Nonprofits often face tight budgets, making marketing and outreach efforts a challenge. However, both Google and Microsoft offer generous advertising grants that provide free online advertising to eligible nonprofits, helping them increase their visibility, connect with potential supporters, and promote their missions.

What Are Google and Microsoft Ad Grants?

Google Ad Grants and Microsoft Ads for Social Impact are programs designed to help nonprofit organizations gain exposure through digital advertising at no cost. Each platform provides funding in the form of ad credits that nonprofits can use to run search engine ads.

Google Ad Grants

Google Ad Grants offer eligible nonprofits up to $10,000 per month in free Google Search advertising. These ads appear on Google’s search results pages and help nonprofits drive traffic to their websites.

Key Benefits:

• Free access to Google Ads, allowing nonprofits to target potential supporters and beneficiaries
• Increased awareness and visibility in search engine results
• The ability to drive traffic to key pages, such as donation forms, volunteer sign-ups, and informational content

Eligibility Requirements:

• The nonprofit must be a registered 501(c)(3) organization (or equivalent in other countries)
• The organization must not be a government entity, hospital, or school/university
• A functional website that aligns with Google’s ad policies is required

How to Apply:

Nonprofits can apply through Google for Nonprofits, (for more  on Google for Nonprofits, check out my last post) complete the verification process, and activate their Google Ad Grant account. Once approved, your nonprofit can start creating and running ads.

Microsoft Ads for Social Impact

Microsoft’s program provides eligible nonprofits with $1,000 per month in free advertising on the Microsoft Search Network, including Bing, Yahoo, and AOL.

Key Benefits:

• Access to millions of search users across the Microsoft Search Network
• Less competition compared to Google Ads, leading to potentially higher engagement
• Free advertising credits that can drive donations, volunteer sign-ups, and event participation

Eligibility Requirements:

• The nonprofit must be a registered charity in its country
• The organization must comply with Microsoft’s eligibility guidelines, which exclude hospitals, schools, and some governmental entities
• A verified account with Microsoft for Nonprofits is required (see my last post for more on this)

How to Apply:

Nonprofits must apply through the Microsoft for Nonprofits website, verify their eligibility, and then set up their Microsoft Ads account to start running campaigns.

How to Get the Most Value out of Ad Grants

To make the most of these grants, nonprofits should:

• Use relevant keywords to target their ideal audience effectively
• Optimize landing pages to encourage conversions (donations, sign-ups, or event registrations)
• Monitor and adjust campaigns regularly to ensure they meet ad performance requirements
• Leverage both grants for a well-rounded digital marketing strategy across different search platforms

     Google and Microsoft Ad Grants provide incredible opportunities for nonprofits to gain free advertising, expand their reach, and fulfill their missions. By applying for these programs and implementing effective marketing strategies, nonprofits can connect with more supporters, inspire generosity, and increase their overall impact—all without directing any budget dollars towards advertising. If your nonprofit hasn’t yet taken advantage of these grants, now is the perfect time to start!

     I hope this series has empowered you to take advantage of these incredible offerings specifically for nonprofits to do more good. If you missed any of the videos in this series, you can go back and watch them in this playlist. Remember, the less you spend on software and services like these, the more you can allocate to the programs and services at the heart of your mission! And as always, if you have specific questions or just need to talk to another human about your organization’s budget or finances, I’m here to serve you! You’re always welcome to book a strategic consultation with me so we can talk one-on-one about your specific situation!