The three most important potential benefits of Google Ads, formerly known as Google Ad Words, are increased traffic, brand awareness, and conversions. If your nonprofit qualifies for a Google Ad Grant, what goals would your nonprofit try to achieve with up to $120,000 a year in free Google search advertising? 

Google advertising is based on a PPC (Pay Per Click) model. If you have a Google Ad grant, Google will deduct money from your grant budget each time someone clicks on one of your ads. You’ll need to think deeply about what you want to achieve with those clicks – and the increased traffic, brand awareness, and/or conversions they will bring – before you put any resources or effort towards Google Ads.

It takes a lot of work to apply for a Google Ad Grant, and then even more work to do the research, strategy, campaign set up, content creation and ongoing monitoring and management that is required to get the most out of the grant. 

We know that time and resources are tighter than ever right now for nonprofit organizations. It is understandable if you want to know if it will be worth it before you invest anything in this process. To help you, we put together this quick guide to the main benefits. 

If you are looking for a more comprehensive guide to the requirements – and what it will take to be successful – get your free copy of A Plain Language Guide to Google Ad Grants for Nonprofits


The Top 3 Benefits of Google Advertising 

Increased Traffic 

If your Google Ad campaigns are well strategized and executed, increasing numbers of people who are searching for topics related to your services and mission will click on your ads and visit your website to learn more. This is especially helpful for nonprofits that have a goal or mission to educate people – sharing thought leadership on topics that you have expertise on around the challenge you are working to solve or the solutions that you have to offer. 

Greater Brand Awareness

It is understood that people often need to see a brand several times before they become interested. Having your ads appear in relevant Google Search results can be a powerful way to build brand awareness and create multiple touch points that build trust over time.  


High quality conversions happen when the internet users who see your Google search ad follow the call to action (CTA). The conversions that you want will depend on what your needs are as an organization. Common Google Ad CTAs ask users to:

  • Sign up for a newsletter
  • Download a resource (such as a white paper, guide, or tool)
  • Make a phone call to your organization 
  • Fill out a contact form  
  • Register for an event
  • Make a donation

Though you may have zeroed in on “make a donation,” we highly recommend that you come up with ideas for how the other calls to action could benefit your organization. We have found that organizations that are trying to inform, educate, or help people with their advertising campaigns and content are more likely to see the benefits of Google Search advertising than those that are simply asking for money. 

What it Takes to Succeed with Google Search Advertising

Even if you are eligible for the Google Ad Grants program, that does not necessarily mean that your organization is ready to achieve successful outcomes with Google Search advertising. 

If you don’t already have staff members that are skilled with Google Ads you may want to consider paying for additional training or upskilling. 

You can hire a consultant or agency that already has expertise in this area to take over every step of the process from the Google Grant application process to executing and managing your campaigns. We recommend looking for a team that maintains certifications in Google Search advertising. 

JB Media is Google Ads Certified!
Learn more about our Google Grant Services here.