Managing Google Ad Grants for Organizing

Does your 501(c)3 manage a Google Ads Grant to boost your visibility and organizing? This course is full of tips for getting the most out of it.

Does your 501(c)3 manage a Google Adwords Grant? (i.e. $10K/month in free google ads available to 501c(3)s)
This is mostly a technical training. However, we share examples of how Google ads are being used in organizing and to pressure targets.

In 2018, Google announced new guidelines that will affect most non-profits. Failure to meet them could lead to suspension.

In this course you’ll learn what you need to know to stay in compliance and make the most out of your Google ads, including:

  • A new five percent click rate requirement for your ads across your entire account (up from one percent previously).
  • Maintaining a quality score of 3 or higher for keywords.
  • Required use of geo-targeting.
  • Avoiding branded keywords you don’t own.
  • And more.

Google also lifted its $2 bid cap on keywords when using the maximize conversions bid type. We’ll explain what this means and how you can take advantage of this new opportunity.

Keep your Google Grant active and take it to the next level by registering for this session now.


Brett Gerstein, Staff Partner, Social Movement Technologies. Brett helps progressive organizations acquire and retain supporters through online advertising on Facebook, Google and YouTube. Highly experienced in analyzing metrics to help groups increase the effectiveness of their website and digital outreach. Proficient at setting up and managing Google Adwords campaigns. Has been active in a number of movements including immigrant rights and prison reform. Also a former Web Producer for Bernie Sanders

Photo Credit: Black Lives Matter protest. (Joshua Windsor, @josh.michael.windsor)

Your Instructor

Micky Jordan
Micky Jordan

Micky is a Black queer and genderqueer visual artist and organizer who has called Richmond, Virginia home for over 20 years. He’s a mostly self-taught designer who has developed his design work with a range of organizing groups. In his current role at Southerners on New Ground (SONG) Micky does both design and larger organizational communications. He joined SONG as a member in 2014, then joined staff to lead campaign work around police accountability and continue to build SONG’s base. Through his work with SONG, the Virginia Anti-Violence Project and the LGBT youth center Side by Side, Micky brings in his experiences as a Black queer and trans organizer. He loves art, media, stand up comedy and dreaming about building a safer, beautiful, more affirming world for trans and queer people of color to not just survive in, but thrive in.

Frequently Asked Questions

When does the course start and finish?
The course starts now. There’s no end date. It is a completely self-paced online course - you decide when you start and finish.

Get started now!