Maximising Your Impact: Best Practices for Managing Google Ad Grants

You’ve got the Google Ad grant for your organisation—but what’s next?

Having free ad spend doesn’t automatically mean success. The real challenge comes in knowing how to manage it effectively to drive real results.

Here are our top tips to make sure your charity squeezes every last drop of value from its Google Ad Grant:

#1 Nail Your Keywords

Not all keywords are created equal. To drive quality traffic, focus on:

• Cause-related terms (e.g., “mental health support UK”)
• Donation-driven searches (e.g., “how to donate to children’s charities”)
• Volunteer-related queries (e.g., “volunteer with an animal charity”)

Keyword research is an essential first step in your Google Ads grant strategy.

#2 Write Killer Ads That Convert

Your ads need to be clear, compelling, and action-driven. A great ad includes:

• A strong headline (e.g., “Help End Homelessness: Donate Today”)
• A clear call-to-action (e.g., “Join Us: Become a Volunteer”)
• Relevance (match your ad to what people are searching for)

Ensure that your ads appeal to audience motivations, and enable them to truly relate to your cause. Split-testing ad copy is a great way to find out what resonates with your users and tailor your messaging accordingly.

#3 Landing Pages Matter

Clicks mean nothing if your landing page isn’t up to scratch. Make sure:

• The page matches your ad (if your ad is about volunteering, don’t send them to a donation page!) 
• It’s mobile-friendly: With more people browsing on mobile devices, your landing pages must be responsive and quick to load. A slow, clunky page can deter even the most interested visitor. Test your pages on various devices to ensure a seamless user experience, from navigation to form submissions.
• Your CTA should guide visitors toward the next step, whether it’s signing up for a newsletter, making a donation, or registering for an event. Use action-oriented language like “Join Us Today” or “Make a Difference Now.” Ensure buttons are prominent, easy to find, and simple to click – especially on mobile.

Use the final URL feature of Google Ads to ensure that your landing pages are entirely tailored to your individual campaign keywords. 

Remember, avoid cluttering your landing page with unnecessary information. Focus on a single, clear message that aligns with your ad. Include compelling visuals, concise copy, and straightforward navigation to keep users engaged and on track to convert.

#4 Stay Compliant with Google’s Rules

Google has strict policies – break them, and you risk losing your grant. Common pitfalls include:

• Not maintaining a 5% click-through rate (CTR)
• Running low-quality ads
• Failing to track conversions

Google Ad grant accounts require regular monitoring and refining to ensure they stay in-line with Google’s policies.

#5 Monitor, Optimise, Repeat

Google Ads aren’t “set and forget.” Keep an eye on performance, test different approaches, and refine your campaigns to maximise impact. Managing your grant well takes effort – but get it right, and your charity can see transformational results!

Get the Most From Your Ads Grant Today

Don’t let free advertising go to waste. Peaky Digital can help you unlock the full potential of your Google Ad Grants account, ensuring you get the maximum return on available support.

Get in touch today to find out how we can help your organisation thrive.

Contact Us Now or Get Your Free Eligibility Check.