Google Ad Grants For UK Charities

Google Ad grants for UK charities - what are Google Ads grants, what are the requirements, are Google ad grants worth it and how to choose a grant management company.  This resource gives you the key things you need to know to claim your Google Ads grant for your charity.

What are Google Ads?

Google allows organisations to buy Google Ads which appear at the top of the screen.  When you Google looking for a snazzy new pair of training shoes and an ad for Sports Direct comes out top - that's a Google Ad.  The closer you are to te top of the results, the more chance someone will click your link.

What are Google Ad Grants For Charities?

The Google Ad grants for charities allows your charity to 'pay for' Google ads to jump the queue and appear at the top of the screen.  Every time someone clicks on your ad the cost is deducted from your grant and, if you spend it all, it simply stops, so you don't have to pay anything, and you can't accidentally incur any additional costs.  You can use it to secure donations, raise awareness and recruit volunteers.

Google Ad Grant UK Requirements

There are various ad grant requirements but the key one to qualify for Google Ad Grants in the UK, is you must be a registered charity.  Unregistered community groups and CICs are not eligible.  There's more information on their Ads Grant FAQs page.

How Much is the Google Ad Grant for Charities?

The Google Ad grant for charities is US£10,000 a month.

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Use Funding Finder, to find a huge range of grants and Help Finder to find lots of free fundraising support and also companies that make donations.

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Are Google Ad Grants For Charities Worth It?

Yes, Google Ad grants for charities are very definitely worth it.  If you set-up and run your own Google Ads account, the financial cost is zero and the only cost is your time. If you pay for ads management, you lose the time cost and, as long as your income exceeds that cost, you have an ongoing income surplus.

How Difficult Are Google Ads To Set Up And Run

Google Ads is a hugely powerful platform that's used by all the large charities and all major commercial companies, some of whom have entire Ads Teams. However, Google wants to make money from everybody, so it's designed to be usable by most organisations.  I've twice set up and run charity Google Ads accounts myself and I'm no digital native.

However, it is a very sophisticated system, so there's no way I could run an account as well as a professional. It takes me longer and my results aren't as good. If you’re technically savvy and have the time, you may not get as good results as a professional but the cost you save in not paying one might make this the best option for you.  If you're not technically savvy and hard pressed for time, paying someone to do it for you might be best.

Google Ad Grant Management

Here are the questions you should ask when considering whether or not to choose a Google Ad management company.

• Do they have specific charity experience?
  • To make ads work well you need to understand your 'customers' what they want, the search terms they use and what types of searches are most likely to lead to a conversion (doing what you want them to - e.g., donate). If they don’t have that they won't.
• Is their pricing clear and transparent and can you afford it?
• What do you get for your money?
  • There's a world of difference between just setting and account up with standard ads and key words and leaving it to pretty much run itself and actively managing your account to maximise your return.
• Is their contract fair and reasonable, without locking you into long term commitments you can't get out of?
• Do they have a track record of success with charities?
  • Look for quotes and case studies and speak to those already using them.

Google Ad Grant for Charities FAQs

• What are Google Ad Grants for charities?  Google Ad Grants for charities provides up to $10,000 USD per month of free Google ads advertising for qualifying non profits globally, including UK charities.
• How does Google Ad Grants work?  With a Google Ad Grants account, you create ads for your charity which appear in Google Search. Your charity’s ads will appear either independently or below paid ads. These text-based ads are displayed on Google.com search results pages.
• What are the Google Ad Grants charity requirements?  To qualify for Google Ad Grants, you must be an eligible non profit, have a high-quality website that meets Google’s website policy, and comply with their ads policies.  The key point for UK charities is that you must be registered with the relevant UK regulator.
• How long does the charity Google Ads grant last? As long as your charity continues to meet the Google eligibility requirements, your entitlement will last indefinitely and there’s no limit to the donations you can receive.
• What is the limit on the non profit Google ads grant? You can spend up to a maximum of US$329 a day but you can’t carry over any unspent amount into the next day.  Any you don’t use, you lose.
• Is Google Ad Grants worth it? If you set-up and run your own Google Ads account, the financial cost is zero and the only cost is your time. If you pay for ads management, you lose the time cost and, as long as your income exceeds that cost, you have an ongoing income surplus. It works for any charity but works best for those with public appeal and which work nationally.
• What are the benefits to charities of Google Ad Grants? Charities can use their ads grant to secure donations, raise awareness and/or recruit volunteers.  Other benefits are that income is generally unrestricted, it provides a new and predictable  income stream and is an opportunity to acquire new supporters.

Access All The Free Charity Resources & Free Grants Directory

A registered charity ourselves, the CEF works for any non profit, not just charities.

• Funding Finder- with categories for Core Cost Funding and Small Charities & Community Groups.
• Help Finder – find anything for free, including companies that make financial donations and raffle prizes.
• Data Finder– for fundraising bids & research, impact reporting, planning and campaigning.

Plus, 100+downloadable funder lists, 40+ policies, 8 online health checks and the huge resource base.

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To access help and resources on anything to do with running a charity, including funding, click the AI Bunny icon in the bottom right of your screen and ask it short questions, including key words.  Register, then login and the in-system AI Bunny is able to write funding bids and download 40+ charity policy templates as well.

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