Getting started with Google Ads and Google Ad Grants
Google Ads is a form of online advertising that lets you show your message to people who are actively searching for topics related to your cause. When someone types a relevant keyword into Google — like “support mental health charities” or “volunteer near me” — your ad can appear at the top of the search results, helping you reach the right audience at the right time.
For charities, this can be a powerful way to raise awareness, drive traffic to your website, recruit supporters, or promote campaigns. And through the Google Ad Grants programme, eligible charities can access up to $10,000 (around £8,000) of free advertising every month to do exactly that. Yet many organisations don’t take full advantage — either because they’re unsure where to start, or because the world of digital advertising feels overwhelming.
Follow these three simple steps, to help you understand the basics, choose the right approach for your charity, and learn how to get started with a grant application if it’s the right fit.
Step 1. Paid search glossary
New to the world of Google Ads? Start here.
This handy glossary breaks down the most common terms and jargon you’ll come across — from click-through rate to quality score. A great first step before diving into strategy or setup.
Step 2. Google Ad Grants vs Google Ads: Which is right for your charity?
Not sure what the difference is — or which one to choose? This guide explains how standard Google Ads and the Google Ad Grants programme compare, outlining the benefits and key considerations for charities of all sizes.
Step 3. How to apply for a Google Ad Grants account in the UK
Ready to take action?
This step-by-step guide walks you through how to apply for a Google Ad Grants account, specifically tailored for UK-based charities. From eligibility checks to account setup, we’ve broken it down to make the process as simple as possible.