Google Ads That Fundraise

Written By Karin Traeger

Google Ad Grants is part of Google for Nonprofits. Eligible nonprofits get US $10,000 per month in free text ads on Google Search. These are the ads you see above or beside search results.

It’s not YouTube. Not display banners. Purely search advertising. That means it shows your organisation to people actively looking for terms related to your mission: “volunteer tree planting Melbourne,” “stop plastic pollution,” “after-school programs for kids.”

Every month, you get a budget of $10K. If you don’t use it, it doesn’t roll over. So the key is to spend it wisely.

Who’s Eligible

Eligibility depends on your country, but in general:

  • Must be a registered nonprofit (e.g. charity, 501(c)(3), ACNC registered)

  • Must have a live, functioning website with HTTPS

  • Must comply with Google’s policies (no discriminatory content, no hate, no illegal activity)

Not eligible:

  • Government entities

  • Hospitals or medical groups

  • Schools, universities (although foundations can apply separately)

How to Apply

  1. Sign up for Google for Nonprofits. In Australia, that means confirming with ACNC. In the US, it’s via TechSoup.

  2. Activate Google Ad Grants in your Google for Nonprofits dashboard.

  3. Fill out the application, which includes your website and details.

  4. Once approved, you’ll be given an Ad Grants account to set up your campaigns.

Pro tip: Google often asks you to complete the Ad Grants training (short modules) before you go live.

Rules You Must Follow

This is where many orgs fail. Google Ad Grants comes with strict compliance rules:

  • Ads must maintain a 5% click-through rate (CTR)

  • Campaigns must have at least 2 ad groups per campaign, with at least 2 ads per ad group

  • You must use geo-targeting (can’t just target the whole world)

  • No single-word keywords (like “donate” or “charity”), unless they are branded terms

  • No overly generic keywords (“free videos,” “jobs”)

  • You must track conversions (donations, signups, downloads)

Fail to meet these, and your account can be paused.

Why This Grant Matters

Most nonprofits underinvest in marketing. Even when budgets allow, paid advertising feels like a luxury. The Ad Grant removes that barrier.

Benefits:

  • Visibility: you appear at the top of searches people already care about

  • New donors: people searching “climate change donation Australia” are high intent

  • Volunteers: ads for “volunteer near me” can fill your rosters

  • Education: drive traffic to blogs, guides, webinars

  • Brand awareness: even if people don’t click, they see your name

And because it’s search-based, you’re meeting people in the exact moment they’re looking.

Building a Strategy

Here’s how to turn your $10K into impact.

1. Set Goals First

Think about what you actually want:

  • Donations?

  • Newsletter signups?

  • Volunteers?

  • Petition signatures?

  • Webinar registrations?

Pick one or two as your primary goals. Don’t spread too thin.

2. Structure Your Account

Think of campaigns as trail routes, ad groups as checkpoints, and ads as the steps.

Example for an environmental NGO:

Campaign: Volunteer Recruitment

  • Ad Group 1: Tree planting Melbourne Keywords: volunteer tree planting Melbourne, river cleanup Melbourne Ads: “Volunteer With Us – Restore Native Habitat This Weekend”

  • Ad Group 2: Wildlife rescue Sydney Keywords: wildlife rescue volunteer Sydney, help native animals Ads: “Help Wildlife – Volunteer With Rescue Programs in Sydney”

Campaign: Donations

  • Ad Group 1: Donate to climate action Keywords: climate change donations, donate to stop climate change Ads: “Donate to Climate Action – Every Gift Protects Our Future”

  • Ad Group 2: Protect rivers Australia Keywords: donate river conservation, save the Murray River Ads: “Protect Our Rivers – Give Today for a Healthier Tomorrow”

3. Keywords

Use a mix:

  • High intent: “donate to…” “volunteer with…”

  • Educational: “how to reduce single use plastics” (drive to your guides)

  • Local: “community cleanups Brisbane”

Avoid generic single words. Think like the supporter.

4. Ad Copy

Short. Punchy. Action-based.

  • “Join Our River Cleanup – Sign Up Today”

  • “Help Wildlife Rescue – Volunteer Near You”

  • “Protect Biodiversity – Donate Now”

Include numbers if you can:

  • “95% of donations go directly to projects”

  • “Over 1,200 trees planted this year”

5. Landing Pages

Never send people to your homepage. Create specific, focused pages:

  • Volunteer signup form

  • Donation form

  • Webinar registration page

  • Petition page

Landing page tips:

  • Clear headline (“Join Our Cleanup Day”)

  • One call-to-action (don’t overload with links)

  • Mobile-friendly

  • Impact visuals (photos, short videos)

Advanced Strategies

Content Marketing

Use ads to promote blog posts, guides, or webinars. For example:

  • Ad: “How to Reduce Household Plastic Waste”

  • Landing Page: Your blog with a lead magnet (downloadable guide)

  • Next Step: Ask them to join your newsletter, then nurture them into donors

Geo-targeting

If you’re local, target only your region. Example: an NGO in Queensland could run ads only in Brisbane and Cairns.

A/B Testing

Run two ads with different headlines. See which gets higher CTR, then pause the weaker one. Always test.

Seasonal Campaigns

Rotate campaigns by season:

  • End-of-year donations in November–December

  • Volunteer drives in spring

  • Education campaigns around Earth Day or World Rivers Day

Integrate With Other Tools

Link Google Ads with Google Analytics, Tag Manager, and Google Optimize to track behavior and test pages.

Common Pitfalls

  • Not maintaining 5% CTR: if your ads aren’t relevant, you’ll fall below this and risk suspension.

  • Sending to homepage: too vague, no action.

  • Too many campaigns: spread too thin, nothing gains traction.

  • Not tracking conversions: clicks mean nothing without actions.

  • Ignoring mobile: most searches are on phones.

Why You Should Care

Google Ad Grants are like an endurance training plan. $10K per month is the potential. But only the nonprofits who stick with it, refine, and align it with their goals see results.

It won’t replace major donors. But it will:

  • Grow your audience

  • Build your credibility

  • Funnel new supporters into your programs

  • Generate data for smarter fundraising

Most importantly, it’s free. And leaving it unused is like turning down a support vehicle in the middle of an ultra race.

Karin Traeger https://theplasticrunner.com
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Engaging Through Webinars