The Google Ad Grant is a programme that provides registered charities with free Google Search advertising credits. Since launching in 2003 (created by Sheryl Sandberg), Google has awarded more than $10 billion in free advertising to over 115,000 nonprofits across 51 countries. Currently, more than 35,000 charities worldwide actively use the programme.
Google Ad Grants provide eligible UK charities with $10,000 per month (approximately £7,500) in free Google Search advertising—equivalent to £90,000 annually. To qualify in 2025, your charity must be registered with the Charity Commission, OSCR, or NICC, maintain a 5% click-through rate, and implement conversion tracking through GA4. This guide covers everything from eligibility and application to the latest Performance Max features and compliance requirements.
In this guide:
Unlike traditional paid advertising where organisations pay per click, Google Ad Grant recipients receive in-kind advertising credits that automatically renew monthly—provided compliance requirements are met. The grant covers text-based search ads that appear on Google Search results pages when users search for keywords related to your charity's mission.
For UK charities, this represents a significant opportunity. With Google commanding 87% of the UK search market, appearing prominently in search results can dramatically increase awareness, volunteer recruitment, and donations. Whitehat's inbound marketing approach for charities often incorporates Google Ad Grants as a foundational element of digital strategy.
The Google Ad Grant provides $10,000 USD per month in advertising credits. For UK charities, this translates to approximately £7,400–7,500 monthly depending on exchange rates—or roughly £90,000 annually in free advertising.
| Metric | Value |
|---|---|
| Monthly grant amount | $10,000 USD (~£7,500) |
| Daily spending limit | $329 USD (~£250) |
| Annual potential value | $120,000 USD (~£90,000) |
| Maximum CPC bid (manual) | $2.00 USD (~£1.50) |
| Smart Bidding CPC limit | Can exceed $2.00 |
Important: Unused funds do not roll over. The grant operates on a "use it or lose it" basis—if you don't spend your daily $329 allocation, that budget is lost. Well-managed accounts typically achieve 90–98% budget utilisation, while poorly optimised accounts often waste £4,000–5,500 monthly through under-utilisation.
To qualify for Google Ad Grants in the United Kingdom, your organisation must be registered with one of the recognised charity regulators and meet Google's website and content requirements.
Your charity must be registered with one of the following:
Your charity's website must meet these standards before applying:
If your website needs improvement before applying, Whitehat's SEO services can help ensure your site meets Google's quality standards.
Google has significantly tightened compliance requirements since 2018. Failure to meet these standards results in account suspension—often without warning. Here's what UK charities must maintain in 2025.
The nonprofit sector benchmark CTR is 4.41%—but Google Ad Grants require 5%. This means you must outperform the industry average to maintain compliance. Understanding how PPC advertising works is essential for managing this effectively.
Since January 2024, conversion tracking requirements have been strengthened:
Acceptable conversion types include:
For accounts created after April 2019, Smart Bidding is mandatory:
Universal Analytics is fully retired—GA4 is now mandatory for all Google Ad Grants accounts.
Required setup steps:
Best practice: Create goals in GA4 and import them into Google Ads rather than creating conversions directly in Google Ads.
The application process involves three phases and typically takes 7–21 business days from start to activation.
Total timeline: 7–21 business days from initial registration to activation, depending on verification speed and website compliance.
Google completed full rollout of Performance Max to all Ad Grants accounts in January 2025. This represents a significant expansion of advertising capabilities for charities.
| Feature | Paid PMax | Ad Grants PMax |
|---|---|---|
| Google Search | ✓ | ✓ |
| Google Maps | ✓ | ✓ |
| Display Network | ✓ | ✗ |
| YouTube | ✓ | ✗ |
| Gmail | ✓ | ✗ |
For charities struggling to maintain the 5% CTR requirement, Performance Max offers a compliance-friendly alternative. However, standard search campaigns often deliver more control and transparency. Whitehat's PPC agency services can help determine the right mix of campaign types for your charity.
Understanding why charities lose their Google Ad Grants helps you avoid the same fate. Here are the most common pitfalls.
Most charities waste £4,000–5,500 monthly through poor optimisation. Expert management requires approximately 10–15 hours per month to achieve full budget utilisation.
What does success look like with Google Ad Grants? Here are industry benchmarks and real charity results.
| Metric | Benchmark |
|---|---|
| CTR (nonprofit/advocacy) | 4.41% industry average (must achieve 5%+ for compliance) |
| Conversion rate (advocacy) | 1.96% |
| Budget utilisation (under-optimised) | 30–50% |
| Budget utilisation (well-managed) | 90–98% |
| Management time required | 10–15 hours/month |
The Google Ad Grant provides $10,000 USD monthly, equivalent to approximately £7,400–7,500 depending on exchange rates. This totals roughly £90,000 in free advertising annually. The grant renews automatically each month provided your account remains compliant with Google's requirements.
No, Community Interest Companies are not eligible for Google Ad Grants. Only organisations registered with the Charity Commission for England and Wales, Scottish Charity Regulator (OSCR), Charity Commission for Northern Ireland (NICC), or HMRC as a charity qualify. CICs would need to establish a separate charitable entity to access the programme.
If your account CTR drops below 5% for two consecutive months, Google will suspend your Ad Grant account. To reinstate it, you must identify and fix compliance issues, then request a review through Google Ad Grants Help or by calling 1-866-246-6453. Accounts using Performance Max campaigns are exempt from the CTR requirement.
The complete application process typically takes 7–21 business days. Goodstack verification requires 3–14 business days, followed by website compliance review and final account setup approval (3–10 business days). Ensure your website meets all requirements before applying to avoid delays.
Expert management requires 10–15 hours monthly to achieve 90%+ budget utilisation. If your charity lacks digital marketing expertise or staff capacity, an agency can maximise ROI while ensuring compliance. Most under-managed accounts waste £4,000–5,500 monthly. Whitehat's inbound marketing services include Google Ad Grants management for UK charities.
No, Google Ad Grants operate on a "use it or lose it" basis. You receive up to $329 daily ($10,000 monthly), and any unspent budget disappears at the end of each day. Well-optimised accounts achieve 90–98% utilisation; poorly managed accounts often use less than 50%.
The Google Ad Grant represents one of the most valuable resources available to UK charities—£90,000 annually in free advertising that automatically renews each month. But between compliance requirements, conversion tracking, and Smart Bidding strategies, many charities struggle to maximise the opportunity.
Whitehat helps charities across the UK implement effective inbound marketing strategies that include Google Ad Grants management. As a HubSpot Diamond Partner, we combine paid advertising expertise with content strategy and marketing automation to drive sustainable growth for nonprofits.
Want help maximising your Google Ad Grant?
Book a free consultation to discuss your charity's digital marketing needs.
Get in TouchAbout Whitehat: As a HubSpot Diamond Solutions Partner, Whitehat helps UK charities and B2B organisations implement sustainable inbound marketing strategies. We specialise in SEO, PPC, content strategy, and marketing automation.
Related articles: