Frequently Asked Questions

Get answers to some of the common issues our customers face – if you can’t find the answer you’re looking for get in touch and we’d be happy to help!

Google Ad Grant

Common questions & answers about the Google Ad Grant.

Consultation FAQs

Find out how to best prepare for our free consultation.

General Queries

Some answers to general questions we get asked regularly.

Google Ad Grant

Some answers to common questions about the Google Ad Grant and Google for Nonprofits.

What is the Google Ad Grant?

The Google Ad Grant is a scheme run by Google which provides access to up to $10,000 (roughly £8,000) worth of in-kind, Google search advertising every month to nonprofits all over the world. 

The Google Ad Grant can be accessed through a Google for Nonprofits account, a broader scheme which aims to help nonprofits around the world recruit volunteers, attract donors and effect real change with the help of Googles’ cutting-edge technology. 

What are the advantages of the Grant?

First and foremost, the Google Ad Grant offers eligible nonprofits $10,000 worth of in-kind, text-based advertising for free every month. 

Alongside this, a successful application to the Grant also gives you access to Google’s analytical tools for free. With these, you can track, measure and analyse the success of your advertising campaigns each month to see what’s working best and where you could improve.

How and where do I apply for the Google Ad Grant?

To apply for the Google Ad Grant you must first have a Google for Nonprofits account, which can be applied to here. After making a successful application, you can then apply for the Grant.

As part of requesting a Google for Nonprofits account, you’ll need to register your organisation with TechSoup, who handle the verification process for Google. You can register with TechSoup here. If you’re already registered with them, you’ll need to keep the verification token they gave you to use during your Google for Nonprofits application.

What do I need to qualify for the Google Ad Grant?

In order to qualify for the Google Ad Grant, you must be a registered nonprofit in your country. Alongside this, your website has to be functional, easy-to-use and populated with unique content. This means that your website and webpages must be high-quality, which the Grant emphasises. We want to help with this.

We offer a free assessment of your eligibility which you can sign up to here.

How do I stay eligible for the Google Ad Grant?

In order to stay eligible for the Google Ad Grant, you have to keep up with Google’s program policies, which can be read about in full here.

The most important of these centres on the performance of your advertising campaigns – in order to stay eligible for the Google Ad Grant, you must maintain a 5% click-through-rate across all of your ads each month. If this isn’t met for two months in a row, your account will be temporarily deactivated.

We offer a Google Ad Grant management service which takes care of everything for you from account set up, conversion tracking and ongoing ad optimisation. 

Does your fee come out of the google ads grants or is it a separate cost?
Our fee is a separate cost for ad grant management.  
The Google Ad Grants offer in-kind search advertising credit, that is to say that you only benefit from the grants when you run ads and those ads receive clicks. You do not receive any money directly from Google, as the value of the grants are offered as credit based on your usage of the Google Ads service. 
Our service aims to maximise the utilisation of the grant, so you can run more ads and, more importantly, receive more important conversions to drive value to your organisation.
What is Google for Nonprofits?

Google for Nonprofits is a free scheme run by Google to help nonprofits recruit volunteers, attract donors and promote their mission around the world. Registering for a Google for Nonprofits account allows you to access Google’s G Suite tools as well as unique opportunities like the Google Ad Grant. Click on the information below to read more about these benefits.

What are the benefits of Google for Nonprofits?

Alongside the Google Ad Grant, a Google for Nonprofits account also gives you access to tools like Google’s G Suite, which allows you to collaborate more effectively as an organisation by syncing you all up with smart, secure business apps like Gmail, Docs and Calendar.

You are also given access to the YouTube Nonprofit Programme, a scheme which helps nonprofits spread their stories to a global audience with ease. Google’s donation tools also allow you to share your fundraising efforts in more places online and to connect with new supporters through apps like Google One Today.

Who is eligible for a Google for Nonprofits account?

To qualify for Google for Nonprofits, you must be a registered charity in your country. Then, you can agree to Google’s Terms and Conditions for donation and discrimination and make an account.

Where can I find out more about the Google Ad Grant?

If you’re looking to find out more about the Google Ad Grant you can check out our dedicated article here. Or, if you’d rather get straight to the source you can find out more from Google themselves.

How do I make my website eligible for the Grant?

There are a number of eligibility requirements for your website. You’ll need to own your website’s domain and keep it in good condition. This means maintaining up-to-date information on your website, substantiating it with unique content, keeping it neat and tidy and making sure it is secure and easy to navigate.

You’ll also need clear descriptions of your organisation’s mission, purpose, activities and events on your website. We have a full breakdown of the eligibility requirements here if you’d like to find out more.

Alternatively, we can review your website and provide you with personalised advice for free if you sign up for an eligibility check.

Free Consultation FAQs

Don’t worry the call is free with no commitment to any of our services, we’re just trying to help – you have nothing to lose!
How can I prepare for the call?

To get the best advice, please be ready to explain:

  • what you do
  • what your nonprofit’s goals are
  • which tools you currently use
  • which problems you are looking to solve
  • what opportunities you want to explore
  • your target donor(s)
  • your donor acquisition strategy
  • your current digital strategy
  • your technological expertise

During the call, we’ll discuss the above, provide you with some advice and let you know if Twenti is a good fit for your nonprofit.

What happens afterwards?

This depends entirely on what we discuss during the call and whether your nonprofit is a good fit for our services. As standard, you will receive an email summarising the call and outlining our advice and next steps depending on your circumstances.

If you are a good fit and interested in our services, then you will be sent a proposal to follow up. If you are not a good fit at this stage, we won’t contact you again – you can always get in touch if your situation changes!

How long is the call?

This depends on many factors but the call is limited to twenty minutes. If there is more to discuss, we can schedule another call.

How much does it cost?
The first call is completely free – you have nothing to lose!

General Queries

Some answers to general questions we get asked by charities.

Do You Receive Anything From Google?

We receive no renumeration from Google for promoting their products. We do so because we beleive the Google Ad Grants and Google For Nonprofits program provide excellent value for non-profit organisations.

The renumation we receive is for our Ad Grant Management services

Do you offer a free trial?

No we don’t offer free trials for our paid Ad Grant Management plans, but we offer a free plan instead so you can still try our service risk-free. 

£8,000/month of free ad credit?

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