Google Ad Grants

As a ‘Google Ad Grants Certified Professional’ agency we offer NGOs unbeatable advantages

‍Google Ad Grants offers non-profit organisations (non-profits, NGOs, foundations and GmbHs) the opportunity to raise their profile and increase their reach with free advertising of up to USD 10,000 per month. As a certified Ad Grants Professional agency we can help you make the most of this great opportunity. For the greatest possible and authentic impact.

Up to $10,000 per month free advertising budget for your organisation.

Start now with Google AdGrants

What does Charicomms Ad Grants Certified Professional certification mean for our customers?

Working with us gives you a head start because we are a Google Ad Grants Certified Professional agency in the German-speaking world. Only with us can you benefit from exclusive advantages from Google:

Access to the Ad Grants Non-Compliance Reports
Telephone contact to the Google Support Team
Direct contact with the Ad Grants team in San Francisco
Accelerated entry into the Ad Grants programme
Special rights for manual control of campaigns

A selection of our Ad Grants services

We manage the Ad Grants accounts of small, medium and large brands. Our clients include the World Health Organisation (WHO), Oxfam, Care Germany and Caritas International. All optimisations and implementations remain with your organisation, even if you decide to part ways with us.

Professional Ad Grants Setup

Ad Grants Activation
Account Setup
Professional campaign setup
Setting up tracking

Monthly Ad Grants support

Account optimisation
Strategy consulting
No minimum term
Regular reporting

Customised Ad Grants Training

Individual counselling
Professional tips for your own application
Training on your own account
Workshops with multiple participants

Request training

We would be happy to provide you with a non-binding offer.

Our services for NGOs relating to ad grants

We offer our customers individual, tailor-made solutions. Depending on what you need, we can tailor a package of services for you.
From personalised training in all areas of online marketing, to optimising your website to meet your online marketing, fundraising and organisational goals, to setting up conversion tracking or monthly Google Ad Grants support.
As a holistic online marketing agency for non-profits and organisations that do good in the world, we understand Ad Grants as part of your more complex marketing and fundraising strategy. With this knowledge, we always act in the best interests of our clients and stay true to our values.

Why Ad Grants?

What can you expect from Google Ad Grants?

Google is supporting nonprofits by providing $10,000 USD per month in free Google ads to all participants.
This can help you recruit more volunteers, reach more donors, share your story with users around the world, increase your visibility, or raise awareness of a particular campaign or issue.
The Google for Non-Profits programme can boost your fundraising, but only if you use it correctly!

As a Google Ad Grants Certified Professional and a full-service marketing agency, we can manage your Google Ad Grants account more effectively than any other non-certified agency. We can help you make the most of your association’s or organisation’s Google Ad Grants budget.

How does Ad Grants work?

Google Ad Grants works in much the same way as search advertising with Google Ads. Your message will appear as a search result or search ad on Google’s search results page for users who are searching for nonprofits like yours or related topics.

If your nonprofit qualifies, you will receive $10,000 per month in free Google Ads advertising. However, this is subject to proof of your organisation’s non-profit status and compliance with a special Google Ad Grants policy.

Also, unlike Google Ads, Ad Grants can only be used on the Google search network, not on YouTube or partner sites, and not on display or shopping networks.

We will guide you through the registration process at no charge and, depending on the level of collaboration, we will then set up and optimise your account in accordance with the guidelines so that you can achieve your organisational goals quickly and efficiently.

Requirements for success with Ad Grants

To be successful with Google Ad Grants, there are a number of factors to consider.
After all, a free $10,000 advertising budget alone does not guarantee a high return on investment in terms of donations, awareness of your cause, new prospects or supporters.
If used correctly, Google Ad Grants can help you achieve your goals! Two things are important:

Ad Grants brings the visitors, your website does the rest

In order for Ad Grants to work effectively, your website, or at least the landing pages that will be used in conjunction with Ad Grants, must already be optimised. If required, we can work with you to optimise your website.

Your website’s suitability for online marketing

To be successful with Google Ad Grants, you first need to find the topics that make up your organisation. In our Ad Grants support, we are tied to the topics on your website when designing the ads. We are happy to advise you on content and keyword strategy and the untapped potential of your website.

Ad Grants support

Our Ad Grants support for maximum impact

Our Ad Grants certification gives you exclusive benefits.
Use up to $10,000 of your Google Ad budget each month.
We design and implement tracking for your website using Google Analytics and Google Tag Manager to measure success.
We place ads and optimise their effectiveness over time.
We help you develop campaigns to achieve your goals.
We ensure continuous data-driven optimisation to improve key performance indicators.
We help you develop holistic strategies to get the most out of your ad spend.
Monthly reporting and discussion of performance and results for transparency of performance and our performance.
No hidden costs.
All optimisations and implementations remain within your organisation. You have full transparency.

Maintain Ad Grants yourself

Want to manage your Ad Grants account yourself?

If you have the skills or time, you can manage your Google Ad Grants account yourself. However, we have found that a basic understanding of search engine marketing and online marketing strategies is essential in order to successfully use Google Ad Grants to achieve your business goals.

You should also bear in mind that if you are inexperienced, there are a number of risks involved in managing your own Ad Grants account, and that Ad Grants accounts can be suspended by Google if performance does not meet current guidelines. The risks are outlined below:

You spend more time maintaining Google Ads than you had originally planned, and the results are not there.
Impact is not measured, so you cannot see which ads and campaigns are working well and which are not, or whether they are contributing to your business goals.
Budget is not being used optimally because it is not being spent or is being spent on irrelevant traffic.
The quality score assigned by Google to the ads is low, which means that the ads are displayed in low positions or not at all.
Not using all possible extensions and settings to reach users in the best possible way and stand out from your competitors.
The interaction between Google Ads and your website or landing pages is not optimised.

To avoid these risks, we are also happy to support you with professional Ad Grants training on your own account, customised to your needs and resources.

The Ad Grants Policy

The use of the free $10,000 Ad Grants advertising budget is subject to a number of conditions. However, as an Ad Grants certified agency, we and our clients have the ability to bypass some of these restrictions.

Here is an extract from the current Google Ad Grants policy

Only search campaigns can be placed. Ads will only appear in Google search, not on partner networks. Display and Shopping campaigns are not available.
From July 2022, only responsive ads will be available. These work best with the automated bidding strategies.
The CPC is capped at $2, but this can be overridden by using automated bidding strategies (e.g. Maximise Conversions, Target CPA or Target ROAS).
It is imperative that you use conversion tracking so that you can measure not only visits, but also valuable actions that take place on your website.
Typically, one-word keywords should not be used. As a Google Ad Grants Certified Professional agency, we can make exceptions for our clients for high quality keywords.
The daily budget is up to 329USD.
Click-through rate (CTR) must be at least 5% on average for the account.
Geo-targeting must be set appropriately based on the language of your website and your target audience.
No keywords with a quality score lower than 2 (out of 10) are allowed.
Ad extensions must be used and the account must have a certain number of active campaigns and ads.

In cooperation with Stifter-Helfen, we regularly organise webinars in which we provide comprehensive information about the guidelines and innovations.

Ad Grant’s account suspended?

Google Ad Grants account suspended? We can help!

We can help you reactivate an Ad Grants account that has been suspended by Google for violating the new guidelines faster and more effectively than any other non-certified agency. There’s nothing for you to worry about. Once the account is reinstated, you can either manage it yourself or leave it to us. If you choose to manage it yourself, we offer a 1:1 training programme to help you achieve good results on your own. Contact us for a free personal consultation.

Workshops & Trainings

Through professional training programs and workshops in Fundraising, Marketing and Strategy we empower organizations to increase their impact and be more seen.

Information about workshops & trainings

Together
More Impact

Charicomm currently supports more than 80 international organizations.

Charicomm currently supports more than 80 German and international organizations.

Together we can make
your world seen

Get in touch with us or
simply write us a message
via the contact form!

Google Ad Grants

What does Charicomms Ad Grants Certified Professional certification mean for our customers?

A selection of our Ad Grants services

Professional Ad Grants Setup

Monthly Ad Grants support

Customised Ad Grants Training

Our services for NGOs relating to ad grants

What can you expect from Google Ad Grants?

How does Ad Grants work?

Our Ad Grants support for maximum impact

Want to manage your Ad Grants account yourself?

The Ad Grants Policy

Google Ad Grants account suspended? We can help!

Workshops & Trainings

Together
More Impact

Together we can make
your world seen

+49-40-328905510

impact@charicomm.org

Services

Sprachen / Language

Legal

Google Ad Grants

What does Charicomms Ad Grants Certified Professional certification mean for our customers?

A selection of our Ad Grants services

Professional Ad Grants Setup

Monthly Ad Grants support

Customised Ad Grants Training

Our services for NGOs relating to ad grants

What can you expect from Google Ad Grants?

How does Ad Grants work?

Our Ad Grants support for maximum impact

Want to manage your Ad Grants account yourself?

The Ad Grants Policy

Google Ad Grants account suspended? We can help!

Workshops & Trainings

TogetherMore Impact

Together we can makeyour world seen

Services

Sprachen / Language

Legal

Together
More Impact

Together we can make
your world seen