and grow your supporter base.
Google Grants Setup & Management
Full setup for new grants or takeover of existing accounts. Campaign structure, keyword research, ad copy, and ongoing optimisation to maximise your $10,000/month budget.
Grants Compliance Monitoring
Continuous monitoring of CTR (minimum 5%), keyword quality scores, and account structure to prevent suspension. We catch compliance issues before Google does.
Paid Search Beyond Grants
Supplementary paid Google Ads campaigns for high-competition terms, remarketing, and Display ads that the Grant programme does not cover.
Donation Page Optimisation
Landing page recommendations and conversion tracking for donation platforms (JustGiving, CAF, GoFundMe, custom forms) to maximise donation completion rates.
Volunteer Recruitment Campaigns
Targeted campaigns for volunteer signups with role-specific ad copy, location targeting, and application form tracking.
Awareness & Advocacy Campaigns
Campaigns for petition signatures, event registrations, newsletter signups, and cause awareness that build your supporter base.
Charity PPC Results
Benchmarks from our charity and non-profit client portfolio.
Typical utilisation rate vs 10-20% average for self-managed charity accounts
Average improvement in donation page conversion rate within 90 days of management
Average increase in volunteer applications from targeted recruitment campaigns
Who We Work With
Non-profit organisations that get the most from our management.
Charity PPC Pricing
Transparent pricing. No setup fees. No long-term contracts. Charity-friendly rates.
Google Ad Grant management
- Full Grant account management
- Compliance monitoring
- Monthly reporting
- Conversion tracking setup
Grant + supplementary paid ads
- Everything in Grant Only
- Paid search campaigns
- Donation page optimisation
- Remarketing campaigns
- Bi-weekly calls
Multi-channel charity marketing
- Everything in Grant + Paid
- YouTube & Display campaigns
- Volunteer recruitment campaigns
- Weekly calls
- Custom impact dashboards
Google Ad Grants Questions
- The Google Ad Grant provides eligible non-profit organisations with up to $10,000 (approximately £8,000) per month in free Google Search advertising. Eligible charities can run text ads on Google Search to promote their mission, drive donations, recruit volunteers, and raise awareness. The grant has specific compliance requirements including a minimum 5% click-through rate, valid conversion tracking, and proper account structure.
- Our charity PPC management starts at £400/month for Grant-only management. Mid-tier management at £1,500/month adds supplementary paid campaigns and donation page optimisation. Enterprise management at £2,500/month covers multi-campaign strategies across Grant, paid search, Display, and YouTube. Given you receive up to $10,000/month in free ads, the ROI on management fees is significant.
- Low utilisation is the most common Grant problem. Causes include too few keywords, overly narrow targeting, low quality scores, poor ad relevance, and missing ad extensions. We typically increase utilisation to 70-90% by broadening keyword coverage, improving ad copy relevance, adding sitelinks and callout extensions, and restructuring campaigns around your core mission areas.
- Grant suspension usually results from falling below the 5% CTR requirement, having inactive campaigns, or failing to meet structural requirements. We can reinstate suspended accounts by fixing compliance issues and submitting a reinstatement request. Once reinstated, we implement monitoring to prevent future suspensions.
- Yes. The Grant only covers Search text ads with a $2 maximum CPC (unless using smart bidding). For competitive keywords, remarketing, Display, YouTube, and Shopping campaigns, you need a separate paid Google Ads account. We manage both accounts as a unified strategy so they complement each other without competing.
- We set up conversion tracking for your specific donation platform (JustGiving, CAF, GoFundMe, or custom forms) and volunteer application forms. This includes GA4 event tracking, Google Ads conversion actions, and where possible, donation value tracking so you can see exactly how much revenue each campaign generates.
Amplify Your Charity's Impact
Get a free audit of your Google Ad Grants account. We'll identify compliance risks and show you how to unlock the full $10,000/month budget.