Most charities celebrate the Google Ad Grant ($10,000 per month) in free search advertising. But here’s the catch: unlike an e-commerce or commercial account, nonprofits must work within the Google Ad Grants framework (if they are eligible).
It’s a powerful tool to build awareness and reach new audiences. But for many nonprofits, the Grants program alone won’t deliver the donations or long-term supporter growth they need. That’s where a dual account strategy comes in.
Use Google Ad Grants to grow awareness and a paid Google Ads account to drive conversions, donations, and measurable impact. Here’s a structured approach based on 10+ years of managing Google Ads across industries and adapted especially for nonprofits ready to scale their mission.
The Limitations of Grants-Only Advertising
While the Ad Grant is valuable, it comes with restrictions:
- CPC Cap: Max $2 CPC unless using Maximise Conversions.
- Search-Only: No Display, YouTube, Shopping, or Performance Max.
- Compliance Rules: Must maintain 5% CTR, no single-word/generic keywords.
- Competitive Keywords: Great for awareness, but not enough to drive donations at scale.
Example: High-value donation keywords like “donate to cancer research” often cost $5–$10+ per click, far exceeding what Grants allow.
In short, Ad Grants are excellent for awareness and education campaigns, but they may not be sufficient for fundraising at scale.
Why Every Charity Needs a Dual Google Ads Strategy
Instead of choosing between free media and paid media, charities can combine the two. Run two accounts in parallel: one funded by the Google Ad Grant and one for Paid Ads to cover all bases.
1. Google Ad Grants Account (Free $10,000/month)
Best for: awareness, education, and engagement.
- Promote resources, guides, blog posts, and petitions.
- Capture long-tail search traffic that paid advertisers ignore.
- Drive newsletter sign-ups and volunteer interest.
Why it matters: Build brand visibility without spending paid budget.
2. Paid Google Ads Account
Best for: high-intent, competitive, and conversion-focused campaigns.
- Bid on high-CPC keywords (“donate to cancer research,” “sponsor a child”).
- Run Performance Max campaigns for multi-channel reach.
- Enable YouTube storytelling, remarketing, and Shopping campaigns.
- Use flexible bidding strategies (tCPA, tROAS, Maximise Conversions).
Why it matters: Paid ads let you capture the clicks Ad Grants can’t reach
How to Split Campaigns Between Accounts
A smart charity avoids overlap by assigning campaigns strategically:
Grants
Top of funnel: educational content, volunteering, brand awareness, informational searches.
- Informational keywords (“what is food poverty”).
- Non-competitive supporter terms (“volunteer in London”).
- Branded awareness campaigns.
Paid
Bottom of funnel: donation keywords, remarketing, seasonal appeals, merchandise sales.
- High CPC donation keywords.
- Retargeting warm audiences (visitors, past donors).
- Seasonal campaigns (Christmas donations, Ramadan giving, year-end appeals).
- Merchandise promotion.
How to Secure & Maximise Google Ad Grants
1. Strategy & Setup
- Apply for $10k/month grant (if eligible)
- Set clear goals (donations, sign-ups, volunteers, events)
- Install GA4 & Tag Manager to track conversions
2. Campaign Structure
- Segment keywords: High Intent, Educational, Branded
- Use single-theme ad groups
- Apply geotargeting
3. Ad Copy
- Highlight mission + impact
- Use strong CTAs (Donate, Volunteer, Join)
- Add extensions (sitelinks, callouts, snippets)
4. Bidding & Budgets
- Stay within $329/day cap
- Max CPC $2 unless automated bidding
- Prioritise high-intent keywords to avoid wasted spend
5. Compliance (Google Rules)
- Minimum 5% CTR
- Valid conversion tracking
- At least 2 ad groups + 2 ads per campaign
- No generic or single-word keywords
6. Beyond Search (if budget allows)
- YouTube for Nonprofits: Inspire with video storytelling.
- Display Retargeting: Re-engage past visitors.
- Shopping Ads: Promote charity merchandise.
Key Takeaway: Don’t just spend the free $10k. Use it strategically to drive measurable impact (donations, sign-ups, and awareness) while optimising for intent.
How to Manage a Paid Google Ads Account for Non-Profits
1. When to Go Paid
- Keywords exceed $2 CPC (“donate to cancer research,” “sponsor a child”)
- Retarget past site visitors (Display, Discovery, Performance Max, YouTube)
- Run Shopping campaigns for merchandise
- Scale campaigns once the Grant limits are reached
2. Campaign Types
- Search (High Intent): donations & volunteering keywords
- Performance Max: combines display, YouTube, and search
- Remarketing: re-engage previous donors/visitors
- YouTube Storytelling: emotional video ads for awareness & consideration
- Shopping: push charity shop products/merchandise
3. Ad Strategy
- Highlight donation impact (“£25 provides clean water for a month”)
- Use urgency (“Donate before midnight to double your impact”)
- Segment audiences: past donors vs. new supporters
- Add extensions: Donate, Fundraise, Volunteer, About Us, Impact Reports
4. Bidding & Budgeting
- Test automated bidding: Maximise Conversions or tCPA
- Split budgets: Awareness → YouTube/Display, Action → Search/PMax
- Track ROAS/CPA benchmarks for donations
5. Measurement
- Track user funnel: click → site visit → form → donation
- Monitor donor LTV for repeat giving
- Use GA4 + offline imports for full attribution
6. Optimisation
- RLSA: Bid higher for engaged users
- Lookalike / Similar Audiences: Target new donors
- Test creative: Video hooks, headlines, urgency angles
- Optimise landing pages: Fast, mobile-friendly, transparent
Key Takeaway: A paid account helps you use high-intent keywords, scale beyond Grants, run remarketing campaigns, and sell merchandise.
Benefits of a Dual Account Strategy
- Maximise Reach: Grants bring in new audiences at no cost, paid ads close the loop with high-value supporters.
- Efficient Spend: Paid budget is reserved for where Grants can’t compete.
- Always-On Presence: Grants keep your charity visible year-round, while paid ads fuel campaigns during peak giving moments.
- Data Synergy: Insights from Grants campaigns (search trends, audience behaviour) guide where to invest in paid ads.
Key Takeaway
Charities shouldn’t view Ad Grants and Paid Google Ads as either/or. Instead, think of them as two sides of the same strategy:
- Grants build awareness and fill the funnel.
- Paid captures intent, drives conversions, and scales fundraising.
The smartest charities aren’t choosing between Ad Grants vs Paid Ads. They’re combining them. With a dual account strategy, you can build awareness at no cost, then double down with paid ads. The result? More donations, better fundraising, and long-term supporter growth.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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