What impacts charity Ad Grant management software pricing?

Prior to looking into the factors that determine nonprofit Ad Grant management software pricing, it’s essential to first understand what you are looking to purchase.

Charity Ad Grant management software is a platform that can support you to gain maximum visibility via paid advertising campaigns – in turn encouraging supporters to make those all-important donations, while applying for voluntary roles and/or attending events.

With time being a factor, this software provides the option to outsource the processes around Ad Grant management to your respective software provider, which can include:

• Applying for a charity Ad Grant
• Managing your day-to-day paid advertising campaigns
• Reporting on campaign performance
• Making informed decisions to improve future campaigns

By adopting this solution, it allows a professional to successfully attain the grant, before running your campaigns to the highest standard. All this while saving you valuable time during the process!

Read our definitive guide to Google Ad Grants to find out more

Although this may not be uniform for all software suppliers, there are a number of common factors that can influence nonprofit Ad Grant management software pricing. 

We provide a breakdown of these below.

Level of automation

Automation can potentially be one of the biggest differentiators in pricing. Put simply, the more automation you adopt, the higher the cost of the software. 

Common scenarios of automation that can influence nonprofit Ad Grant management software pricing include:

• Bid management: Automatically adjusts your keyword bids to stay within Google Ad Grant rules
• Keyword suggestions: Suggests high-performing keywords based on search trends and your campaign goals
• Ad rotation and testing: Automatically tests different ad copy to optimise click-through rate
• Policy compliance monitoring: Flags or fixes issues (like single-word keywords or low CTR) to ensure you maintain Grant eligibility

Platforms with robust automation reduce manual effort but tend to accumulate higher costs due to their sophistication and ongoing development.

Included services and support

Grant management software cost varies significantly depending on whether you're purchasing just software or require third-party support from the respective software provider’s experts.

You therefore have two options:

• Adopt self-serve tools: This approach lowers cost but requires in-house expertise
• Seek a full-service solution: This may include Google Ad Grant application, campaign setup, keyword research, copywriting, ongoing optimisation, and reporting reviews by specialists

The more human expertise bundled into the package, the higher the monthly cost - but also the greater the likelihood of seeing tangible results from the Grant.

Number of campaigns or accounts managed

Some providers offer tiered pricing based on how many campaigns, domains, or users are managed.

Consider the following scenarios:

• A small charity managing one campaign may pay for a basic tier
• A larger organisation running campaigns for multiple causes or events may require a more advanced - and therefore more expensive – tier

This ensures pricing scales appropriately with the scope of the organisation’s digital presence.

Customisation and integrations

Basic platforms offer standard templates and functionality, while more advanced – and costly – solutions offer flexible integrations and custom features.

Customisation considerations that may impact cost include:

• Branded campaign dashboards tailored to your organisation’s structure
• Integrations with CRMs, email marketing tools, or analytics platforms
• Custom tagging or segmentation for audiences
• API access or custom data syncs

While more integrations can lead to better efficiency, it can come with a higher cost.

Reporting and analytics capabilities

Not all reporting is created equal. Some platforms provide basic metrics, while others offer deep, actionable insights.

Pricing may increase with:

• Real-time dashboards showing performance by campaign, keyword, or goal
• Custom report templates for different departments or funders
• Automated monthly summaries sent to your team or leadership
• Visualisations like graphs, charts, and benchmarks
• Export options e.g. CSV, PDF, direct to CRM

Advanced analytics save time and improve decision-making, which adds strategic value - but at a premium.

Training and onboarding

Initial setup and training can impact up-front costs but are crucial for long-term success.

Higher-priced offerings may include:

• One-on-one onboarding sessions
• Strategy consultations and goal-setting
• Training on how to create, manage, and improve campaigns
• Access to a knowledge base, community support, or ongoing webinars

Organisations new to Google Ad Grants often benefit from this hands-on start, even if it means a larger investment up front.

When considering nonprofit Ad Grant management software cost, it is essential to look into the pricing models of different software suppliers. These can differ depending on how they operate and you may find that a certain model is more suitable for your requirements and budget.

We outline the most common models below, along with their respective pros and cons.

Flat monthly fee (software-only solutions)

A fixed monthly cost gives you access to the software’s features, typically without any added services.

This usually includes:

• Access to the platform’s core tools e.g. campaign management, keyword tracking, reports
• Often self-serve, with minimal to no expert support

Pros:

• Predictable and budget-friendly for smaller charities
• Simple to understand and compare across suppliers

Cons:

• Limited hands-on help
• May require in-house knowledge of Google Ads and Ad Grant compliance
• Risk of underutilisation if the charity lacks the time or expertise

Ideal for:

• Tech-savvy organisations with internal marketing or digital capacity

Tiered plans (usage, features, or users)

With tiered pricing plans, the costs increase based on the size or complexity of your requirements.

Tiers may be based on:

• Number of ad campaigns or keywords
• Level of access to features e.g. advanced analytics, automation tools
• Number of users or administrators in your account
• Size of ad spend or impressions managed

Pros:

• Scalable as your organisation grows
• Clear upgrade path if you need more functionality
• Often includes added features like integrations or more automation

Cons:

• May be confusing to compare if suppliers structure tiers differently
• You may outgrow a lower tier and need to budget for higher costs

Ideal for:

• Charities growing their digital efforts or needing more flexibility over time

Hybrid models (software fee and optional expert services)

Hybrid models combine a software subscription with access to optional, paid support from campaign specialists.

You typically pay for:

• Core software access (flat fee or tiered)
• Add-on services like campaign setup, keyword optimisation, or monthly reporting reviews

Pros:

• Allows you to choose the support level you need
• Flexibility to scale expert help up or down over time
• Good balance of automation and human insight

Cons:

• Total monthly cost can vary significantly
• Requires clear understanding of what's included vs extra services

Ideal for:

• Charities that want automation plus access to expert guidance when required

Discover how to choose the best solution for your nonprofit

Starting at just £220 per month, you'll gain access to a team of Google Ads Grant Certified Professionals who will manage and continuously optimise your Google Ads campaigns -helping you maximise your visibility, reach more potential supporters, and boost your fundraising efforts.

What’s included?

• Free application and campaign build
• New custom campaigns each year
• Live report dashboard
• Quarterly catch-up calls
• Priority onboarding

Find out more about our pricing model

Ad Grant management requirements can vary from one nonprofit to the next. That is why we recommend reaching out to several software providers in order to find a solution and pricing model that suits your requirements.

But why not start with us? Our Ad Grant experts are available to answer any queries you may have and guide you in the right direction.

Get in touch with our experts today