Google Ad Grant management for charities

Unlocking up to $10,000 per month in Google Ads funding to drive awareness, fundraising and impact.

Turning grant funding into measurable impact

The Google Ad Grant offers eligible charities up to $10,000 per month in advertising spend — but unlocking its full value requires specialist strategy, compliance knowledge and ongoing optimisation.

At Marshall Creative, we help charities not only secure and maintain their grant eligibility, but transform it into a powerful acquisition and awareness channel.

From driving donations and volunteer recruitment to amplifying campaigns and services, we ensure grant funding delivers meaningful organisational impact.

What is the Google Ad Grant?

The Google Ad Grant is a programme providing approved charities with up to $10,000 per month in Google Search advertising.

This funding allows organisations to appear in search results when people are actively looking for:

Charitable support
Fundraising initiatives
Community services
Health & wellbeing support
Education & advocacy resources

When managed strategically, the grant becomes a scalable demand-capture channel — connecting charities with audiences already seeking help or ways to give.

For organisations new to the programme, we manage the full application process — guiding you through eligibility, verification and account activation.
This includes:
- Google for Nonprofits registration
- Ad Grant application submission
- Account setup & structuring
- Compliance preparation
Grant accounts must meet strict performance requirements to remain active.
We ensure ongoing compliance across:
- Keyword quality standards
- Click-through rate thresholds
- Conversion tracking setup
- Account activity requirements
- Policy adherence
This protects your funding and prevents suspension risk.
We build grant campaigns aligned to your organisational goals, including:
- Donation acquisition
- Volunteer recruitment
- Service awareness
- Campaign amplification
- Event promotion
- Resource downloads
Campaigns are structured to maximise both visibility and meaningful engagement.
Search behaviour is central to grant performance.
We conduct in-depth research to identify:
- High-intent donation searches
- Service-based queries
- Cause-led awareness terms
- Regional demand opportunities
This ensures ads appear when audiences are actively seeking support or ways to contribute.
Grant accounts require continuous optimisation to maintain performance standards.
We manage:
- Ad copy testing
- Keyword refinement
- Bid strategy adjustments
- Conversion optimisation
- Landing page alignment
Charities receive clear reporting on:
- Traffic growth
- Donation impact
- Volunteer sign-ups
- Service engagement
- Campaign reach
So grant funding is tied directly to measurable outcomes.

What we support charities with

Sector experience

Marshall Creative has delivered Google Ad Grant management across a range of UK charities and non-profits — supporting organisations in health, community services, education and advocacy.

Our sector experience means we understand: