The Google Ad Grant offers nonprofits $10,000 per month in free advertising on Google. Traditionally, most nonprofits used the Ad Grant for search campaigns, but now there’s a more powerful, automated option: Performance Max. When you leverage Performance Max (PMax), you let AI manage and optimize your ad campaigns across all Google channels, expanding your reach and making every grant dollar go further.
Performance Max is a campaign type that brings together Search, Display, YouTube, Maps, and more into one managed campaign, guided by Google’s machine learning. This matters because it greatly simplifies account management, maximizes your exposure, and connects you with more people interested in your cause.
Why Performance Max Matters for Nonprofits
For busy nonprofit teams, running many different ad campaigns is tough. Performance Max helps by using AI to automate and optimize your campaigns, so you can focus on your mission. All you do is set your goals, upload your creative assets, and let Google’s AI handle the rest.
The real magic of Performance Max is how it distributes your ads:
- YouTube: Show inspiring videos that bring your mission to life.
- Search: Appear when people are searching for what you offer.
- Display Network: Reach new audiences on websites and apps.
- Gmail: Connect right inside inboxes.
- Maps & Discover: Guide people to your events or facility and reach them in their content feeds.
This cross-channel setup helps find supporters wherever they spend time online—not just those searching for nonprofits like yours.
Are you new to ad grants, or want to see them in action? Our post on Google Ad Grant Success Stories for Nonprofits highlights how these tools can make a difference. And ongoing support for your nonprofit website is crucial—our Nonprofit Website Support guide shares helpful best practices.
Key Benefits of Using Performance Max
Why add Performance Max to your Ad Grant strategy? Here are some major advantages:
Smarter Targeting by Automation
AI-driven targeting means your ads reach people who are likelier to take action, whether that’s donating, signing up to volunteer, or attending an event. The system uses browsing habits and user data to make targeting more effective than manual methods.
Improved Conversion Tracking
Grantees have to use conversion tracking to keep their grant—and PMax makes this easy. Define your most important goals (like donations or sign-ups), and the AI will direct your ads toward people who are most likely to complete those actions.
Untapped Audiences
Some supporters won’t look for your organization by name. Performance Max helps you reach people who align with your mission, based on their behavior and interests—even if they aren’t searching for you specifically.
Best Practices for Ad Grant Users
Automation is powerful, but it’s not perfect. You still need to guide your campaigns to make the most of your grant.
Set Measurable Goals
Set up conversion tracking for meaningful actions:
- Donations
- Volunteer sign-ups
- Event registrations
- Email subscriptions
This helps Google’s AI focus your spending where you need it most.
Organize Your Assets Thoughtfully
Give PMax a range of quality assets:
- Short, compelling headlines and descriptions
- High-quality, story-driven images
- At least one short YouTube-ready video
- Your logo for branding
More assets give AI more options to match your ads to your audiences.
Stay Involved
Review performance regularly. Automation needs oversight; tweak your goals, pause underperforming assets, and be patient as the algorithm learns. And don’t set your budget too low—allow enough daily spend for the system to optimize.
Real-World Examples
How does Performance Max help in the real world? Here are a few scenarios:
1. Drive Event Attendance
An animal shelter uses PMax for their “Paws for a Cause” event, showing pet adoption ads on YouTube and to people searching nearby parks on Maps. They set the conversion goal as event registrations, and the campaign leverages fun animal images and real event footage.
2. Grow Volunteer Sign-Ups
A food bank wants more volunteers for the holidays. Their ads target different groups—students, retirees, and community members. Their conversion goal: completed volunteer applications.
3. Increase Online Donations
An international relief group uses PMax to quickly mobilize support during emergencies. Their campaign includes urgent messaging and field photos. The AI finds users previously interested in disaster relief and maximizes donation conversions on Display and YouTube.
Take the Next Step
Performance Max is a major leap for nonprofits using the Google Ad Grant. More automation, better targeting, and broader reach mean your message gets in front of the people who matter most. If you’re curious about how other nonprofits have succeeded, check out our post on Google Ad Grant success stories.
