Ad Grants Myths Debunked


MYTH: Small organizations can not compete with large organizations on and will not see a benefit from running Google Ads via the Google Ad Grants program.

REALITY: Google Ads rewards relevancy. In fact, small local Grantees that use location specific keywords and targeting may show before large national organizations. Many Grantees operate in a very competitive advertising field. To stand out from the crowd, especially during critical times of the year such as year end giving season, nonprofits can consider investing in a paid Google Ads account to bid on competitive keywords and extend their reach.


MYTH: Google Ad Grantees can not invest in a paid Google Ads account because the ads will compete with one another.

REALITY: We welcome Ad Grantees to invest in a paid Google Ads account. Paid accounts are a great way to extend impact and access additional features such as remarketing and video ads. Ad Grants and paid accounts will not compete with one another because Ad Grants ads appear only in positions below paid ads. Please note if a nonprofit has a Google Ads account that has payment information associated with it, the account is not eligible to be activated as a Google Ad Grants account.


MYTH: Google Ad Grants can only be used for non-commercial use. 

REALITY: Commercial activity must not be the purpose of a Grantee’s website. However, Google Ad Grants ads can be used to drive traffic to products or services that have a fee if the website describes how the nonprofit uses the funds. Grantees can set values for conversions to be able to gauge the total value driven by Ad Grants ads for different conversion types such as ticket sales. This empowers Grantees to identify and focus on their highest value conversions.

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