How You Can Make Google Ad Grants Work for Your Church

Did you know that as a nonprofit organization, Google Ad Grants connects you with the causes you care about by providing up to $10,000 per month of in-kind search advertising for qualifying nonprofits? 

To apply for this grant program, you create ads that show on Google Search. Your organization’s ads appear on Google.com search results pages, directly below paid ads and above organic web results. The $10,000 per month in ad grant funds do not roll over if unused. Once accepted into the Ad Grants program, your advertising budget will be loaded.

Let’s understand how Google Ad Grants can work for your church.

What Are Ad Grants?

The Google Ad Grants program calls itself a platform that allows eligible nonprofits to reach and inform potential donors through Google Ads placements for free! This program is available in over 50 countries and has been operating since 2003.

How It Can Work for You

Nonprofits with cause marketing campaigns want to leverage ad grants from Google because there are several eligibility criteria for nonprofits.

• Apply as a nonprofit: You don’t need to seek other kinds of funding or apply for various grants. With just one application, you can apply through the Google Grants program for everything from Adwords to Google Community Grants.

TechSoup must recognize you as a nonprofit organization. You may have a 501(c)(3) number or a group exemption such as a church.

• Have a 501(c)(3) status: Being recognized as a 501(c)(3) organization is a requirement for the Google for Nonprofits program as well as part of the application process for the Google Ad Grants program.

• You must agree to the following:

• Regarding your hiring practices and any programs or services provided, your company does not discriminate on any unlawful basis.

• Lastly, your organization may receive this donation under its policy and applicable laws and regulations.

• A website is a must: The Google Ad Grants website policy is very comprehensive. Your organization’s domain name must be approved during the Google grant application process. If your domain is approved, you can add additional domains later using a form reviewed within ten days of submission.

• Additionally:

- You must own the domain your ad users are sent to upon clicking your ads, or you can send them directly to a verified payment processor such as Classy, FrontStream Artez, or Blackbaud Luminate when they click on your ads.

- Your website must be “high quality.” This means a great About Us page detailing your organization's mission and activities. Your site must offer a great user experience (quick load times, easy navigation, good CTAs) with unique content and verifiable claims. 

- It must have a secure HTTPS connection and follow other rules related to user experience.

- Your site cannot revolve around commercial transactions; if it does facilitate eCommerce, you must disclose an annual report that shows how your organization uses the funds received through eCommerce or donations. 

- You cannot use Google AdSense or affiliate advertising links; any existing ads must be relevant to your mission and non-obtrusive.

Need Help with These? Contact Faithworks Marketing

At Faithworks Marketing, we specialize in optimizing websites for churches and nonprofits to bring people together online and in person. Find out how we can make Google Ad Grants work for you by visiting our website!