Practical Google Ad Grants Examples for Non-Profits

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Non-profit organizations often struggle to allocate resources for marketing and advertising, making it challenging for them to reach their target audience effectively. However, with the help of Google Ad Grants, non-profits can access free advertising on Google Search and raise awareness about their cause. In this article, we will explore practical examples of how non-profits can utilize Google Ad Grants, specific keywords to target, different ad objectives, and the restrictions they need to be aware of. So, let’s dive in and discover the possibilities!

Understanding Google Ad Grants

Before we delve into the practical examples, let’s first understand what Google Ad Grants is all about. Google Ad Grants is a program by Google that provides free advertising credits to eligible non-profit organizations. These credits can be used to create and run text-based ads on Google Search.

Non-profits accepted into the program receive a monthly budget of $10,000 USD to spend on Google Ads. However, it’s important to note that Google Ad Grants has certain restrictions that differ from paid Google Ads. These restrictions are in place to ensure that non-profits use the grants effectively and for the benefit of their cause.

Specific Keywords to Target

To make the most of Google Ad Grants, non-profits should identify specific keywords relevant to their cause and target audience. By targeting the right keywords, they can increase the chances of their ads appearing in search results when users are actively looking for information related to their cause. Here are some examples of specific keywords non-profits can target:

  1. “Environmental conservation organizations”
  2. “Education scholarships for underprivileged students”
  3. “Animal shelters near me”
  4. “Disaster relief donations”
  5. “Women empowerment initiatives”

By selecting keywords that align with their goals, non-profits can ensure their ads reach the right audience and generate meaningful engagement.

Different Ad Objectives

Google Ad Grants allows non-profits to pursue various ad objectives based on their specific needs. Whether it’s raising awareness, driving donations, promoting events, or recruiting volunteers, non-profits can leverage Google Ad Grants to achieve their objectives. Here are some common ad objectives for non-profits:

  1. Awareness: Increase visibility and educate the public about the non-profit’s cause.
  2. Fundraising: Encourage users to make donations to support the non-profit’s activities.
  3. Volunteer Recruitment: Attract individuals interested in volunteering for the non-profit’s initiatives.
  4. Event Promotion: Promote fundraising events, workshops, or community gatherings.
  5. Advocacy: Rally support for a particular cause or petition.

Non-profits can align their ad campaigns with these objectives to maximize the impact by tailoring their messaging and call-to-action to each objective, non-profits can effectively engage their target audience and drive meaningful actions.

Examples of Practical Campaigns

5.1. Awareness Campaign for Environmental Non-Profit

Objective: Raise awareness about climate change and promote sustainable practices.

Keywords to Target:

  • “Climate change facts”
  • “Sustainable living tips”
  • “Environmental conservation organizations”
  • “Reduce carbon footprint”
  • “Renewable energy sources”

Ad Copy:

“Join the fight against climate change! Learn sustainable living tips and support environmental conservation organizations. Together, we can reduce our carbon footprint and create a greener future.”


“Take action now! Visit our website to learn more about sustainable practices and support our cause.”

5.2. Fundraising Campaign for Education Non-Profit

Objective: Generate donations for providing scholarships to underprivileged students.

Keywords to Target:

  • “Education scholarships”
  • “Donate for education”
  • “Support underprivileged students”
  • “Quality education for all”
  • “Empowering young minds”

Ad Copy:

“Help us transform lives through education! Your donations can provide scholarships to underprivileged students, giving them access to quality education. Join us in empowering young minds and creating a brighter future.”


“Make a difference today! Donate now to support our mission of providing education to those in need.”

5.3. Volunteer Recruitment Campaign for Animal Welfare Non-Profit

Objective: Attract passionate individuals to volunteer for animal shelters and rescue centers.

Keywords to Target:

  • “Animal shelters near me”
  • “Animal rescue volunteering”
  • “Help animals in need”
  • “Pet adoption centers”
  • “Animal welfare organizations”

Ad Copy:

“Make a paw-sitive impact on animal lives! Volunteer at your local animal shelter or rescue center and help animals in need find loving homes. Join our compassionate community and be a voice for the voiceless.”


“Ready to lend a helping paw? Sign up now to become a volunteer and make a difference in the lives of animals.”


6.1. Can non-profits use Google Ad Grants for any type of campaign?

Yes, non-profits can use Google Ad Grants for various types of campaigns, including awareness, fundraising, volunteer recruitment, event promotion, and advocacy. The key is to align the campaign objectives with the goals of the non-profit and target the right keywords to reach the intended audience.

6.2. Are there restrictions on the keywords that can be targeted?

Yes, Google Ad Grants has certain restrictions on the keywords that can be targeted. Non-profits need to adhere to a set of policies and guidelines to ensure compliance. Some prohibited keywords include excessively generic terms, single-word keywords, and keywords with low quality scores.

6.3. How can non-profits make the most of Google Ad Grants with a limited budget?

Non-profits can maximize their Google Ad Grants budget by focusing on highly relevant and targeted keywords. By optimizing their ad campaigns, improving ad quality scores, and continuously monitoring performance, non-profits can make the most of the available budget and achieve their campaign objectives effectively.

6.4. Can non-profits track the performance of their ad campaigns?

Yes, non-profits have access to performance tracking tools provided by Google Ad Grants. They can monitor metrics such as click-through rates, conversions, and engagement to evaluate the effectiveness of their campaigns. This data can help non-profits make informed decisions and optimize their ads for better results.

6.5. Is it possible to run multiple campaigns simultaneously

Yes, non-profits can run multiple campaigns simultaneously with Google Ad Grants. This allows them to target different objectives or focus on specific initiatives. By carefully planning and organizing their campaigns, non-profits can effectively allocate their budget and reach various segments of their target audience.

6.6. What are the key differences between Google Ad Grants and paid Google Ads?

There are several key differences between Google Ad Grants and paid Google Ads:

  1. Budget: Google Ad Grants provides a monthly budget of $10,000 USD specifically for non-profit organizations, whereas paid Google Ads require organizations to allocate their own advertising budget.
  2. Bid Limits: Google Ad Grants has a maximum bid limit of $2.00 USD per click, whereas paid Google Ads do not have such restrictions. This ensures that non-profits do not overspend on clicks and encourages them to optimize their campaigns.
  3. Ad Placement: Google Ad Grants ads are displayed only on Google Search, while paid Google Ads can be shown across various Google platforms such as Search, Display Network, and YouTube.
  4. Ad Position: Google Ad Grants ads may appear below paid ads in search results, which can affect visibility. Paid Google Ads, on the other hand, have the potential to secure higher ad positions.
  5. Ad Extensions: Google Ad Grants has limitations on the types of ad extensions that can be used, whereas paid Google Ads offer more flexibility and options for ad extensions.

It’s important for non-profits to understand these differences and adjust their strategies accordingly when utilizing Google Ad Grants.


Google Ad Grants offers non-profit organizations an incredible opportunity to raise awareness, drive engagement, and achieve their goals without the financial burden of advertising costs. By strategically targeting specific keywords, aligning ad campaigns with their objectives, and adhering to the program’s restrictions, non-profits can effectively utilize Google Ad Grants to make a meaningful impact.

Whether it’s an awareness campaign for an environmental non-profit, a fundraising campaign for education, or a volunteer recruitment campaign for animal welfare, Google Ad Grants can serve as a powerful tool to amplify the reach and impact of non-profit organizations.

So, if you’re a non-profit looking to make a difference, harness the power of Google Ad Grants and take your cause to new heights!

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