Google Ad Grants PPC Campaigns
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Bnode: a leading ethical Paid Media and PPC Agency based in Huddersfield, West Yorkshire.
Our Process, Your Objectives, Google Ad Grants for Charities, Options for Working With Us, Paid Media and PPC FAQs
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 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.
Google Ads for Charities and Nonprofits
Did you know that your 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, and that all you need to do is check that you qualify for it, apply, 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 registered UK 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), increase donations, recruit more volunteers and corporate sponsors or supporters, for example.
You just need someone to manage the Google Ads Account for you. That’s where we can help. Bnode has extensive experience of managing 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 Ads Grants scheme for charities and how do you qualify for it?
The Google Ads Grant scheme
The Google Ads Account itself does need to be managed and certain prerequisites 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 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, 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, in order to qualify for 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 & How it Works
Accounts and Account Management
Once you and your charity have qualified for the Google Ad Grants scheme, your Google for Nonprofits Account will need to be set up and managed.
You can do this in-house if you have the capability to do so, but many charities outsource Google for Nonprofits Account Management and Google Ad Grants PPC Campaign Management to a trusted Google Ads PPC partner agency with charity and third sector experience to manage everything for them.
How Accounts Work and how you get your Ad Spend Budget
After your charity has qualified for the programme, an Ad Spend Budget of £7,000 GBP per month is allocated to your Account to use in your campaign(s). And, the advertising budget comes pre-loaded into your 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 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 do not roll over if they don’t get spent.
How Campaigns Work
Campaigns consist of Ad Groups and Ads, so that your 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 exist and operate in a separate auction and search results space to other PPC ads outside of the Ad Grant scheme.
Because of that, even if you are a small nonprofit charity, you can still compete with larger organisations 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 a specific area or areas, 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 region.
Contact Bnode, a Google Ads Partner, for more information and to discuss how we can manage your Google Ad Grants 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 if you don’t have the capability in-house to do it yourself.
Outsourcing the Account Management to an expert Google Ads Manager gives you the opportunity to get the most out of the grant through the Campaign being set up correctly. Effective Ads that convert means more volunteers or higher numbers of supporters and donors to increase revenue for your charity. As such, you need to allow for agency costs if you do decide to outsource the Account Management.
This could be an agreed monthly or annual fee, which covers the cost of 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 Ad Grant Account on your behalf.
Our Process
These are the processes we follow when we set up Google Ads PPC Campaigns for our clients:
Discovery
Discovery meeting to find out exactly what you want to achieve from your Google Ads Campaign and who your main competitors are.
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 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, including the best type or types of Google Ads Campaign to implement.
Whether you’re selling online, a manufacturer looking for new B2B customers, or a charity looking to increase your donations or volunteer numbers, there are strategies, tactics and specific Campaign types to implement to meet your key paid media PPC marketing goals.
Proposal
We’ll put all of the information into a proposal, and get sign-off on the course of action.
We’ll then get going with actually creating your new Campaign.
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 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 Account back to you to manage yourself going forwards, or we start our ongoing Google Ad Grants Management.
Reporting and Support
If we are managing the 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 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 charity Google Ads grant by working with an expert Google Ads Partner.
Available Options for Working With Us on PPC Campaigns
Bnode offers 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 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 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 it yourself, in-house or via an external VA.
We set everything up, including the Campaign, Ad Groups, Ads and Assets, then hand the Account back to you.
We can also offer ongoing support – periodically reviewing the health and status of the Account.
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 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 the Support Your Charity Needs
As a mentor, adviser, or coach for your charitable organisation, via the medium that best suits your needs – whether that’s 1-2-1, webinars, virtual or face-to-face meetings within the UK – we’re here to deliver the support you need as your go-to ethical digital marketing agency and 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. We’re on-hand when you need us, and you can even call on us as a resource to outsource your digital marketing processes like Google Ads Account Management for Charities to when you don’t have the capability in-house or your internal teams need to focus on other aspects of your charity’s day-to-day operations.
Paid Media FAQs
Yes, if you are a UK-based Registered Charity, 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.
You would need to budget for that account management cost, even though the grant does give you free ads.
You’ve been through the application and verification process and you’ve got your Google Ad Grant. That’s great. You then need 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.
That’s where we step in and 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.
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 the product or service being advertised. 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. To arrange a chat about your Google Ad Grants, Google Ads PPC and Paid Media needs, contact Chris today.
Chris Naylor, Paid Media Expert & MD of Bnode