Google Ad Grants for Nonprofits Explained with Cause Inspired

When someone searches for causes like yours, will they find you?

With Google Ad Grants, your nonprofit can secure up to $10K/month in free search advertising—a game-changer for reaching donors, volunteers, and advocates right when they’re looking for organizations like yours.

Whether you’re brand new to Google Ads or looking to improve results, this session is packed with practical tips you can put into action right away.

Watch the full session

In this webinar, guest expert Sarah Symoens from Cause Inspired Media walks us through exactly how to make the most of the grant, from eligibility to advanced strategies that turn clicks into meaningful action.

In this session, you’ll learn:

• How to qualify for and set up the Google Ad Grant
• What makes a great nonprofit search ad
• How to use Google Ads to attract donors, volunteers, and supporters

🤯Did you know? You don’t need to work harder to raise more. The average monthly donor gives $648 per year with the 4aGoodCause platform. Learn how the 4aGC Monthly Giving Toolkit helps you build a loyal base of recurring donors who are passionate about your cause.

Top 5 takeaways for nonprofit Google Ad Grant success

1. Understand the opportunity: The Google Ad Grant provides eligible nonprofits with $10,000 per month in free search ads—that’s $120,000/year to raise awareness and drive engagement. Only registered nonprofits that meet Google’s requirements are eligible.
2. Think like your audience: Identify the search terms your supporters, volunteers, and clients use—not just branded keywords or keywords you want to rank for. Use search ads to meet people in the moment they’re seeking information, help, or ways to give.
3. Structure your campaigns strategically: Organize campaigns around key goals (donor acquisition, volunteer recruitment, awareness). Include strong calls-to-action on your landing pages to convert visitors into supporters.
4. Follow the rules to stay compliant: Maintain a healthy click-through rate (CTR) and set geo-targeting for relevant locations. Use proper keyword targeting—no single-word keywords, overly generic terms, or low-quality scores.
5. Leverage advanced strategies for better results: Test ad copy variations regularly. Use conversion tracking to measure success and adjust campaigns based on data. Consider layering your grant with paid Google Ads for even greater reach.

⭐️Trying to come up with new fundraising ideas? If you’re hearing buzz about monthly giving programs, it’s because they work. Read Monthly Giving Programs: The Guide to Convincing Yourself, Team, and Board That You Need One to learn more.

Tips and best practices for Google Ad Grant success

• Tell your visitors what you want them to do—donate, sign up, volunteer—with clear calls to action.
• Test as many headlines and descriptions as you can; use all available space in responsive ads.
• Keep landing pages welcoming and simple: clear instructions, no jargon, and easy to navigate.
• Group keywords by meaning and intent in each ad group; avoid mixing unrelated topics.
• A Google-certified partner agency (like Cause Inspired Media!) can cut through red tape, offer custom nonprofit advice, and help you avoid classic mistakes.
• If you wonder whether Google Ad Grants are worth it or if you’re eligible, apply! Too many nonprofits self-select out and miss out.

Supplemental resources from this session

• Google Ad Grants eligibility and application guide
• Cause Inspired Media
• Google’s Quality Score
• Ad Grant Policy Compliance Guide, which gives specifics on the quality score requirements for Google Ad Grant accounts
• RyRob’s keyword tool (recommended by Cause Inspired and 4aGC)
• The Best Ways to Use Google Grant Money for Nonprofit Ads (And Mistakes to Avoid)
• How Google Ad Grants and Monthly Giving Can Work Together to Power Your Mission

Missed the invitation for the live session?

We want you at the next one! Our continuing education (and free!) webinars are open to all nonprofit leaders, their team members, and volunteers who are passionate about making a difference.

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About the expert

Sarah Symoens is the Head of Enterprise Marketing at Cause Inspired Media, a Google Premier Partner and Google Ad Grant Certified Professional agency specializing in full-service digital marketing. With over eight years of experience, Sarah is passionate about empowering nonprofits to leverage digital strategies that drive measurable impact, enhance donor engagement, and boost volunteer recruitment. She’s worked with organizations like GlobalGiving, Candid, and The Bridgespan Group to help them amplify their missions through data-driven advertising.