Access Charity Ad Grants
Maybe you'd reach thousands more supporters, or maybe you'd recruit more passionate volunteers? Your focus is up to you – and that's the power of Google Ad Grants for charities.
And, with specialised support on your side, we'll help you unlock every pound of that potential.
Click around for a dashboard tour; this is the part you see in real-time. Behind it, your team of Ad Grants specialists manage your account, keep you compliant and maximise your grant.
Why Google charity Adwords management?
Figuring out how to apply for your grant and manage campaigns is a lot to juggle when you're already stretched thin.
As the UK's biggest Google Partner, we'll help you:
Google's policies change and accounts are suspended. We monitor compliance, so your funding stays secure.
Our specialist charity AdWords management targets the right audiences, and squeezes every pound from your allowance.
With an average conversion rate three times better than most agencies, we align campaigns to what matters to you.
Our dedicated team understands the ins and outs of Ad Grants, and the sector.
We have a 100% application success rate, securing tens of millions of pounds in Ad Grants for eligible charities.
Experts handle everything, from first application to rescuing neglected accounts. And with Google's policies changing regularly, continuous monitoring keeps your account compliant and your funding safe from suspension.
Ten years of charity campaign data and AI modelling go into finding your keywords.
Your specialist tests and refines campaigns every month, while every ad is written in your charity's voice to drive the action you need most. Some charities see traffic increase by up to 6x and donations by up to 9x.
A live dashboard shows exactly what your Google Ad Grants management is delivering.
You'll see how your campaigns are performing, without a confusing, technical spreadsheet in sight. Reports are designed for charity teams, showing you exactly what you need, in a language that makes sense.
From Salesforce and HubSpot to Donorfy and Access Charity CRM, connections are covered.
Charity Ad Grants works alongside your existing CRM and marketing tools, so your campaign data flows where it needs to with no manual exports or guesswork.
Kicks Count paired Ad Grants and Raise for double the impact.
Better together, cheaper together.
“Access Google Ad Grants Management was the best money we could have spent.”
Book a 30-minute chat to understand your needs. If we're a good fit, we'll arrange a tailored demo.
Get the latest insights, expert tips and real success stories.
View all resources
Visible when it matters: Google Ad Grants and crisis readiness
The definitive guide to Google Ad Grants
Grant management software comparison: choose the best solution for your nonprofit
How to guarantee over £90,000 in funding from Google each year
Fundraisers guide to digital donor journeys
Goodle ad grants for nonprofits are Google's way of levelling the playing field for the charity sector. It's a programme that gives eligible nonprofits and charities up to $10,000 every month in free Google Search advertising credit – that's up to $120,000 a year, just for being a registered charity.
The best bit? It's not vouchers, it's not theoretical, it's real advertising credit that gets your organisation appearing at the top of Google Search results when people look for causes, services or support related to your work.
No bidding wars with big brands. No draining your fundraising budget. Just your charity, front and centre, when it matters most.
Read our guide to understanding Google Ad Grants for charities
Each month, Google loads $10,000 of free advertising credit into your Google Ads account. You use that credit to show text ads at the top of Google Search.
This means, when someone types in something like "donate to a food bank" or "mental health support near me," your charity can be right there at the top.
You only "spend" credit when someone actually clicks your ad. And it resets every single month. Here's what you need to know to stay in good standing:
That last point is why so many charities choose professional management like Access Charity Ad Grants.
Yes, completely and genuinely free. Google covers the cost of every click your ads receive through the grant. There's nothing to pay, no catch, and no hidden fees from Google.
The only costs involved are if you choose to work with a management service (like Access) to handle your application, campaigns and ongoing optimisation. But the grant itself? That's Google's gift to your cause.
Who qualifies for Google Ad Grants? Good news, if you're a registered charity with a decent website, there's a very good chance you do. Here's what Google needs from you:
You'll need to tick these boxes:
Registered as:
You won't be eligible if you're:
Worth noting, if you're not in the UK, different eligibility criteria may apply to you.
Not sure if your charity qualifies? Check your eligibility here.
The honest answer? It's more involved than most charities expect, but it's absolutely worth it. Here's how the process works:
The whole process can take several weeks, and first-time applications are commonly rejected due to technical errors or policy missteps. Our team has a 100% success rate applying on behalf of eligible charities – so if you'd rather skip the headache, explore pricing.
We're often asked, "How do I use Google Ad Grants, and what can it be used for?"
The short answer: almost anything that drives people to your charity's website. Here's what charities use their grants for most effectively:
The one rule though? Ads must link to your own approved website. They can't be used for commercial advertising, political campaigning, or sending people to third-party sites.
Here's some more helpful reading:
More than money: how Google Ad Grants can transform your volunteer recruitment
Visible when it matters: Google Ad Grants and crisis readiness
The monthly credit doesn't roll over, any unused portion of your $10,000 disappears at the end of each calendar month. That's why active, well-optimised campaigns are so important. You want to be using as much of that budget as possible, not leaving it on the table.
The grant itself has no fixed end date, it continues for as long as your charity stays eligible and compliant. But your account can be suspended if you miss a monthly login, fall below Google's 5% click-through rate requirement, or breach their policies. Reinstatement is possible, but it takes time and, in the meantime, your funding stops completely.
It's one of the biggest reasons charities choose expert management. Keeping your grant active and performing is an ongoing job, not a one-time setup.
Let's be honest about the challenges.
The application process isn't straightforward – it requires technical knowledge and specific formatting that many charities don't quite get right 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 monthly grant could disappear overnight. Your team would need to become really familiar with Google policy just to stay compliant.
The ongoing Google ad grant 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.
The above concerns are exactly why most charities choose professional Charity adwords 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! 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:
The real question is often: Would your charity's mission be better served by expert Google ad grant management?
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:
Performance reports and ongoing support – You'll receive detailed monthly reports showing exactly how your campaigns are performing, including:
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.
Of course! Google Ad Grants can integrate with other charity-focused Access solutions, including Access Charity CRM, Access Raise and Access Paysuite.
The choice is entirely yours, you can use it standalone or as part of an Access Charity Suite of modules - a 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.
Access Evo for Charities is the platform that brings together the Access software you use. It's been designed for how we know charities work in the real world – fundraising overlapping with marketing, volunteers becoming donors, event participants becoming advocates. For example, if you use both Charity Ad Grants and Donorfy, you'll get analytics for both, in the same place.
Access Evo gives you:
It's also packed with powerful AI tools and features!
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.
As a general rule – this isn't a given – here's what you can expect with each package:
FlightPath A (38 days total)
FlightPath B (45 days total)
Great question! We’ve written a handy guide - How to make the most of free Google ads for charities (without being a technical wizard).
It walks you through the benefits, what a good campaign looks like, and how the right support can help you get the best out of every click.
No juggling multiple systems. No more losing supporters in the gaps.
The Access Charity Suite combines specialist charity tools across fundraising, volunteering, marketing, and more.
Whether you need one module or more, every tool is designed to be accessible, affordable, and built with your mission in mind.
Access Evo connects it all together - one secure login. Shared data. Built-in AI. Access Evo is the foundation of the Charity Suite, bringing your tools together in one, unified platform.
Access Assemble is your platform to manage volunteering at scale, across teams, locations and activities.
Charity-specific CRMs that help charities manage donors, fundraising and income with clarity and control.
Access Raise is one platform to manage websites, campaigns & events - raising funds, awareness, engagement & impact with AI.
Access Charity Ad Grants helps charities maximise their Google Ad Grant to drive awareness, traffic and donations.
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