Google Ad Grants, actually spent on your mission.
Eligible nonprofits get up to $10,000 a month in free Google Search ads. Most leave the bulk of it unused or lose it to compliance slips. We set up, manage and protect your grant so it brings in real donors, volunteers and beneficiaries.
Trusted by NGOs and purpose-driven organisations
What are Google Ad Grants for nonprofits?
Google Ad Grants is Google's in-kind advertising programme. Eligible nonprofits receive up to US$10,000 per month (about $120,000 a year) of free text ads on Google Search, shown to people actively searching for their cause.
With a well-run grant, your organisation appears at the top of searches that already happen every day, and the click costs you nothing.
The credit is free. Making it work is not automatic. Google expects tightly themed campaigns, real conversion tracking and a healthy click-through rate, and it pauses accounts that fall short. That is the part we handle.
- Raise donations
- Recruit volunteers
- Fill programmes & events
- Build cause awareness
Everything in a managed grant.
From your first eligibility check to monthly reporting, one team handles the full scope of Google Ad Grants management.
One team for your entire grant, from application to monthly report.
Eligibility & application
We confirm you qualify, then guide your Google for Nonprofits registration and Ad Grants activation.
Keyword research
Mission-led keyword themes built around how donors, volunteers and beneficiaries really search.
Compliant account build
Campaigns and ad groups structured to Google's policy, with responsive search ads and sitelinks.
Conversion tracking
GA4 and Google Tag Manager setup for donations, form fills and sign-ups that count as meaningful actions.
Smart Bidding & optimisation
Maximise Conversions bidding, negative keywords and ad testing to push spend towards outcomes.
Landing page guidance
Practical fixes to donate and volunteer pages so the traffic you earn actually converts.
Compliance monitoring
Monthly checks on CTR, keyword quality, conversions and the annual programme survey.
Account reactivation
Suspended or deactivated grant? We fix the policy issues and support your reactivation request.
Monthly reporting
Plain-English reports on clicks, conversions, credit used and what we'll do next month.
From eligibility to optimised spend.
A clear path from your free eligibility check to a grant that keeps driving action, month after month.
Qualify & apply
We check eligibility, prepare your Google for Nonprofits application and run a discovery session on your programmes, audiences and goals.
Strategy & build
Keyword research, campaign structure, ad copy, landing page fixes and conversion tracking, launched fully compliant.
Manage & optimise
Keyword expansion, negative keywords, ad testing and bid strategy tuning, with CTR and conversions watched every month.
Report & plan
Monthly results on traffic, donations, volunteer sign-ups and credit used, plus recommendations and year-on-year comparisons.
Google's own review and activation times vary by country and documentation, so total time to launch can differ.
Free budget, hiding in plain sight.
$10,000 a month is real money, but only if the account stays compliant and spends on searches that matter. These are the four reasons most grants under-deliver.
The 5% CTR rule
Accounts must keep a click-through rate of at least 5% across the account. Miss it two months running and the grant can be paused.
Keyword restrictions
Single-word keywords and very generic terms aren't allowed, and low-quality keywords must be removed. Broad, lazy keyword lists get flagged.
Meaningful conversions
Google requires accurate conversion tracking with at least one real conversion a month. Broken or inflated tracking is a top cause of suspension.
Unspent credit
Unused credit doesn't roll over. Without Smart Bidding, strong ads and relevant landing pages, most accounts spend a fraction of the grant.
Every donation, tracked properly.
We connect your grant to the tools you already use, so Smart Bidding gets clean data and you see exactly which searches bring in supporters.
Talk to us about tracking →- GA4Google Analytics 4
- GTMGoogle Tag Manager
- GSCSearch Console
- CRMSalesforce & HubSpot
- ₹ $Donation platforms
- WPWordPress forms
Is your nonprofit eligible?
Most registered charities and NGOs qualify. Requirements differ slightly by country, so we check your documents for free before you apply.
You'll need to
- Hold current, valid charitable status in your country
- Be registered with Google for Nonprofits
- Have a functioning website with substantial, mission-focused content
- Agree to Google's non-discrimination and donation-use policies
- Follow the Ad Grants programme policies once active
Not eligible
- Government entities and organisations
- Hospitals and healthcare organisations
- Schools, colleges and universities
Suspended, stalled or under-spending?
You don't need to start again. We take over existing grants, find what's broken and get them performing.
Account reactivation
If Google has paused or deactivated your grant, we identify the policy breach, fix the account and help you file the reactivation request, then put safeguards in place so it doesn't happen again.
Talk to a grants specialist →Tracking & troubleshooting
Missing conversions, duplicate tags, inflated conversion rates or broken GA4 links. We diagnose and repair the setup so Smart Bidding gets clean data.
Talk to a grants specialist →Policy compliance
We audit keywords, ad groups, sitelinks and CTR against current Ad Grants policy and clean up anything likely to trigger a warning.
Talk to a grants specialist →Integrations
Connect your grant with Google Analytics 4, your CRM and donation platform so every donation and sign-up is attributed and reported properly.
Talk to a grants specialist →Spend recovery
Using a fraction of your $10,000? We expand keyword themes, launch new campaigns around your programmes and refine bidding to lift monthly spend without breaking policy.
Talk to a grants specialist →DIY, generalist or grant specialist?
Ad Grants accounts run on different rules from paid Google Ads. Here's how the options usually compare.
| What matters | Doing it in-house | Generalist PPC agency | Orvador |
|---|---|---|---|
| Knows Ad Grants policy | Learning as you go | Often treated like paid Ads | Core specialism, reviewed monthly |
| CTR & compliance monitoring | Easy to miss | Varies | Checked every month |
| Conversion tracking | Basic or missing | Usually set up | GA4 + GTM, built for nonprofit goals |
| Understands your mission | Yes | Rarely | NGO and impact-sector focus |
| Time from your team | Hours every week | Moderate | A monthly check-in |
Built by people who work with NGOs.
Google Ad Grants sits alongside our nonprofit SEO and AI-search work, so your grant, website and content pull in the same direction.
GiveIndia
Organic growth for one of India's largest giving platforms.
Read the case study →Educate Girls
Search growth for an education nonprofit working across rural India.
Read the case study →Your nonprofit could be next.
Free eligibility check or account audit, no obligation.
Answers, up front.
Still unsure? Email ajit@orvador.com and a specialist will reply.
Yes. The ad credit of up to $10,000 per month costs your nonprofit nothing. What you pay for, if you choose an agency, is the expertise to set up, manage and keep the account compliant.
Most registered charities and NGOs with a working, mission-focused website qualify. Government bodies, hospitals and healthcare organisations, and schools or universities are not eligible. We'll check for free.
Your account's click-through rate (clicks divided by impressions) must stay at 5% or higher. If it drops below that for two consecutive months, Google can deactivate the grant.
Manual bids are capped at $2 per click, but accounts using Maximise Conversions Smart Bidding can bid above that cap. That's why accurate conversion tracking matters so much.
It depends on the number of programmes, campaigns and tracking work involved. We quote a fixed monthly fee after the free audit, with no hidden costs.
In most cases, yes. We fix the policy issues that caused the suspension, then help you submit a reactivation request to Google.
Ads can start receiving clicks soon after launch. Spend and conversions usually improve over the first two to three months as Smart Bidding learns and we refine keywords.
Ready to put $10,000 a month to work?
Book a free consultation. We'll check your eligibility or audit your existing grant and show you what it could deliver.
Get my free grant audit →