Unlock up to £8,000 a month in free Google advertising, and actually spend it well

Google Ad Grant Management for Charities.

Every year, Google gives eligible charities up to $10,000 a month, around £8,000, in free search advertising through the Google Ad Grant. That is up to roughly £90,000 to £120,000 a year of funding you never have to raise, spend, or pay back. Yet most charities use only a tiny fraction of it, and many never switch it on at all.

That is where we come in. Delivered Social handles the setup, the compliance, and the ongoing optimisation, so your grant stops gathering dust and starts bringing in donations, volunteers, and supporters every single month

The Real Problem

The opportunity most charities are sitting on.

The Google Ad Grant is one of the most valuable resources available to any registered charity, and one of the most wasted. The average grant account spends only a small slice of the money available, often a few hundred pounds against a £8,000 monthly allowance, because the grant is not a “switch it on and forget it” scheme.

It is real advertising, with real rules, and it needs real management to work. Google now expects grant accounts to be run like professional paid accounts, and it will suspend accounts that fall short. That is why so much of this funding goes unspent. Not because charities do not want it, but because nobody has the time or the specialist knowledge to run it properly.

Managed well, that same grant can put your cause at the top of Google exactly when someone is searching for the help, the service, or the cause you exist to support.

Why the Google Ad Grant needs proper management.

The grant comes with strict conditions, and missing any of them can quietly throttle your results or get your account suspended altogether. To stay active and effective, an account needs to:

  • Maintain a click-through rate of at least 5% every month
  • Avoid single-word and overly generic keywords
  • Pause any keyword with a poor quality score before it triggers a violation
  • Run at least two ad groups per campaign and two ads per ad group
  • Use active sitelinks and other extensions
  • Track meaningful conversions, such as donations, sign-ups, or enquiries, through GA4
  • Use Smart Bidding, which is now required for grant accounts
  • Be logged into and meaningfully updated on a regular schedule

Most charities do not have someone in-house who can keep on top of all this month after month. Left alone, an account drifts out of compliance, wastes its budget on low-value clicks, or simply goes dark. Our Google Ad Grant management keeps every one of these plates spinning for you, so the funding keeps flowing and keeps working.

What we do for you.

We look after the whole grant, end to end, so you do not have to think about it

Application and setup

We get you approved, or take over an existing account, and build it out properly from the ground up

Campaign strategy

We work out what your supporters are actually searching for and build campaigns around real intent, not guesswork.

Compliance management

We keep you the right side of every Google rule, so your account stays active and healthy.

Ongoing optimisation

We refine keywords, ad copy, bidding, and landing pages every month to push more of your budget into results that matter.

Conversion tracking

your budget into results that matter.
Conversion tracking. We set up proper tracking so you can see exactly what the grant delivers, whether that is donations, volunteer sign-ups, or service enquiries.

Clear reporting

You get straightforward monthly reporting that your team, your trustees, and your funders can all understand.

How it works.

Getting started is simple, and it begins with an honest look at where you stand.

Step 1

Free Grant Health Check

We review whether your grant is active, compliant, and actually spending, and show you exactly what you are getting versus what is sitting on the table. No obligation.

Step 2

Setup or rescue

If you are not on the grant yet, we get you approved. If your account exists but has stalled, we bring it back to life and back into compliance.

Step 3

Build and launch

We structure your campaigns around what your supporters search for, write the ads, and set up conversion tracking.

Step 4

Manage and grow

Every month we optimise, report, and look for new ways to turn your free budget into real outcomes for your cause.

One fair price for one complete service.

Simple, honest pricing.

The work we do to manage your grant is the same whether you are a small local charity or a large national one, so our pricing is the same too. No confusing tiers, no paying more for the same service.

One-off setup.

from £299

For charities not yet on the grant, or with an account that has stalled. This covers eligibility and Goodstack verification support, a website compliance check, a full account build, and getting you approved and live. Waived for accounts already up and running.

No long contracts. We earn your business every month with results you can see.

Google Ad Grant Management.

£299 per month

Everything your grant needs to stay active, compliant, and working hard for your cause:

  • Ongoing account management and monthly optimisation
  • Full compliance monitoring, so your grant stays active and protected
  • Keyword and ad refinement to keep your click-through rate healthy
  • Conversion tracking, so you can see the real results, from donations to sign-ups
  • Clear monthly reporting your team and trustees can actually understand

How to apply for the Google Ad Grant yourself.

We are always happy to handle the whole process for you, but we also believe in being genuinely useful. If you would like to apply on your own, here is how it works in the UK.

Check you are eligible

Your organisation must be a registered charity with the relevant UK regulator: the Charity Commission for England and Wales, OSCR in Scotland, or the Charity Commission for Northern Ireland. A few types of organisation are not eligible, including most schools, universities, and hospitals, though their philanthropic or charitable arms often are.

Get a compliant website

The grant requires a high-quality website that you own, secured with HTTPS, that clearly explains who you are and what you do. This is the single most common reason applications are delayed or rejected, so it is worth getting right first. If your website needs work, this is exactly the kind of thing we help with.

Register with Google for Nonprofits

Go to the Google for Nonprofits website and click “Get started”. You will be asked for your organisation and contact details, which Google passes to its validation partner, Goodstack.

Get verified by Goodstack

Goodstack confirms your charitable status on Google’s behalf. Keep an eye on your inbox, including spam and junk folders, for an email from [email protected], as they may ask for documentation. Verification usually takes around three to five working days, though it can take longer.

Activate the Google Ad Grant

Once your Google for Nonprofits account is approved, find Google Ad Grants inside it and click “Get started”. You will submit your website URL for a security check, watch a short welcome video, confirm you have done so, and submit your activation request. Google reviews grant applications manually, typically within a few working days.

Tips and tricks

A quick tip that saves a lot of pain: start the whole process sooner rather than later, because the verification and review stages are out of your hands and can take a couple of weeks in total. And whatever you do, get your website right before you apply.

If any of that feels like more than your team has time for, that is precisely what we are here for.

Frequently asked questions.

Yes. Eligible charities receive up to $10,000 a month, around £8,000, in in-kind Google Search advertising. It is not a cash grant and it cannot be withdrawn as money, but it is genuine advertising budget you never have to pay back. Our management fee is the only cost involved, and it is a fraction of the value the grant delivers.

If you are a registered charity in the UK and have a good-quality website, you are very likely eligible. Most organisations that are turned down are rejected for website reasons, which are usually fixable. Our free Grant Health Check will tell you where you stand.

Absolutely, and this is one of the most common situations we see. Many charities are approved for the grant but never spend more than a fraction of it, because the account was set up once and left alone. We take these accounts over, bring them back into compliance, and get them working again.

You can. Google actively enforces its rules and suspends accounts that fall below the required click-through rate, use banned keyword types, or go without meaningful activity. Ongoing management is what keeps your account safe and spending.

It depends on how well the account is managed. Poorly managed accounts often use less than half, and many use almost none. Well-run accounts routinely reach 90% or more of the available budget, focused on the clicks that actually help your cause.

Anything aligned with your mission: donation appeals, volunteer recruitment, events, services, campaigns, and awareness. We help you target the searches that lead to real action rather than just traffic for its own sake.

Setup and approval can take a couple of weeks, mostly waiting on Google. Once live, many accounts start showing meaningful activity within the first month, with results building as we optimise.

No. We earn your business month to month by delivering results you can see in your reporting.

Start with the free Grant Health Check. You will get a clear, honest picture of your grant and your options, with absolutely no obligation to go further.

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Ready to unlock your grant?

Your charity could be reaching thousands more people every month, at no advertising cost to you. Let us show you exactly what your Google Ad Grant could do.