You know that feeling when you randomly find cash in an old jacket pocket? There’s nothing better than stumbling upon “free” money — and that’s a lot like what Google Ad Grants is like.
This program gives eligible nonprofits up to $10,000 per month (yes, you read that right) in free advertising. That’s powerful in and of itself, but there’s even better news: now you can send your Ad Grants traffic directly to your Campaign Pages.
Let’s talk about what this means, why it matters, and what you can do to make the most of this potential windfall for your nonprofit.
What exactly are Google Ad Grants?
Google Ad Grants are part of a program that supports eligible nonprofits by giving them $10,000 per month to run search ads on Google — these are the ads shown at the top of a Google search page.
Because many nonprofits operate with shoestring budgets, Google started this initiative to help them increase their reach and share their causes with a global audience. And, according to Google, the program has driven more than 14 billion clicks to nonprofits’ websites since its start in 2003.
Who is eligible for this program?
You need a Google for Nonprofits account to apply for Google Ad Grants. To qualify for this account, you need to meet the following eligibility requirements:
That’s all — it’s pretty straightforward. However, be aware that government organizations, hospitals and healthcare organizations, and schools, universities, or other academic institutions are not eligible for a Google for Nonprofits account, even if they meet the other criteria above.
Connect Google Ad Grants to your Fundraise Up Campaign Pages
Google Ad Grants has always been beneficial. But previously, nonprofits weren’t able to send traffic to any page other than their own website domain. That meant that timely ads weren’t able to connect to the corresponding campaigns.
Fortunately, Google has lifted those restrictions, meaning now you can easily send your Google Ads traffic to your tailored Campaign Pages.
This isn’t just a technical, back-end change. It’s a huge difference-maker for nonprofits. Your Campaign Pages are designed and created with a specific goal in mind — and that means they typically convert much more effectively.
In other words, $10,000 in free advertising was never anything to roll your eyes at. But, now that you can push people to your Campaign Pages, that money can make even more of an impact for your nonprofit.
How to get started
- If you meet the eligibility requirements and haven’t already signed up for Google Ad Grants, apply now.
- If you’re already using Google Ad Grants, you can start directing your ad traffic to your Campaign Pages — without any clunky embedded forms or other workarounds. Your existing Campaign Pages will work automatically when you set up your Search ads, so you don’t need to handle any other signups or settings changes.
- Don’t forget to experiment. Monitor the performance of your Campaign Pages compared to your website forms to see what converts better. Test different storytelling approaches or calls to action on your Campaign Pages so you can maximize their effectiveness.
- Finally, check out how to boost recurring donations with our AI functionality. After all, if you’re going to find $10,000 in your pocket each month, it’s smart to make the most of every single dollar.
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