Google Grants for Charities

Google provide a grants programme for registered charities in the UK.  The grant is in the form of credit for use on Google’s advertising system called Adwords.

Google Adwords


Google Adwords is Google’s main way of making money.  I’m sure you will have seen the adverts that appear down the side and across the top of your search results (see the image).  As an advertiser on the Adwords system you create ads and choose keywords, which are words or phrases related to your organisation.  Your advert(s) may then be displayed whenever  someone uses relevant keywords or phrases.  This form of advertising is called “pay per click” advertising.

This is laser targeted advertising because it is showing the advert to people who searching for related information. When people search on Google.co.uk using one of your keywords, your ad may appear next to the search results.

As a charity you can attract new supporters and donations.  People clicking your ad will be directed to your website, where they will find out more information about your organisation and its cause.

Google also display Adwords adverts on other websites.  Website owners can opt in to show the adverts on their webpages in return for a small commission every time a visitor clicks one of the adverts.

How much is the Google grant worth?

Grant questionsIf accepted into the Google grants scheme you can receive up to $10,000 per month to advertise on the Google Adwords system.  That is about £6,185 at current exchange rates! This figure is the maximum amount an eligible organisation could receive and there is normally a qualifying period.  The amount is set via a daily budget, which is set to $330 USD (approx £200).  This could equate to thousands of people visiting your website.  Imagine what all those extra people could do for your organisation.

Who is eligible for a Google Grant?

Only certain organisations can apply for a Google Grant.  The main requirement is that you have to be a charity, that is registered with the Charity Commission of England and Wales, the Office of the Scottish Charity Regulator or by the Inland Revenue.  The organisation must be based in the UK and be able to manage the Adwords account.  Google are strict on the active management of the account and state “Grantees are required to be actively engaged in the programme and to actively manage their AdWords accounts.”

Haydon Rouse Consultancy Ltd can help to actively manage your account.  We can take the techie stress away!

There are quite a few exclusions on the types of organisations who can’t apply. To read the full eligibility guidelines please see this programme details web page on the Google site.

Haydon Rouse Consultancy Ltd can help you determine if your organisation is eligible to apply for a Google Grant.  Call 01227 360922 for further info.


Are there any rules?

Firstly you must have a website.  (If you don’t, then please get in touch!).  The main rule is that the ads must be relevant and advertise your cause, rather than specific products.

  • You must have a website and your ads must link to a page on your website.
  • The keywords that you target must be relevant to your programme and services.
  • Your website cannot display revenue-generating ads, such as Google AdSense or affiliate advertising links, while participating in Google Grants.
  • The ongoing, active management of your advertising campaign is your organisation’s responsibility once your account is active.

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How do you apply for a Google Adwords Grant?

To apply for a Google Grant you have to fill out the online application form on the Google web site, which you can find here.  For some organisations this application process can be a daunting.  If you would to benefit from our grant application experience and knowledge then please give us a call.

Management of Adwords Account

Successful recipients of the Google Grant will have to understand the Google Adwords system, target the correct keywords, be able to write engaging ads and manage campaigns.

Haydon Rouse Consultancy Ltd has detailed experience of managing Google Adwords campaigns.  Please contact us to discuss your requirements and how we can manage your Google Adwords on your behalf.

Call 01227 360922


or email



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