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Google ad grants

Are you a registered charity or non-profit who would benefit from up to $10,000 free Google advertising each month to promote your key goals and objectives? Do you want to raise awareness, attract donors or recruit volunteers?

Our industry leading team are specialists in Google Ad Grant acquisition, management and growth.

Request a Free Google Ad Grant Audit

Deliver Essential Visibility

Maximise visibility and reach in key search markets with up to $10,000 monthly Google Ad Grant budget.


Increase Donations and Meet Key KPIs

Reach and grow the current value of donations being generated with Google Ad Grants while also meeting KPIs across recruitment, awareness, and sales.



Just like traditional paid search accounts, Google Ad Grants activities are fully measurable. Bespoke, transparent reporting provides valuable insight into campaign performance.


Google Ad Grant FAQs

A Google Ad Grant is a grant of $10,000 per month that is awarded to a charity or non-profit for use within Google Ads. This is a key advantage for charities whom without a Google Ad Grant may not have the financial resources to run paid search activity in an increasingly competitive marketplace.

Although there are multiple shared characteristics there are a few clear differences. Google Ad Grants accounts can only be utilised within the country of the grant holder and must not exceed $10k ad spend monthly. There is also an increasing list of requirements that Google require to be met to maintain Google Ad Grant eligibility.

The basic DNA of a Google Ad Grant account is identical to that of a traditional paid search account. A Grant holder will select specific terms to bid upon and when search an ad is therefore shown – if clicked the user will then be delivered to the desired website

Once a Google Ad Grants account is active it must adhere to strict Google requirements or face suspension. The key requirements are as follows:

  • An overall CTR of 5% must be met at account level.
  • No keyword is permitted to have a quality score below 3.
  • Singular, generic and poor-quality keyword terms are not permitted.

There are no hidden charges involved with Google Ad Grants. The only costs incurred will be determined by our management time requirements which we offer at a reduced flat fee to our clients.

Through our experience of working on Google Ad Grant accounts we have a proven track record of growing and increasing account performance. Key success includes maximising spend usage, increasing traffic and ensuring compliance with Google requirements at all times.


Client Testimonials

“The Lane team took our digital marketing to a new level by securing and then maximising our Google Grant. We’ve been thrilled by their persistence and attention to detail to build such a complex and challenging account covering our ticket sales, e-commerce and fundraising. I wouldn’t hesitate to recommend the team wholeheartedly”

Paula Bushell, Head of Marketing and Communications, Royal Botanic Garden Edinburgh

“What The Lane have achieved for us with our Google Grant has been remarkable. During lockdown they helped to drive people to our series of filmed operas and also to web resources we created for school pupils. Our partnership is a great success and I’d wholeheartedly recommend the team.”

Caroline Dooley, Head of Marketing and Communications, Scottish Opera

Pawsitively impactful: Unleashing online growth for Scottish SPCA

View Case Study Pawsitively impactful: Unleashing online growth for Scottish SPCA

Arts amplified: Mastering Google Ad Grants for applause-worthy performance

View Case Study Arts amplified: Mastering Google Ad Grants for applause-worthy performance

Guiding engagement and e-commerce via a Google Ad Grant for Girlguiding Scotland

View Case Study Guiding a Successful Google Ad Grant for Girlguiding Scotland

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View Case Study Helping Scottish Opera hit the high notes with multimedia planning

Google Ad Grants Audit

To get a FREE Google Ad Grants Audit or just find out more about how we can help you, fill out the form or contact us via the details below.

+44 (0)131 551 7777