Many nonprofits start using Google Ad Grants with high hopes of raising donations fast. It sounds simple enough: free Google Ads, more clicks, more gifts.
But that’s not quite how it works. The Grant isn’t designed to drive instant donations. It’s built to help people discover your organization, learn about your work, and take the first step toward getting involved.
What the Google Ad Grant actually does
The Google Ad Grant gives eligible nonprofits up to $10,000 each month in free Google Search ads. It’s an incredible opportunity, but there are limits.
Grant ads run in a different auction than paid Google Ads, and paid ads always show first for the same keywords. So if you’re bidding on “donate to clean water charities,” every paid account will appear before your Grant ad.
That means nonprofit Google Ads through the Grant are best used for educational and awareness content, not high-intent donation terms.
What nonprofit Google Ads are really good for
Where the Grant shines is at the top and middle of your funnel. It helps you reach people who don’t yet know your nonprofit, but are searching for topics related to your mission.
Imagine this:
- Someone searches “how to help families after natural disasters.”
- Your ad leads them to a helpful resource on your site.
- They read, learn, and maybe join your email list.
- Later, when your fundraising appeal lands in their inbox, they already know who you are.
That’s how nonprofit Google Ads create long-term donor growth. They build awareness first, so your paid, email, and social campaigns can convert later.
The funnel still matters
The Grant is a tool in your larger marketing funnel. It pulls in new visitors at the top, and your other channels move them closer to giving.
When you use the Grant to support blog content, resources, or volunteer pages, you grow your list and strengthen your donor pipeline. Over time, that helps lower your cost per acquisition and improve your return on ad spend.
How to make it work with your other marketing
Many nonprofits get the best results by using both Grant and paid Google Ads together.
Here’s how to split the work:
- Use your Grant account for awareness campaigns: educational pages, stories, and blog content that introduce your mission.
- Use your paid account for high-intent and remarketing campaigns: people who have already visited your site, joined your list, or are ready to give.
Together, this combination covers the full journey from awareness to action, while keeping your budget focused where it performs best.
The takeaway
Nonprofit Google Ads aren’t a quick fix for donations. They’re a steady way to bring in new audiences, share your story, and guide people toward long-term support.
When you treat the Grant as part of your full digital strategy, it becomes one of the most powerful awareness tools your nonprofit can have.
FAQs
Can you use nonprofit Google Ads for fundraising?
Yes, but results will vary. Donation keywords are highly competitive, and Grant ads rank below paid ones. It’s best to focus your Grant on awareness and education.
Why are paid Google Ads better for donations?
Paid accounts can target high-intent searches and use advanced bidding strategies. That makes them ideal for donation and conversion campaigns.
Can you use both accounts together?
Yes. Many nonprofits use the Grant to drive traffic to their site, then use paid Google Ads to retarget those visitors with donation or event campaigns.
How do you measure success with a Google Ad Grant?
Look at engagement metrics like time on site, page depth, and email signups. These show your ads are attracting the right people and building your audience.
Does the Grant actually help with donations?
It does, just indirectly. The Grant helps people discover your organization and start their relationship with your cause — the first step toward becoming a donor.