Ad Grant Management

Helping your charity generate more leads from paid searches on Google search with ad creation, landing page creation, technical site audits & more from our Google Partner certified team.

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Google Charity Ad Grant PPC Management service

The global search super power, Google, offers substantial advertising budgets to charity and non-profit organisations, providing a useful but complex tool. If you have just qualified for a Google Non-Profits account and are setting up your account, or looking to get more out of your budget, then we are here to help. This budget must be used on pay per click advertising, which is always a technical challenge, so charities must adopt carefully created strategies in order to use the service to reach their goals

woman typing writing windows - Charity Ad Grant PPC Management

Google Non-Profits Ad Budget

If you’ve just been handed a whopping great budget you may be wondering what to do with it. Each charity will have unique goals, needs and approaches, many of which cannot be met with conventional PPC tactics. For example, charities may wish to:
  • Attract new members
  • Generate donations
  • Promote an event
  • Provide information to those who need it
  • Build brand awareness
  • Or just sell something

You can use your ad budget to achieve real, important goals for your charity. However, getting the most from your budget can be a challenge. Not only is Adwords an immediately unintuitive platform to use, it’s easy to set off on the wrong foot. We’re here to help.

Google Adwords for Charities

Once you have your accounts set up, you may be wondering how to put them to use. Pay per click advertising has been built from the ground up to provide shoppers with what they are looking for. Using this commercially orientated system to reach the subtly different goals of charities sometimes requires a more nuanced approach to conventional PPC strategy.

Having managed millions of dollars worth of budget, we’ve been able to help make the most of Adwords, identifying goals and target audiences that enable us to help achieve real results. From helping work out what type of conversion it is best to track, to carrying out in depth keyword research and creating and managing ads on an ongoing basis, we have an experienced Adwords team, ready to make your online marketing work.

AMA16 file sharing - Charity Ad Grant PPC Management
AMA16 team research - Charity Ad Grant PPC Management

How do you get a Grantspro account?

If you keep hitting your Ad Grant budget limit, your account may be eligible for an upgrade to Grantspro This can mean lifting your $10,000 per month Ad Grant potentially as high as $40,000 per month. We can help you optimise your account from day one, showing Google you know what you’re doing and putting yourself in the best position to be boosted to a Grantspro account.

If you already have Grantspro, we can help you take on the much higher management burden, ensuring that your budget is being spent in the right places and helping you generate even more clicks and conversions from your limited budget.

Contact us to learn more about our Charity Ad Grant PPC Management


We offer a complete Adwords setup and charity Ad Grant PPC management service specifically for organisations with Google Ad Grants. This can include the following:


PPC strategy creation, so you can identify and achieve real goals



Keywords research, find out what people are searching for to target your ads


Account setup, including conversion tracking so you can see meaningful data

Landing pages

Our in-house web development team build high converting and quality scoring pages

Ad Creative

Ad creation, compelling ad copy to get higher conversion rates provided by our copywriters. 


Ad setup and optimisation, to make sure your ads have the best chance of getting seen at the lowest possible prices


Ongoing Management, the more data you get, the more performance can be improved with ongoing tweaks and updates

Reports & Analysis

We generate the headline figures so you can see the impact of your budget and get actionable recommendations

Ad Grants Management

Let us know via our enquiry form if you’d like a custom plan putting together.

Terms & Conditions

For maximum flexibility our contracts are monthly rolling and you just need to give us 28 days notice to cancel your service.

Invoices are generated 28 days in advance of the due date, which will be the first day of our works each month, so if you receive an invoice it cannot be cancelled, but if we received your request subsequent invoices will not be generated. 


Answers to your frequently asked questions about our PPC management services.

Google were very clever to make the activation process for their PPC management software just easy enough for anyone to activate and start running a few ads. The problem is that the software is extremely powerful and poorly documented, it is very difficult for the average business owner to setup and maintain an account that performs well; and by “performs well” we mean several things:

  1. Poorly written text adverts will result in a low CTR (click through rate) which pushes down the quality score of your advert, and means you have to pay more for every click on your adverts.
  2. You may presume some keywords would be good to use to trigger your adverts, but people have different intentions when searching for things online so it can be difficult to always target customers with adverts based on their “intent to buy”. Lots of adverts targeting users who are not intending to buy, means lots of wasted money on clicks on your adverts from people who will never buy. For example they may be in another region of the country. With lots of experience using the PPC software, you learn to compensate for these factors and increase the targeting relevance. 
  3. When the user clicks on one of your adverts they follow a link to your website, that you specify when setting up each advert. The PPC software sends a robot that follows the link to your website and runs an algorithm to test the relevancy of your page to the keyword you want to bid for. For example if you are bidding for the keyword “insurance” and your advert when clicked takes the use to a page about bank loans, this would be seen as a very low relevance landing page, and the cost for each click on your advert will continue to climb, whilst the costs your competitors are paying stays the same.
  4. If you take the example of a campaign with every click on your adverts costing £1, and your website converts 10% or 1 in every 10 visitors, this means your cost of acquisition is £10. Now imagine a poorly set up campaign that is performing at half of it’s full potential, so every click on your adverts might cost £150 which means your cost of acquisition becomes £15, and if you have a product or service with a tight margin this can be the difference between making a profit or a loss on the sale.

Why choose Alloy and what level of service do you need?

  1. We will setup and provide management of the account if requested, based on years of experience working with PPC advertising. Based on your Account ID, we will submit a request to gain “Agency Control” of your Adwords account, you simply login and accept this and we can update everything apart from billing details. At any point you can login and revoke our access.
  2. PPC and SEO work great together, they are the 2 sides of the coin in terms of getting maximum coverage on the Search results pages. As only 30% of people ever click on the PPC Adverts, PPC adverts can help you to get more clicks when your “Organic” result in the search results is too low down the page.

Order your Adwords management service today here.

“Optimisation” is the general term for lots of different types of work that make your ads perform better. This means you get more clicks and more sales for less money. This work may involve creating more copy for ads, spending more budget on the ads that are cheapest or highest converting, adding negative keywords to reduce the chance of your ads being shown to someone who won’t be interested in your ad or making improvements to the landing page to increase conversion. Whether you are new to ads, or want to start making more use of a large budget, we can help you optimise and improve.

The bounce rate of a website refers to the percentage of visitors who visit (or land) on the site then quickly leave the site (or bounce). It is used to give an idea of the quality of the site. Sites that have an easy to understand layout and are simple to navigate tend to have the lowest bounce rates.

Our experienced PPC managers identify any weak links in the chain, be it Click Through Rate, Cost Per Click or other areas. Then they put in place the changes to make it work better. As we collect more and more data, and carry out ongoing split testing, we can continue to make lots of small improvements that add up to big savings.

We help you collect and analyse all sorts of data, from the cost per click and click through rates of ads to relative keyword volume and other information from outside the platform. We will be on hand to make sense of the KPIs and explain the different between CPC and CTR. We can also provide a simplified dashboard, linking up your Google Ads with the analytics from your website so you get the full picture and see how many clicks become customers.

Of course! We can jump onboard with your existing ad campaign, to make improvements or add more ads. Our experienced team is fantastic at picking up on areas where we can make significant improvements, and our broad range of skills from copy writing and data analysis.

We can help you set up everything from scratch. Firstly, we will help you put together a plan. If you know exactly what products you want to sell, and who you need to target, then we will get you started on the platform that will work best for your goals, this might be Google, Facebook, Bing, Instagram or all of the above. Once these foundations are in place we can write original ads with engaging copy to give your campaign a launchpad. Once it’s up and running we will make ongoing improvements and tweaks to improve the cost and refine the targeting as the campaign continues.

This is a really good question and one that’s tricky to answer as it will depend on your situation. Sometimes it can be hard to know how much you should spend but ultimately the answer should determined by how much your customers are worth. We can help you collect and analyse the data to show much it costs to acquire each customer, if you know how much you make form each customer then we work out if it’s worth it. Even if you are already making a return on your ad campaign, we can help make further improvements. On large campaigns, even a tiny improvement in CPC or CTR can result in big savings, so get in touch to see what we can do for you.

For most platforms, such as Google Adwords, you pay the platform directly for the ads. You give us permission in the platform to act as a manager and we make sure that your ads are full operational and optimised.