Google Ad Grants
27 Sep
  • By Camilla Marsh
  • Cause in

How To: Advertise your NPO for free on Google

Have you ever thought what $10 000 a month in in-kind advertising would mean for the success of your non-profit?

If this possibility seems too good to be true, it’s time to quit thinking and start doing, and set up your Google Ad Grants account.

Google Ad Grants is one of many incredible and entirely free tools, geared to grow the reach of your NPO while keeping resource expenditure down.

If you haven’t yet heard of this treasure trove of free online tools offered by Google for Nonprofits, check out our previous blog post to understand all about it.

By signing up for Google Ad Grants, you can promote your website, target specific keywords, create unique ads to target your audiences, and also track online donations, newsletter sign ups, volunteer registrations, and more. All for free!

Below we’ll touch on the top 3 benefits of setting up Google Ad Grants for your NPO, as well as walk you through the process step-by-step.


3 Benefits of Google Ad Grants for NPOs

  1. Raise awareness through nonprofit advertising

Google Ad Grants works the same way Google AdWords does, by placing your advert in front of those searching for NPOs similar to yours. You can use relevant keywords and create unique ads to raise awareness about your work, successes, drives and upcoming workshops and events.


2. Grow your network of donors and supporters

Leads are converted into customers with a click, as your NPO’s good word is spread across the world wide web. By using Google Ad Grants, you can grow your newsletter subscriber list, ask for donations, promote volunteer programs to increase sign up, and drive traffic to your social media channels.


3. Minimise expenditure for maximum exposure

Over 3 billion people search Google everyday. By using Google Ad Grants, you can reach this vast new network of potential donors, supporters and volunteers, situated all across the globe- for no cost at all! This frees up your budget to be spent on other pressing purposes such as events management and aid.


How to set up Google Ad Grants for your NPO

So this all sounds incredibly awesome right? Well it gets even better! As long as you qualify for opening a Google Ad Grants account, getting started is as simple as can be. Here’s how:

  1. See if you are eligible.
  2. Sign up for Google for Nonprofits.
  3. Enrol in Google Ad Grants.
  4. Create an account.
  5. Submit your account for review.

Once you’ve completed these five simple steps, you’re ready to send your first Google Ad Grants campaign out into the world. Here’s some more info on how to create your first campaign.


Receiving R130 000 to spend monthly on your advertising needs couldn’t be easier right? But still, we know how scary it can be embarking on new advertising endeavours and using unknown technologies, so we are here to support you all the way!

Get in touch at [email protected] if you have questions at all, or check out our other best practices for NPOs.


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Camilla Marsh
Camilla is a curator of good cause content, nomadic writer and connoisseur of life, on a journey to help others live the best life they can. She specialises in self-development and all things happiness.
sibong’musa community based project
September 29, 2017 2:49 AM Reply

Please can you add us indeed its a great article sibong’musa community based project.

Brownie Points team
October 5, 2017 9:44 AM Reply

Hi! Get in touch at [email protected] and we can asisst you through the sign up process.

Great article! Please may you add that the validation token for all South African Google AdWords Grants can be obtained through , thank you 🙂

Thanks for the comment Sam!

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