Google Ad Grant vs. Paid Ads: Should You Be Using Both?

How to Make the Most of Your Search Marketing Strategy as a Nonprofit

If your nonprofit is running ads on Google—or thinking about it—you’ve probably heard about the Google Ad Grant, which gives eligible organizations up to $10,000/month in free Google Search ads. That sounds like a no-brainer, right?

But what about paid Google Ads? Should you invest real dollars into paid campaigns if you already have access to the grant? And what are the key differences between the two?

At Root Company, we often get this question from nonprofit clients looking to grow online visibility while keeping budgets in check. The truth is, both ad types have their strengths—and in many cases, using them together can produce the best results.

Here’s a breakdown of how the Google Ad Grant and paid Google Ads compare, and when you might want to use one, the other, or both.

The Google Ad Grant: What It Offers

The Google Ad Grant provides up to $329/day in free Google Search advertising to promote your nonprofit’s mission, services, and programs.

Key features:

• Free for eligible 501(c)(3) nonprofits
  
• Text ads on Google Search only
  
• Maximum cost-per-click (CPC) of $2 (unless using smart bidding)
  
• Strict policy and compliance requirements
  
• Cannot run display, video, or shopping ads
  

Ideal use cases:

• Driving awareness for your mission or programs
  
• Promoting blog content, resources, or toolkits
  
• Attracting new website visitors or newsletter subscribers
  
• Supporting volunteer recruitment or educational campaigns
  

Paid Google Ads: What They Offer

Paid Google Ads are part of Google’s full advertising platform and offer complete control over campaign structure, bidding, and ad formats.

Key features:

• No CPC limits (you can bid competitively in high-value auctions)
  
• Access to Search, Display, YouTube, Shopping, and Performance Max campaigns
  
• Greater flexibility in keyword targeting and audience segmentation
  
• No grant-specific restrictions on landing pages, campaign structure, or click-through rate
  

Ideal use cases:

• Running donation campaigns with high competition keywords
  
• Promoting urgent or time-sensitive events or appeals
  
• Retargeting past website visitors to convert them into donors
  
• Expanding reach through YouTube, display banners, or branded search
  

Google Ad Grant vs. Paid Ads: Key Differences at a Glance

Should You Use Both?

For many organizations, the answer is yes—when used together, the Ad Grant and paid Google Ads can complement each other and fill in the gaps.

When to use only the Google Ad Grant:

• You’re new to Google Ads and want to test campaigns with no financial risk
  
• You’re focused on brand awareness, education, or non-competitive keywords
  
• You have limited resources to manage multiple ad types
  

When to add paid ads:

• You want to promote high-value or competitive keywords (e.g., “donate to children’s charity”)
  
• You need flexibility for event promotion, branded campaigns, or retargeting
  
• You want to access ad formats beyond search (like YouTube or banner ads)
  
• You’ve maxed out your Ad Grant but want to scale results
  

Not Sure What’s Right for You?

The Google Ad Grant is an incredible tool—but it’s not a full replacement for paid Google Ads. Each has its place in a strong digital strategy. When managed strategically, using both together allows nonprofits to expand their reach, target different audience types, and optimize across the entire supporter journey.

At Root Company, we help nonprofits build hybrid ad strategies that maximize the grant and use paid spend efficiently—so you get the best of both worlds. Let us review your current setup and create a strategy that combines the power of both ad types.

Book your free strategy call now »