Why Google Ad Grants Matter

Digital visibility has become essential for charities and community organisations. Supporters, donors, volunteers, and whānau often begin their journey with you online — but marketing budgets are tighter than ever.

Google Ad Grants gives eligible charities up to $10,000 USD per month in free Google Search advertising, helping you reach more people without spending your own funds.

What Are Google Ad Grants?

Google Ad Grants allow charities to run text-based ads at the top of Google’s search results.
When someone searches for phrases like:

• “youth support nz”
• “donate to animal rescue”
• “community help near me”
  — your ads can appear immediately.

This helps your organisation:

• Raise awareness
• Drive donations
• Recruit volunteers
• Promote events and campaigns
• Share resources and education

How Much Funding Is Available?

Eligible organisations receive:

✔ Up to $10,000 USD per month in free Google Search ads
There is no paid upgrade tier — the $10k grant is the standard and extremely powerful when used correctly.

Who Is Eligible in New Zealand?

Charities must:
✔ Be registered with Charities Services NZ, or be an eligible not-for-profit
✔ Register for Google for Nonprofits
✔ Have a functional website that meets Google’s requirements
Not eligible:
Government agencies, hospitals, schools, universities, political groups.
If you’re unsure, Code Digital can check your eligibility.

Key Rules You Must Follow

To keep your grant active, Google requires:

• At least 5% CTR (click-through rate)
• No generic or single-word keywords
• At least 2 ads per ad group
• At least 2 ad groups per campaign
• At least 2 sitelinks
• Conversion tracking enabled
• Smart Bidding strategies (e.g., Maximise Conversions)

Failure to meet these rules can cause account suspension.

Common Challenges for NZ Charities

Many organisations struggle with:

• Low CTR
• Weak keyword strategy
• No conversion tracking
• Underperforming landing pages
• Unused grant budgets
• Account suspensions

Google Ad Grants require ongoing optimisation, not a “set and forget” approach.

How Charities Can Use Google Ad Grants Effectively

The grant works best when campaigns focus on clear goals:

✔ Increasing donations
✔ Recruiting volunteers
✔ Promoting events and workshops
✔ Raising awareness for your kaupapa
✔ Driving traffic to helpful resources
✔ Growing visibility for your services

Example:
A mental health charity might target searches like:

• “youth anxiety help nz”
• “how to donate to mental health charities”

How to Apply (Step-by-Step)

1. Confirm eligibility
2. Register for Google for Nonprofits
3. Activate Google Ad Grants
4. Build a compliant campaign
5. Submit for review and go live

Code Digital can guide or manage this entire process for you.

How Code Digital Supports NZ Charities

As a purpose-driven digital agency, we help you unlock the full value of the grant through:

1. Eligibility & Application Support
We assist you with Google for Nonprofits and account activation.
2. Campaign Setup
We build campaigns aligned with your goals, including keyword research, ad copy, structure, and tracking.
3. Ongoing Optimisation
We maintain your account to improve results and keep you compliant.
4. Suspension & Reinstatement Support
If your grant is paused, we fix issues and get you back online.
5. Purpose-Led Support
Your work with Code Digital helps fund digital support for small charities through the CodeDigital Foundation.

Why Google Ad Grants Work

Organisations who manage the grant well often see:

• Major increases in website traffic
• More donations
• Higher volunteer engagement
• Better visibility across Aotearoa
• Stronger digital impact

Free advertising — when used strategically — can be just as effective as paid ads.

Need Help With Google Ad Grants?

Code Digital can handle everything for you — from application to optimisation.

👉 Book a Free Digital Check-In
👉 Ask About Google Ad Grants Support

Together, we can help your kaupapa reach the people who need it most.