Advertising Effectiveness: Nonprofits With vs. Without Ad Grants

For nonprofits that utilize Google Ad Grants, the program can significantly boost their online outreach and results. Paid search advertising has proven to be one of the most effective digital marketing channels for nonprofits, especially when the ad spend is free via the grant. Several data points highlight the comparative impact:

Advertising Channel	Average ROAS for Nonprofits (Return per $1 spent)
Search Ads (Google)	~$3.72 – $4.78 (highest)
Social Media Ads (e.g. FB/IG)	~$0.50–$0.57
Display Ads	~$0.33–$0.59

Nonprofits typically get far more value from search ads – and with the Ad Grant, they get that value at no monetary cost. A nonprofit using the full $10k/month grant is receiving $120k/year in advertising for free. Without the grant, most organizations would never allocate that much budget to paid advertising, so they would simply lose out on the exposure.

Regional and Sector-Specific Trends in Ad Grant Usage

Google Ad Grants is a global program, but its adoption and impact show some regional and sectoral variations:

• North America and Early Adopters: The program originated in the United States in 2003 and U.S. nonprofits were among the first to benefit. North America still accounts for a large portion of Ad Grant usage.
• Global Expansion and New Regions: Over the past decade, Google has steadily expanded Ad Grants to more countries. As of now, nonprofits in 50+ countries across all continents can access the program.
• Sector Eligibility and Usage Patterns: Google Ad Grants is available to a wide range of charitable organizations, but government entities, hospitals/healthcare organizations, and schools/universities are not eligible. Public charities in human services, the environment, arts & culture, and advocacy organizations form the core user base of Ad Grants.

What It All Means

Google Ad Grants provides nonprofits with substantial free advertising resources, but awareness and usage of the program are not yet universal. Currently, only a small percentage of eligible nonprofits leverage the grant, though those who do often see improved outreach and ROI. Common hurdles – such as lack of expertise, policy compliance, and content limitations – prevent many organizations from using the full $10k/month, resulting in underutilization.

However, success stories abound across regions and sectors for those who manage the grant well. Over 65,000 nonprofits worldwide are benefitting monthly, and as awareness grows, more organizations can tap into this program. Google Ad Grants represents a high-impact opportunity for nonprofits to raise awareness, attract support, and further their missions with an in-kind ad spend that most nonprofits could never afford on their own.