Google Ads and Grant Management
Get found by the right people. At the right time.
As a purpose-led organisation, your goals go beyond just clicks and conversions. Sure, performance matters – but so does using your budget wisely, showing real-world impact, and reaching people when it truly counts.
That’s where we come in.
We simplify Google Ads by designing strategic, cost–effective campaigns that are built around your goals - whether driving sales, raising awareness or increasing sign-ups.
With us, you get a partner who understands your mission and brings the know-how to match, combining smart targeting, thoughtful messaging and clear reporting to turn search intent into meaningful action.
Our goal is simple: to take your organisation to that next level, from mere clicks and conversions to valuable online performance that has real world impact.
We simplify Google Ads and the Google Grant by designing strategic, cost effective campaigns that are purpose built around your unique goals, helping you to get found by the right people, at the right time. With us, you get a partner who understands your mission and makes it happen.
Google Ads is an invaluable tool for charities and non-profits, especially when you factor in the Google Ads Grants of up to $10,000 per month (£7,000) available to qualifying organisations.
We have a proven track record of managing ad spend for charities and non-profits and turning search intent into meaningful action. Combining your Google Ads Grant with our online prowess and know-how, we make sure every penny counts.
What are Google Ads Grants?
Google Ads Grants gives charities and non-profits up to £7,000 per month to spend on sponsored search ads across Google’s products. These sponsored posts show your message to users searching for a charitable organisation like yours, helping your charity or nonprofit to raise awareness, attract donors, and recruit new volunteers.
Services We Offer
We offer a range of Google Ads Grant services including bespoke strategies, grant management, and campaign management. Please get in touch with us today to discuss how our service offering can be adapted to suit your needs.
How Google’s charity grant differs from normal Google Ads
Budgets
Whereas traditional Google Ads accounts use self-funded ad spend, Google’s Charity Ads are funded by Google’s Ad Grants, providing a considerable budget for advertising without the need for self-funding with charitable funds.
Format and channels
While traditional Google Ads uses a diverse range of ad formats and placements across Google’s networks, Charity Ads tend to focus primarily on text-based ads on Google Search results, using keywords that are relevant to your charitable cause.
Compliance and reporting
Charities using a Google Ads Grant must adhere to Google’s specific criteria to retain eligibility including proper account maintenance and structuring. These criteria do not apply to traditional Google Ads accounts.
Google Ads Grants process for charities
Our Google Ads Grants process starts with either a full account setup or a comprehensive audit to review your existing account structure, including your conversion tracking and keyword strategy. Once this has been carried out, we then develop a data-led campaign strategy tailored specifically to your goals, audience insights, and available budget.
Once this groundwork has been laid, we build a combination of search campaigns using compelling copy and creative that engages your audience and drives meaningful results.
To ensure your campaigns are as effective as possible, we implement a clear testing plan to identify what works and how successful tactics can be scaled. Our team will continuously carry out ongoing optimisations across bids, ad copy, and targeting to continuously improve the performance of your ads.
Each month, we provide you with a detailed summary report with insights, actionable recommendations, and clear next steps for your account. If you would like, we also hold regular check-ins with you to discuss your account’s performance, review progress, and ensure our strategy continues to be aligned with your organisation’s overall objectives.
How to qualify for Google Ads Grants
To be eligible for a Google Ads Grant, your organisation must meet each of the following requirements:
Be registered as a charitable organisation in your country
Adhere to Google’s non-discrimination policy
Have a functional, high-quality, secure website with a user-friendly design
Not be a government entity, healthcare organisation, or academic institution
Agree to the Google for Nonprofits Additional Terms of Service
Maintaining Google Ads Grants eligibility
To retain eligibility for a Google Ads Grant, your organisation must continue to meet each of the following requirements:
Log into the account at least monthly
Meet the performance requirements
Continue to reflect the organisation’s mission on the website
Not offer prohibited financial products or promote unrelated commercial activity
Continue to satisfy all of the initial eligibility criteria
Why choose Social for Good?
Since 2010, we’ve worked with more than 600 businesses, charities, and non-profits worldwide to reach and engage with audiences and to achieve the impact the whole organisation can see. We’ve gone from strength to strength in that time, welcoming new talent to the team and partnering with amazing clients.
Our ultimate mission is to drive positive social impact by supporting purpose-driven organisations. We know social media does good, and we work to prove it every day with our clients. That’s why, in 2021, we became Social for Good, helping charities, NGOs, non-profits, and purpose-driven organisations to achieve the impact they always wanted to online.
When you choose Social for Good, you’re signing up to a well-oiled machine: our committed team loves putting their know-how and experience to work on making your social media shine, and we’re always on hand to answer any questions you may have.
With regular check-ins to talk through performance and align on strategy, your social media presence is in very safe hands with us.
From the moment you get in touch with us, we’ll be right by your side every step of your social media journey.
A step-by-step approach to Google Ads
Set up
Account set up or full audit to review structure, conversion tracking and keyword strategy.
Strategy
A data-led campaign strategy tailored to your goals, audience insights and budget.
Building
Search, display and/or video campaign builds with compelling copy and creative.
Testing
A clear testing plan to identify what works and how we can scale it, including ongoing optimisations across bids, copy and targeting.
Plus, regular check-ins to talk through performance and align on strategy.
Reporting
A monthly summary report with insights, recommendations and clear next steps.
Benefits of Google Ads Grants
Google Ad Grants provide access to $10,000 USD (£7,000 GBP) for advertising every month to eligible non-profits.
Reach people at the right time: you can appear in front of people when they are actively searching for your services, as well as raising awareness of your charity.
Precise targeting: you can target specific phrases and words users are searching for, meaning you can appear in front of them exactly when they are in an active mindset.
Immediate visibility: Google ads allows you to immediately appear in front of relevant users, rather than waiting for SEO to take effect.
Google ads can give you information about how your target audience behaves and what they want e.g. the search terms/phrases they use to find your website, their location, the devices they use, the times and days they search.
Your Questions, Answered
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Ads on Google are sponsored search results and advertisements that are served to users on Google’s advertising platforms such as Google Search, YouTube, and Gmail.
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Google ads make it more likely for Google users to find you, helping to drive website traffic, improve your reach, and raise awareness, including attracting charitable donors and recruiting new volunteers.
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We can help your organisation with Ads campaign creation and management, keyword research and optimisation, and continuous monitoring and reporting to ensure compliance with Google’s requirements.
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The Google Ads Grant is only available for use on text ads in Google Search, meaning the grant cannot be used on other advertising platforms such as YouTube and Gmail.
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We will keep a close eye on your click-through rates, conversions, and the overall
effectiveness of your ads, including the keywords and ad copy, by using advanced tracking tools such as Google Analytics to assess your campaigns’ progress and success.
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We contribute 1% of our annual profits to charities; so far in 2025, we’ve donated £900 to MIND. We also offer support to grass roots charities through free training on our Accelerator programme.
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We’re based on The Lanes in the heart of Brighton. Whilst we really enjoy collaborating with local businesses, we are proud to work with companies and organisations from all over the UK and beyond.