Why Google Grants Are the Search Advertising Gift That Keeps on Giving
For many nonprofits, the Google Ad Grants program feels like a holiday perk that arrives every month: $10,000 in free media to help expand your reach. But if you’ve ever managed a Grant account, you know the truth behind the bow—restrictions and limitations often keep organizations from spending anywhere near that full amount.
But that’s changing.
With the rollout of Performance Max for Grants, Google has introduced the most impactful update to the program since Smart Bidding. For the first time in a long time, Grant accounts are back on the map—literally.
Let’s break down why.
Performance Max for Grants: The Biggest Upgrade Since Smart Bidding
Google’s introduction of Performance Max (PMax) inside Grant accounts is a major step forward—even with the program’s long-standing restrictions.
Performance Max for Grants:
- Serves Search and Maps Ads only (no Display or YouTube inventory)
- Uses machine learning to find high-intent searchers your keyword-based campaigns may miss
This matters because Grant accounts have historically relied on tightly controlled keyword lists and strict quality thresholds—hardly a recipe for full spend or broad visibility. PMax sidesteps those constraints, helping your organization appear in more relevant searches without needing an exhaustive keyword build.
In practice, we’ve seen PMax in Grants drive a substantial increase in upper and mid-funnel visibility, which can have a meaningful downstream impact. More impressions may mean more people discovering your organization who ultimately convert, feeding your tried-and-true bottom-of-funnel campaigns.
Bonus: PMax impressions do not count toward the 5% click-through-rate minimum, easing one of the biggest compliance pressures in the program.
AI Max: A New Assist for Capturing Missed Demand
While Performance Max is the headline, Google has also introduced AI Max, a newer (and still evolving) feature within Search campaigns. Available in both real paid accounts and Grant accounts, AI Max can help extend your reach by using signals from your keywords and landing pages to identify additional high-intent searchers.
AI Max functions as a complement to your existing search campaigns. For now, think of it as an optional testing lever for reach expansion rather than a core Grants strategy.
Both PMax and AI Max also offer AI-driven text asset customization, which you can test if desired. If you do, we strongly recommend monitoring any AI-generated copy to ensure it aligns with your Brand and mission.
As with any emerging tool, start small, evaluate performance, and scale only if it supports your goals.
Let’s Be Very Clear: Grants Are Not a Replacement for Paid Search
While Grants can enhance your reach, they cannot replace real paid search.
Paid campaigns:
- Always serve in priority when both paid and Grant ads are eligible
- Secure stronger visibility and positions
- Perform better against competitors—especially those spending aggressively
- Offer full bidding, targeting, and creative control
We know the realities of non-profit marketing budgets. And with the cost of real paid search rising and competition intensifying—especially against secondary ticketing marketplaces—your paid dollars need to be spent where they matter most. The Grant can help pick up slack, build awareness, and strengthen the rest of your digital ecosystem.
Together, they make each other stronger.
The Gift Keeps Giving—If You Use It Strategically
With Performance Max breathing new life into Grant accounts, nonprofits have more tools than ever to reach new audiences, regain visibility, and support their paid efforts.
This moment is an opportunity—not just to spend more Grant dollars, but to build a smarter, more effective search strategy for the entire organization.
And remember: Grants that are already spending and converting well shouldn’t necessarily go all in on PMax – why mess with success? We recommend testing for accounts that are struggling to serve impressions and spend through their monthly budgets.
If you’re ready to rethink how your Google Grant supports the rest of your digital mix, Digital Advertising support can help you build a Grants approach that complements paid media and maximizes every free dollar Google offers.
Let’s optimize your search strategy together.
