Meet supporters while they are still reading
Conservation wins slowly: a supporter reads before they sign, signs before they give, and gives before they give monthly. For a climate or wildlife organization, the grant can fund that whole path, starting with the reading stage, where few organizations would spend their own money.
Is this page about your organization?
Written for
- Climate action groups
- Wildlife and habitat protection organizations
- Land, river and marine stewardship trusts
- Conservation education programs
What you need in place
- A registered nonprofit in the EU, US, UK, Canada, Australia or Switzerland.
- A working website that people can act on: donate, sign up, apply, book or get in touch.
- At least one of those actions worth measuring.
Hospitals and healthcare organizations, schools and universities, and government entities are excluded by Google. Organizations without a functioning, converting website are excluded by AdGranted, because the campaigns would have nowhere to send people.
What people already search for
Conservation searches tend to be questions, and the path to a monthly gift starts with the answer.
- donate to protect forests
- how to offset my carbon footprint
- wildlife charity near me
- stop deforestation petition
- beach cleanup volunteer
What the campaigns would aim at
- Petition signatures
- Newsletter sign-ups from readers not yet ready to give
- First gifts and recurring gifts, counted separately
Each action is set up as its own conversion where your website allows it, so you can see which searches lead to which.
Where the grant fits in conservation fundraising
Your future donors are still researching
Conservation supporters begin as readers. They search how bad deforestation is, a species name, the water quality of a river. Reading buys nothing that day, so hardly anyone advertises there. With the grant paying for the clicks, you can answer the question and be one of the organizations the reader remembers when they are ready to give.
Each step to a monthly gift can be counted
The order is known, from a signature to a newsletter subscription to a first gift to a recurring one. Your campaigns send each search to the page for that stage, and each stage is counted on its own, so you can see which searches lead to a gift later and which stop at a signature.
Search peaks are predictable enough to build for
Search volume rises around Earth Day, heat waves, wildfire season and the autumn climate summit. Your campaigns can stay live through each peak without a budget request, and through the flat months between them.
A donor checks before the second gift
Between the first gift and the second come a few quiet, weighty searches: your organization’s name on its own, where a donation goes, last year’s annual report. If that donor lands on a rating site instead of your own report, you never learn that you lost them. Campaigns on your own name cover that ground too.
Who pays for what
Google provides the grant
$10,000.
Up to this much a month in Google search advertising credit.
Google provides the credit and makes the approval decision. How much of it your campaigns use depends on search demand, your website and how relevant the campaigns are.
AdGranted provides the launch
€850.
One-time, excl. VAT, for AdGranted Launch.
Eligibility and website review, application and activation support, campaign strategy and build, conversion tracking and a reporting dashboard, launch, 30-Day Launch Stabilization and handover.
If Google ultimately does not approve or activate your Google Ad Grant, the applicable Launch fees are refunded under the Launch terms.
Your organization
Provides the information and access, completes Google’s verification, makes the website changes the review asks for, confirms the facts, and gives the go-ahead before any campaign runs.
After handover you can manage the account yourself or continue with Ongoing Grant Management for €300/month, excl. VAT.
What happens next
- Free qualification quiz
- Onboarding
- Eligibility and website review
- Google approval
- Campaign build
- Launch
- 30-Day Launch Stabilization
- Handover
The parts under AdGranted’s control move through a defined process. Google review, verification, required website corrections and other external dependencies can affect the overall timeline.
Nothing in this work is quick, which is the reason to set the account up before it is needed.
ALSO ASKED · CONSERVATION
01We are one of several entities under a parent organization. Who applies?
The entity that holds the qualifying registration and controls the website is the one that applies, and it is assessed on its own footing rather than on the parent's. Chapters, branches, subsidiaries and recently merged entities are all looked at this way, and the structure alone settles nothing in either direction. Where two entities each hold their own registration and run their own site, they are two cases, and with AdGranted, two separate engagements.
HOW WE WORK
02What does Google mean by mission relevance, and what makes a keyword too generic?
Ads and keywords must reflect your nonprofit's mission, programs, services or other legitimate mission-based activity, and overly generic keywords are not permitted. Google publishes the rule rather than a list of banned words, so the working test is whether a search could plausibly mean anything at all: a term like “support” or “information” carries nothing that connects a searcher to what you do. Campaigns built to collect unrelated traffic fail that test even where each individual word looks harmless.
GOOGLE'S RULE · CHECKED AUG 2026
03Can we target countries where we do not actually operate?
No. Geographic targeting has to be appropriate to the locations where your organization operates, serves, or has a legitimate mission-based audience. Widening the map to reach cheaper clicks is a compliance problem rather than a growth tactic, and AdGranted will not do it: targeting irrelevant geographies to raise grant spend is the exact behavior the rule exists to prevent.
GOOGLE'S RULE · CHECKED AUG 2026
Seven paths through Google Ad Grants. Find yours.
The free quiz asks about your organization, your website, and where the grant stands today. It then names the path that fits: a straight launch, website work first, a stuck application to unblock, an active account to improve, a suspended one to assess, a self-managed route, or groundwork before any of it.
Your plan arrives by email.
Discover your Google Grants path