How charities can advertise for free with Google Grants (and why that’s pure gold)

Free advertising through Google? Yes, really.

Picture this: an ad budget of $10,000 a month. A gift from Google. No small print, no catch. Just search ads for your organisation, without paying a cent for them.

And yet… lots of foundations don’t use it. Or they start, but quickly get tangled up in rules, settings and technical hassle.

A shame. Because this isn’t a “nice to have”, it’s a game changer. Especially if you’re doing something good for the world.

What exactly is Google Grants?

Google Grants (officially: Google Ad Grants) is the non-profit little sibling of Google Ads. Made especially for foundations and charities.

What do you get?

• Up to $10,000 in free search ads every month

• Visibility in Google when people search for topics that fit your mission

• The chance to win more engagement, donations or volunteers

   

Who can join?

Most Dutch registered charities (ANBI) qualify. You do need an approved non-profit status, and you can’t be a government body or a school.

And the rules?

Oh, there are rules. You have to:

• Run active campaigns

• Write good ads

• Send visitors to relevant pages

• Hit a CTR (click-through rate) of at least 5%

   

  But don’t let that scare you off. It’s very doable, especially with the right help ;).

What’s in it for your organisation?

Here’s why you don’t want to leave this on the table:

• More visibility: people who support your mission find you faster
• More donors: ads that convert into ongoing support
• More volunteers: through campaigns aimed at local recruitment
• Better communication: your story at the right moment, with the right people

Whether you work on fighting poverty, animal welfare or equal opportunities: this is your digital megaphone.

How do you apply for a Google Grants account?

No marketing department needed. A few steps and you’re on your way.

1. Register with TechSoup (to validate your non-profit status)
2. Sign up for Google for Nonprofits
3. Apply for the Ad Grants account
4. Create a Google Ads account with the right settings
5. Submit your first campaign for review

Tip: take your time with this. Google checks closely, but mostly to keep spam out.

Why it doesn’t stop at ‘applying for an account’

A common mistake: thinking an account alone gets you there. That’s a bit like starting a food truck and forgetting to cook.

Because yes, you have that budget. But without smart campaigns, strong copy and a clear strategy, you just get views without results. And Google will cancel your account without mercy if you perform below the bar.

So you don’t just need clicks. You need relevant clicks. Clicks that deliver something.

Creative with impact: how we do it

At Omelette du Fromage we build campaigns that aren’t just about clicks, but about meaning.

We always start with your mission. What do you want to achieve? Who do you want to reach? And why would anyone get moving?

From there we make ads that actually work. Like:

• A recruitment campaign for buddies that plays into local search behaviour

• A donation campaign with seasonal triggers (“Help children through the summer safely”)

• Campaigns with A/B tests to find out which message really lands

   

And no, we don’t just throw a few keywords into the system. We build, test, learn, improve. Until it works.

Rather not figure it out yourself?

Fair enough. You’ve got enough on your plate. And if you want to make an impact, you have to spend your time wisely.

Let us help. We make sure your Google Grants account is set up right, performs and keeps performing. With creative campaigns that give your mission real power.

👉 Get in touch and together we’ll turn that free budget into a powerful weapon.