Google Ad Grant Management for Nonprofits
Eligible nonprofits can benefit from a Google Ad Grant, a program that offers free advertising to eligible 501c3 organizations on the most popular search engine — Google Search.
Google Search Advertising can help you grow awareness of your work and mission, attract qualified traffic to your organization’s website, increase fundraising, promote advocacy, and inspire your key audiences to engage or take action. The Google Ad Grants program gives qualifying organizations a monthly budget of up to $10,000 in Google Search Ads grant money.
If you think you qualify but need help navigating the process — or if you already have a Google Ad Grant account but aren’t sure if your nonprofit is getting the most out of it — JB Media is here to help with all of your Ad Grant Management needs.
Are you a registered 501c3 nonprofit?
Does your organization have a website?
Does your organization meet all of Google’s eligibility criteria?
If you answered yes to all of the above questions, you might qualify!
If you answered no to any of these questions, you are not quite ready for a Google Ad Grant Grant.
Have questions or ready to get started with Google Ad Grant management?
Contact Sarah Yerkey at (828) 490-9299 ext. 700
What We Offer
Our agency offers a paid service to help nonprofits navigate every step of the way, from the Google Ad Grant application process to using your ad campaigns to reach your target audiences and achieve your goals for growth.
We’ll apply for the Google Ad Grant for your nonprofit organization. If your ad account has lapsed, we can also apply for reactivation.
We’ll conduct keyword research to find search terms that present the best opportunities for your organization.
We’ll analyze your website to determine the best use of Google Ad Grant campaigns and how to structure your account, including site link ad extensions.
We’ll build out your Google Ads account and your ad groups, write the ad copy for you, choose the targeting, include calls to action, and help generate conversion tags for your campaign. You will still need a developer to install the tags.
Ad grant Management
We’ll maintain your Ad Grant account to ensure it follows all of Google’s current rules and general best practices (which can change frequently).
We’ll see how well your Google Ads account performs and make suggestions for improvement.
We’ll deliver monthly reports detailing the performance of your campaigns, including click-through rates, Google Search results, and engagement metrics.
Training and Coaching
We’ll provide training to nonprofit staff so your organization can handle ongoing account management in-house or in collaboration with our team of experts.
Note: Google Ad Grant dollars do not cover the costs of hiring an agency to help with any of the above tasks. JB Media has affordable pricing for our Google Ad Grant services. Read more below to learn the benefits of outsourcing, or contact us to request a quote for your organization.
Benefits of Outsourcing Google Grant Management and Strategy
We’ve heard from many nonprofits that they don’t have the time, capacity, or internal skill set needed to get value out of a Google Ads Grant account effectively. Some try and end up quitting in frustration. Other organizations are too daunted even to try. We can help you with only a piece of your Google Ad Grant work, or we can do the whole thing for you. Here are some of the top benefits of outsourcing:
Any nonprofit organization can benefit from $10,000 a month in free Google Search advertising.
If you don’t have internal expertise, outsourcing the strategy and management of your Google Ad Grant can help you get the most out of that money.
We make it easy to start taking advantage of this free advertising.
The process can be complicated and somewhat overwhelming if you’ve never set up Google Ads campaigns before. We are experts that can handle the process for you from initial application through ongoing campaign management.
Get the most significant impact!
Maximize your Google Ad Grant by bringing on a team of experienced professionals who can help you get the most exposure possible for your free advertising.
Reduce the burden on your staff.
The best practices for Google Ads change frequently, so you can free up your current staff from having to do constant research to ensure what you are doing today will continue to work tomorrow.
Things You Need to Do to Prepare for a Google Grant
Is your nonprofit ready to leverage the Google Ads Grant program? Here are a few things you’ll need to ensure you have done before engaging with us.
Check to see if your organization is eligible for a Google Grant.
Information on Google’s eligibility requirements and the Google Ad Grants policy can be found here.
Get validated by TechSoup and join Google for Nonprofits.
Eligible nonprofits must be validated by a third party called TechSoup before you can join Google for Nonprofits. You will need to be validated and join Google for Nonprofits before you can begin the application process for the Google Ads Grant program.
Determine your target audiences, specific goals for these ads, and topics you want to focus on in your Google Ad campaigns.
You’ll need to give us some guidance before we can help you get the most out of a Google Ad Grant. Here are some questions to consider:
What top growth goals do you think Google Ads can help you achieve? Specifically, what “conversion goals” do you have? Do you need to increase phone calls, email newsletter signups, form completion, resource downloads, or something else?
What topics do you most want to be known for among your primary target audience? Do you have content on your website that focuses on those topics? Is your website’s user experience top-notch and functional? If not, we have the tools to create a comprehensive content marketing strategy for you.
Who are the people you want to reach through these campaigns? Is there a geographic location you want to target? Be prepared to offer demographic and psychographic details to help our team set up your targeting.
For the topics you decide to focus on, you’ll need to ensure your website has plenty of quality content on those topics to which your Google Ads can drive traffic.
Your nonprofit organization’s website will need to feature 10 to 20 high-quality pieces of content related to specific relevant topics you want to be known for. These content pieces can include blogs, landing pages, and online resources or guides.
Set up conversion tracking on your website.
To maximize the Google Ads Grant, you must set up Google Analytics goals to track your organizational goals. This will most likely require support from your website developer if your website is not set up to capture leads or track them correctly.
There is more back and forth that often requires support from your website developer if the website is not set up to capture leads or track them correctly.
Google Ads and Google Ad Grant Management Service Training
If you want to increase your internal capacity for managing your Google Ad Grant in-house, we can help with training!
Some nonprofit clients want to learn how to manage their Google Ads accounts and take over their grants after a few months of our work. We offer training for your internal team members who will take over management of the grant work when our contract is over.
Communicate your needs to us, and we’ll work with you to make a plan.
And if you’d like information that will help you get up to speed on Google Ad Grants, check out JB Media’s Ultimate Guide to Google Ad Grants for Nonprofits.
JB Media has over a decade of experience managing Google Ad Grants accounts for nonprofit clients in sectors ranging from local tourism to impact investing. We have helped many nonprofit organizations achieve their goals through successful Google Grant-funded ad campaigns. Contact us to see if we are the right partner to help your organization secure or get the most out of a Google Ad Grant.
To see an example of the results we have been able to achieve, take a look at our B Lab Case Study: