Up to $10,000 in Google Search ads.
Your mission. More momentum.
Google Ad Grants
Management
Agency for Nonprofits.
Up to $10,000 a month in free Google ads. Let’s make every dollar count.
Your nonprofit could have $10,000 a month in free Google Search ads sitting in your account right now. Most organizations use only part of it, and plenty lose the grant completely over a missed rule. PBJ Marketing builds, manages, and protects Google Ad Grant accounts so you get more donors, volunteers, sign-ups, and event registrations without hiring a PPC specialist.
BIG MISSIONS DESERVE TO BE FOUND.
UP TO$10,000
More donors.More volunteers.in Google Search ads.
Every month. For your mission.
Get found→Inspire action→Grow impact
01 / The opportunity
Google Ad Grants, at a glance.
Up to $120,000 a year for your mission.
Monthly performance that protects your grant.
- What it is
- A Google program that gives eligible nonprofits up to $10,000 USD per month in in-kind Google Search ads.
- What it costs you
- Nothing. The ad spend is free. Agency management fees are separate and can’t be paid with grant credits.
- Does unused budget roll over?
- No. Whatever you don’t spend this month is gone.
- Where your ads show
- Google Search results, below paid ads. Performance Max campaigns can also reach eligible Google Maps placements.
- Who qualifies (US)
- 501(c)(3) organizations registered with Google for Nonprofits, with a quality website on a domain they own.
- Who doesn’t
- Government entities, hospitals and healthcare organizations, and schools, colleges, and universities. Their charitable foundations can qualify.
The rules that keep your grant active
- Click-through rate rule
- A 5% account-level CTR every month. Two months in a row below 5% means temporary deactivation.
- Conversion rule
- Valid conversion tracking with at least one conversion a month.
- Bidding rule
- Conversion-based Smart Bidding: Maximize Conversions, Maximize Conversion Value, Target CPA, or Target ROAS.
- Cost-per-click cap
- $2.00 on manual and Maximize Clicks bidding. Maximize Conversions removes the cap.
- Keyword rules
- No single-word keywords (with limited exceptions), no overly generic keywords, and no keywords with a Quality Score of 1 or 2.
- Account setup rules
- At least two ad groups per campaign, at least two sitelinks, and location targeting that matches where you serve.
- Staying active
- Answer Google’s annual program survey and keep program emails turned on.
Policy reference from the supplied October 2026 content: Google’s account management policy and Ad Grants FAQ.
The Google Ad Grant is worth up to $120,000 a year in free search ads, but only if your account can spend it inside Google's rules. The two rules that sink the most accounts are the 5% CTR minimum and the conversion tracking requirement. And yes, you can run a grant account and a paid Google Ads account at the same time. They run in separate auctions, so they never compete.
The work behind the impact
What is Google Ad Grants management?
Google Ad Grants management is the ongoing work of building, running, and optimizing a nonprofit's free Google Search ad account so it stays compliant and drives real results. A Google Ad Grants management agency handles keyword research, ad copy, conversion tracking, bidding, policy compliance, and reporting, so your team can get back to the mission.
02 / Where the opportunity gets lost
Why most nonprofits leave grant money on the table
The $2 bid cap.
On manual bidding, your ads can't bid more than $2 a click, and grant ads already sit below paid ads. That combination keeps a lot of accounts from ever spending much of their budget.
Rules that enforce themselves.
Google checks compliance automatically. One broken conversion tag or two soft CTR months and the account shuts off, often without anyone on your team noticing for weeks.
The “one campaign” problem.
A busy team builds a campaign around the homepage, launches it, and moves on. The grant scales when you have tightly themed campaigns for each program, service, event, and way to get involved.
03 / Your mission. Our expertise.
What you get with PBJ’s Google Ad Grants management
You focus on the mission.
We focus on the momentum.
Get a Free Ad Grant AuditWe focus on the momentum.
01Eligibility check and application support
We confirm your status, walk you through Google for Nonprofits and its verification step, and make sure your website meets Google's policy before you apply. Got rejected before? We'll find out why and fix it.
02Account audit, restructure, or a fresh build
Already have a grant? We audit it against every current policy and rebuild whatever is holding it back. Starting from scratch? We build it right from day one, with campaigns mapped to your actual programs instead of just your homepage.
03Keyword research and campaign structure
We research how people search for what you do: your programs, services, events, volunteer opportunities, and ways to give. Then we build tightly themed ad groups with no single-word or overly generic keywords, and we watch Quality Scores so nothing gets paused automatically.
04Ads people actually click
Responsive search ads written for real searchers, plus sitelinks, callouts, and structured snippets. More relevant ads mean a higher CTR. A higher CTR keeps you compliant and gets your ads shown more often.
05Conversion tracking that counts what matters
Donations. Volunteer sign-ups. Newsletter sign-ups. Event registrations. Program inquiries. We set up tracking in Google Ads and GA4, test it, and categorize it correctly so page views and time on site never get counted as conversions.
06Smart Bidding that breaks the $2 cap
Once tracking is solid, we move your campaigns to Maximize Conversions. That lifts the $2 cost-per-click ceiling and lets your ads compete for the searches that matter most to your mission.
07Performance Max and Google Maps ads
Since 2025, Ad Grant accounts can run Performance Max campaigns on eligible Search and Google Maps inventory, according to Whole Whale's summary of the update. For local nonprofits like shelters, food banks, museums, and community centers, that means showing up when someone nearby searches on Maps. We connect your Google Business Profile and set up the location assets you need.
08Compliance monitoring, every single month
CTR, conversion activity, keyword quality, geo-targeting, sitelinks, and the annual program survey. We catch problems before Google does.
09Landing page recommendations
An ad is only as good as the page it sends people to. We flag pages that lose visitors and recommend fixes, with optional support from our conversion rate optimization and website design and development teams.
10Reporting your board will understand
Monthly reports tied to mission outcomes like donations, volunteers, and sign-ups, not just clicks and impressions. Plus a real strategy call with the expert who works on your account.
04 / A little clarity goes a long way
Can your nonprofit get a Google Ad Grant?
What you need
- Valid charitable status in your country. In the US, that means 501(c)(3) status.
- A Google for Nonprofits account, verified through Google's validation partner.
- A secure, working website on a domain you own, with real content and limited commercial activity.
- Agreement to Google's nondiscrimination and donation receipt certifications.
Who isn’t eligible
Government entities, hospitals and healthcare organizations, and schools, colleges, and universities.
Good news for foundations and associations
Here's the part a lot of organizations miss. A hospital's charitable foundation or a university's philanthropic arm can qualify for the grant even though the hospital or university can't. Most trade and professional associations are 501(c)(6) organizations and aren't eligible, but an affiliated 501(c)(3) foundation usually is. We work with healthcare, higher education, and nonprofit and association clients every day, so we know how to sort this out quickly.
Not sure if you qualify? We’ll check for free.
Check My Eligibility05 / A clear path forward
How our Google Ad Grants management works
weeks 1 to 2
Audit or apply
We check eligibility, audit your account and website, review policy compliance, and set goals with you. If you don't have a grant yet, we guide you through the application.
weeks 2 to 4
Build and track
Campaign structure, keyword research, ads, assets, and conversion tracking. Nothing goes live until conversions are recording correctly.
month 2
Launch and stabilize
A controlled launch, CTR and Quality Score checks, negative keywords, and the switch to conversion-based bidding as data comes in.
month 3 and beyond
Optimize and grow
Ongoing testing, new campaigns for events and seasonal appeals, Performance Max where it fits, monthly reporting, and regular strategy calls.
06 / Real organizations. Meaningful outcomes.
Google Ad Grants results from our nonprofit clients
Tyler Clementi Foundation
+52%More Upstander Pledges from paid media
We restructured the foundation’s grant account, set up and tested conversion tracking, and brought it into full compliance with Google’s grant policies.
- 97.77% increase in paid media traffic
- 34% more newsletter sign-ups
The Lamp NYC
+600%Increase in engagement
The Lamp already had a Google Ad Grant, but the account was poorly structured, driving little traffic, and at risk of losing eligibility. We rebuilt it.
- 353% increase in click-through rate
- More than 2 million ad views
Arcus Foundation
+93%More publication downloads
We built content-focused search campaigns around Arcus’s publications, reports, and stories of impact.
- 112% increase in click-through rate
- 47% more clicks
Selected client results. Outcomes vary by organization and campaign.
07 / Two accounts. One mission.
Google Ad Grants vs. paid Google Ads
| What matters | Google Ad GrantsGrant-funded visibility | Paid Google AdsAdditional reach |
|---|---|---|
| Budget | Up to $10,000 a month, free | Whatever you choose to spend |
| Ad position | Below paid ads | Eligible for the top spots |
| Max cost per click | $2, unless you use Maximize Conversions | No cap |
| Campaign types | Search, plus Performance Max on Search and Maps | Search, Display, YouTube, Shopping, Performance Max, and more |
| Extra rules | 5% CTR, conversion tracking, keyword quality | Standard Google Ads policies |
For high-competition moments like Giving Tuesday and year-end giving, a small paid budget on top of the grant can get you in front of donors who'd otherwise see a bigger organization first. Our paid media team runs both side by side.
08 / Wherever you are, we can help
Who we help
We’ve run grant and paid search campaigns for LGBTQ+ advocacy groups, conservation and social justice foundations, community organizations, and membership nonprofits.
Explore our nonprofit digital marketing work- 01Nonprofits with an underused grant that's spending a fraction of its $10,000 a month.
- 02Nonprofits with a suspended or deactivated account. We diagnose it, fix it, and request reinstatement.
- 03Nonprofits that just got approved and want to start compliant instead of cleaning up later.
- 04Eligible organizations that haven't applied yet. We handle the paperwork and the build.
- 05Foundations of hospitals, universities, and associations. Often eligible, often overlooked.
09 / Clear costs. No surprises.
How much does Google Ad Grants management cost?
01 / Your Google Ad Grant
The ads are free.
Up to $10,000.
Every month.
The ads are free. You pay PBJ a monthly management fee, which is separate from the grant and can't be paid with grant credits.
More opportunity for the mission that matters.
02 / Your dedicated PBJ team
PBJ’s management fee
Starting at$2,500/ month
We charge 10% of your ad spend, with a starting price of $2,500 per month and a cap at $5,000 per month.
Monthly fee cap $5,000Get a Custom Ad Grants Plan
One honest note: nobody can guarantee you'll spend the full $10,000 every month. What we can promise is an account built to compete for every dollar Google will let it spend.
10 / Wise counsel. Hands-on expertise.
Why nonprofits choose PBJ Marketing
A real expert on your account. No cookie-cutter templates and no rotating junior team. You meet with the person doing the work.
Paid media is our core. We're a Google Partner with years of search experience across nonprofits, associations, healthcare, and higher ed.
Your grant and everything around it. SEO, GEO and AEO, conversion rate optimization, and web design under one roof, so your ads land on pages that turn visitors into supporters.
Offices in Washington, DC and New York City, working with nonprofits nationwide.
11 / Let’s clear a few things up
Google Ad Grants FAQs
Eligibility, expectations, and what comes next.
Talk to Our TeamIs the Google Ad Grant really free?
Yes. Google gives eligible nonprofits up to $10,000 USD a month in in-kind search ads at no cost. If you hire an agency to manage the account, that fee is separate and paid by your organization, not from grant credits.
Who is eligible for a Google Ad Grant?
In the US, 501(c)(3) nonprofits registered with Google for Nonprofits that have a quality website on a domain they own. Government entities, hospitals, and schools and universities aren't eligible, but their charitable foundations often are.
Can associations get a Google Ad Grant?
Most 501(c)(6) trade and professional associations aren't eligible. If your association has an affiliated 501(c)(3) foundation, that foundation can usually apply and run its own grant account.
How long does it take to get approved?
Google for Nonprofits verification usually takes several days. Once that's active, Google typically reviews the Ad Grants application in about three business days. Setup and launch with PBJ takes two to four weeks.
What happens if my CTR drops below 5%?
Google requires a 5% account-level CTR every month. Miss it two months in a row and your account is temporarily deactivated. Pausing low-CTR keywords, tightening ad relevance, and then requesting reinstatement gets you back online.
My Google Ad Grant account was suspended. Can you help?
Yes. We figure out which rule triggered the deactivation (CTR, conversion tracking, location targeting, sitelinks, or the program survey), fix it, and submit the reinstatement request to Google.
Can we use Google Ad Grants and paid Google Ads at the same time?
Yes. Grant ads and paid ads run in separate auctions, so they don't compete with each other. Many nonprofits add a small paid budget for competitive searches and peak giving moments like Giving Tuesday and year-end appeals.
Can you take over our existing Ad Grant account?
Yes. We're added as users on your account, audit it, and restructure what isn't working. You keep full ownership of the account and all of its data.
How soon will we see results?
Most accounts see compliance and traffic improvements within the first 30 to 60 days. Conversion growth builds over the next couple of months as Smart Bidding learns from your data.
Let’s make more good happen.
Ready to put your $10,000 a month to work?
Get a free Ad Grant audit. We’ll show you what you’re spending, what you’re missing, and what we’d fix first.
Get a Free Ad Grant Audit