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3/31/22 11:37 AM 6 min read

Google Ad Grants for nonprofits: How to use it fully?

The Google Ad Grants program gives charities a credit of $10,000 per month to run targeted advertising campaigns to promote their organization's services and social mission.

GoogleAdGrants_LogoAlthough there is an automated campaign management by Google, it is strongly recommended to manage your ads yourself and to precisely follow your performance indicators, in order to readjust your shot if necessary. However, to benefit from its rapid repercussions, you must respect certain rules set by Google:

  • Achieve an average click-through rate above 5% each month
  • Have a minimum of two campaign groups on hand
  • Be active at least once a month and make a change every 90 days
  • Have a keyword quality level greater than or equal to 2
  • Avoid single term keywords

If your ads do not meet one of these criteria, Google could exclude you permanently from its program, hence the importance of mastering it with your fingertips!

So how do you take full advantage of Google Ad Grants and what do you need to put in place to ensure proper and efficient monthly management? Our philanthropic marketing experts explain!

Analysis of your paid traffic evolution

A bit like a detective on a mission, you must analyze the evolution of your paid traffic in order to avoid a sudden drop in your position on search engines.

Keep in mind that the goal is to deliver the right ads, to the right people, at the right time. Rigorous analysis of your paid traffic is a good way to know the typical profile of people who click on your ads. Socio-demographic data allows you to fine-tune your targeting, adjust the bids of your campaigns, analyze the best performing keywords and, finally, identify interesting prospects.

A well thought out and timely ad can convert users into recurring donors. Of course, your traffic is not static. It evolves over time and its expectations and needs change. That's why it's important to follow its evolution and adjust your campaigns accordingly to maximize your return on investment.


Analysis of your ads' ranking and performance indicators

Your ranking is determined according to your bids, the quality of your content and keywords, their relevance and the context of the user's search.

To determine the performance of your ads, it’s important to analyze the following data:

  • The number of impressions obtained, or people who saw your ad
  • The click-through rate or "CTR", which indicates the ratio between the number of impressions and the number of visitors who clicked on your ads
  • The number of conversions, i.e. the number of times the campaign goal was met, for example the number of donations made or the number of purchases of your promotional items following the broadcast of your ads
  • The cost per click, the average cost of a click on your ads, which indicates your campaigns' relevance and performance
  • Conversion value, such as the value of the average donation from your advertising campaign
  • The cost per conversion, which is the amount invested (think about calculating your time or the cost of the agency that manages your Google account) divided by the number of conversions.

To be able to measure all of this and focus your Google Ad Grants budget on the campaigns that generate the most results, you'll need to set up tracking tags to see where users are going, which keywords are ranking better, which people are getting a good click-through rate, and what your conversions are worth.

These tracking tags are your best allies, as they allow you to make informed decisions and give you insight into how to optimize your ads.

Important point

Your best performing ads will not necessarily be the ones that get the most clicks. Your job is to generate quantity and quality based on a monthly search volume! So, you'll need to combine high volume impression campaigns that offer a lower conversion rate, but ensure a high quantity of donations, with more micro campaigns, which convert a higher quality of web visitors into donors.


The goal here is to harmonize the two types of advertising offensives to achieve the best possible result for your organization.

Follow-up of your goals and adjustments of your campaigns

And no! It's not always easy to do paid digital advertising! As we mentioned earlier, communication channels and your traffic vary from month to month.

Google Ad Grants requires regular maintenance of your campaigns and requests improvements every 90 days. This ensures that you are always proactive about the effectiveness of your ads and have the desired volume of clicks and donations based on your goals.

The secret to good advertising is optimization, optimization and more optimization!

Monthly activity report

The monthly activity report is an essential. Each month, you need to identify your performance and know how your SEM strategy is doing. Are you progressing, stagnating or decreasing?

This is also when you check the total number of conversions achieved in the last month. This allows you to allocate the right resources to the right places and determine potential marketing tactics to meet your fundraising goals.


Without results reporting and a clear understanding of your data, it's hard to reach new heights! Philanthropic marketing specialists are available to assist you in developing your digital fundraising strategies.

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