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Google Ads Grant Management

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Your Google Grant account sorted

Google Ads Grant program offers an incredible opportunity to drive some serious traffic to your website.

However, it can be hard to make the most of it if you don’t have the time or know-how.

From application to optimisation, we’ve got you covered.

Struggling with your google ad grant?

Request a FREE account audit

We will diagnose and analyse your Google Ad Account and provide you with a set of recommendations for FREE. Usually valued at $499, this offer is available to a very limited number of organisations a month.

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About Google Grants

Eligibility requirements differ from country to country, so it’s best to check Google’s eligibility guidelines to figure out if you will meet the requirements. However, as a general guide, you must be registered as a charity with the relevant authorities of your county and NOT a governmental entity or organisation, hospital or healthcare organisation or a school, academic institution, or university.

Google Ad Grant is for up to US$10,000 per month to be spent on Google Search Advertising.

Your Google Ad Grant lasts indefinitely as long as you remain eligible, and meet the ongoing requirements of the Google Ad Grants.

To keep your Grant Account active you have to meet certain requirements. These include not bidding on single or overly generic keywords and having minimum click-through-rates and quality scores.

You can find more information about the Google Grant rules here.

While free ad spend is great, there are limitations to the program. With Google Grants, you can only create Google Search ads. You can’t create Display, YouTube, Shopping or App ads.

Another limitation is that ads from paid Google Ads accounts will take priority. Meaning ads from Grant accounts will only appear if there are spaces for ads not taken by paid ads and will always appear below any paid ads.

To overcome these limitations, many organisations opt to have a paid Google Ad account alongside their Google Grant account.

No, you cannot use Google Ad Grant for display ads. Google Ad Grant can only be used for creating search ads and extensions. Many organisations opt to run display ads from a separate paid ad account.

When bidding manually, $2 (US dollars) is the maximum you can bid on a keyword. However, if you use an automated bidding strategy ⎯ meaning Google’s algorithms figure out how much to bid to maximise conversions ⎯ you may bid more than the $2 cap.

While you don’t technically have to have Google Analytics set up to use Google Grants, you definitely should. It is an incredibly usefully tool for measuring the success of your marketing and it is the easiest way to set up conversion tracking, which IS a requirement of the Google Grants program. Don’t worry; we can support the set-up of Google Analytics.

Don’t worry; you can’t spend over your Google Grant. Once you hit your daily limit of $329 per day, your ads will stop running. If this happens, you can look at which ads are giving you the most significant benefit (or return on investment) and prioritise your budget for these ads. However, many organisations never come close to spending $10,000 each month.

If your social enterprise meets the eligibility requirements of Google Grants (e.g. is a registered charity etc.), then yes, you can use Google Grants for your social enterprise. You may advertise paid products or services as long as funds raised go towards your charitable mission.

There is no one-size-fits-all answer to this question; whether Google Ads Grant will be worth it depends on the organisation and its goals. Applying for, setting up and managing a Google Ad Grant takes time and effort.

We support Australian nonprofits and charities with their Google Ad Grant. Get in touch to find out how we can help you.

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