Double Your Ad Grants Budget

• Ad Grants
• Tips
• 06. 12. 2020

As many of you already know, Google was very generous this year. Many organizations contributing to COVID-19 fight received budget increases and compliance rules weren’t enforced as strictly as they were before, both of which helped nonprofits increase the performance of their Ad Grants campaigns. Last week Google came with the best offer so far – Ad Grants budget doubling for selected organizations! The offer is already available and budget doubling will last till the end of January 2021.

How to get the double budget

Organizations cannot apply, Google already select them and sent a confirmation email to the account admin. The selection process took place in the last week of November.

Ad Grantees were segmented into 3 groups depending on their compliance with Ad Grants requirements. The 3 groups are:

1. Compliant accounts. Those will get a budget increase with no action required. Most of the accounts we manage fell in this group and received the following confirmation email: 
2. Partially incompliant accounts. These accounts will receive a budget increase if they bring their account into full compliance. Google will assess its compliance in the second week of December 2020.
3. Incompliant accounts. These accounts will need to implement all the recommendations in the Giving Season Readiness Guide. The exact requirements may vary from account to account.

How does it work

Accounts that were selected for the offer get, besides a confirmation email, also an in-account announcement similar to this one:

The offer activation is automatic. It is important to mention that the budget doubling also works for Ad Grant Pro recipients as well as for organizations that received a COVID-19 budget increase. In other words, the budget for December and January will be double the November budget.

How to use the extra budget

We suggest to adjust a few things in your account to make sure you can fully benefit from this generous offer:

• Check your daily budgets and increase them if needed.
• Increase manual bids or apply automatic bidding strategies.
• Add new keyword variations.
• Add new campaigns.
• Test & experiment while the budget increase lasts.

Do not hesitate to reach out if you have any questions regarding the budget doubling offer. We’ll be happy to assist you with reaching compliance, getting, and efficiently using the extra budget!