Trusted by 50+ brands across sectors
What is Google Ad Grants
Free Google advertising worth $120,000 for your nonprofit each year.
Google Ad Grants gives eligible nonprofits $10,000 per month in free search ads. Available in 50+ countries, including India.
Google launched the program in 2003. Most nonprofits either never apply, or lose the grant within a year.
Compliance · The fine print
The rules most nonprofits miss
Miss any of these and Google suspends your account.
No warning. No grace period.
No warning. No grace period.
5%
Minimum click-through rate
Across your account, every single month
≥3
Minimum click-through rate
Anything lower gets pruned
No
Single-word keywords
No bidding on "education" or "donate"
1+
Tracked conversion every 30 days
Goal-driven, not vanity metrics
Geo
Strict geo-targeting
Only where your organization operates
90d
Log in monthly
Make meaningful changes every 90 days
2×2
Campaign structure minimum
2 campaigns, 2 ad groups, 2 ads, 2 sitelinks
*
Most nonprofits lose their account within six months.
Setup happens once. Compliance work never stops.
Setup happens once. Compliance work never stops.
Who qualifies
Most registered Indian nonprofits and NGOs are already eligible to apply.
Core eligibility
Valid charitable status: 12A/80G in India, 501(c)(3) in the US, or local equivalent
Enrolled in Google for Nonprofits through Goodstack verification
Working website with HTTPS and substantial mission content
Agreement to Google's non-discrimination and donation policies
India-specific
12A and/or 80G registration under the Income Tax Act
Legal form: registered society, public charitable trust, or Section 8 company
Valid FCRA registration certificate
Verification completed through Goodstack
Not eligibility
Government entities
Hospitals & healthcare orgs (affiliated foundations may qualify separately)
Schools, universities, and academic institutions (philanthropic arms may qualify)
How we work
Five clear steps from first contact to full grant utilization.
01
Grant Audit and Setup
We audit existing accounts for compliance gaps and missed spend. For new grants, we handle the full application from Google for Nonprofits registration through Goodstack verification to launch.
02
Strategy and Keyword Architecture
Campaigns built around real goals: donations, volunteer signups,event registrations, program awareness. Not vanity clicks.
03
Campaign Build and Launch
Every campaign gets geo-targeting, sitelink extensions, calloutextensions, and multiple ad variants tested from day one.
04
Ongoing Optimization and Compliance
Weekly CTR monitoring, keyword pruning, negative keywordmanagement, ad copy testing, and conversion tracking checks.We also handle the annual program survey.
05
Reporting and Strategy Reviews
Monthly reports on what worked, what did not, and what we aretesting next. Quarterly strategy reviews aligned to your goals.
case studies
How India Development Review gets over 8,400 grant clicks every month.
IDR is India's largest knowledge platform for the development sector. They chose Pangolin to manage their grant because we understand both thecompliance requirements and the Indian nonprofit ecosystem.
WHAT WE DID
Full $10,000/month grant management: Strategy, keyword research, ad copy, bid optimization
Compliance built in: CTR above 5%, Quality Score monitoring, keyword pruning weekly
Campaigns structured around IDR's five content pillars:
Education, livelihoods, health, governance, climate
Geo-targeting across India and the Indian diaspora
$10K/mo
Monthly grant spend, fully utilized
4.9M
Annual readers across IDR's platform
2,000+
Articles published
100%
Grant compliance, zero suspensions
The result
The result grant that performs like a $10,000/month ad budget, working every single month.
Why Pangolin · For Indian nonprofits
The only India-based Google Ad Grants specialist agency.
Almost every Google Ad Grants agency operates from the US, UK, or Australia.None of them have experience with Indian nonprofit registration. Pangolin is based in Kochi, Kerala. Indian NGOs are our core clients.
The registration maz
FCRA · 12A · 80G
We handle
Indian paperwork routinely.
Indian paperwork routinely.
Indian nonprofits need FCRA, 12A/80G, and Goodstack verification. USagencies have never handled this documentation. We handle it routinely.
The keyword opportunity
3-5×
more clicks
Indian CPCs are 60-80% lower than US benchmarks.
A well-structured Indian grant delivers 3–5× more clicks per dollar thanthe same grant in Western markets.
The compliance gap
<1yr
avg lifespan
Most Indian nonprofits lose their grant within a year.
Pangolin manages every compliance requirement so you do not lose yours.
The timezone advantage
IST
We handle
Indian paperwork routinely.
Indian paperwork routinely.
Indian nonprofits need FCRA, 12A/80G, and Goodstack verification. USagencies have never handled this documentation. We handle it routinely.
Pricing
Flat monthly retainer.
No percentage of spend. No lock-in.
Managed by Pangolin
$96K–$120K
Annual ad value realized
Monthly spend
$8,000 – $10,000
CTR monitoring
Continuous, weekly
Suspension risk
Near zero
Strategy reviews
Quarterly
unManaged
$6K–$24K
Annual ad value realized
Monthly spend
$500 – $2,000
CTR monitoring
Often missed until suspension
Suspension risk
Most accounts lose access within 12 months
Strategy reviews
Quarterly
What's included
Everything you need to keep the grant working.
Grant application and setup
Goodstack verification, account creation,campaign build, conversion tracking
.svg)
Monthly management
Optimization, compliance monitoring,keyword management, ad copy testing,reporting
.svg)
Emergency reactivation
Suspended account audit, compliance fix,reactivation submission
Quarterly strategy review
Performance analysis, goal realignment, newopportunity identification
.svg)
Budget Calculator
See what $10,000/month
could do for your nonprofit.
Drag the sliders to model spend, average CPC, andconversion rate. Indian CPCs typically run 60–80% lowerthan US benchmarks that means 3–5× more clicks for thesame grant.
Reach out to us
Stop leaving $120,000 a year in free advertising on the table.
Every month without a managed grant is $10,000 your nonprofit cannot recover. Google does not roll over unused credits. Whether you need an application, a suspended account fixed, or a neglected account rebuilt, Pangolin handles all three.
01
Book a free 30-min consultation
We review your eligibility, your current account,and your goals.
02
Book a free 30-min consultation
Built around your mission, your audience, andyour metrics.
03
Campaigns live within 2 weeks
Measurable results within 60 days.
