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Stretch Your Nonprofit Marketing Budget with Google & Bing Grants

  • Writer: Paula Keck
    Paula Keck
  • Mar 28
  • 3 min read

Updated: Mar 31


For nonprofits looking to expand their online reach, attract new donors, and raise awareness, leveraging digital advertising can be a game-changer. Google Ad Grants and the Bing Grants and Discount programs offer free or discounted advertising opportunities that help 501(c)(3)charities connect with the right audiences.


Here’s how your not-for-profit business can make the most of these programs to enhance visibility and funding:


1. Unlock Free Advertising with Google Ad Grants

Google Ad Grants provides qualifying 501(c)(3) nonprofits with up to $10,000 in free ad spend per month in Google Search advertising. This means your organization can show up at the top of Google search results when potential donors, volunteers, or supporters look for causes like yours.


Key benefits include:

  • Increased website traffic and engagement

  • Greater awareness for fundraising campaigns and events

  • More volunteer sign-ups and donor conversions


However, managing a Google Ad Grant is not as simple as setting up an ad and letting it run. Google enforces strict guidelines, including maintaining a minimum click-through rate, proper keyword usage, and ongoing campaign optimization to remain eligible. Many nonprofits lose their grant funding simply because they do not understand how to effectively meet these requirements.

This is why professional management is essential—Google’s policies are complex, and ensuring ad effectiveness takes experience. Rooted Rock Marketing ensures full compliance, maximized ad performance, and real results so your nonprofit doesn’t miss out on this incredible opportunity.

Learn more about Google Ad Grant requirements here.

2. Microsoft Ads for Social Impact (Bing Ad Grants)

Microsoft has offered the Ads for Social Impact program, providing eligible nonprofits with up to $3,000 per month in free advertising on platforms like Bing, Yahoo, and AOL. However, as of now, the program is temporarily paused for new applicants while Microsoft refines it to better support nonprofits. Make sure to sign up for notifications to receive updates on the program's status and future opportunities so you can hit the ground running when this opportunity returns. ​


3. Optimize Your Website for Maximum Impact

To fully benefit from ad grant programs, your website should:

  • Be mobile-friendly and easy to navigate

  • Features compelling calls to action (donate, volunteer, sign up, etc.)

  • Contains clear, engaging messaging that aligns with your mission

4. Strengthen Your Nonprofit’s Digital Marketing Strategy

Beyond ad grants, a strong digital strategy ensures lasting impact. Consider:

  • Email campaigns to nurture donors relationships

  • Social media outreach to amplify your message

  • Content marketing (blogs, impact stories) to showcase your mission

5. This Is Free Money--Don't Miss Out!

With the Google Ad Grant program and potential return of the Bing Ad Grant program, eligible nonprofits could receive up to $13,000 per month—that’s $156,000 per year in free advertising! This level of funding could transform your nonprofit’s ability to attract donors, recruit volunteers, and expand your impact.


However, these grants require expertise to maintain eligibility and get the best results. Many nonprofits struggle to keep up with Google’s strict requirements and miss out on free ad dollars.

That’s where Rooted Rock Marketing comes in. We handle everything—from assisting with your grant application and managing your account setup to ad optimization and reporting—so you can focus on your mission while we take care of the marketing.


Don't leave free money on the table. Contact Rooted Rock Marketing today and let’s get started!

Eligibility Reminder:

Google Ad Grants and Bing Ad Grants are only available to 501(c)(3) nonprofit organizations. Schools, hospitals, and certain government entities are not eligible.


 

About the Author

Paula Keck is head of Agency Operations and Project Management at Rooted Rock Marketing. She is passionate about industry innovation and uses her expertise to guide her teams to success.


About the Editor

Shelly Cihan is Founder and Lead Strategist at Rooted Rock Marketing. For over a decade she has dedicated her professional career to learning, executing, and speaking about SEO and Digital marketing.

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