Google gives nonprofits up to $10,000 per month in free advertising, but most organisations never use the full amount. This is usually because they do not understand the limits or how to work within them.
Key takeaways
- Google gives eligible nonprofits up to $10,000 per month in free search advertising, but most organisations never spend the full amount because they do not understand the grant limits.
- Google Ad Grants accounts are limited to search ads with a $2 maximum bid per click, no remarketing or shopping ads, and strict keyword rules.
- Using Maximise Conversions with proper tracking of donations, form submissions, phone calls and volunteer sign-ups lets Google bid above the $2 limit when a conversion looks likely.
Key Grant Limits
The main restrictions include:
- A $2 maximum bid per click
- Only search ads are allowed
- No remarketing or shopping ads
- Strict keyword rules
These limits make it difficult to compete unless the account is set up correctly.
Related guides: Free Google Ads for Charities: How It Works and Who Qualifies and Charity PPC Accounts Explained: How Google Ads Works for Charities.
How to Spend the Full $10,000 Per Month
Charities that succeed do three key things.
1. Use Maximise Conversions
This bidding strategy allows Google to bid higher than the $2 limit when it thinks someone is likely to convert.
2. Set Up Proper Conversion Tracking
Google needs to know what a success looks like. This includes tracking:
- Donations
- Form submissions
- Phone calls
- Volunteer sign-ups
Without this, Google cannot optimise campaigns.
3. Use Strong Keywords and Ads
High-performing Grant accounts focus on:
- High-intent searches
- Well-written headlines and descriptions
- Ads that match what people are searching for
When done properly, free Google Ads for nonprofits can become one of the most powerful tools a charity has to grow support, awareness and funding.
If your nonprofit is not spending its full Google Ad Grant or is struggling to get meaningful results, Results First specialises in setting up and managing Charity PPC campaigns that actually convert. Get in touch to see how much more value you could be getting from your free Google Ads budget.
Need help with your Google Ads?
If you’d like a second opinion or help working through this, send me an enquiry with a little context. I’ll reply by email first and let you know whether I can help. You can also choose Google Ads review / audit on the form to request a free account review.