01
Eligibility & application support
Google for Nonprofits and TechSoup setup guidance, eligibility checks, and help submitting a clean Ad Grants application.
Google Ad Grants management
Turn $10K/month in Search credit into real supporters.
Eligibility support, account setup, compliance monitoring, conversion tracking, and ongoing optimization — so your Google Ad Grant does more than sit unused or risk suspension.
Why grants underperform
Free ads are not free if they never convert.
Eligible nonprofits can receive up to $10,000 per month in Google Search advertising credit. Many accounts never launch cleanly, spend on the wrong queries, or get suspended after two weak CTR months. The grant is a system — application, structure, tracking, landing pages, and weekly care.
The grant was approved and then abandoned
Credit sits unused because nobody owns weekly optimization — or the first campaigns never converted.
Keywords violate grant rules
Single-word terms, generic queries, and Quality Score problems quietly put the whole account at risk.
Tracking still counts pageviews as goals
Without trustworthy conversions, bidding strategies and board reports are fiction.
Landing pages do not match the ad
Clicks arrive on homepage walls or outdated program pages. The grant spends; donors do not show up.
What's included
From TechSoup to weekly search-term hygiene.
02
Account setup or rebuild
Campaign structure mapped to programs and services — not a pile of generic keywords fighting each other.
03
Keyword research & ad writing
Grant-compliant keywords, negatives, and ad copy that matches what searchers need and what your landing pages can deliver.
04
Conversion tracking
Meaningful conversions — donations, signups, applications — so Maximize Conversions has real data to work with.
05
Compliance monitoring
CTR, keyword quality, geo settings, and policy risks watched before Google sends a suspension notice.
06
Ongoing optimization & reporting
Search-term review, negatives, ad tests, and reporting in donor language: cost per lead, cost per donor, attributed actions.
Engagement models
Pick the depth that matches where you are.
01
Application & setup
For teams that have never applied — or applied and stalled. We walk eligibility, TechSoup, Google for Nonprofits, and first campaign structure.
02
Ongoing management
Weekly optimization, compliance monitoring, search-term hygiene, and reporting. Built for organizations that want the grant working without a full-time Ads specialist.
03
Suspension recovery
Diagnose why the account was deactivated, fix the issues, file reinstatement, and rebuild campaigns so the same pattern does not repeat.
Who should hire outside help
Useful when compliance and tracking are the bottleneck.
Outside management makes sense when nobody on staff has weekly Ads capacity, when the account was suspended, or when you need conversion tracking and landing pages wired before spend scales.
Who can keep it in-house
Keep management internal if you have a dedicated operator who understands grant policy, can monitor CTR monthly, and owns analytics. We are happy to do a one-time setup and handoff when that is the better fit — read our Google Ad Grants guide either way.
Related
Resources and services that sit next to the grant.
Google Ad Grants guide
Eligibility, TechSoup, compliance rules, and practical optimization — free to read before you hire anyone.
Explore →Campaign landing pagesPages built so Ad Grant clicks can convert into donors, volunteers, or applicants.
Explore →Analytics & reportingConversion tracking and dashboards that make grant performance visible to non-technical teams.
Explore →Digital fundraising strategyWhen paid search needs to sit inside a fuller donor journey — not as an orphan channel.
Explore →Questions
Before we open your Ads account.
- Does our organization qualify for a Google Ad Grant?
- Most U.S. 501(c)(3) organizations can qualify. We confirm eligibility as part of an initial review — including website and Google for Nonprofits requirements.
- What is the difference between application help and ongoing management?
- Application help gets you verified and into the program with a sound first structure. Ongoing management keeps campaigns compliant, tracked, and optimized month after month so the credit actually produces leads and donors.
- What if our Ad Grant was suspended?
- We diagnose the causes — often CTR, keyword quality, conversion tracking, or inactivity — fix what we can, request reinstatement through Google’s process, and rebuild. Timeline depends on Google’s review, not just our work.
- Should we manage the grant in-house?
- If you have a marketing operator who understands Google Ads, analytics, and grant policy — and weekly capacity to maintain CTR and keywords — in-house can work. Many teams hire for setup, tracking, and compliance because suspension costs more than the retainer.
- Do you only run ads, or do you look at landing pages too?
- Both. Weak landing pages waste grant spend. We recommend page changes and can build or optimize campaign pages when that is in scope — see our landing page work as well.
- Is this the same as paid Google Ads?
- Ad Grants is Search advertising credit with stricter rules than standard Ads accounts. We manage within those rules. Paid Ads beyond the grant is a separate conversation when it fits your budget and goals.
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