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Did you know that Google will give your church $10,000 every month to spend on advertising to spread your church’s message, reach new members, and promote your community events?
Sounds too good to be true? That’s exactly what Google Ad Grants offers to churches like yours.
However, if words like “Google Ads,” “ad campaigns,” and “negative keywords” feel more like a foreign language than a ministry tool, you’re not alone. Many pastors and church leaders find navigating the world of online advertising intimidating, but with the right guidance, it’s easier than you think.
In this guide, we’ll walk you through how to use Google Ad Grants, whether you're handling it yourself or deciding if it's time to hire some help.
Google Ad Grants offers up to $10,000 per month to spend on Google Ads for churches and nonprofits. With this grant, you can receive a Google Ad credit for nonprofits up to $10,000 per month in free ads. This can help grow your church and promote your mission without spending your own budget.
Fortunately, there are only a few eligibility requirements to ensure that your church can qualify. Take a look at the asset requirements for Google Grants for churches:
Then, once you are verified, you can start the application process to activate your Google Ads account.
Simply put, this is free marketing. Google is paying you up to $10,000 per month to get the word out about your mission. While most churches end up only getting and spending $3,000 - $5,000 per month, that’s still a lot of money to do one or more of the following:
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Google offers various ad formats, including:
In our experience, most churches stick with text and responsive ads as they are simple and effective.
For instance, you might create a simple text ad to promote your Sunday workshop services:
“Join Us for Sunday Service | St. John's Church”
Description: “Welcoming community, inspiring sermons, and music. Services every Sunday at 9 AM and 11 AM. All are welcome!”
If your church has the time and willingness to learn, managing Google Ads in-house can be cost-effective and give you full control over your grant money.
However, Google Grants for nonprofits come with strict compliance rules, and optimizing campaigns can be time-consuming.
For churches lacking in-house expertise or time, hiring an experienced agency may be worth the extra cost, as they can maximize your $10,000 budget, ensure compliance, and boost overall performance, such as the 5% click-through rate and quality score requirements
However, if you have never hired an ad agency, here are some tips to ensure you pick the right one.
It’s natural to want to make the most out of the money you receive, and to do that, you need to be strategic and proactive.
Check out these Google Ad best practices:
Finally, here are some of the most common challenges that churches face when they start running Google Ads and how to avoid them.
If you are looking to get the word out about your church’s mission and attract new members, then you’d be silly not to apply for Google Grants. You can get up to $10,000 per month, although many churches end up with closer to $3,000 - $5,000 per month. This can help you increase your church’s visibility and promote your events.
Whether you choose to DIY or outsource ad management to the pros, the key is using this free resource to meet people where they are, so your church can continue its mission.
If you’d like to learn more, check out the FAQ section below.
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Here are ten common questions pastors might have about Google Ad Grants for churches:
1. What is the Google Ad Grant, and how can it benefit my church?
The Google Ad Grant offers qualifying nonprofits, including churches, up to $10,000 per month in free Google Ads. This can help your church reach more people online by promoting events, services, and your mission through search ads.
2. Is my church eligible for the Google Ad Grant?
To be eligible, your church must be a registered nonprofit, hold a current 501(c)(3) status, and agree to Google’s non-discrimination and donation policies. Your church also needs a functioning website that meets Google’s standards for user experience.
3. How much ad spend is provided through the Google Ad Grant?
Google provides up to $10,000 per month in free advertising. This funding is limited to search ads on Google, meaning you can display text ads when people search for related terms, but you cannot use it for display ads, video ads, or other formats.
4. What types of ads can my church create with the grant?
You can create search ads to promote events, worship services, community outreach programs, volunteer opportunities, and more. These ads are text-based and appear when users search for relevant keywords.
5. How do I apply for the Google Ad Grant for my church?
First, ensure your church is eligible and has a Google for Nonprofits account. After creating this account, you can apply for the Google Ad Grant by following the steps provided in your account dashboard. The process involves submitting your organization’s information and ensuring your website meets the grant’s requirements.
6. What is required to maintain eligibility for the Google Ad Grant?
To maintain eligibility, you need to ensure your church’s ads meet Google’s performance requirements. This includes keeping a 5% click-through rate (CTR), using relevant keywords, and not using single-word or overly generic keywords. You must also log in to your Google Ads account at least once per month and create at least one conversion goal in Google Analytics.
7. Can the Google Ad Grant be used to promote worship services or special events?
Yes, the grant is an excellent tool for promoting worship services, community outreach events, special holiday services, and church initiatives. You can reach people searching for terms like "church near me" or "community service events."
8. How can my church maximize the impact of Google Ad Grant campaigns?
To maximize impact, focus on optimizing your ads with high-quality keywords that reflect your church’s mission. Use Google’s tools like keyword research and A/B testing to refine your ads. Regularly track your ad performance and adjust your campaigns based on what works best.
10. Does my church need to hire someone to manage Google Ad campaigns?
While not required, having someone with experience in digital marketing or Google Ads management can be very beneficial. However, many churches have volunteers or staff who can learn and manage the campaigns effectively with time and training.
11. What kind of results should my church expect from Google Ads?
Results can vary depending on your targeting and campaign strategy. However, many churches see increased website traffic, more event sign-ups, and greater community awareness of their services. The key is optimizing your campaigns to ensure you're reaching the right audience with the right message.
