Answer a relevant search
Google Search Ads for Nonprofits
A parent searching for swim lessons needs a class they can understand and join. We plan Search ads around the program, the area you serve and a page that makes the next step clear.
Optional fit for a useful nonprofit app
Reach the people who can use your app.
App advertising can make sense when the app already has a useful role in your nonprofit’s work. We assess store availability, the intended in-app action and measurement needs before agreeing a paid campaign or technical scope.
Separate paid campaign scope
App campaigns need a separate paid budget. App development, store changes and technical measurement are assessed and scoped separately from Google Ad Grant management.
The campaign, made visible
See what this option needs to do.
One illustrative nonprofit campaign. The example is not a promise of placement, eligibility or results.
Illustrative app campaign
Approved screenshots and text explain route information and how to use the app.
Installation → useful in-app action
- The goal
- Help adults discover a nonprofit’s public nature-trail app.
- The destination
- The app’s accurate store listing and supported installation route.
- The action to verify
- Review installs and a useful event such as opening a trail guide; real-world participation remains separate.
Where and why
Choose the format for a defined job.
Where ads may appear
- Eligible Google Search, Play, YouTube, Discover and Display Network placements, depending on campaign and app eligibility.
- App campaigns assemble ads from supplied material and store information; they do not promise a chosen placement.
When it can fit
- A published, supported app that people have a reason to install and use.
- A useful action that can be measured without exposing sensitive participant information.
- A developer or technical owner able to support measurement and the app’s next step.
What needs to be ready
- The published app, supported operating systems and authorized store-account access.
- Accurate store details, screenshots and approved promotional text or video.
- A developer-supported measurement plan using a supported app analytics integration.
- Paid budget, consent arrangements and an agreed implementation scope.
What we evaluate
- Installs or first opens using the selected measurement method.
- Useful in-app actions, with reporting limitations explained.
- Continued use and mission participation assessed from the nonprofit’s own evidence.
Plan with these limits in view.
- An install does not establish that the app helped someone or changed an outcome.
- Engagement and pre-registration campaigns have additional eligibility requirements; they are not interchangeable with install campaigns.
- Do not put beneficiary identities, health information or other sensitive records into advertising events.
Campaign availability and policy can change. Google’s current Ad Grants campaign guide explains Search, Performance Max and grant inventory limits.
Before you choose
Questions about google app ads for nonprofits.
Do we need an app before considering App ads?
The install-campaign route needs an app published in a supported store. Google has other app campaign types with additional requirements; we check the actual project first.
Can an ordinary website use an App campaign?
App campaigns promote an app and its actions. If the goal is a website registration or gift, we assess website-focused campaign options instead.
Is app development included in the service?
This page offers a fit review, not an automatic app build. Campaign, development and measurement responsibilities must be agreed after reviewing the app and technical access.
Keep exploring
Compare another advertising option.
Introduce your work on visual channels
Demand Gen for Nonprofits
Demand Gen uses images and video across eligible Google channels where people browse. A useful campaign connects that introduction to a program, giving or participation page with a clear next step.
Image ads on websites and apps
Google Display Ads for Nonprofits
Display ads combine images and text while people browse. We start with a program people can recognize, a readable invitation and the page they will reach, then review where the ads appear and what follows.
Keep exploring
Connect the format to a nonprofit goal.
Nonprofit fundraising
Donation Marketing for Nonprofits
Someone searching for a local cause may be ready to help. A relevant Google ad can bring them to a donation page that explains your work, how gifts support it and how to give. The useful result is a completed gift, followed by the care your nonprofit gives each donor.
Nonprofit events
Event Marketing for Nonprofits
Your event needs people who understand what it is, when it happens and why they should take part. Google advertising can connect a relevant search with a page that answers those questions and leads to a completed registration or ticket purchase.
Nonprofit programs
Program Marketing for Nonprofits
A family looking for a class needs answers before it can register: who the program is for, where it runs, what it costs and whether places are available. Google advertising can connect that search with a specific program page and a clear next step.
Volunteer participation
Volunteer Recruitment for Nonprofits
People who want to help need to know what the work involves and whether they can do it. A relevant Google ad can lead to a volunteer page with real roles, schedules and requirements, then an application your team is prepared to review.
Your next step
Bring one goal. Choose the support that fits.
Tell us the program or cause, the people you want to reach, your grant status and what your team can follow through on. We’ll discuss the campaign fit, the work required and the right support.