Raise your profile with Google Ad Grants for charities

If you're wondering "what is Google Ad Grants," think of it as Google's gift to the charity sector. Google Ad Grants for charities provides you with £7,500 every month (that's £90,000+ per year!) in free Google charity funding.

The best bit? This isn't just theoretical money – it's real advertising credit for Google Ads for charities that gets your organisation appearing at the top of Google when people search for causes like yours.

Here's what that £7,500 monthly Google charity funding could mean for your charity:

• Hundreds of new website visitors discovering your cause via Google Ads for charities
• More online donations on average from Google grants traffic
• An increase in volunteer applications through your Google charity funding campaigns
• A big boost in awareness for your campaigns and events

Read our guide to understanding Google Ad Grants for charities

Our Access Customer Success Portal is the place to find answers to all your questions, either through our knowledge base, product focused events or by asking our active community. You can access online product support from a community of users and delve into our knowledge base. Find articles, videos and answers for know-how whenever you need it – and long after implementation. And with the option of around the clock support from charity database specialists, you can have peace of mind that an expert is always available.

"Just wanted to thank you very much for your kindness in overseeing my query… Excellent customer service."

Let's be honest about the challenges you might worry about.

The application process isn't straightforward – it requires technical knowledge and specific formatting that many charities get wrong on their first try. Rejected applications mean starting over, often taking 3-6 months before you see a green light.

Once approved, you're then committed to following Google's constantly evolving policies. Miss an update or accidentally breach a guideline, and your entire £7,500 monthly grant could disappear overnight. Your team would need to become really familiar with Google policy just to stay compliant.

The ongoing management burden is real too. Someone on your team needs the skills to write effective ads, choose the right keywords, and interpret performance data. Plus, you must log in monthly or risk automatic suspension – just one missed login could cost you £90,000 annually.

Speak to an expert

The above concerns are exactly why most charities choose professional Google Ad Grants management instead of going it alone.

Expert application handling means your submission gets approved first time, every time. Agencies with proven track records know the exact requirements and present your charity in the best possible light. What could take your team months of back-and-forth happens smoothly in weeks.

Compliance monitoring becomes someone else's full-time job. Professional teams live and breathe Google policy updates, adjusting your campaigns proactively so you never face suspension risks. Your funding stays secure while your team stays focused on your cause.

Campaign management transforms from a burden into a benefit. Specialists handle every technical aspect – from crafting ads that convert to optimising keywords and tracking performance. Your charity gets expert-level results without any internal resource drain.

Of course, if your organisation has the available time and necessary basic skills in-house, Google provides a number of resources to help you establish a plan of action and utilise your ad grants.

Speak to an expert

Of course! Google Ad Grants can integrate with other charity-focused Access solutions, including Access Charity CRM, Access Charity Websites and Access Paysuite.

 The choice is entirely yours, you can use it standalone or as part of an 'Access Evo for Charities' fully connected charity software package.

We recommend the latter, if possible. When everything's connected, you get the full story of your supporter journey. You'll see exactly which Google ads lead to donations, and spot opportunities to improve your fundraising across all channels.

It's like having all your charity's data working together instead of in separate silos.

Of course! But ... While it's tempting to keep everything in-house, the reality is often more complex than it first appears. Your trustees will probably want answers to these practical questions:

• Who on your team can write compelling ads that inspire people to donate or volunteer?
• How will you research keywords that actually reach your target supporters?
• Does anyone have the skills to read analytics and know what changes to make?
• Are you confident about the rules to avoid accidentally overspending?
• Will the time investment from your team be worth more than the results you achieve?

The real question is often: Would your charity's mission be better served by expert management?

See how we handle all the complexity for you

Once we've completed your onboarding and understand what makes your charity special, we'll take complete care of your Google Ad Grant account. Here's what you can expect:

Google Ad Grants application – Whether you need help applying for the first time or recovering from a previous rejection, we'll guide you through every step. You can choose to work alongside us or hand the entire process over - either way, we'll ensure you meet all Google's criteria and keep you updated throughout.

Ad campaign management – We start by setting up tracking that measures what matters most to your charity: donations, volunteer sign-ups, and supporter engagement. Our experts then research the perfect keywords for your cause and build campaigns that comply with all Google Ad Grant policies. You'll review and approve everything before we go live.

Your complete campaign management includes:

• Strategic keyword research (long and short-tail)
• Smart bidding strategies to maximise your budget
• Compelling copywriting that drives action
• Negative keyword management to avoid wasted spend
• KPI tracking aligned with your charity's goals

Performance reports and ongoing support – You'll receive detailed monthly reports showing exactly how your campaigns are performing, including:

• Impressions (how many people saw your ads)
• Click-through rate (engagement with your message)
• Conversion rate (actual donations/sign ups)
• Cost per conversion (efficiency of your spending)
• Quality score (campaign optimisation level)

These insights help us celebrate your wins and identify opportunities for even better results. Plus, quarterly strategy calls ensure your campaigns keep evolving with your charity's needs.

You may be in a scenario where you have submitted a successful Google Ad Grants application and been granted an account. However, you have opted to rely on the expertise of a third party to manage your ad campaigns and ensure that you meet the Ad Grants policies while gaining a substantial ROI.  

For this to be possible, you must grant your third party access to your Google Ads account. Once this has been granted, the new user will have full visibility of your Google Ad Grants account data including campaigns and keywords. In addition, they will have the ability to edit these campaigns and add new ones. You should note that the new user must have a Google Account with a verified email address which can either be gmail or a corporate email that has an existing Google account.   

You can grant access with the following steps:  

1. Sign in to your Google Ad Grants account
2. Click the ‘Tools’ icon, followed by ‘Account Access’ located in the ‘Configuration’ section
3. Click ‘More’
4. Enter the email address of the user you wish to add
5. Click ‘Send Invitation’
6. Once the notification has been accepted, you will receive a notification

Access Evo for Charities was created to improve engagement, visibility and productivity for organisations such as yours. Our cloud-based feature-rich charity software includes Digital Advertising, Website, CRM and Payment Processing solutions, and allows each solution to operate on its own, or as a connected part of the full suite. 

With such features including Learning Management, Collaboration and Analytics, you have the tools at your disposal to make swift, informed decisions to improve productivity. Anyone in your organisation with permission can self serve to get the accurate reports that they require - placing less of a strain on the core fundraising team. 

How quickly you get up and running depends on which package suits your charity best. We offer two routes: FlightPath A gets you started efficiently, while FlightPath B includes extra strategy work to create campaigns perfectly tailored to your cause.

Here's what you can expect with each package:

FlightPath A (38 days total)

• Week 1: Welcome call to discuss your goals and next steps
• Weeks 2-3: Application review and guidance through the Google grants process
• Week 3: Website tracking setup advice (same day)
• Weeks 4-5: Campaign building with in-depth keyword research for your cause
• Week 6: Final quality checks before launch
• Weeks 6-7: Account goes live with post-launch monitoring
• Week 7: Handover to your ongoing support team

FlightPath B (45 days total)

• Week 1: Welcome call plus detailed campaign strategy discussion
• Weeks 2-3: Application review and strategic planning
• Week 4: Custom campaign strategy document creation
• Week 4: Website tracking setup advice
• Weeks 5-6: Account building with tailored keyword research
• Week 7: Pre-launch quality assurance
• Weeks 7-8: Live launch with extended post-launch review
• Week 8: Enhanced handover to your dedicated support team