How to Use Google Ad Grants for Nonprofits in 2023

Apr 28, 2022


Welcome to Indigo Local Marketing, your trusted partner in the evolving world of digital marketing. In this guide, we will explore the intricacies of utilizing Google Ad Grants for nonprofit organizations in 2023 and beyond. Our team of experts has extensive experience helping businesses and consumer services achieve their marketing objectives in the digital space.

The Importance of Google Ad Grants

In today's digital era, online visibility is crucial for nonprofit organizations seeking to raise awareness, attract donors, and engage with their target audience. Google Ad Grants provide an incredible opportunity for nonprofits to effectively promote their mission and increase their impact.

What are Google Ad Grants?

Google Ad Grants is a program offered by Google that enables eligible nonprofit organizations to receive up to $10,000 per month in free advertising credits. These advertising credits can be used to display Google Ads on the search engine results page, reaching potential supporters who are actively searching for relevant information or causes to support.

How Do Google Ad Grants Work?

Google Ad Grants work similarly to traditional Google Ads campaigns, but with a few key differences. With Google Ad Grants, nonprofits have access to a simplified version of Google Ads. This means there are certain restrictions, such as a maximum bid limit of $2 per click. Additionally, text-based ads are typically displayed with a "Ad Grants" label to distinguish them from regular paid ads.

Maximizing the Benefits of Google Ad Grants

1. Clearly Define Your Objectives

Before diving into creating and managing Google Ad Grants campaigns, it's essential to clearly define your objectives. Ask yourself: What specific goals do you want to achieve through your digital marketing efforts? Are you looking to raise awareness, drive website traffic, or increase conversions? By understanding your objectives, you can tailor your campaigns to maximize the impact.

2. Conduct Keyword Research

Keyword research plays a crucial role in the success of your Google Ad Grants campaigns. By identifying relevant keywords that align with your organization's mission and target audience, you can optimize your ads to appear in front of the right people. Leverage tools like Google Keyword Planner to discover high-quality keywords with substantial search volumes.

3. Create Compelling Ad Copy

In the highly competitive digital landscape, crafting compelling ad copy is crucial for capturing the attention of potential supporters. Make sure your ad copy is concise, impactful, and tailored to resonate with your target audience. Highlight the unique value proposition of your nonprofit and include a strong call-to-action to encourage clicks and engagement.

4. Develop Landing Pages That Convert

A well-designed landing page is instrumental in converting ad clicks into meaningful actions, such as donations, volunteer sign-ups, or newsletter subscriptions. Create dedicated landing pages that align with your ad messaging and provide a seamless user experience. Optimize these pages for speed, mobile-friendliness, and persuasive content to increase conversions.

5. Monitor, Analyze, and Optimize

Continuous monitoring and analysis of your Google Ad Grants campaigns are essential for maximizing their effectiveness. Regularly review key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and cost-per-click (CPC). Identify areas of improvement and optimize your campaigns accordingly to achieve better results over time.


Google Ad Grants offer unparalleled opportunities for nonprofit organizations to amplify their online presence and make a difference in the digital world. By following our expert guidance and implementing best practices, your nonprofit can leverage Google Ad Grants to raise awareness, attract donors, and achieve your mission. Contact Indigo Local Marketing today to receive comprehensive support in utilizing Google Ad Grants for your nonprofit organization in 2023 and beyond.