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Frequently Asked Questions About the Google Ad Grant
Jono Long • July 12, 2024
The Google Ad Grant is a fantastic opportunity for churches and nonprofits to leverage $10,000 in free Google Ads each month. However, navigating the specifics of this grant can sometimes be confusing. To help clear up any uncertainties, we've compiled answers to some of the most frequently asked questions about the Google Ad Grant.
What is the Google Ad Grant?
The Google Ad Grant provides eligible nonprofits with $10,000 in monthly ad credits to spend on Google Ads. This is not actual money that you can use for other expenses like a new roof or a church van; instead, it's a credit applied to your Google Ads account to help increase your online visibility.
Common Questions and Answers
Is the Google Ad Grant actual money?
No, the Google Ad Grant is not money that you can spend on physical items or other church expenses. It is strictly ad credit that is applied to your Google Ads account each month. You can use these credits to run ads that promote your church's events, services, and other activities online.
Can you lose the Google Ad Grant?
Yes, it is possible to lose the Google Ad Grant. Compliance with Google's guidelines is crucial. One key requirement is maintaining a 5% click-through rate (CTR) on your ads. This means that out of every 100 impressions (times your ad is shown), at least five people need to click on it. Falling below this rate can result in losing the grant. Additionally, you need to avoid prohibited content like gambling or weapons and actively manage your ad campaigns to stay compliant.
Do the ad campaigns last only for a month?
No, your ad campaigns do not expire after a month. Once created, they will continue to run until you decide to pause or delete them. However, the effectiveness of ads can decrease over time, so it's essential to regularly update your ad content and strategy.
How do I avoid getting charged?
To ensure you don't get charged, do not add a payment method to your Google Ads account when using the Google Ad Grant. If prompted to do so, ignore the request. Adding a payment method will convert your grant account to a paid account, causing you to lose the benefits of the grant.
Can you spend more than $10,000 in a month?
While the grant is typically capped at $10,000 per month, there have been instances where ad spending slightly exceeded this amount without any additional charges. This seems to be a rare occurrence, but it indicates that slight overages may be covered by Google.
Best Practices for Managing Google Ad Grant
To make the most of your Google Ad Grant, follow these best practices:
- Monitor Ad Performance Regularly: Check your Google Ads account frequently to ensure your campaigns are performing well and staying compliant with the 5% CTR requirement.
- Refresh Ad Content: Ads can become less effective over time. Regularly update your headlines and ad copy to keep them engaging and relevant.
- Create Multiple Ad Groups: Diversify your ad strategy by creating several ad groups targeting different keywords and demographics. This will help you determine what works best and optimize your ad spend.
Understanding the ins and outs of the Google Ad Grant can significantly enhance your church's online presence and outreach efforts. If you have more questions about the Google Ad Grant or need assistance with your ad campaigns, feel free to reach out to us at hello@faithworksmarketing.com or connect with Jono Long on social media @JonoLong. We're here to help you reach more people for Jesus in your community.
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The mission of the church has always been to reach people with the gospel, but the methods of doing so have evolved. In the past, word-of-mouth, community events, and print media were the primary ways churches engaged with their communities. Today, however, people spend a significant portion of their lives online, making digital platforms the new mission field. Despite this shift, some pastors and church leaders resist the idea of marketing, believing it to be unspiritual or unnecessary. However, as Pastor George Ashford of Journey Church in Columbia, SC, explains in a recent episode of the Pro Church Marketing Podcast , evangelism has always been about meeting people where they are—and in 2025, that place is social media. This blog will explore why churches need to embrace digital marketing, how Journey Church successfully uses social media for outreach, and practical steps your church can take to expand its online presence. The Misconception About Church Marketing One of the biggest pushbacks against digital marketing in churches is the belief that "we don’t need marketing, we just need to preach the word." Many pastors see social media outreach as unnecessary, or worse, a distraction from traditional evangelism. However, as Pastor Ashford pointed out in the podcast, evangelism has always been about going where the people are . John Wesley, one of the founding figures of the Methodist movement, didn’t wait for people to come to a church building—he went into fields, coal mines, and public squares to preach. The same principle applies today: if people are spending hours on platforms like Facebook, YouTube, and TikTok, then churches must be there too. Critics of church marketing often don’t realize that many of the methods they already use—flyers, event invitations, and even a church website—are forms of marketing. Digital platforms simply allow churches to do the same thing more effectively and on a larger scale . How Journey Church Uses Digital Marketing Effectively Journey Church, under the leadership of Pastor George Ashford, has embraced digital marketing as an essential tool for reaching people. Their approach includes: ✅ Social Media Outreach – Journey Church actively shares sermon clips, event promotions, and ministry highlights on Facebook, YouTube, Instagram, and TikTok . This ensures their message reaches beyond just those who attend on Sundays. ✅ YouTube Testimonies – The church created a "Journey Responsible Church" YouTube page featuring real-life testimonies on topics like mental health, addiction, and domestic violence . These videos are not just about promoting the church but providing valuable content that helps people . ✅ Online Giving Strategy – By establishing a strong online giving system before the COVID-19 pandemic, Journey Church was able to sustain financial support even when in-person attendance was not possible. ✅ Quality Over Quantity – They prioritize good sound and video quality to make sure their messages are heard clearly and professionally. As Pastor Ashford said, “If people can’t hear you, then your message is lost.” These strategies have allowed Journey Church to grow in both reach and impact —all by leveraging the power of digital marketing. Key Strategies for Churches to Improve Their Online Presence If your church is new to digital marketing, here are five key steps to help you get started: 1. Embrace Social Media Your church doesn’t have to be on every platform, but it should at least have an active presence on Facebook, YouTube, and Instagram. Each platform serves a different purpose: Facebook – Best for engaging with church members, sharing announcements, and live streaming. YouTube – Perfect for sermon uploads, Bible studies, and testimonials. Instagram/TikTok – Ideal for short, engaging clips that attract younger audiences. 2. Be Consistent A social media page that only posts once every few months isn’t effective. Create a schedule for regular posts, whether it’s daily, weekly, or bi-weekly . 3. Prioritize Quality Good lighting, clear audio, and engaging visuals make a difference. Invest in a good microphone and camera or partner with a company like Faithworks to ensure high-quality content. 4. Encourage Online Giving Digital giving is not just a convenience—it’s a necessity. Services like Tithe.ly, Pushpay, and PayPal allow members to give from anywhere . As Pastor Ashford pointed out, 50% of Journey Church’s weekly giving now comes from online sources. 5. Track Your Progress Use analytics tools to track engagement. Facebook and YouTube provide insights on views, shares, and comments , helping you understand what type of content resonates most with your audience. Overcoming Fear and Resistance Many churches hesitate to embrace digital marketing because they fear change or feel overwhelmed by technology. However, as Pastor Ashford pointed out, resistance to social media often comes from fear of being left behind . He shared a humorous but profound analogy: "If someone tells me social media marketing isn’t necessary, I ask them—do you still have a big, old-school TV in your house? Probably not. Technology has changed, and so should the church." Churches that fail to adapt are missing out on reaching an entire generation that consumes content primarily through digital platforms. Instead of rejecting social media, churches should use it as a tool to expand their impact . Conclusion The message of the gospel is timeless, but the methods of sharing it must evolve. Social media is not a replacement for evangelism—it is a tool for evangelism. As Pastor Ashford passionately emphasized in the podcast: "Just do it!" Don’t wait until everything is perfect. Start small, stay consistent, and use every tool at your disposal to reach more people for Christ. By embracing digital marketing, your church can extend its reach, engage its community, and fulfill its mission in the modern world. If your church needs help with social media marketing, consider partnering with experts like Faithworks to ensure your content is professional, engaging, and effective. Also, check out Journey Church’s YouTube channel (search for Journey Responsible Church ) to see a great example of how a church can use digital platforms to make an impact. 🔹 What’s one step your church can take today to improve its online presence? Let us know in the comments!
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As churches navigate an ever-evolving cultural and technological landscape, reaching communities effectively requires innovation, intentionality, and an unwavering commitment to serving people where they are. In this episode of the Pro Church Marketing Podcast, host Jono Long sat down with Doug Garasic, pastor of Rust City Church in Ohio, to discuss what it means to truly impact communities in meaningful ways. Their conversation offered a wealth of insights for pastors and church leaders ready to embrace bold outreach strategies and sustainable growth. The Foundation: “Known Before Needed” One of the standout principles Doug shared is that churches must be “known before needed.” In times of personal crisis or pivotal life moments, people look to the church. Doug emphasized that making an impact requires consistent presence and visibility in the community. This visibility isn’t about flashy marketing or gimmicks—it’s about meeting tangible needs and building trust over time. For example, Rust City Church moved beyond traditional outreach methods like backpack giveaways, which were already saturated in their area. Instead, they asked local schools what they truly needed. The answer? Support for teachers. The church transformed a school library into a spa day for faculty and staff, complete with massages, gift cards, and supplies. This disruption of expectations created a memorable and meaningful experience, leaving a lasting impression of care and support. Building Outreach on Intentionality A key takeaway from Doug’s story is the importance of intentionality. Churches must resist the urge to replicate what others are doing and instead focus on real community needs. Before launching an outreach effort, Rust City Church asks, “What’s not being done that needs to be done?” This intentional approach not only avoids redundancy but ensures their actions resonate with the people they serve. One innovative example is their "Black Friday Survival Kit" initiative. Instead of focusing on shoppers, they provided lattes, snacks, and stress-relief items to mall employees working on the busiest day of the year. Simple yet impactful, this initiative highlighted the church’s creativity in identifying overlooked segments of the community. Sustaining Momentum: Less is More Doug highlighted the danger of burnout for both church leaders and members. To combat this, Rust City Church focuses on doing fewer events but executing them with greater impact. By choosing two to four key outreach initiatives annually and dedicating their full resources to them, they ensure each event is impactful, memorable, and sustainable. Doug also shared an essential leadership principle: every successful initiative needs a “champion” within the congregation and an external “coach” for guidance. This dual structure helps churches maintain energy, focus, and excellence without overwhelming their teams. Learning from Failures Not every effort yields the desired results, as Doug candidly admitted. In one instance, Rust City Church gave away a fully remodeled home to a family in need, only to have the family sell the house within weeks. While disheartening, the experience reinforced the importance of learning from mistakes and seeking guidance from organizations with more experience in similar efforts. “Cracking the code” of impactful outreach requires patience, trial, and humility. It’s about aligning passion with processes to create enduring change. Marketing Beyond the Walls For Doug, effective church marketing isn’t about flashy ads or exaggerated promises. He describes the dangers of “monster truck marketing”—overblown promotions that fail to deliver genuine impact. Instead, he advocates for sharing authentic stories of community engagement. By amplifying the meaningful work churches are already doing, they not only attract people but also build a reputation as a vital and trustworthy presence in the community. Playing the Long Game Doug’s advice for 2025 is clear: churches must embrace the long game. The goal isn’t to fill seats overnight but to create a culture of care and service that naturally attracts people when they’re ready for spiritual growth. As Doug puts it, “Even people who don’t attend our church should be glad we’re here.” For pastors and leaders looking to make a deeper impact in their communities, the principles shared in this conversation offer a roadmap: be intentional, prioritize sustainability, embrace innovation, and always lead with love.
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