Tell us about your project
Up to 10,000 dollars of ads a month.
An account kept within the programme's rules.
AIxH, a Google Ads and SEA agency in Luxembourg, manages Google Ad Grants accounts for nonprofits, NGOs, foundations and ASBLs: application to the programme, account structure under Google's constraints, permitted keywords, measurement of donations, sign-ups and volunteer applications, compliance checked every month. Grégory Camus has managed Ad Grants accounts for the International Committee of the Red Cross in Switzerland, the Fondation pour la Recherche Médicale in France, Hekatech (géocoeur) and the charity Gardez la pêche. We know the rules that get an account suspended and what a well-kept account brings to a cause.
Google Ad Grants offers non-profit organisations up to 10,000 US dollars a month of ads on the Google Search network, or 329 dollars a day, with no minimum spend. The ads show on Google searches in a separate auction, held after the one for paying advertisers: they appear on their own or below the paid ads. Since 2025, a Performance Max campaign limited to Search and Google Maps has been added alongside Search campaigns.
The credit is offered by Google; managing it takes work, because an Ad Grants account follows a stricter rulebook than a standard Google Ads account and Google suspends it automatically as soon as a rule is broken. An account left unattended drops below the required click-through rate or piles up prohibited keywords, and the credit goes dark.
This service is a specialisation of our Google Ads & SEA service, within the Digital advertising department. Our Google Partner status and our consultants' five certifications can be checked in the article Google Partner: how to check AIxH's Google Ads certifications.
Starting point
Two situations come to us, and they do not call for the same work at the start.
You have heard about the programme, or you have just been admitted to Google for Nonprofits.
We check eligibility, prepare the application in Google for Nonprofits, validated by Goodstack within three to five working days in most cases, check the website (HTTPS, stated mission, secure donation page) and request activation. Google provides the Google Ads account at that point.
The credit is granted but barely spent, or the account has been deactivated without you knowing why.
The analysis reviews the monthly click-through rate, keywords with a quality score of 1 or 2, single-word or overly generic keywords, conversion tracking and the annual survey left unanswered, then fixes the issues and requests reactivation.
In both cases, the initial analysis is free and covers your account, your website and your status.
Scope
Eligibility check by country and legal form (in Luxembourg: ASBL, public-benefit foundation, public-benefit organisation; government entities, hospitals and schools excluded, except their charitable arm), Google for Nonprofits application, website compliance, account activation and linking to our manager account.
Campaigns organised by mission (donations, volunteering, public information, events), at least two ad groups per campaign, keywords tied to the mission: no single-word keywords, apart from your own brand, medical conditions and a short list of terms permitted by Google, no generic queries, no other organisation's name. Keywords with a quality score of 1 or 2 are paused, and geographic targeting follows your area of action.
Responsive ads written for each group, at least two sitelinks, landing pages on your approved domain with a donation button leading to a secure page, and continuous testing to hold the 5% click-through rate the programme requires every month.
Conversions that matter to you (donation, sign-up, volunteer application, download) set up in GA4 and Google Ads; conversion-based Smart Bidding, mandatory on recent accounts and the only way to exceed the 2-dollar cap per click; the answer to the programme's annual survey; a monthly check of the rules before Google does it.
An Ad Grants account is run like a paid account, with one more judge: the programme's rulebook. The monthly report says what was spent, what was obtained and where the account stands on compliance.
Rules
Click-through rate
The threshold applies to the account as a whole. Two consecutive months below it and the account is deactivated. A paid account lives with 2 or 3%; an Ad Grants account is built to exceed 5%, with queries close to the mission and precise ads.
Keywords
Keywords with a quality score of 1 or 2 must be paused or removed. Added to that, single words, generic queries and other organisations' brands are prohibited. Google recommends an automated rule; we set it up and review the search terms report.
Structure and measurement
Each campaign has at least two ad groups and two sitelinks, geographic targeting consistent with the area of action, active conversion tracking with at least one conversion recorded per month, Smart Bidding and an answer to the annual survey.
Google suspends the account automatically, without prior warning, and a repeat offence can lead to exclusion from the programme. Reactivation goes through fixing the issues found, then a request form.
Potential
Up to 120,000 dollars a year of visibility on searches related to your cause, with no media budget. On the accounts Grégory Camus has managed, the credit has served to inform the public about a cause or a support scheme, to recruit volunteers, to fill events and fundraising drives, to make research programmes known and to direct the people concerned to the right service.
The limits are known: Search network only, with no Display or YouTube; an auction held after the one for paying advertisers, hence little exposure on queries contested by commercial advertisers; a 2-dollar cap per click outside Smart Bidding. When an objective calls for more, Google itself recommends a separate paid account; we then run both accounts within the same set-up, with the same conversions.
Google publishes no average result for the programme and we promise none: the first conversation is there to set a measurable objective, donations or sign-ups for instance, and to check that the account can hold it within the rules.
Experience
Grégory Camus, who leads AIxH's Digital advertising department, has been running pay-per-click campaigns for 26 years. Over the course of his career, he has managed Google Ad Grants accounts for the International Committee of the Red Cross (ICRC) in Switzerland, the Fondation pour la Recherche Médicale in France, Hekatech, the French company behind the géocoeur, and Gardez la pêche, a charity supporting projects in Senegal.
These accounts taught him both sides of the programme: the rules that suspend an account overnight, and the visibility a well-kept account brings to a cause. We publish no figures on these accounts: the results belong to the organisations.
The method is the one we use on our paid accounts, described on the Google Ads & SEA page: an initial review ranked by impact, human decisions explained, conversions that mean something.
Four people for whom Grégory managed these campaigns recommended him on LinkedIn. Their recommendations were written in French and are translated here · See the recommendations on LinkedIn →
“I had the opportunity to work with Gregory for almost 3 years [...]. Grégory enabled us to make extremely significant progress on digital, offering us a step-by-step approach, with a great deal of teaching and a commitment to the foundation and the cause we defended that I have rarely seen. His expertise, analytical skills and strategic vision delivered double-digit growth in digital fundraising. His professionalism, humility, integrity and high standards are rare qualities. I thank him for these years of fruitful collaboration, carried out for a cause of general interest.”
“I recommend Grégory for his excellent work as a service provider managing digital advertising campaigns for non-profit organisations. His in-depth understanding of the sector and his professionalism contributed greatly to the success of our projects. I highly recommend him as a trusted partner for any digital advertising initiative.”
“I called on Gregory when I was stuck with my nonprofit's Google Grant account. He was the only one able to set things up correctly for me; I was struck by his professionalism and his friendliness at every stage of the development. To be recommended without hesitation.”
“I worked with Grégory on the management of SEA campaigns. Grégory has every quality needed to be an outstanding online advertising campaign manager: listening to needs, proposals adapted to the stakes, rigour in performance monitoring, creativity in optimisation and a taste for figures that makes them speak. I can only recommend his expertise. He also knows how to make himself available. Thank you Grégory!”
Scoping
A first conversation is enough to check eligibility, review an existing account or lift a suspension. It goes faster if you come with:
Before the start, we settle together who owns the account and the access, in what form you receive the reporting and how the fees are calculated: the Google credit stays free, the management is quoted after the analysis.
FAQ
Google Ad Grants is Google's advertising programme for nonprofits: up to 10,000 US dollars a month of ads on the Google Search network, with no minimum spend, served in a separate auction held after the one for paying advertisers. It is reserved for organisations admitted to Google for Nonprofits. Campaigns are Search campaigns and, since 2025, Performance Max campaigns limited to Search and Google Maps.
In Luxembourg, Google accepts ASBLs (non-profit associations), public-benefit foundations and public-benefit organisations, after validation by Goodstack, its verification partner, within three to five working days in most cases. Government entities, hospitals and healthcare organisations, schools and universities are excluded; their charitable arm may be admitted. The website must belong to the organisation, run entirely on HTTPS and state its mission clearly. France, Belgium and Switzerland are also covered by the programme, each with its own legal forms.
The most frequent causes: a click-through rate below 5% two months in a row, keywords with a quality score of 1 or 2 left active, single-word or overly generic keywords, another organisation's name among the keywords, missing conversion tracking, the programme's annual survey left unanswered or a website that no longer complies. Suspension is automatic and comes without warning. Reactivation is requested through a form, once the issues are fixed and the account's click-through rate is back above 5%.
Yes, and Google encourages it: a separate paid account serves remarketing, image or video ads, Display and YouTube, which the programme does not offer. The two accounts take part in separate auctions and do not compete with each other. We then run both within the same set-up, with the same conversions and the same reporting.
No. Google keeps a directory of Ad Grants Certified Professionals whose admission criteria are not published; AIxH is not listed in it. We are a Google Partner agency, our consultants hold the five Google Ads certifications, which can be checked publicly, and Grégory Camus has managed Ad Grants accounts for the International Committee of the Red Cross (Switzerland), the Fondation pour la Recherche Médicale (France), Hekatech (géocoeur) and the charity Gardez la pêche; four LinkedIn recommendations from these organisations are reproduced on this page.
The advertising credit is offered by Google; our management fees are quoted after the free analysis of the account, according to the scope: opening or takeover, number of campaigns, languages, reactivation to obtain. AIxH does not publish a price list. Write to hello@aixh.com for a scoping adapted to your organisation.
Client reviews
★★★★★ 5.0 / 5 on Google (45 reviews) · See our Google profile →
“Grégory Camus, co-founder of AIxH, is an expert in digital acquisition and strategy. I have been working with AIxH for almost two years and I am genuinely satisfied with the exchanges I have had with the whole team. The collaboration is smooth and very professional. I appreciate AIxH's innovation, energy and creativity.”
“Sharp expertise, human support and an excellent understanding of the issues. Working with Gregory from AIxH shows that while technology moves forward, people remain central. Beyond the technical skills, what strikes me about the collaboration is an understanding of the issues and the will to act rightly, without frills or anything superfluous.”
Contact
A first conversation is enough to check eligibility, review an existing account or lift a suspension.
Talk about your Ad Grants account →