Google Ad Grants for Nonprofits

If you don’t know what a Google Ad Grant is, you are missing out on an opportunity to get FREE advertising on the most widely used search engine on the planet–Google Search.

If you do have a Google Grant, but you aren’t sure if your nonprofit has been getting the most out of it, you shouldn’t feel alone. Managing a Google Grant has gotten increasingly complicated over the last few years.

What We Offer

Our agency helps nonprofits navigate every step of the Google Ad Grant process, from successfully navigating the application process to maximizing the use of your Google Ad campaigns to reach your target audiences and achieve your goals for growing awareness of your work and mission, attracting most qualified website traffic, and inspiring engagement.

Application

Apply for the Google Grant on behalf of your nonprofit organization.

Research

Conduct keyword research to find the search terms that present the best opportunities for your organization.

Strategy

Analyze your website to determine the best use of the Google Ad Grant and how to structure the account.

Execution

Build out your Google Ad Account, write the ads for you, choose the targeting, and help generate conversion tags for your campaign. You will still need a developer to install the tags.

Management

Provide ongoing maintenance of the account to ensure that the account follows all of Google’s current rules and general best practices (which can change frequently).

Reporting

Deliver monthly reports detailing the performance of your campaigns.

Training and Coaching

Provide training to nonprofit staff so your organization can handle ongoing management in-house or in collaboration with our experts.

Benefits of Outsourcing Google Ad Grant Strategy and Management

We’ve heard from many nonprofits that they don’t have the time, capacity, or internal skill-set needed to effectively get value out of a Google Grant. Some try and end up quitting in frustration. Other organizations are too daunted to even 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:
  1. 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.

  2. We make it easy to start taking advantage of this free advertising.

    If you never set up Google Ads campaigns before, the process can be complicated and somewhat overwhelming. We are experts that can handle the process for you from the initial application through ongoing campaign management.

  3. Get the biggest 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.

  4. Reduce 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 that 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 a Google Ad Grant? Here are a few things you’ll need to make sure you have done before engaging with us.

  1. Check to see if your organization is eligible for a Google Grant.

    Information on Google’s eligibility requirements can be found at google.com/nonprofits/eligibility/.

  2. 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 Ad Grants program.

  3. Determine your target audiences, specific goals for these ads, and the topics you want to focus on in your Google Ad campaigns.

    You’ll need to be able to give us some guidance before we can really help you get the most out of a Google Ad Grant. Here are some questions to consider:

    • What are the top goals for growth that 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 some other goal
    • What are the topics you most want to be known for among your primary target audience? Do you have content on your website that focuses on those topics?
    • Who are the people you want to reach through these campaigns? Be prepared to offer demographic and psychographic details that will help our team set up your targeting. Is there a geographic location you want to target?
  4. For the topics you decide to focus on, you’ll need to make sure your website has plenty of quality content on those topics that your Google Ads can drive traffic to.

    Your nonprofit organization’s website will need to feature 10 to 20 high quality pieces of content that relate to specific relevant topics you want to be known for. These content pieces can be a mix of blogs, landing pages, and online resources or guides.

  5. Set Up Conversion tracking on your website.

    To maximize the Grant, you have to be set up with Google Analytics goals to track your organizational goals. This will most likely require support from your website developer if your site is not set up to capture leads or track them correctly.

    If these are not setup then there is more back and forth and this often requires some support from your website developer if the site is not set up to capture leads or track them correctly.

Google Ads and Google Ad Grant Management Training

If you want to increase your internal capacity for managing your Google Grant in house, we can help with training!

Some of our nonprofit clients want to learn how to manage their Google Ads Accounts and to take over the grant after a few months of our work. We offer training for your internal team members who are going to take over management of the grant work when our contract is over.

Just communicate your needs to us and we’ll work with you to make a plan.

And if you’d like some information that will help you get up to speed on Google Grants, check out JB Media’s Plain Language Guide to Google Ad Grants for Nonprofits

Our Experience

JB Media has over a decade of experience managing Google Ad Grants accounts 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.

Results

To see an example of the kinds of results we have been able to achieve, take a look at the Case Study we created detailing our work for B Lab: Google Grant Magic: How We Increased Conversions by 752% in One Year Through Digital Advertising