Google Ad Grants Agencies: How to Pick The Best Partner

For nonprofits, Google represents an awesome marketing opportunity to grow their audiences and connect with motivated supporters. As one of the best examples of corporate philanthropy out there, Google offers free access to its Google Ads platform through the Google Ad Grant.

The program requires some technical knowledge to navigate, which is why we recommend working with a Google Ad Grants agency. To help you pick the best partner, we’ve brainstormed tips for narrowing your search and picking a trustworthy partner. We’ll go over:

Program Basics To Know Before Hiring A Google Grants Agency
Google Ad Grants Agencies: FAQs
10 Reputable Google Ad Grants Agencies

Unlike most grants, anyone eligible for Google Ad Grants will be approved, rather than just a handful of select winners. A Google Ad Grants consultant can help you every step of the way, from completing your application to managing your ads. That way, you’ll see the highest ROI possible.

Program Basics To Know Before Hiring A Google Grants Agency

Before getting started with the Google Ad Grant, it’s important to research and understand the program. This will help you determine if you want or need professional help.

What is a Google Ad Grant?

The Google Ad Grants program is a CSR initiative created by Google. It rewards qualified nonprofits with access to search ads for free. Through the program, Google gives $10,000 in ad credits per month to nonprofits, allowing them to create search ads for free. Organizations can promote any valuable content from their website to support their cause, such as:

Donation forms
Volunteer pages
Matching gift pages
Services pages
Educational content

This benefits nonprofits by raising awareness of their cause, attracting donors, and recruiting new volunteers.

For a closer look at this program, watch this video from the Google Grants consultants at Getting Attention:

How do you get a grant for Google Ads?

Just like any other grant, you need to apply for a Google Ad Grant. The first step is to determine if your nonprofit is eligible to apply for the program. Your organization must meet the following criteria:

Registered as a charitable organization in your country.
Own a functional website with an SSL certificate and valuable content.
Agree to the Google for Nonprofits terms.
Follow the Google Ad Grants program policies.

Unfortunately, even if your organization does adhere to these criteria, some nonprofits are automatically ineligible to participate in the Google Ad Grants program, including:

Government entities and organizations
Hospital and healthcare organizations
Schools, academic institutions, and universities

After you’ve determined that your nonprofit is eligible for the Google Ad Grants program, follow these steps to complete your grant application:

Sign up for Google for Nonprofits.
Wait for verification from Google’s preferred verification partner, Percent.
Fill out the Google Ad Grants application.
Maintain your Google Ad Grants account.

Unlike many corporate grants, the Google Ad Grant does not require applicants to submit a grant proposal. This means most nonprofits can complete the process quickly and without issue. However, if you do need help, turn to a Google Grants agency that can help you glide through your application!

Is the Google Ad Grant worth it?

When your nonprofit receives the grant, Google gives you $10,000 per month to spend on Google Ads, which equates to $120,000 a year. With help from a Google Grants consultant, you can use this money strategically, helping you to accomplish the following:

Greatly increase outreach. Since ads appear at the top of SERPs, it will be easier for your nonprofit to attract interested prospective supporters.
Generate awareness for your cause. Even if individuals don’t click on your ad to learn more, the increased visibility will generate brand awareness and lead to greater awareness for your cause.
Boost site engagement. You can analyze the data behind the clicks on your Google Ads to optimize your site and landing pages for user intent.
Increase online conversions. Ultimately, most nonprofits aim to convince readers to complete a desired goal, whether you’re raising funds to secure a challenge gift or promoting an upcoming event. Through the Google Ad Grants program, you’ll be able to convert people into supporters, volunteers, and donors.

Google Ad Grants have an incredible impact on the mission-driven space. According to Getting Attention’s Google Ad Grants impact report, Google owns over 92% of the global search engine market and processes over 3.7 billion search queries every day. What’s more, 98% of searchers will click a result on page 1 of Google. These statistics demonstrate the increased value and visibility the Google Ad Grants program can give your nonprofit.

However, your nonprofit can only experience these benefits by using the Google Ad Grants program effectively, which can require a lot of background knowledge about search engine optimization (SEO). Google Ad Grant agencies can provide the knowledge and skills you need to make the most of your monthly ad credits, reach more new supporters, and measure your ads’ success.

Google Ad Grants Agencies: 3 FAQs

What is a Google Ad Grants agency?

A Google Ad Grants agency helps nonprofits apply for the Google Ad Grant and manages their Google Ads account after they receive the grant. These agencies consist of professionals who spend their time understanding the Google Ad Grants program, researching how the search engine works, and learning about the different tools they can use to maximize your nonprofit’s results. They take their training and apply their knowledge by creating successful nonprofit ad campaigns that align with their clients’ missions.

What services do Google Ad Grants agencies offer?

Creating a successful Google ad campaign can consist of many tasks that require prior SEO knowledge, such as optimizing your advertisements for search intent. A Google Ad Grants consultant will supply that background knowledge and leverage it to create marketing campaigns that maximize your nonprofit’s impact.

These are some of the services a Google Ad Grants agency can perform for you:

Google Ad Grants application. This includes checking that you hold valid charity status in your country, creating a Google for Nonprofits account, installing Google Analytics, obtaining a valid SSL certificate for your website, and determining if you have valuable content on your website.
Keyword research. Google Ad Grants agencies can help you determine which keywords are associated with your cause and how to leverage them to maximize online conversions.
Ad campaign management. Ideally, you will run multiple ad campaigns simultaneously for greater outreach and visibility. An agency will help you keep track of all your campaigns and adjust them for better performance.
Optimize website content. The landing pages from your nonprofit’s website that you choose to promote must be optimized to increase conversions. A Google Ad Grants consultant may evaluate these landing pages and inform you of what changes need to be made to increase their efficacy.
Ensure compliance with Google guidelines. The Google Ad Grants program has many guidelines, and if your account doesn’t follow all of them, you risk losing access to the program. Google Grants professionals will consistently check your account to ensure you meet and follow these guidelines, so you can maintain your status in the program. Know that certified Google Partners will be the first to hear any compliance guideline updates.
Account reactivation if necessary. Although Google Ad Grants agencies should help you avoid account deactivation, Google’s guidelines are very strict, and your account could get suspended or deactivated. Should this happen, the agency will help you reinstate your account. Certified Google Partners have a direct line to the program’s coordinators, so we recommend working with one of them.

While applying to the Google Ad Grants program is fairly straightforward, remaining compliant and creating optimized ads is more complex. By partnering with a Google Ad Grants agency, you can outsource the management and optimization of your Google Ad Grants account, allowing you to dedicate your resources toward other aspects of your nonprofit’s mission.

Tips for choosing a Google Ad Grants agency

If you’ve decided you’d like to partner with a Google Ad Grants agency to manage your Google Ad Grants account, choose one that complements your nonprofit’s needs and goals. Typically, you’ll want to start by setting your criteria to narrow down your options, set up consultations with prospective agencies, and then hire the right fit for your team.

Here are some tips to keep in mind when you choose your agency:

Determine your criteria and look for agencies that meet them. You’ll need to decide what you want from this partnership and search for agencies to help you meet your goals. Another common criterion nonprofits look for in agencies is Google certification, which means that Google has vetted the agency’s credentials and experience. These professional agencies tend to drive higher conversion values than others.
Focus on Google Ad Grants. Many marketing agencies offer Google Ad Grants as an extra service on top of their usual services. If you’re looking for Google Ad Grants management, explore agencies that focus on Google Ad Grants.
Examine their offerings. Read through the agency’s services to see if you agree with their approach. Determine what services they offer and what services you’d want but they don’t offer. Know that some consultants are willing to provide services they don’t advertise on their website.
Evaluate their pricing model. Research the industry to get a grasp of common pricing models. When you look more closely at specific consultants, compare their pricing models against one another to decide which is the most fair.
Read case studies, reviews, and testimonials. Taking a look at case studies will give you better insight into how the agency works and its approach to grant management. For reviews and testimonials, see what kinds of organizations the agency usually works with and whether they were satisfied with the service they were provided.

Remember, the Google Ad Grants agency you hire will be in charge of an important part of your nonprofit’s marketing strategy. When you’ve narrowed down your list of agencies, reach out to determine if they’re a good fit. Many agencies will do a complimentary audit of your Google Ad Grants account, giving you an idea of what working with them will be like. You should also discuss your goals and see if they align with the agency’s proposed plan of action.

10 Reputable Google Ad Grants Agencies

To help you find the right Google Ad Grant consultant for your nonprofit, we’ve curated a list of 10 reputable Google Ad Grants agencies to kickstart your search.

Getting Attention

As our top recommended agency, Getting Attention deals solely with Google Ad Grants management. As a Google Partner, Google themselves have verified that this consulting agency knows what they’re talking about when it comes to the Google Ad Grant.

Getting Attention’s team works closely with their clients to develop Google Grant strategies that maximize their marketing impact. Their core services include:

Google Ad Grants applications. Getting Attention will check your nonprofit’s eligibility for Google Ad Grants and complete the application for you.
Account hygiene. This agency helps you maintain proper data hygiene by removing outdated and unnecessary information that might otherwise lead to confusion or poor results.
Keyword research. Getting Attention’s team is proficient in keyword research and will choose keywords to connect you with supporters. Beyond initial research, they’ll regularly monitor your keywords and make targeted recommendations.
Campaign management. When you work with Getting Attention, they will maintain up to five ad campaigns per month and assign you a dedicated account manager to monitor your campaign performance. They will also meet with you every month for a campaign health checkup.
Google Ad Grants reactivation. If your account lapses or is suspended, Getting Attention will get your account reactivated as soon as possible.

Keep in mind that if you’re looking for an offering they don’t have, they are open to discussing their experience with the services you require. Check out this overview video to learn more about their services:

Why We Recommend This Agency

Getting Attention has demonstrated a deep understanding of the Google Ad Grants program, landing them on Google’s list of certified partners. Since Google has vetted them, you can rest assured you’re receiving the best support available. With deep knowledge of the nonprofit sector, their team will work to understand your cause fully. In turn, they’ll act as an extension of your team to drive your mission forward.

Reach out to Getting Attention today to learn more about their services.

Capacity Interactive

Capacity Interactive is an agency that specializes in working with arts and cultural organizations across the globe to help them build audiences, engage communities, and market smarter. They are a digital marketing consulting firm whose approach is rooted in their experience with arts organizations and technical mastery of digital channels.

Aside from Google Ad Grants services, they also build content-rich websites for greater impact and will apply SEO practices to your existing content. They will also create branded social media content to help your nonprofit reach its goals. These offerings will allow you to improve your ad marketing campaigns alongside your organic SERP rankings simultaneously.

Whole Whale

Whole Whale is dedicated to increasing nonprofit impact through data and technology. Certified by Google, they help nonprofits use their digital resources to achieve their goals. They pride themselves on a creative approach, maximizing precious resources and turning them into impact.

One of Whole Whale’s unique offerings is A/B testing, which they use to help nonprofits increase conversions like donating or registering. They will use tools like Google Optimize to test different aspects of your website, such as content, page layouts, and buttons, to optimize your site further. They also offer keyword optimization and data analysis services.

By being detail-oriented and focusing on your audience, Whole Whale strives to inspire users to maximize conversions. They also offer training to help your nonprofit staff members better understand data and feel empowered to create a positive impact on your digital marketing strategy.

RKD Digital

RKD Digital is an offshoot of RKD Group, a larger nonprofit marketing agency. They are one of the largest digital divisions in the United States dedicated to the nonprofit community, and they provide digital services and technology to complement their omnichannel marketing strategies. One of RKD Digital’s offerings is Google Ad Grants management. Their services focus on:

Maximizing Ad Grant budget. RKD Digital focuses on helping nonprofits navigate the obstacles associated with Google Ad Grants, resulting in more effective use of their grant budget.
Campaign and ad creation. RKD Digital builds high-level campaigns containing ad groups, keywords, and copy.
Optimizing and reporting. After campaigns are live, RKD Digital will monitor and optimize campaigns to maximize their effectiveness.

You can find plenty of examples of RKD Digital’s Google Ad Grants work with other nonprofits on their website to help you get an accurate picture of the impact RKD’s Google Ad Grants service made.

Allegiance Group

Allegiance Group is a full-service fundraising, marketing, and technology firm that partners with nonprofits and associations. Their offerings include nonprofit advertising services.

In their approach to digital advertising, Allegiance Group’s team starts by identifying your goals and picking the best platforms to reach your audiences. That includes Google Ads! With their Google Ad Grant services, they’ll provide everything you need to manage your account properly, such as ad creation, form optimization, and reporting. They’ll optimize your ad campaigns to drive results and provide insightful recommendations for your next campaign.

Uprise Up

If you’re looking for a data-driven Google Grants agency, Uprise Up is a reliable option. This U.K.-based digital media agency uses data and analytics to create custom strategies for each nonprofit client. As a Google Ad Grants Certified Professional agency, Uprise Up provides expert assistance to help organizations maximize the return on investment for digital activities like the Google Ad Grant.

They have a detailed understanding of the Google Ad Grants’ requirements, such as bid amount restrictions and how Google’s algorithm treats grant recipients using ad credits compared to regular paid ads. Their services include ensuring compliance with Google’s policies to avoid account suspension, creating optimized ads, and continuously testing and optimizing ads to drive targeted traffic to clients’ sites.

WebFX

WebFX offers digital marketing solutions and creates custom strategies based on their clients’ needs and goals. They have a deep understanding of the ways different marketing channels should complement each other, and their offerings include:

SEO audits. WebFX will review your current website pages and devise a plan for future content, complete with a backlink strategy.
UX website design. This agency will either design or redesign your website to follow user experience best practices by improving responsiveness, making it more secure, and styling it professionally.
Conversion rate optimization. It’s not enough just to attract visitors to your website; you must also inspire them to take action. WebFX will give your nonprofit data-driven recommendations to improve your conversion rate and increase revenue.

With over $3 billion generated in client revenue, 7.8 million leads generated, and over 1,600 business websites designed, WebFX offers more than just Google Ad Grants services and can help you improve your entire digital marketing strategy.

The Aber Group

The Aber Group offers Google Ad Grant services as part of their suite of digital advertising and search engine marketing services. Based in Toronto, this digital media agency has a skilled team that combines direct marketing skills with pay-per-click search engine marketing experience to build search ad campaigns for nonprofits.

The Aber Group strives to effectively help nonprofits balance paid search and organic search engine marketing. With a focus on web analytics, this agency also helps nonprofits analyze their conversion funnels, track results, and improve landing page design.

MEO

Located in the Netherlands, MEO is a marketing agency with skills in both online and offline marketing. Among their services, they offer Google Ad Grant management to help their nonprofit partners apply for the program and optimize their accounts.

MEO was the first Google-certified professional partner for Google Grants in the Netherlands. Like some of the other agencies on this list, they offer a free audit, so you can determine whether you’re eligible for the grant before paying MEO for their services.

What makes this agency stand out is its approach to inclusivity. People with and without disabilities work together at MEO, bringing a unique perspective to marketing.

Platypus Digital

Platypus Digital is a digital marketing agency that aims to connect charities to donors, fundraisers, and beneficiaries who need their vital services. This agency believes in a multifaceted approach to achieving digital success, which is why they cover a range of digital marketing services, including Google Ads. They are recognized as part of Google’s Ad Grants Certified Professionals Community, underscoring their expertise and successful track record in this field.

Their services include optimizing search ads to improve reach and Quality Score, conducting compliance audits to ensure accounts meet Google’s requirements, and offering regular updates on campaign results using tools like Google Data Studio.

Platypus Digital’s approach is marked by their understanding of charity objectives, flexibility in budget and timelines, and proficiency across various ad channels including search, display, YouTube, and shopping ads.

Resources to Continue Your Google Grants Agency Research

Having an impactful Google Ad Grants campaign is invaluable to your digital marketing strategy, which is why it’s worth considering partnering with a Google Ad Grants agency. Having professional help will give you access to their experience and resources, resulting in a more successful ad campaign and less work for you.

If you’d like to learn more about the program and working with Google Ad Grants agencies, take a look at these resources:

Google Ad Grants for Nonprofits: The Complete Guide + How to Get Started. Looking for more information about Google Ad Grants? Check out this guide.
What Makes a Great Google Grant Agency: Best Partners. If you’ve decided to partner with a Google Ad Grants agency and want more options, you can find them in this article.
Measuring Success with the Google Ad Grants Program. Google Grants consultants will often report on ad performance. Make sure you know the key metrics to look for by reading this guide.