Hiring a Google Grants Agency in 2024: A Guide & 8 Agencies

Through the Google Ad Grants program, nonprofits have the potential to amplify their marketing and connect with prospects searching for causes like theirs. The program empowers nonprofits to share their missions with people around the globe, but only if they’re strategic about how they allocate their funds.

Google Ad Grant agencies dedicate their time to helping nonprofits make the most of the opportunity. From applying for the program to pinpointing the right keywords, they cover every aspect of the process and eliminate the learning curve that comes with this opportunity. That way, you can focus on pursuing your mission and engaging the new constituents you connect with through your ad campaigns.

Whether you’re just now learning about Google Ad Grants or you’re looking to refresh your account management strategies, a Google Grants agency knows what it takes to keep your account compliant and make your ad campaigns excel. To help you effectively leverage your grant money, we’ll cover everything you need to know, from the basics of the program to our recommended Google Grants agencies that will help you make the most of your $10,000 every month. Here’s what we’ll cover:

• An Overview of Google Ad Grants Management
• How A Google Grants Agency Can Help
• Getting Started With A Google Ad Grant Agency
• 8 Recommended Google Ad Grant Agencies

Here at Double the Donation, we spend plenty of time working with nonprofits to maximize their fundraising revenue and make a greater impact on their causes. We’ve seen organizations do some pretty incredible things for their missions when they put thought behind their fundraising strategies and leverage corporate giving programs like Google’s. While we work exclusively with matching gifts, other powerful funding opportunities like Google Ad Grants impact the difference an organization can make, so let’s explore how specialized agencies can streamline that.

An Overview of Google Ad Grants Management

Before researching specific Google Grants agencies, make sure you know what Google is offering eligible nonprofits through the program. This will help you understand whether outsourcing the work to a professional is the right move. If you’re already well-versed in Google Ad Grants, feel free to jump ahead to learn how an agency fits into your strategies.

What is the Google Ad Grant?

The Google Ad Grants program is a corporate giving initiative that gives 501(c)(3) organizations $10,000 every month to spend on amplifying their pages in Google search results. That adds up to $120,000 every year that qualifying nonprofits can invest directly into marketing their missions.

Nonprofits pick the landing pages they’d like to amplify, then build ad campaigns that target different keywords related to their mission. The goal of the program is to help nonprofits scale their impact by getting in touch with more donors, volunteers, and advocates online.

So long as your nonprofit complies with the program’s guidelines, the grant will automatically renew each month. The program has pretty strict guidelines for eligibility and ongoing compliance. That’s why organizations typically outsource account management to Google Ad Grant agencies who will oversee their campaigns and ensure their accounts remain compliant.

Are Google Ad Grants worth it?

While it can be challenging to create winning ad campaigns, any organization can (and should) apply for the program. It’s $10,000 of free funding every month that can really amplify your cause if you allocate it strategically. With proper Google Ad Grants management, the program empowers all sorts of nonprofits to:

• Increase online conversions such as event signups, donations, and volunteer registrations
• Connect with lifelong supporters who are motivated by their cause
• Bid on competitor’s keywords so their ads can show up alongside their listings
• Build brand awareness and spread awareness for mission-centric operations like matching gifts

To really make the most of the program, the best approach you can take is to have someone at your organization spend at least a few hours each week learning about Google Ad Grants management once you receive your funding. If you face limited staff bandwidth and can’t invest the time you want into creating your campaigns, you might want to outsource the work to a dedicated Google Ad Grant management agency.

Either way, $10,000 a month is a good chunk of change that will pale in comparison to the amount of staff time you spend or the money you pay an expert to manage your campaigns actively.

Why should I invest in Google Ad Grants management?

This Google Ad Grants impact report explains that the return nonprofits see can be incredible with proper Google Ad Grants management. In fact, search ads have the highest ROI for nonprofits using paid advertising among any other paid advertising platform.

With billions of search queries processed per day, Google is the world’s most popular search engine. Advertising your cause on Google can put you in touch with a world of prospects, and properly managing the grant means you can deliver the right content to these individuals.

When you first get started, there’s a huge learning curve you’ll have to overcome. Between conducting keyword research and keeping up with Google’s compliance standards, newcomers have a lot to learn! And with an already-busy schedule, your team might not have enough time to devote to managing your Google Ad Grant.

Investing in professional Google Ad Grants management can help you overcome the learning curve, so you can make the most of your grant money from the start. Especially when you work with a Google-certified agency, you’ll have access to the best advice possible and have a direct line line to Google in case something goes wrong with your account.

Bonus! If you want to learn more about the basics of the program, explore our beginner’s guide to Google Ad Grants. It breaks down the essentials of the program, so you can determine if it’s a smart move for your nonprofit.

How A Google Grants Agency Can Help

From determining your eligibility to finding the right keywords, there’s a lot that goes into effective Google Ad Grants management. That’s where a dedicated Google Grants agency comes into play.

Agencies will take the guesswork out of account management and help you develop winning campaigns that supercharge your marketing efforts. They spend all of their time understanding the program’s requirements and learning how to leverage relevant tools that will maximize their clients’ results. Specifically, they help nonprofits with the following:

• Google Grant application. If you’ve yet to apply for the program, a dedicated agency will help you do so by creating your Google For Nonprofits account, getting verified by Percent, ensuring your website has promotable content, and submitting your application for review.
• Keyword research. A Google Grants agency will help you develop ad campaigns that target the right keywords. They’ll spend plenty of time researching the keywords associated with your cause and pinpointing the ones that qualified prospects are searching online.
• Campaign management. A healthy account will have anywhere from 3-5 campaigns going at once to drive results. An agency will actively track these campaigns, report on performance, and make adjustments to your online content to maximize results. Through Google Analytics and Google Tag Manager, they can create live dashboards and reports that keep you looped into your campaigns’ performance whenever you want.
• Monthly compliance. The program’s guidelines are pretty extensive, and by not complying, your account will potentially be deactivated. One of the main priorities of your Google Ad Grants agency is to make sure you’re complying with the program’s guidelines at any given point. Some of these include maintaining a 5% clickthrough rate, avoiding single-word or generic keywords, and responding to the annual program survey. When you use a Google-certified agency, you’ll have access to the program’s latest guidelines, even if they haven’t been formally announced.
• Landing page optimization. Your grant money will go to waste if the pages you’re promoting don’t inspire users to convert. Some agencies provide tips for improving your landing pages for campaigns to help boost traffic and conversions.
• Reactivation if needed. Ideally, your Google Grants agency will help keep your account in good standing. However, things happen, especially considering the program has pretty strict guidelines. If your account ever lapses or gets suspended, your agency will help reactivate it. Better yet, an agency certified by Google will give you direct access to the Google Grants team, making it easier to resolve any issues.

It’s best not to leave it up to chance. A Google Grants agency knows what it takes to create winning campaigns that inspire users to click through to your website. And like we mentioned, the money you spend on hiring a professional will be well worth it compared to the $10,000 in marketing money you’ll receive every month.

If you’re curious about any of these common services, Getting Attention’s Google Grant agency guide explores how agencies help nonprofits in-depth. That way, you can understand if investing in an agency is the right move for you.

Getting Started With A Google Ad Grant Agency

At this point, you’re almost ready to kickstart your buying journey and explore different agencies. As you explore your options, bear in mind that you should walk through a few steps to make sure you find a Google Grants agency that you can fully depend on to make the most of this CSR opportunity.

For instance, you’ll want to:

1. Find Google Ad Grants agencies that meet your criteria. For one, many nonprofits look specifically for partners who are certified by Google. That’s because these professional Google Grants agencies have been vetted by the Google Grants team. When exploring these agencies, look for partners that offer services for the specific areas you need help with. For instance, if you want full transparency into your campaigns’ performance, double-check that your Google Ad Grant agency will provide comprehensive reports to your team. If you’re seeking help because your account’s been deactivated, make sure you find agencies that offer account reactivation services.
2. Explore their website and offerings. An agency’s website is the first resource you can leverage to understand their approach and specializations. Read through their offerings thoroughly to make sure you agree with their approach. Oftentimes, an established agency might also include testimonials or case studies that display the work they’ve completed for their clients.
3. Reach out to learn more about their approach to Google Ad Grant management. Before you decide to work with an agency, reach out to them to make sure they’re a good fit. This gives you the opportunity to ask any lingering questions and see if their team will mesh well with yours. Many agencies start with a complimentary audit of your account, so you can get a feel for what working with them will look like.

By walking through these steps, you’ll be able to narrow down your options in no time. Remember, the right Google Ad Grants agency will act as an extension of your team and do everything it can to champion your cause. We recommend going with a Google-certified agency since these agencies demonstrate a clear understanding of the program. For reference, becoming a Google Partner involves requirements such as meeting a minimum optimization score of 70%, maintaining a 90-day ad spend of $10,000 USD across managed accounts, and being certified in Google Ads.

Whoever you choose, spending time to find a good fit up front will pay off in the long run as you’ll be able to fully rely on them to make the most of your grant money.

8 Recommended Google Ad Grants Agencies

To help simplify the extensive vetting process, we’ve put together a list of recommendations, so you can get an idea of which ones might be a good fit for your team. Each of these partners works with nonprofits to enhance their Google Ad Grants management and displays in-depth knowledge of the program’s requirements and opportunities. Use this list to narrow down your options and request their support as soon as you’re ready.

Getting Attention | Best All-Around Agency

Getting Attention specializes solely in Google Ad Grants management. They’re committed to maximizing your grant money, keeping your account compliant, and connecting you with lifelong prospects through powerful marketing campaigns. Backed by a team of seasoned professionals, they’ll act as an extension of your team and work with you to make sure you’re experiencing the results you expect. By managing every aspect of your Google Ad campaigns, they’ll help get your cause in front of qualified prospects who want to make an impact on your cause.

This agency is also a certified Google Partner, meaning the Google Ads team has personally reviewed their team’s abilities to manage Google Ad accounts properly. Their core services include:

• Google Ad Grant Application. If you haven’t already applied for the program, let Getting Attention’s experts handle your application. They’ll check your eligibility for the program and walk you through every step necessary to get your account reviewed and accepted.
• Campaign Management. They’ll maintain up to 5 active ad campaigns per month, do ample keyword research, consistently monitor ad performance, and make adjustments as needed. Not to mention, they’ll stay on top of reporting and pinpoint the most useful opportunities and goals for your team.
• Ongoing Compliance. Proper Google Ad Grants management means staying on top of the latest rules. As Google Partners, Getting Attention is one of the first ones to hear about compliance rule updates, so you can keep your account in good standing.
• Account Reactivation. Their team has extensive knowledge of the program’s compliance requirements. Plus, they have a direct line to the Google Grants team thanks to their certification. If your account is currently lapsed or ever gets suspended, they’ll get everything up to code, so you can continue amplifying your mission.

Getting Started With This Google Grants Agency

Getting Attention strives to be fully transparent with its clients, which is why they don’t charge any upfront fees and instead only charge a monthly fee of $500. Compared to the $10,000 in grant money they’ll secure for you, that’s a small price to pay for expert Google Ad Grants management, especially from a certified agency!

If you require additional services beyond what’s included in their pricing package, they’re open to discussing their experience with you to find a plan that will work. Reach out to discuss your needs with their team today.

Nonprofits Source | Best Agency for Educational Resources

If you’re brand new to the Google Ad Grant program, the most vital thing you need in this stage is information, and that’s where Nonprofits Source steps in. This digital marketing agency empowers nonprofits to grow their digital footprints, and where it really stands out is its expansive educational library.

Know that they only offer general digital marketing services to nonprofits, though. These services include search engine optimization and web design. While they don’t manage Ad Grant accounts, they offer plenty of free resources about the program, such as:

• An Ultimate Google Ad Grant Guide: Become a whiz on the program by learning the basics and how to use the Google Grant to launch your organization toward its digital marketing goals.
• How to Apply for Google Grants: This guide walks through the key steps your nonprofit needs to take to acquire the Google Grant. It even shares pro tips for improving your website to drive more conversions with your ads.
• Tips for Hiring A Google Grants Manager: If you still have questions about working with Google Grants agencies, this guide can answer your questions and give you additional recommendations for trusted agencies.

Exploring This Agency’s Resources

Check out Nonprofits Source’s blog for the latest tips in the nonprofit digital marketing world. In no time, you’ll be an expert! You can also partner with them for your SEO and website design needs.

DNL OmniMedia | Best Consultant for Nonprofit Technology

DNL OmniMedia is a nonprofit technology consultant. Their mission is to help your nonprofit leverage technology in ways that amplify your cause and focus on goals rather than getting bogged down with code and data. While they don’t specialize solely in Google Grants, they do offer services that will help enhance your Google Ad Grants management.

Their Google Ad Grants services include:

• Google Grant strategy. DNL OmniMedia can make sure that your Google Ad Grant strategy aligns with other aspects of your nonprofit’s strategy. They’ll help you create a keyword strategy that makes sense for your cause and connects you with the right prospects.
• Ad copy development. Their digital marketing experts will write and test ads that are designed for optimum impressions and clicks. That way, you can inspire readers to click through to your site.
• Website development. Backed by a team of skilled developers, DNL OmniMedia will help you create your website and amplify your online presence. That way, you can create valuable landing pages for your Google Ad Grant campaigns that drive users to get involved.
• Reporting. With Google Analytics and Google Tag Manager, DNL OmniMedia will report back to your team on campaign performance and interpret the data for your team. That way, you can improve your site and campaign’s content.

Getting Started With This Google Grants Agency

DNL OmniMedia makes it easy to learn about their services and contact their team. Whether you’re looking to improve your Google Ad landing pages or better understand campaign data, this Google Grants agency is a reliable choice!

Allegiance Group | Best Agency for General Digital Marketing

Formerly known as Beaconfire RED, Allegiance Group works with nonprofits and associations to transform their digital strategies and grow their impact. Whether you’re focused on fundraising, advocacy, stewardship, or content marketing, they’ll tailor your digital marketing plan to do more good for your cause. One of their primary digital marketing offerings is Google Ad Grants management.

Their core Google Ad services include:

• Website content optimization. They’ll leverage data to evaluate your website’s existing content and teach you how to create valuable content that you can then amplify through your ad campaigns. The Allegiance team has plenty of experience with A/B testing, too, so they can pinpoint what elements drive users to complete your online forms that you want to promote as well.
• Keyword research. This Google Grants agency will help you find the keywords that your supporters are searching online and develop campaigns that target those terms. Aside from your Google Ad campaigns, they’ll also monitor your organic traffic and rankings to help create a more holistic SEM strategy.
• Reporting. Allegiance Group takes data seriously. With custom implementations of Google Analytics using Google Tag Manager, they deliver reports and real-time dashboards that display your marketing performance, like page views, entrances, and goal assists. That way, you can continuously refine your campaigns.

Getting Started With This Google Ad Grants Manager

Allegiance Group empowers you to create a more holistic approach to your nonprofit’s digital marketing. Explore their site to get a sense of whether their offerings align with your Google Ad Grant needs.

RKD Digital | Best Agency for Donor Cultivation

RKD Digital is a certified Google Grants agency that empowers nonprofits to get the most out of their grant money. They understand that nonprofits often have trouble making the most of their free advertising money without professional help and aim to eliminate those obstacles for them. They were the first full-service direct-response company to be added to the Ad Grants Certified Professional Community, so you know you’re in good hands if you choose them to handle your Ad Grant needs. From animal welfare groups to veteran organizations, they strive to help all causes succeed by connecting with donors.

Their team of experts will work closely to manage all aspects of your account through services such as:

• Account Activation. Between filling out your application and securing validation tokens, RKD Digital will help you get your account up and running, so you can secure your free grant money.
• Ad Creation. Their professional Google Ad Grants team will build high-level campaigns with ad groups and keywords. They’ll even write the ad copy for you.
• Campaign Optimization. Once your campaigns go live, the work doesn’t stop there! Their Google Ad Grant agency will monitor your campaigns’ performance and make adjustments to boost conversions.

Getting Started With This Google Grants Agency

RKD Digital makes it easy to amplify your work and take advantage of the opportunities available to your nonprofit. Before lining up a consultation with their team, check out their services to make sure they offer what you need.

TrueSense Marketing | Best Agency for Search Engine Marketing

As a certified professional Google Ad Grant agency, TrueSense Marketing is a smart addition to your marketing efforts. They’re made up of a team of more than 200 professionals who have extensive search engine marketing (SEM) experience that can take your Google Ad Grants management to the next level. They’ll handle everything from application to ongoing maintenance, so you can focus on other aspects of your mission.

Their core services include:

• Google Analytics. Their team will implement tracking to view how users interact with your site, so you can pinpoint and optimize your most important content.
• Hands-On Management. TrueSense Marketing will actively manage your account to ensure it stays compliant, edit your campaigns to maximize ad performance, and collaborate closely with your team to highlight the most valuable opportunities for your nonprofit.
• Comprehensive Campaigns. With help from this Google Grants agency, you won’t be confined to only donor-based ad campaigns. They’ll help you leverage your grant money to reach an entire community of prospective clients, volunteers, advocates, and other supporters.

Getting Started With This Google Ad Grants Manager

TrueSense Marketing is devoted to helping you make the most of your $10,000 each month. You can explore their full list of services on their website and determine if they’d be a good fit for your nonprofit.

Koios | Best Google Ad Grants Agency for Libraries

Koios is a nonprofit organization specializing in digital marketing for public libraries, library advocacy groups, and other public information advocates. Their main service involves using the Google Ad Grants program to enhance the visibility of libraries online.  Koios assists libraries in applying for these grants, creating effective advertising strategies, and managing their Google Ads accounts.

They focus on increasing web traffic to library websites and resources, particularly by making library catalogs more discoverable in Google searches. Here’s an overview of this agency’s services:

• Google Ad Grant Application. They’ll help you register with Google for Nonprofits and apply for the Google Grant. If your application is rejected, they’ll make the necessary adjustments to ensure it’s approved.
• Ad Optimization. Koios will create standout ads and monitor your campaigns. They have an incredible 12.8% CTR, which helps libraries spread awareness and share the joy of learning.
• Catalog Promotion. Their main offering is promoting each library’s Online Public Access Catalog (OPAC) within Google SERPs, allowing the entire catalog to be searchable and visible online.

Getting Started With This Google Grants Agency

Koios works with libraries of varying sizes and tailors its pricing accordingly, offering a 60-day free trial period for new subscribers.

Reef Digital Agency | Best Google Grants Manager for Australian Nonprofits

Located in Australia, Reef Digital specializes in managing Google Ad Grants among other digital marketing services. They were the first agency in Australia to receive the Google Ad Grants Certified Professional designation, which is a testament to their expertise.

After serving 50+ nonprofits, they know how to unlock the power of the Google Ad Grant. Here’s a rundown of their services:

• Balancing Ad Grants and Paid Ads. They help nonprofits show their grant-funded ads wherever possible and use paid ads to supplement any gaps.
• Google Grant Compliance. They’ll keep a close eye on your performance to keep your account in good standing with Google.
• Supplemental Digital Marketing Services. Reef offers a range of services that can enhance your overall Google Ad performance, including landing page optimization, SEO, and content creation.

Getting Started With This Google Ad Grants Manager

Reef charges based on the complexity of your Google Grants needs. They offer a free Google Ad Grants audit to potential clients.

Additional Google Ad Grant Resources

The Google Ad Grant program offers an immensely valuable marketing opportunity for your team. You can amplify your work and expedite your mission, but only if you choose the right keywords and deliver optimized landing pages to prospects.

A professional Google Grants agency eliminates the guesswork and makes it incredibly easy to get your content in front of the right audiences.

Plus, agencies that are fully devoted to Google Ad Grants management spend their time learning the ins and outs of the program. They fully understand everything from compliance requirements to keyword research best practices. That way, you can rest assured that you’re creating winning campaigns and that your account will stay compliant. In turn, you can keep receiving your free $10,000 grant every month.

As the only agency fully dedicated to Google Ad Grants on our list, we highly recommend you check out Getting Attention. They offer everything you need to get your account activated and create optimized campaigns. Plus, they’re a certified Google Partner, so you know you’re receiving professional guidance.

Looking to learn more about the program? As you start researching different agencies, check out these educational resources:

• Google Ad Grants for Nonprofits: The Complete Guide. Learn all about the program and explore some of the strategies that a Google Grant agency might use to optimize your account by exploring this guide.
• How Google Ad Grants for Nonprofits Can Increase Visibility. Still wondering if the program is a good investment of your time and resources? Learn more about the program and how to work with a Google Grants agency to amplify your work.
• Corporate Philanthropy Examples: Companies Doing It Right. Google is just one of many companies that offers generous charitable programs. Explore some other companies that give back to organizations like yours.