Google Ad Grants for Huddesfield Charities
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Google Ad Grants for Charities, Your Objectives, Cost, Our Process, Options for Working With Us,
Google Ad Grants PPC Campaign Setup and your Account Management
Google Ad Grants PPC Campaign Setup and Google for Nonprofits Account Management for UK Registered Charities. Work with Bnode, a Google Ads PPC agency in Huddersfield. We’re a Google Ads Partner, and we run ethical but effective Google Ads Campaigns that deliver results and raise awareness of your cause.
The charity sector in Yorkshire and the Humber
The voluntary and third sector across Yorkshire and the Humber “is a significant player in the region’s economy” (Source: Community Foundation North East).
According to PolicyBee and their report on UK charity statistics 2025, the Yorkshire and the Humber region has 8% of the UK’s voluntary sector workforce (Source: PolicyBee – UK charity statistics 2025).
Research from the Humber and North Yorkshire Health and Care Partnership states that:
• “There is a large voluntary, community and social enterprise (VCSE) sector in Yorkshire and Humber, which is comprised of 14,600 registered organisations. The sector employs 68,000 staff and has the commitment of 320,000 volunteers who produce 22 million hours of work which is valued at between £220m (at National Living Wage) and £311 million (at 80% average regional wage). The sector’s income totals £2.7 billion.”
• In the Humber and North Yorkshire region “there are 6,000 organisations, with 21,000 employees and 122,000 regular volunteers who collectively produce 8.7 million hours of work valued at between £86m and £122m”.
• In West Yorkshire, which is home to Bnode, “there are 5,700 organisations, 31,000 employees and 126,000 regular volunteers collectively [producing] 9 million hours of work valued at between £89m and £126m”.
• In South Yorkshire, “there are 2,900 organisations, 16,000 employees and 63,000 regular volunteers who collectively produce 4.5 million hours of work valued at between £45m and £63m”.
• Registered Charities make up most of the sector – 72%.
(Source: Humber and North Yorkshire Health and Care Partnership – The contribution of the VCSE sector in Yorkshire and Humber)
However, the NCVO has stated that “the UK charity sector stands at a crossroads in 2025, facing an evolving landscape shaped by economic pressures, policy changes and shifting public expectations”.
Sustainability is also a key consideration, with charities (including those charities where the environment isn’t their core cause or purpose) needing to embed sustainability best practice into how they operate to meet expectations.
Bnode offers both sustainability training and consultancy to organisations in the third sector, and Google Ad Grant Management to Registered Charities in Yorkshire and the Humber.
Google Ads for Charities and Nonprofits
Did you know that your Yorkshire-based UK registered charity could be eligible to receive a complimentary £7K per month Google Ad Grant to spend on Google Ads Pay Per Click (PPC) Advertising so that your charity appears on page 1 of the Google Search results?
The first thing you need to do is check that you qualify for the Ad Grant. Then you can apply for it, and then set up and manage the account (or have an agency do it for you).
The £7K per month goes straight into your charity’s Google Ads Account directly from Google – there’s no need to transfer or manage the money – and there is no minimum or maximum spend up to the £7K ceiling.
That means that Yorkshire registered charities can access up to £7K of essentially free Google Ads per month, as long as you have someone who can manage the Account for you.
Think of what good you could do with up to £7K per month in free advertising and appearing on page 1 of the Google Search results – raise awareness of your charity in your chosen area(s) in the Yorkshire region, increase the amount of your donations, and recruit more volunteers and attract corporate sponsors or supporters, for example.
You just need someone to manage your charity Google Ads Account (specifically, your Google for Nonprofits Account) for you. That’s where we can help. Bnode has extensive experience of managing Yorkshire-based charity Google Ads Accounts and getting the most out of the Google Ad Grants scheme.
See if you’re eligible and find out more.
What is the Google Ad Grants scheme for charities and how do you qualify for it?
The Google Ad Grant scheme
To participate in the Google Ad Grant scheme and gain the most value from it, your charity’s Google Ads Account (known as the Google for Nonprofits Account, to differentiate charity accounts from regular Google Ads accounts) itself does need to be managed. And certain prerequisites also need to be in place. Your Google Ads PPC Campaign and the Ad Groups and Ads within it should support the mission and aims of your Yorkshire-based charity – raising awareness, increasing donations and sponsorship opportunities, recruiting volunteers, and attracting corporate sponsors etc.
How to qualify for the Google Ads Grant scheme
In order to qualify for Google Ad Grants here in the UK, and in Yorkshire specifically, you must be a registered charity. Unfortunately, unregistered community groups and CICs are not eligible for the scheme.
There is a Google Ad Grants FAQ page full of information on eligibility and how the scheme works.
Criteria for what Google considers a registered charity to be
Here in the UK and the Yorkshire region, in order to qualify for the Google Ad Grants as a registered charity, your charitable organisation must be registered with the Charity Commission, NICC, OSCR, or registered tax exempt and eligible for Gift Aid with HMRC. This is non-negotiable, and needs to be in place before you apply for the Google Ad Grants scheme. See the Google Ad Grants eligibility page for what you need to know before you get started with your Google Ad Grants application.
Google for Non-profits Account Management and How it Works
Accounts and Account Management
Once you and your charity have qualified for the Google Ad Grant scheme, your Google for Nonprofits Account has to be set up and managed.
You can do this in-house if you have the capability to do so. But, if not, many charities outsource Google for Nonprofits Account Management and Google Ad Grant PPC Campaign Management to a trusted Google Ads PPC partner agency. One that has charity and third sector experience and will manage everything for them. Bnode is just such an Ads agency, and we’re based in West Yorkshire.
How Accounts Work and how you get your Ad Spend Budget
After your charity qualifies for the programme, an Ad Spend Budget of £7,000 GBP per month is allocated to your Charity Ad Account to use in your campaign(s). And, the advertising budget comes pre-loaded into your Google for Nonprofits Ad Account – you don’t need to make a funding request to Google to ask for it.
There is no mandatory minimum or maximum spend. That means that you and your charity can spend as little as £0 and as much as £7K each month from the grant. But, be aware that any remaining funds from that £7K doesn’t roll over to the next month if you don’t spend all of it.
How Campaigns Work
Campaigns consist of Ad Groups and Ads, so that your Yorkshire charity-focussed Ads can show up in the Google Search results. You can even run a Google Ad Grants account alongside a standard Google Ads PPC account, as the two don’t compete against each other. This is because the Ad Grants ads are ring-fenced – they exist and operate in a separate auction and search results space to other PPC ads that are outside of the Ad Grant scheme.
Because of that, even if you are a small nonprofit charity in Yorkshire, you can still compete with larger organisations across the region on Google Search and see tangible benefits from the Google Ad Grants programme.
This is because, as Google says on the FAQ page (see Google’s Grants FAQ page), “Google Ads rewards relevancy. In fact, small, local Grantees that use location-specific keywords and targeting may show before large, national [organisations].”
That way, even if you’re a charity that only operates in Yorkshire (or a specific area or areas, like Kirklees, Calderdale, Craven, Hambleton, the Yorkshire Dales or North York Moors, for example) you can still appear in local searches and rank highly in the results. This is because specific location targeting allows your ads to show up on the search results of people in a specified area where you are active. That could be as local as a specific postcode area, or a wider town or city, county or the Yorkshire and Humber region.
Contact Bnode, a Huddersfield Ad Agency, for more information and to discuss how we can manage your Google for Nonprofits Account for you to get the most out of it.
How much does it cost?
Whilst you don’t have to pay Google themselves for Ad Grants campaigns – Google offers eligible registered charities the scheme for free – you do have to pay for third party Account Management of your Google for Nonprofits Account if you don’t have the capability in-house to do it yourself.
Outsourcing the Google for Nonprofits Account Management to an expert Google Ads Manager gives you the opportunity to get the most out of the Ad Grant through your charity’s Campaign being set up correctly. Effective Ads that convert means more volunteers or higher numbers of supporters and donors to increase revenue for your Yorkshire and the Humber-based charity. As such, you need to allow for agency costs if you do decide to outsource the Google for Nonprofits Account Management.
This could be an agreed monthly or annual fee, which covers the cost of Google for Nonprofits Account Management and reporting on how the Campaign is performing.
Contact Bnode for more information on Google Ad Grants Management pricing and to discuss how we can manage your Google for Nonprofits Account on behalf of your charity.
Our Process
These are the processes we follow when we set up charity Google Ads PPC Campaigns within Google for Nonprofits accounts for our clients:
Discovery
Discovery meeting to find out exactly what you want to achieve from your charity Google Ads Campaign and what your main goals are. We’ll also look at who else in your sector is advertising in the Yorkshire and Humber region, or more locally within your catchment area.
Competitor and Keyword Research and Reporting
We then go away and research your competitors to see if they are running Google Ads Campaigns too, and what keyword and search term opportunities there are, and which ones you can be competitive for in the charity Google Ads marketplace.
We use a variety of tools to do this, including MOZ, SEMRush, Google Search and in-built Google Ads planning and forecasting functionality.
Strategy
Once we’ve done all of the research, we’ll come up with a cohesive and comprehensive strategy for your charity, including the best type or types of charity Google Ads Campaign to implement.
As a Yorkshire and Humber-based charity looking to increase your donations or volunteer numbers, there are strategies, tactics and specific Campaign types to implement that will meet your charity PPC marketing goals.
Proposal
We’ll put all of the information into a proposal, and get sign-off from you on the course of action.
We’ll then get going with actually creating your new Campaign within your Google for Nonprofits account.
Deployment
The deployment phase includes actual Campaign, Ad Group and Ad creation. Creating your new Campaign, adding Budget and Geographic Targeting, with Ad Groups and Ads.
Essentially, putting all of the necessary structure and resources in place.
We’ll take care of all of the Google for Nonprofits Account admin too.
Pre-flight Checks
Lastly, we make all of the pre-flight checks before the Campaign goes live.
Once we’re happy with everything, we make the Campaign live and your Ads will start running.
Then, we either hand the Campaign and Google for Nonprofits Account back to you to manage yourself going forwards, or we start our ongoing Google Ad Grants Google for Nonprofits Account Management.
Reporting and Support
If we are managing the Google for Nonprofits Account and Campaigns for you, we will report back to you on Campaign performance and key metrics.
The initial report could be after the first month of the Campaign being up and running, or as soon as there is enough data to report back on how things are going. Monthly reports follow on after that, on an ongoing basis.
We’ll also keep you in the loop, and answer any questions or queries you have.
We’ll also optimise the Ad Groups and Ads based on how they are performing over time.
I wanted to thank you for all the effort you put into our Google Ads. I can say with confidence that your involvement has had a very positive impact. You developed it into a successful, stable project with much clearer structure and direction.
Ingrid Faber Hanabergh, Lead Designer, National Space Centre
What's your campaign objective?
What are the key objectives for your charity Google Ads campaign?
Do you want to:
• get the right people to visit your website and drive more traffic
• raise awareness of your cause
• get more donors and sponsorship
• recruit more volunteers
Make sure that you get the most out of your Google Ads grant and Google for Nonprofits account by working with an expert Google Ads Partner like Bnode.
Available Options for Working With Us on PPC Campaigns
Huddersfield-based Bnode offers your charity a number of different services and options for working with us on charity PPC Campaigns, depending on your needs and exact requirements. Ranging from fully outsourced all-encompassing Google for Nonprofits Account Management to Setup Only and Account Health Consultancy, they are:
Fully Outsourced Campaign Creation & Account Management
The full service. We take care of everything for you, including Campaign creation and all Google for Nonprofits Account admin and management, on an on-going basis for as long as you need us to.
Campaign & Account Setup for Handover
The option for when you need Google Ads setting up but you want to manage your Google for Nonprofits account yourself, in-house or via an external VA.
We set everything up, including the Campaign, Ad Groups, Ads and Assets, then hand the Google for Nonprofits account back to you.
We can also offer ongoing support – periodically reviewing the health and status of the Google for Nonprofits account and your Campaigns.
Existing PPC Account Health Check
A full Paid Media performance audit. We will do a health check on the state of your existing Google Ads Account, Google for Nonprofits Account and Campaigns on a consultancy basis, either as a one-off or as part of an ongoing support package.
We’ll review everything and make recommendations on cost savings, improvements, optimisations and new features, before handing it back to you again to manage going forwards.
We can provide you with a report and a list of recommendations and action points for you or your in-house / external PPC executive or VA to implement, or you can purchase credits for us to make the changes ourselves.
We Worked With the National Space Centre
We worked with the National Space Centre from late 2023 to early 2025 and managed their PPC Campaigns.
The National Space Centre is a Leicester-based museum and educational resource that covers the fields of space exploration, space science and astronomy, plus a space research programme run in partnership with the University of Leicester. It is the UK’s largest attraction dedicated to space.
Bnode developed the Space Centre’s Google Ads marketing into a successful, stable project with a much clearer structure and focused strategic direction, making everything much more streamlined and optimised, before handing it back over to the National Space Centre to manage in-house.
Visitor numbers to the website increased, leading to a resulting increase in visitor numbers to the Space Centre itself.
How We Deliver Support For Your Local Charity
As a mentor, adviser, or coach for your Yorkshire charity or organisation, via the medium that best suits your needs – whether that’s 1-2-1, webinars, virtual meetings or face-to-face meetings within West Yorkshire – we’re here to deliver the support you need as your go-to local digital marketing agency and ethical business growth experts. Chris Naylor, our MD and Lead Consultant, has over 24 years of marketing and business growth experience, all of which you can access when you get in touch with Bnode today.
Maybe you don’t have an in-house digital marketing specialist. Or perhaps your internal teams need to focus solely on running your charity’s day-to-day operations.
We’re on-hand to help out when you need us. Use us as your resource for digital marketing processes like Charity Google Ads Account Management.
Paid Media FAQs
Yes, if you are a UK-based Registered Charity in Yorkshire and the Humber, and not any of the following:
– a government initiative
– a hospital or healthcare organisation
– a school, academic institution or university (there’s a separate Google programme for that).
Unfortunately, unregistered community groups and CICs are not eligible for Google Ad Grants.
See the Google Ad Grants eligibility page for what you need to know before you get started with your Google Ad Grants application.
Whilst Registered Charities could be eligible for up to £7000 per month in paid for Google Ads through the UK Google Ad Grants scheme, those charities do need someone to set up and manage the Google for Nonprofits Account and Google Ad Grants Account, whether that’s in-house or via a third party agency like Bnode.
We’re based in Huddersfield, West Yorkshire, with strong links to the region and participation in many local initiatives in Kirkless and Calderdale.
Remember that you do have to budget for that Google for Nonprofits Account management cost, even though the Ad Grant does give your charity free ads.
Your charity has been through the application and verification process and you’ve got your Google Ads grant. That’s great. The next step is to get your Google for Nonprofits Account in place.
Once you’ve got your Google for Nonprofits Account in place, you need someone to manage the Account – a Google Ad Grant Account Manager.
That’s where Bnode steps in. We take care of everything for you, including Campaign creation and all Account admin and management. On an on-going basis, for as long as you need us to.
We promote the use of business as an ethical force for good, and prioritise the quality of our clients over quantity. We only work with certain clients, and only use Google Ads to promote products and services that are ethical.
Of course, we love working with Yorkshire and Humber-based charities, who are doing great work in the Yorkshire region.
Bnode is signed up to the ethical move and we have made our ethical marketing pledge.
We put the person before the sale, and we take responsibility for our part in changing the marketplace.
Our Ads are transparent, honest, truthful and accurate, clearly stating what they are promoting and avoiding the use of deceptive language or tactics. We don’t make exaggerated claims or promises that cannot be kept.
We only target ads to users who are genuinely interested in your charity and the cause that’s being promoted. All Ad content is user-focused. We only create ads that provide value to search users, and generate meaningful and genuine clicks and conversions.
Those are just some of the principles of ethical PPC.
Even though you are technically getting £7K a month of Google Ads for free through Google Ad Grants, you still want good value for money from it.
It’s important to us that your Google Ad Grant PPC Campaign is cost-effective and brings in a good return on investment (ROI).
We track all of the key metrics and performance indicators (KPIs), such as cost, impressions, click-through rates (CTR), conversion rates, and cost per action (CPA).
This means that you fully understand the overall performance, reach, and engagement levels of your PPC Campaigns.
We also analyse and report on your return on ad spend (ROAS) and attribution to give you a clear picture of how cost-effective your Google Ad Grant PPC Campaigns are.
Every conversion and every penny in additional donations and revenue we generate for our charity and third sector clients genuinely means something to us.
Chris Naylor is an expert Google Ads Manager and the MD of Bnode. Chris lives and works in Huddersfield, West Yorkshire, where Bnode is based. If you’re a Yorkshire-based registered charity, contact Chris today to arrange a chat about your Google Ad Grant and Google for Nonprofits Account needs.
Chris Naylor, Paid Media Expert & MD of Bnode