Google Ad Grants

Google.org provides charities with up to $10,000 per month in free ad credits through its Google Ad Grants program. This enables charities to run search ads at no cost, helping them increase visibility and reach more donors through fundraising campaigns. Google Ad Grants can be seamlessly integrated with Google Analytics 4 (GA4) to track the entire donor journey.

The program is limited to search ads and does not include other formats like display, discovery, or YouTube ads. Additional limitations include a maximum cost-per-click (CPC) of $2 per keyword, and the fact, that Ad Grants ads are always ranked below regular (paid) Google Ads. As a result, most nonprofits use both the free Ad Grants and paid Google Ads formats to scale their online fundraising efforts.