Having access to the $10,000 every month from Google for search ads (and retargeting through Performance Max - brand new for 2025) is extremely exciting! The Google Ad Grant can significantly impact the awareness of your mission. 

As the Give Back Nation Team starts to manage your Google Ad Grant to help maximize results, it's essential to keep a few key points in mind:

1. It’s a marathon, not a sprint.

We know that you want donations, and often need them to fund your growth. Keep in mind that the Google Grant will drive brand new people to your website and it will take time to nurture new visitors into donors over time and not expect them to give when they first land on your website.

2. Increasing your ad spend will come with time.

As people search for you, we will make sure you are found. You may notice that your monthly ad spend may be less than the total $10,000. Ad spending is influenced by search volume and targeting. Spending will increase with time and through continued optimizations.

3. The better your website is, the better your results will be.


The performance of your ads and your website quality and speed go hand in hand. Make sure that your website loads quickly, provides a user-friendly experience, and features compelling call-to-actions.

Have questions?

As a nonprofit serving nonprofits since 2006, Give Back Nation provides complimentary brainstorming calls for nonprofits to learn more, provide feedback and see what opportunities might exist to help maximize the fundraising ecosystem, increase success, expand impact and more!