How to Spend Your Full $10,000 Google Ad Grant

Jono Long • August 24, 2025

The Google Ad Grant is a program designed to provide eligible nonprofits, including churches, with free text-based ads on Google Search. By using these ads wisely, churches can expand their visibility, draw in new visitors, and strengthen their outreach efforts using messaging that aligns with their mission.

While the tools are available, getting the most out of the Google Ad Grant takes thoughtful planning. That’s where Faithworks Marketing steps in. We help churches navigate and manage their Google Ad Grant to maximize outreach without wasting any of the available funding. With the right guidance, every campaign can turn into meaningful engagement.

Understanding Your $10,000 Google Ad Grant

The Google Ad Grant offers up to $10,000 each month in advertising credits. But unless that budget is managed wisely on a day-to-day basis, a large portion can go unspent or misused. That’s why it helps to work with a reliable structure.

On a daily basis, that $10,000 breaks down to a little over $300 per day. Each day's ad spend needs to be targeted and efficient, so the monthly value stretches to meet real outreach goals. Instead of setting one campaign and forgetting it, daily planning becomes key to full grant usage.

Here’s how to approach it:

1. Understand the Audience: Start by focusing ad spend on search terms that the community already uses. This brings ads in front of people already looking for what your church offers.

2. Set Daily Limits: Use Google Ad Grant settings to create daily caps. This avoids overspending and helps your campaign run for the full month.

3. Monitor Performance Regularly: Some ads drive better traffic than others. Review what works often and shift your focus to the high-performing campaigns.

Managing the daily split with intention helps turn a monthly budget into real action that grows your church’s online presence.

Setting Up Successful Campaigns

Once the budget is in place, the next step is creating strong campaigns. Everything starts with the words people use to search. These are your keywords, and they matter more than you might think.

Choosing the right keywords means doing a bit of research. You’ll want to strike a balance between terms that get enough traffic without being so common that your ad gets buried. Words directly related to events, services, or specific needs of your church community often perform well.

After keyword research, group keywords that share a common theme into ad groups. This allows you to write ads that speak directly to each set of keywords. Relevance improves, which increases the chance someone will click your ad.

Your campaign structure should have a purpose. For example, one campaign may aim to boost attendance at a youth event, while another promotes regular Sunday services. Each campaign should have clear goals, and all ads within it should reflect that mission. Over time, this tight alignment will increase your click-through rate and deepen user engagement.

Avoiding Common Pitfalls

Even great ideas can fall flat if they’re not managed well. When using the Google Ad Grant, one of the biggest challenges is staying in line with Google’s rules. Policies change from time to time, so regular reviews are important to keep your account in good standing.

Another frequent misstep is underestimating the importance of ad copy. Weak or vague wording doesn’t inspire action. Strong copy is clear and specific, giving readers a reason to click. Calls to action are important. Instead of just naming a service, try inviting someone with a message like, “Join us this Sunday for meaningful connection and worship.”

Landing pages are next. These are the web pages your ads direct users to. They should match the ad’s message and provide a simple, welcoming experience. Avoid clutter and make sure the content answers the searcher’s question. Poor landing pages can cause people to exit your site fast, wasting the initial click.

By writing engaging ads, staying compliant, and fine-tuning your user journey from the search click to your website, your church can avoid pitfalls that prevent the grant from being fully effective.

Maximizing Your Ad Spend

When you’ve got the basics running, the next move is to level up your returns. Improving the click-through rate on your ads means more people are taking action instead of scrolling past.

For better performance, test multiple versions of your ad copy to see which draws the most interest. Short headers that spark curiosity, paired with helpful descriptions, can make all the difference. Words matter, so make each character count.

Ad extensions are another helpful feature. These allow you to show more links underneath your ad, such as pages for events, ministries, or contact info. By giving users more options, you offer a richer experience while increasing your chances of clicks.

It’s not just about spending the whole $10,000. It’s about spending it where it brings results. Every ad should lead someone closer to a decision: to visit, attend, connect, or learn more. With time, testing, and adjustments, your ads will get sharper and your outreach stronger.

Making Continuous Improvements

Keeping your account active isn’t enough. The best results come from regularly reviewing what’s working and adjusting what’s not.

Weekly or bi-weekly performance reviews are a smart habit. Look at which keywords perform well, which ads get the highest click-through rates, and whether visits are turning into deeper engagement. From here, tweak campaigns, pause what’s not working, and put more focus into high-impact areas.

You don't need to change everything at once. Small improvements build better long-term performance. Updates could include changing a headline, testing a new call to action, or refining your ad groups. Over time, these changes keep your strategy fresh and your results consistent.

The more attention you give to your campaigns, the more value you’ll get from the Google Ad Grant. Stay curious, stay adaptive, and let your account grow as your church grows.

Unlock the Full Potential of Your Google Ad Grant

Done right, the Google Ad Grant opens doors your church might not have imagined. It helps you reach those seeking community, faith, or direction right when they’re searching.

If managing it all feels complicated, don’t worry. Faithworks Marketing is here to help make sure your church turns every ad dollar into real-world connection. To learn how we can help you use your grant wisely, visit https://www.faithworksmarketing.com/google-ad-grants-for-churches.

Unlock the potential of your advertising with the Google Ad Grant for churches. At Faithworks Marketing, we're here to guide you through optimizing this valuable resource. See how our expertise can help your church connect with more people. Let's work together to amplify your mission.

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For many pastors today, ministry is both a calling and a financial challenge. As the cost of living rises and church salaries remain modest, more pastors are turning to side hustles and creative income streams to provide for their families. This trend is shaping what many believe will define the next generation of church leaders: bivocational ministry. In a recent episode of The Pro Church Marketing Podcast, host Luke Clayton sat down with Jono Long , founder of Faithworks Marketing, to discuss their parallel journeys from ministry to entrepreneurship. Together, they shared practical strategies for church marketing, candid lessons from business, and encouragement for pastors who feel caught between calling and provision. Ministry Meets Entrepreneurship Both Luke and Jono began in full-time ministry, but financial realities forced them to adapt. Jono, a youth pastor in Georgia, found himself with five kids, a wife at home, and a salary that wasn’t enough to make ends meet. Out of necessity, he turned to social media management for local businesses. What started as a $300-a-month side hustle eventually grew into Faithworks Marketing , an agency serving churches across the country. Luke’s path was similar but marked by burnout. As a communications director at a large church and school, he was responsible for everything creative—websites, graphics, video, and media. With no budget to outsource and a workload that never stopped, he eventually hit a breaking point. Stepping away cold turkey, he launched his own creative business, Increase Creative , which now helps churches with websites, branding, and podcast production. Their stories reflect a growing trend: ministry leaders are often entrepreneurs at heart, using their creativity and problem-solving skills to build businesses that support both their families and the church. Why Bivocational Ministry is the New Normal While many pastors once saw bivocational work as a backup plan, it is quickly becoming the new reality. Church salaries often fall short of providing financial stability, especially for families. Meanwhile, the American cost of living continues to rise. This creates tension for pastors who want to devote themselves fully to ministry but also need to provide for their loved ones. Luke and Jono both noted the guilt factor many pastors feel when pursuing side income, as if it means they are less committed to the church. In reality, bivocational work can be freeing. As Jono shared, when pastors are less dependent on their church paycheck, they can lead with boldness, making decisions based on conviction rather than fear of losing their job. Unlocking the Power of Google Ad Grants One of the most practical tools for churches that Jono highlighted is the Google Ad Grant , which gives qualifying nonprofits up to $10,000 per month in free advertising . Many churches don’t take advantage of it, or they try but see little success. The most common reason: their websites lack content. “Church websites often have only a few words, a mission statement, and service times,” Jono explained. “That will never work for the grant.” Practical tips for churches to maximize the grant include: Create content-rich pages : Google rewards sites with valuable answers to common questions. Leverage sermons : Transcribe and summarize sermons into blog posts to boost SEO. Target felt needs : Ads about prayer, anxiety, or salvation resonate deeply with people searching online. By building a content-driven website and strategically using the grant, churches can expand their reach far beyond Sunday morning. SEO, AI, and the Future of Church Marketing The digital landscape is changing fast. With Google’s AI Overviews now answering many search queries directly, fewer people are clicking through to websites. For churches, this makes content strategy more important than ever . “Good content still wins,” Jono said. “Whether AI-generated or human-written, Google rewards sites that provide thoughtful, helpful answers.” For churches, this means focusing on practical, biblical content that speaks to real needs in their community. Lessons from the Trenches of Business Both Luke and Jono were quick to admit their mistakes. For Luke, the biggest was hiring too fast, taking on employees before his business could sustain them. For Jono, it was diving into websites and SEO without fully understanding them, learning through trial and error. Their honesty underscores an important truth: entrepreneurship is messy. 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Pastors no longer have to choose between serving the church and providing for their families. By embracing entrepreneurship, leveraging tools like Google Ad Grants, and using their transferable skills, pastors can thrive both spiritually and financially. The message is clear: you can do ministry, build a business, and serve God faithfully—all at the same time. 🔗 Learn more about Faithworks Marketing: https://faithworksmarketing.com 🔗 Connect with Luke Clayton and explore coaching for bivocational pastors: https://jlukeclayton.com/