The Basics of the Google Ad Grant for Charities | AI EDGE

Since 2003, Google has provided charities and non-profits with a unique opportunity to raise awareness and attract support through the Google Ad Grant. The scheme offers up to £7,000 ($10,000) per month in free Google Ads credit, giving charities access to professional digital advertising without the usual costs. Yet many organisations are either unaware of it or unsure how to use it effectively.

This guide explains what the Google Ad Grant is, how it works, the benefits it brings, and how UK charities can get started.

What is the Google Ad Grant?

The Google Ad Grant allows registered charities to advertise on Google Search at no cost. When someone types in a relevant search query, such as “donate to children’s charity” or “local cancer support”, your ad can appear at the top of the search results.

Unlike standard paid campaigns, where each click comes out of your budget, Google covers the cost. That means you can promote your cause, raise awareness, and drive meaningful actions on your website, all without spending a penny on advertising space.

How does the Google Ad Grant work?

Approved charities receive £7,000 ($10,000) in ad credit every month, automatically renewed as long as you remain compliant with Google’s rules. You can use this credit to:

• Promote fundraising appeals and donation pages

• Advertise events, campaigns or petitions

• Recruit volunteers and supporters

• Increase awareness of your services in the community

The ads themselves are search text ads - the ones you see at the top of Google results pages. They can be targeted to specific keywords, locations, and audiences, ensuring that your charity appears in front of people actively looking for help, ways to donate, or opportunities to get involved.

The key benefits for charities

1. Reach new supporters
   The grant allows your charity to appear in front of people who may never have come across your organisation otherwise.

2. Drive online donations
   By directing traffic straight to your donation page, the grant can provide a steady stream of contributions.

3. Recruit volunteers
   Many charities use ads to highlight volunteering roles, attracting committed individuals who are already searching for opportunities.

4. Promote events
   From fundraising dinners to local community workshops, advertising ensures your events get in front of the right people.

5. Raise awareness of services
   If your charity provides vital services, ads can help those in need find you quickly and easily.

6. No cost to your budget
   Every click is funded by Google, meaning you can run campaigns equivalent to thousands of pounds per month without spending your own resources.

Who is eligible?

To qualify for the Google Ad Grant in the UK, your organisation must:

• Be a registered charity with the Charity Commission for England and Wales, or the relevant regulator in Scotland or Northern Ireland

• Have a functioning website with relevant, high-quality content that reflects your mission

• Agree to Google’s non-discrimination and donation policies

• Commit to active management of the account (e.g. maintaining at least a 5% click-through rate)

Government bodies, hospitals, schools and universities are not eligible, though their charitable foundations may be.

Getting started

You can apply for the grant through Google for Nonprofits, which provides access to a suite of free tools including Google Workspace and YouTube for Nonprofits. Once approved, you set up a Google Ads account and begin building campaigns.

Why it matters

Digital advertising is one of the most effective ways to connect with donors, volunteers and beneficiaries. For most charities, the main barrier is cost. The Google Ad Grant removes that obstacle, allowing even the smallest organisations to compete with larger names in search results.

When managed well, the grant can:

• Multiply website traffic

• Increase online donations

• Raise brand awareness

• Deliver measurable impact month after month

In summary: The Google Ad Grant is a powerful tool that can transform how UK charities connect with their audiences. With £7,000 in free advertising available every month, it represents one of the best opportunities for charities to grow their reach and impact online.