In the competitive digital landscape, UK charities are constantly seeking innovative and cost-effective ways to amplify their message, drive donations, and recruit volunteers. The Google Ad Grants programme presents a remarkable opportunity, offering eligible non-profits up to $10,000 (approximately £7,500) per month in free advertising credit on Google Search. This powerful tool can level the playing field, allowing charities of all sizes to reach a wider audience and connect with individuals actively seeking to support their cause. This comprehensive guide will walk you through the entire process of applying for Google Ad Grants in the UK, from checking your eligibility to launching your first campaign.
Is Your UK Charity Eligible for Google Ad Grants?
Before diving into the application process, it’s crucial to ensure your organisation meets Google’s eligibility criteria. To qualify for Google Ad Grants in the UK, your organisation must:
- Hold valid charity status: You must be registered with the Charity Commission for England and Wales, the Office of the Scottish Charity Regulator (OSCR), or the Charity Commission for Northern Ireland. Alternatively, you may be eligible if you have tax-exempt status from HMRC.
- Have a high-quality website: Your website must be secure with HTTPS, have a clear description of your mission, and provide a good user experience.
- Agree to Google’s terms: You must acknowledge and agree to Google’s required certifications regarding non-discrimination and donation usage.
It’s important to note that governmental entities, hospitals, and schools are generally not eligible for the programme, though philanthropic arms of educational institutions may qualify.
Your Step-by-Step Application Guide
Applying for Google Ad Grants is a multi-step process that requires careful attention to detail. Follow these steps to ensure a smooth application journey:
Step 1: Register with Google for Nonprofits
The gateway to Google Ad Grants is a Google for Nonprofits account. This central hub provides access to various Google products and services tailored for non-profit organisations. During the registration process, you will need to provide details about your charity, including your registration number.
Google partners with third-party verification services like TechSoup to validate your organisation’s non-profit status. You may need to register with TechSoup’s UK partner, Charity Digital, to obtain a validation token required for your Google for Nonprofits application.
Step 2: Complete the Ad Grants Pre-Qualification
Once your Google for Nonprofits account is approved, you’ll need to complete the Ad Grants pre-qualification process. This involves filling out an eligibility form and completing a short training video and quiz. This step helps Google understand your organisation’s goals and ensures you are familiar with the programme’s policies.
Step 3: Set Up Your Google Ads Account
After successfully pre-qualifying, you will be guided to create a Google Ads account. It is crucial that you do not enter any billing information during this setup, as this is a grant-funded account. The account should be set up with the currency in USD, as the grant is provided in US dollars. You will need to create at least one campaign with ad groups, ads, and keywords to be eligible for review.
Step 4: Submit Your Account for Review
With your initial campaign in place, you can submit your Google Ads account for review through your Google for Nonprofits dashboard. The review process typically takes a few business days, and you will be notified by email of the outcome.
Maximising Your Google Ad Grants Success
Securing the grant is just the beginning. To maintain your eligibility and make the most of the free advertising credit, you’ll need to actively manage your account and adhere to Google’s policies. This includes maintaining a minimum click-through rate (CTR) of 5%, using geo-targeting, and having at least two active ad groups in each campaign.
For in-depth strategies on how to effectively manage your Google Ad Grants account and boost your charity’s donations and awareness, explore our article on “Unlock Your Charity’s Potential: 5 Google Ad Grants Strategies UK Charities Must Use to Boost Donations & Awareness“.
Conclusion: A Powerful Tool for UK Charities
The Google Ad Grants programme offers an unparalleled opportunity for UK non-profits to significantly enhance their online presence without a hefty advertising budget. By carefully following the application steps and dedicating resources to effective account management, your charity can harness the power of Google Search to attract new supporters, raise vital funds, and ultimately, make a greater impact. The process may seem detailed, but the potential rewards are well worth the effort.
