The world is full of people eager to make a difference—they just need to find the right opportunities. For your nonprofit, the challenge is getting its volunteer opportunities in front of those motivated individuals.

That’s where Google Ad Grants can help. The program offers an unparalleled opportunity to promote your cause without paying steep advertising costs. If approved for the program, you’ll receive $10,000 worth of monthly ad credits to spend on Google Ads.

However, search engine advertising can be tricky. It requires an intricate understanding of keyword research, ad writing, targeting features, and Google’s compliance rules. This quick start guide will help unlock the power of Google Ads for your volunteer recruitment. Let’s get started!

Applying for the program

While the Google Ad Grant is only worthwhile if you put the time and resources into managing ads, applying for it is completely free. Getting Attention’s guide to Google Grants applications lays out these steps for joining the program:

1. Determine your eligibility status. Your nonprofit must have valid charitable status, such as 501(c)(3) status. You’ll also need a secure, functional website with mission-related content. Government organizations, hospitals, healthcare organizations, and schools are ineligible.
2. Create a Google for Nonprofits account. Use an email address with your organization’s domain (e.g., name@yournonprofit.org) when applying for a Google for Nonprofits account. For this step, you’ll need to agree to non-discrimination statements and provide contact and organization information. Then, wait for approval from Google’s current verification partner.
3. Submit your Google Ad Grant application. Once approved for a Google for Nonprofits account, log in to access the Google Ad Grant application. You’ll provide information to determine your eligibility, such as your nonprofit’s website URL and goals for the program.

Then, simply wait. You’ll hear back within a few weeks. Unlike traditional grants, there’s no competition for funding. If you’re eligible, you’ll receive the grant! In the meantime, clean up your website and design a dedicated volunteer or event page to promote with Google Ads.

Targeting the right audience

To make the most of your Google Ad Grant, you’ll need to focus your efforts on those most likely to become volunteers. Start by defining your nonprofit target audience so you can craft messages that resonate with those individuals.

Looking at your volunteer database, identify characteristics your supporters share, such as age, location, skills, and motivations for volunteering. This information will help you create personas that reflect typical volunteers. For example, are your volunteers primarily students looking for job experience, professionals seeking skills-based opportunities, or retirees with flexible schedules?

From here, put yourself in your typical volunteer’s shoes. Consider what might inspire them to take action, what challenges they face that prevent them from volunteering, and how your organization can address their needs. For example, retirees might look for meaningful ways to spend their time. Use these insights to craft ads that speak directly to their goals.

To reach users searching for causes like yours, follow these best practices:

• Use relevant keywords specific to your cause and volunteering, such as “animal shelter volunteering” or “mentoring opportunities near me.” Tools like Google’s Keyword Planner can help refine your keyword list based on search volume and relevance.
• Leverage Google’s targeting features. Target users based on location, interests, and demographics, such as age, gender, and household income.

With the right keywords and precise targeting, your campaigns can reach individuals excited about your cause, increasing recruitment and reminding past volunteers of your mission.

Creating compelling ad campaigns

Creating an effective ad campaign is about more than just getting clicks—it’s about inspiring action. To turn potential volunteers into committed supporters, your Google Ads must grab attention and provide a seamless path to engagement. Let’s explore the key elements of these campaigns.

Ad copy

When you win an auction for your chosen keywords, your ad copy will appear on the search engine results page (SERP) for those terms. Since this is your first opportunity to connect with volunteers, this text needs to be impactful and eye-catching!

Your ad copy can be broken up into a few key pieces:

• Headlines are clickable text at the top of a Google Ad. Tailor them to match your audience’s search intent. Each ad can include up to three headlines of 30 characters each. In the example below, the two chosen headlines include “Animal Shelter Volunteer” and “Local Volunteer Opportunities.”
• Descriptions are longer text sections beneath headlines, providing details and encouraging action. Each ad can have two descriptions, up to 90 characters each. Highlight benefits, connect with users' values, and include a clear call-to-action, such as “Volunteer today to find an animal’s forever home.”
• Assets, formerly ad extensions, add more links and page details to support your message, like showcasing services or unique aspects of your nonprofit. For example, sitelinks add landing pages (e.g., Volunteer FAQ and Youth Volunteers in the example below), callouts add short messages (e.g., “No experience needed!”), and the call extension adds a phone number.

To optimize ad copy, leverage responsive search ads. With this feature, enter up to 15 headlines and four descriptions for an ad. Google will automatically cycle through them to find the best combinations that drive action.

Landing page

Your landing page is where users are directed after clicking your ad. Link to a volunteer information page highlighting your program and providing an overview of different opportunities. Alternatively, link directly to a page dedicated to a specific volunteer event.

To design a strong volunteer landing page, follow these tips:

• Add clear and concise messaging about your mission and volunteer opportunities.
• Include a prominent CTA encouraging immediate action, such as “Volunteer Today!” or “Make A Difference Now!”
• Embed or link to a sign-up form.
• Showcase testimonials or stories from current volunteers.
• Feature compelling images of volunteers in action.
• Ensure a mobile-friendly and accessible design.

Strong nonprofit web design helps convert interest into action, so create an engaging page that emphasizes your cause and how volunteers can make a difference.

Working with a Google Ad Grant agency

Between creating robust ads, monitoring their performance, and adhering to compliance rules, Google Ads have a huge learning curve. Bypass it by working with a Google Grant agency. That way, your nonprofit can focus on pursuing its mission and improving its volunteer program while leaving advertising intricacies to a professional.

A Google Ad Grant manager offers services such as:

• Eligibility confirmation and application assistance
• Keyword research to select terms that fit your goals
• Ad creation, including effective copywriting and use of ad assets
• Compliance with Google Ad Grant rules, such as maintaining a 5% monthly click-through rate and using keywords with Quality Scores of 3+
• Account reactivation in the event of account suspension

Nonprofits Source recommends browsing Google’s list of certified agencies to narrow down your choices based on the services you need, read through testimonials, and set up a meeting to see if their team will mesh well with yours.

The right Google Grants manager will act as an extension of your team. They’ll ensure every dollar of ad spend drives meaningful engagement for your nonprofit’s mission, whether you want to increase volunteer sign-ups, donations, or awareness.

Getting started

The Google Ad Grant is a powerful tool for nonprofits looking to expand their reach and recruit more volunteers. By understanding the program’s features and best practices, you can turn search engine clicks into meaningful action for your cause.

Whether you manage your campaigns in-house or partner with an agency, a well-executed strategy will help you connect with motivated individuals ready to lend a helping hand.

Jessica King is the business lead at Getting Attention, where she helps nonprofits get the Google Ad Grant and manage it effectively to get the most from it.

Prior to her work at Getting Attention, Jessica worked at nonprofits and in higher ed, where she focused on communication and digital marketing. Most recently, she worked in search engine optimization in the mission-driven sector.

Jessica holds a master's degree in communication from Virginia Tech. In her free time, she reads, cooks a new recipe, or hangs out with her cats, Benny and Olive.