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 searches Google for terms like “support mental health charities” or “volunteer near me,” your ad can appear at the top of the results—helping you reach the right people at the right time.
Through the Google Ad Grants programme, eligible charities can access up to $10,000 (around £8,000) of free monthly advertising to raise awareness, drive traffic, recruit supporters, or promote campaigns. Yet many miss out—often because they don’t know where to start or feel overwhelmed by digital advertising.
Follow three simple steps to grasp the basics, find the right approach, and begin your grant application if it suits your charity.
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.
Google Ad Grants vs Google Ads: Which is right for your charity?
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.
How to apply for a Google Ad Grants account in the UK
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.