For nonprofits

USD 10,000 a month for ads — we take care of everything

A free advertising budget from Google — with no end date, for nonprofits. We take the paperwork and the campaigns off your hands.

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this is what your ad looks like in Google
🔒 google.com/search?q=help+for+children+in+care
help for children in care
AllImagesMapsNews
✓ Google pays for these clicks — up to USD 10,000/mo
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Partners and media
What Google Ad Grants is

USD 10,000 a month for ads — with no end date

Under the Google Ad Grants programme a registered nonprofit gets a Google Ads account with a budget of USD 10,000 a month for search ads, renewed every month.

Promote what you do

Appeals, events, fundraising campaigns — the people searching for them in Google see what you are doing.

Reach the people you help

People looking for help land on your site at the exact moment they need it.

Recruit volunteers

“Volunteering near me”? Your advert at the top of the results — before they see it anywhere else.

Faster than SEO

The ads start within days of the account going live. A campaign needs a few weeks of optimisation to reach full effect — search engine optimisation is measured in months.

How it works

From nothing to ads that run

Four steps, all of them on us.

1

Google for Nonprofits

We register your organisation and walk you through the nonprofit verification.

We are a partner of Goodstack they verify nonprofits for Google
2

The Ad Grants application

We prepare the account and the application so that the grant gets approved.

3

Campaigns

We build campaigns around your goals: donors, volunteers and the people you help.

4

The ads do the work

We keep the account inside Google’s rules — the 5% click-through rate among them — optimise it and report in English.

The Google Ad Grants policy

A free budget comes with rules. We keep you inside them.

Google suspends an account that breaks them, without warning.

Those are the three rules accounts fail on most often. On your account we continuously measure 29 programme rules — across five areas of the account and the site.

Pricing

Learn it yourself — or hand the account over

The Google budget is free either way. You pay for the knowledge, or for our work.

Google Ad Grants Course
do it yourself — with the whole course behind you
$199/ one-off
143 lessons in 14 modules · lifetime access
  • From the Google for Nonprofits registration to campaigns that pass Google’s review
  • Lifetime access — new recordings in this course included
  • Fundraiser Pack — tools for nonprofits, free or heavily discounted
  • Completion certificate for your organisation
  • Your own pace — no schedule, no deadlines
  • Lessons re-recorded when Google changes the interface, at no extra cost
Add to your order
A free account audit in PING is included · continuous monitoring from $39/mo.
We run it for you
PING + Assistant
we run the account — you see the results
$99/ mo
Yearly billing is ten months — two months free.
  • Google Ad Grants Course included
  • Grant application — or recovery of a suspended account
  • Account and campaign build on your organisation’s goals
  • Daily audit of all 29 programme rules, with the fixes made in the account
  • Fundraiser Pack — tools for nonprofits, free or heavily discounted
Included
Google Ad Grants applicationor the reinstatement request for a suspended account included
Account and campaign setupwebsite audit, conversions, campaigns included
7 days free, then the plan you picked · cancel any time.
Already have a grant? Go to PING.NGO → Need Google Workspace as well? →
Our own study

We support the whole sector — not only our clients

A free account audit and our market study are open to every organisation — including one that will never become our client. We know what decides an account’s result, because we measured it.

706 accountsUSD 40.6M the scope of our Google Ad Grants market study
5.1% → 21.9%One change, and that many more keywords start producing impressions and clicks
+USD 721Adding a Performance Max campaign means USD 721 more spend a month, on average
Check your account for free → Read the full study →
Included in every plan

Fundraiser Pack — 158 tools, free or heavily discounted

Software for nonprofits at nonprofit prices — the same catalogue we use with our clients in Poland.

Canva100% offCanva PRO for free — graphics and materials without a designer on the team.
Google Workspace100% freeGmail, Calendar, Meet, 100 TB of Drive and Docs on your own domain.
YouTube for Nonprofitsmore donationsLink cards in your videos, Creator Academy and separate technical support.
OpenAI75% offChatGPT Plus and the API — GPT-4 and DALL·E models.
FAQ

Frequent questions

Who can get Google Ad Grants?
Any registered nonprofit in good standing: a charity, foundation or association with a registration record, a governing document and a signed non-discrimination statement. Google runs the programme in most — but not all — countries, so the first thing we check is whether yours is on Google’s list. Verification usually takes about two weeks, and we take you through all of it.
Is the grant really free? How is it billed?
Yes. Ads are billed per click and every click is paid out of the grant, so Google invoices your organisation for USD 0 each month, whatever you spent. You pay for the course, or for us running the account — never for the ads.
How do search ads work?
A promoted link to your site — headline, description and extensions — shows to people who are searching for what you do right now, for example “food bank near me”. Unlike search engine optimisation, which takes months, ads start bringing visitors within days of launch.
What does the programme require?
The rules accounts fail on: a click-through rate of at least 5% at account level, conversions configured and actually firing, at least one change in the account every 90 days, and meaningful content on the page you advertise. An account that breaks them is suspended and the ads stop — which is why every account we run is watched by PING, against all 29 rules.
Our account was suspended — can you help?
Usually yes. Reinstatements are our speciality, although every case is different and some take weeks. The reinstatement request is included in PING + Assistant, or you can buy it on its own. Write to us and we will look at the account before you pay anything.
The account spends almost nothing. How do we change that?
If the account spends under USD 500 a month and you are not in a very narrow niche, the campaigns are usually misconfigured. Start with the free account audit in PING.NGO — it shows exactly what is wrong. After that it is either fixing the settings yourself, with the course, or handing the account to us.
When do we see results?
The account and the first campaigns usually go live in two to four weeks — the verification is Google’s part. First clicks come within days of launch, but a campaign needs a few weeks of optimisation before the cost per result settles: we add keywords, cut the ones burning the budget, and only then is the picture complete.
Do we need a website?
Yes. Google requires a working site with an SSL certificate and meaningful content on the pages you advertise — a single page with a donate button is not enough. If the site is not there yet, it has to come before the grant application.
What language do you work in?
English — the course, the audits, the reports and the people who answer your email. The work happens inside your own Google Ads account, so your team can see every change we make.
Who invoices us?
Webup! Inc, our company in Wilmington, Delaware. Payments go through Stripe in US dollars, euros or pounds, and you get an invoice made out to your organisation.
Our clients

From small charities to large institutions

Fundacja Rozwoju Systemu EdukacjiErasmus+WorldSkills PolandHabitat for Humanity PolandMuzeum WarszawyFundacja UNAWEZAFundacja Otylii JędrzejczakFundacja Urszuli JaworskiejFundacja Dziecięca FantazjaFundacja Court Watch PolskaTeatr 21Fundacja Dziedzictwa KulturowegoFundacja Polski JazzINSPRO — Instytut Spraw ObywatelskichAkademia Morska w SzczecinieFundacja dla PoloniiFundacja Towarzystwo WeterynaryjneFundacja Rozwoju Systemu EdukacjiErasmus+WorldSkills PolandHabitat for Humanity PolandMuzeum WarszawyFundacja UNAWEZAFundacja Otylii JędrzejczakFundacja Urszuli JaworskiejFundacja Dziecięca FantazjaFundacja Court Watch PolskaTeatr 21Fundacja Dziedzictwa KulturowegoFundacja Polski JazzINSPRO — Instytut Spraw ObywatelskichAkademia Morska w SzczecinieFundacja dla PoloniiFundacja Towarzystwo Weterynaryjne
Art Transparent FoundationCaritas PolskaFundacja AS KIERFundacja AleKlasaFundacja Edukacja z WartościamiFundacja Europejski Instytut OutsourcinguFundacja Na Rzecz Seniorów Bonum VitaeFundacja Natura i ZdrowieFundacja NowekoFundacja Pełna ŻyciaFundacja Play Therapy for PolandFundacja Profesora Henryka Skarżyńskiego SłyszęFundacja Przyszłość dla DzieciFundacja Rozwoju Dzieci im J.A.KomeńskiegoFundacja SedekaFundacja Share the CareFundacja Szlakiem Serca (Fizjo Academy)Art Transparent FoundationCaritas PolskaFundacja AS KIERFundacja AleKlasaFundacja Edukacja z WartościamiFundacja Europejski Instytut OutsourcinguFundacja Na Rzecz Seniorów Bonum VitaeFundacja Natura i ZdrowieFundacja NowekoFundacja Pełna ŻyciaFundacja Play Therapy for PolandFundacja Profesora Henryka Skarżyńskiego SłyszęFundacja Przyszłość dla DzieciFundacja Rozwoju Dzieci im J.A.KomeńskiegoFundacja SedekaFundacja Share the CareFundacja Szlakiem Serca (Fizjo Academy)
Fundacja Unia Metropolii PolskichFundacja Wolność od ReligiiFundacja im. Doktora Piotra Janaszka PODAJ DALEJKlub Sportowy Oyama RzeszówNiewypalsie.pl (Fundacja Teraz Człowiek)REPs PolskaSOS Wioski DziecięceStowarzyszenie Centrum Rozwoju Edukacji Obywatelskiej CreoStowarzyszenie Opieki Paliatywno-Hospicyjnej im. bł. ks. Kazimierza Sykulskiego w Rudzie BiałaczowskiejStowarzyszenie PelikanStowarzyszenie PołączeniStudium Obywatelskie im. Pawła Adamowicza (Fundacja Gdańska)UNICEF PolskaWarmińsko-Mazurska Regionalna Organizacja TurystycznaWinkidsFundacja Unia Metropolii PolskichFundacja Wolność od ReligiiFundacja im. Doktora Piotra Janaszka PODAJ DALEJKlub Sportowy Oyama RzeszówNiewypalsie.pl (Fundacja Teraz Człowiek)REPs PolskaSOS Wioski DziecięceStowarzyszenie Centrum Rozwoju Edukacji Obywatelskiej CreoStowarzyszenie Opieki Paliatywno-Hospicyjnej im. bł. ks. Kazimierza Sykulskiego w Rudzie BiałaczowskiejStowarzyszenie PelikanStowarzyszenie PołączeniStudium Obywatelskie im. Pawła Adamowicza (Fundacja Gdańska)UNICEF PolskaWarmińsko-Mazurska Regionalna Organizacja TurystycznaWinkids

Let’s talk about your USD 10,000 a month

Write one paragraph: what your organisation does, which country it is registered in and whether you already have a grant. We will reply with the fastest route to a working account.

Email us →

Already have a grant? Check it for free in PING.NGO