Google Ad Grants Course for NGOs / Nonprofits

Get trained. Boost your NGOs presence, donations, and volunteers!

Google Ad Grants is a program for Nonprofits (NGOs) to advertise on Google for free.

Who can apply for a Google Ad Grant?

Any nonprofit that is not a school, hospital or healthcare facility, or government organization can apply for it if they have a:

  • Certificate of registration under the Foreign Contribution Regulation Act (FCRA) and
  • Society Registration Certificate or registered Trust Deed of Public Charitable Trust or certificate of registration under Section 25 of the Companies Act.

What does an NGO receive with Google Ad Grants?

  • $10,000 ad budget per month
  • Daily ad budget of $329

Why should an NGO use Google Ads?

NGOs don’t have a high budget for marketing and fundraising. Here, you are getting a FREE opportunity to take your cause to the world. With Google Ad Grants, you can:

  • acquire new donors and volunteers,
  • drive new users to the website,
  • advocate for the cause, the NGO, and specific campaigns,
  • reach a wide audience across the globe,
  • reach audiences in multiple languages,
  • sell products and services, and
  • learn and experiment.

If you are eligible for Google Ad Grants, you must not waste the opportunity to spread the word about your organization and the cause it stands for.


  • How do people search for information?

    Research has shown that 89% of customers begin their buying process with a search engine. The search can be about an NGO or a cause category, donation options, volunteering opportunities, information on a cause, and more. If your website is not ranking on the first page, the searcher doesn’t know you exist. This can be changed with Google Ads.

    Google Ads appear at the top and bottom of the pages, and they grab attention. If you can present what you offer to the searcher in a way that matches their intent, you’ve got a connection. This connection can lead to a new donor, volunteer, supporter, or evangelist.

  • Do you need training for Google Ad Grants?

    Google Ads aren’t as easy to use as Facebook ads. The platform is a little more technical and the options a little more complex. If you have the interest and a little tech-savviness, you can get started on your own.

    However, in my experience, learning from an expert makes a real difference. Working on assignments, getting feedback, making corrections – that’s how you really learn the ropes.

    And you don’t just need to learn the platform, you also need to learn to develop a strategy and plan.

What does the Google Ad Grants Training cover?

  • 1


    • Introduction to the Google Ad Grants course

  • 2

    What is Google Ad Grants?

  • 3

    Google Ads versus Google Ad Grants

    • What type of campaigns can be run with Google Ad Grants?

    • Test your learning

  • 4

    Applying for Google Ad Grants

    • Register for the Bigtech Donations Program

    • Fill the application form

    • Generate the validation token

  • 5

    Learning some terms

    • Network, Account, Campaign, Ad Group

    • Test your learning

    • Keywords, Ad, Search Terms, Landing Page, Ad Rank, Bid Strategy

    • Test your learning

    • Quality Score, Budget, Ad Rotation

    • Test your learning

    • Impressions, Clicks, CTR, CPC, Conversion, CR, Cost

    • Test your learning

    • CPA, ROAS

    • Test your learning

  • 6

    Planning your campaigns

    • Developing a Plan Document - Part 1

    • Developing a Plan Document - Part 2

    • Test your learning

  • 7

    About the Ad Account

    • Ad account settings

    • Ad account structure

    • Test your learning

  • 8


    • Keyword Planner

    • Test your learning

    • Reach Planner

    • Ad Preview and Diagnosis

    • Test your learning

  • 9

    Campaign creation

    • Campaign settings and flow

    • Test your learning

    • Ad extensions

    • Test your learning

    • Ad group settings

    • Test your learning

    • Keyword match types

    • Test your learning

    • Ad creation

    • Test your learning

  • 10

    Conversion tracking

    • Tracking conversions

    • Test your learning

  • 11

    Campaign status

    • Understanding different campaign status

    • Test your learning

  • 12

    How do Google Ads work?

    • Understanding Ad Rank

    • Test your learning

  • 13

    Performance & Reports

    • Ads overview and reports interface

    • Campaign report, report interface

    • Test your learning

    • Ad group, ad, search term, schedule, final URL reports

    • Conversion, label, location, extension reports

    • Auction insights, free clicks reports

    • Custom reports and dashboards

    • Test your learning

  • 14

    Optimisation techniques

    • Optimize your Google Ads performance

    • Test your learning

  • 15


    • Good luck!

Certificate of Completion

  • A certificate of completion will be provided on successful completion of assignments and chapters.

Special price

In support of nonprofits

Don't miss the chance to ramp up your skills as a fundraiser with this powerful and free digital advertising channel.