Google Ads Grants for Nonprofits & Charities in Australia.

For many charities and not-for-profit organisations, reaching new supporters, increasing donations, and raising awareness are top priorities. Yet, with limited marketing budgets, digital growth can feel out of reach.

That’s where the Google Ads Grant comes in—offering up to US$10,000 per month in free Google Search advertising to eligible nonprofits. This program empowers you to connect with people actively searching for causes like yours without spending your donor dollars.

1. What is the Google Ads Grant?

Google Ads Grants is a program run by Google that provides eligible not-for-profit organisations with up to USD $10,000 (approx. AUD $13,000) per month in free Google Search advertising credits.

The goal is simple: help charities and nonprofits promote their causes online, attract new supporters, and drive measurable outcomes like donations, volunteer signups, or awareness.

1.1 What can Google Ad Grants do?

• Put your message in front of people actively searching for causes like yours
• Boost traffic to your website
• Drive engagement and conversions—all without spending a cent of your budget

Unlike standard Google Ads accounts, Ad Grant accounts are subject to specific rules, limits, and requirements.

1.2 Key limitations of the Google Ad Grants

• Ads can only appear on Google Search, not YouTube* or the Display Network
• Text ads only (no video or image formats)
• Maximum manual CPC bid of $2 USD (unless using smart bidding)
• Daily budget cap of $329 USD

Despite these restrictions, many organisations generate thousands of clicks monthly with the right strategy.

* Note: While Google Ad Grants do not support video ads on YouTube, eligible nonprofits can leverage the YouTube Nonprofit Program to engage audiences through video content, enhance storytelling, and drive donations.

Case Study: Driving Impact with MacKillop Family Services

Spicy Web has proudly supported MacKillop Family Services since 2017, using Google Ads to increase foster care enquiries across Australia.

• 5,530+ foster care enquiries generated since campaign inception
• A 52% increase in leads year-on-year
• Postcode-targeted Responsive Search Ads reaching relevant audiences with clear intent

We worked closely with MacKillop to tailor campaigns that drive real outcomes—connecting children in need with families ready to support them. Ads were optimised to match high-intent search queries like "become a foster carer" and localised based on Foster Care authority boundaries.

By pairing data-driven strategy with continuous optimisation, we helped MacKillop turn Google Ad Grants into a long-term growth engine for social impact.

2. Google Ad Grants Eligibility Criteria in Australia

To participate in the program, your organisation must meet the following criteria.

2.1 Must Hold Valid Charitable Status

In Australia, you must:

• Be registered with the Australian Charities and Not-for-profits Commission (ACNC)
• Be verified through TechSoup Australia

Organisations that are not eligible include:

• A government body or agency
• A hospital or healthcare organisation
• A school, academic institution, or university (exceptions apply for philanthropic arms)

2.2 A High-Quality Website is Essential

To qualify for the Google Ad Grants program, your nonprofit's website must meet specific quality standards set by Google. These standards ensure that users have a positive experience and that your site effectively communicates your organisation's mission. Key requirements include:

• A secure HTTPS connection to protect user data.
• A clear and concise description of your organisation's mission and activities.
• Fast load times and a mobile-friendly design to accommodate all users.
• No broken links or misleading content that could confuse visitors.
• Transparent information about donations and a clear privacy policy.

At Spicy Web, we specialise in creating high-quality, accessible websites for nonprofits. Our website design and development services focus on building secure, fast, and user-friendly sites that align with your mission. Additionally, our insights on accessible web design can guide you in making your website more inclusive, ensuring it serves all members of your community effectively.

2.3 Adherence to Ad Grant Policies

Ongoing eligibility requires strict compliance:

• Maintain a 5% account-wide CTR every month
• Set up conversion tracking for meaningful goals (e.g., form submissions, donations)
• Avoid using single-word or generic keywords
• Include at least 2 active ad groups per campaign
• Use at least 2 sitelink extensions per campaign

Accounts that fall below the CTR requirement for two months may be deactivated.

2.4 Geographic and Language Requirements

You must:

• Operate in a supported country (Australia is included)
• Advertise in a supported language (English, in this case)

5. How to Get Started with Google Ads Grant

Setting up your account properly from the start is key to making the most of your Google Ads Grant. Here’s how to do it step-by-step — with structure, strategy, and compliance in mind.

5.1 Set Clear Objectives

Before you dive into campaign building, get laser-focused on what you want to achieve. Ask yourself: What does success look like? Are you aiming to increase donations, recruit volunteers, promote upcoming events, or raise awareness? Then, structure your campaign around that primary objective.

🌶️ Pro Tip: Pick one core objective per campaign. That’ll help you write sharper ads and choose more relevant keywords.

5.2 Build a Smart Campaign Structure

Google loves structure — and so will you once the results start rolling in.

• A separate campaign
• 2–3 ad groups with 3–4 relevant ads
• Specific keywords (e.g., "volunteer animal shelter Melbourne")
• Include sitelinks like "Donate Now," "Our Programs," and "Volunteer FAQ."

A tight structure = better targeting, better quality scores, and better results.

5.3 Keyword Research & Copywriting

Your keywords are the foundation of your campaign — choose wisely.

Use Google Keyword Planner to find:

• Long-tail, low-competition keywords
• Terms with clear intent aligned to your cause

Avoid generic one-word keywords like “donate” or “volunteer”

Then, write ad copy that speaks directly to the searcher.

• Match the ad to their search intent
• Include a clear call to action (e.g. “Support Youth Mental Health Today”)
• Reflect your mission clearly and powerfully

5.4 Implement Conversion Tracking

Don’t run ads in the dark. Track the actions that matter. Set up tracking for:

• Donations
• Sign-ups
• Contact forms
• Newsletter registration

Use Google Tag Manager or Google Analytics Goals, and import them into Google Ads. Then test to make sure the data is flowing. Tracking enables smart bidding strategies and gives you real insight into what’s working.

5.5 Bidding Strategies

Start with Manual CPC and set your max bids at $2 per click. But once your conversion tracking is working, switch to Maximise Conversions — a smart bidding strategy that lets Google optimise bids automatically. Maximise Conversions helps you bypass the $2 cap and spend your budget more effectively.

5.6 Launch and Monitor

You’re live — now the real work begins. Google wants to see active account management, not set-and-forget strategies.

• Review your campaigns weekly
• Pause low-performing keywords
• Add negative keywords to avoid irrelevant clicks
• A/B test your ads to find the highest performers

5.7 Best Practice Example Campaign Structures

Let’s say you’re a mental health charity. Here’s how you might structure your campaigns:

Campaign #1: Volunteer Support Services

• Keyword example: “mental health volunteer opportunities”
• Ads target volunteer recruitment
• Sitelinks: “Volunteer Now”, “What to Expect”, “Our Team”

Campaign #2: Donate to Mental Health

• Keyword example: “support mental health services Australia”
• Ads focus on emotional appeals and urgent CTAs
• Sitelinks: “Donate Today”, “Impact Stories”, “Tax Benefits”

Campaign #3: Free Counselling Resources

• Keyword example: “youth mental health support Melbourne”
• Ads promote available services and support
• Sitelinks: “Get Help Now”, “Our Services”, “FAQs”

Each campaign should contain 2-3 tightly themed ad groups, 4+ ad variations and tailored sitelinks.

5.8 Why Most Charities Struggle to Maximise the Grant

Many nonprofits fail to spend more than $300–$500/month out of the $13,000 available. Why? Because this program is unlike traditional paid ads, the limitations — like only using text ads on the Search Network and staying under a $2 bid cap — require a strategic approach.

Common challenges include:

• Writing compelling ad copy that earns clicks
• Finding keywords that match mission-related searches
• Maintaining technical compliance over time

That’s where working with an experienced digital marketing agency can make a big difference.

5.9 Tips to Maximise Your Monthly Spend

To approach the full $13,000 monthly credit, you’ll need:

• A broad but relevant keyword set
• Highly targeted ad groups and messaging
• Ongoing testing of bids, ad copy, and extensions
• Google Analytics goals to enable smart bidding

Avoid trying to "spend it all" on irrelevant terms. Google is strict about intent and mission alignment. It’s not about spending more — it’s about spending strategically.