NGOs · Pay per click advertising
Use the grant account first and donor money last, if at all.
Paid advertising for an NGO is a narrow tool: an appeal with a closing date, a volunteer drive, a search for one programme in one place. GullySales sets up the in-kind search grant an eligible organisation can apply for, and says plainly where donated money should not go on clicks.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
What pay per click advertising means
Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.
Last updated 5 Oct 2026.
For NGOs
Where it usually goes wrong, and what we would do.
“There is a grant account before there is a budget”
Google runs an in-kind search grant for non-profits it judges eligible. The application, the policies and the monthly upkeep are real work, paid for in clicks rather than in donations.
“A general donate appeal converts badly on search”
Somebody searching how to help does not know your name and rarely gives on a first visit. Advertising works on an appeal with a deadline or a programme with a place attached.
“Your trustees will ask what a click cost”
Money not spent on the programme is questioned in the board meeting and in the accounts. Advertising that cannot be shown against donations received is hard to defend twice.
What we do
What we deliver for NGOs.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
The in-kind grant account applied for and kept in order
The application prepared, the account structured to their policies, and the monthly upkeep those policies require done on a routine.
Result: Search advertising runs without touching donated money.
Campaigns limited to a dated appeal or a placed programme
Budget only behind an appeal with a closing date, a programme in a named district, or a volunteer drive for specific shifts.
Result: Every campaign has something to be judged against.
A negative keyword list written for this sector
NGO jobs, internship, how to start an NGO, registration process, list of NGOs and the scam searches, excluded before anything runs.
Result: The budget stops going to students and job seekers.
Landing pages that take the donation
A click that lands on the programme and the payment step rather than the homepage, tested on a phone before the campaign opens.
Result: A donor who clicked can finish giving in one screen.
Volunteer campaigns built on dated shifts
Advertising for a named task at a named place on a named Saturday, with the sign-up going to a person who replies.
Result: Sign-ups arrive already matched to a shift.
Cost per donation and per CSR enquiry reported
Spend, donations received and corporate enquiries reported against the baseline, in a form a trustee can read.
Result: The board question is answered before it is asked.
How the result is measured
- Cost per click
- Cost per enquiry
- Enquiries from paid search
Recorded as a baseline before work starts, so every later report has an honest comparison.
Searches to bid on and block
The searches that find donors, volunteers and CSR teams, and the ones that bring only people seeking help or jobs.
- Donate for a specific cause, such as donate for girls' education
- Bid, in the Google Ad Grants account if you have one. A donor typing a cause is choosing where to give. Send the click to a page for that programme, with what a gift pays for and a donate button.
- Volunteer opportunities and volunteer near me
- Bid. A volunteer search is a person with time. Name the work, the place and the day, and send the click to a sign-up form. Bid only where you can place the volunteer.
- CSR partner, CSR implementation and NGO for CSR project
- Bid sparingly, as a separate campaign. A CSR manager wants registration, past projects and a contact. Land on a partner page that carries your registration details and project reports.
- Free help, scholarship, ration, medical aid and financial help
- Block. People seeking help type your cause words. Add free, scholarship, apply, aid, help me, ration and loan as negatives, or your donation budget answers beneficiaries who need a helpline.
- Where the click lands
- Send each visitor to the page for what they searched, with a clear action: give, volunteer or write to the partnerships contact. Show your registration and the programme's reports on the page.
- Counting a real enquiry
- Count a gift made, a volunteer who signs up and attends, or a CSR enquiry that names a company and a project. Do not count a click, and note which source brought each.
Who it is for
This is written for these NGOs.
- Grassroots community NGOs
- CSR implementation partners
- Educational and literacy NGOs
- Healthcare and disability NGOs
- Environmental and animal welfare NGOs
- Disaster relief and rehabilitation NGOs
- Women's self-help group and livelihood NGOs
- Old-age and destitute care homes
- Skill-training and livelihood NGOs
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the pay per click advertising work runs
- 1
Understand the total budget
We agree the full paid advertising budget available across all platforms, rather than planning each one separately.
- 2
Audit current platform performance
We compare existing campaigns on a shared basis to see where the budget currently performs best and worst.
- 3
Build the cross-platform plan
Campaigns are structured across platforms with a shared measurement standard from the outset.
- 4
Implement and monitor
Campaigns run with budget allocated dynamically based on real-time performance.
- 5
Measure and reallocate
We report performance and shift budget toward what is working, within agreed limits.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
LL Trust
- Situation
- The trust had no identity of its own, so nothing in how it presented itself distinguished it from comparable organisations competing for the same donors.
- What we did
- Comparable organisations reviewed
- Logo and branding
- A palette that carries the values
- Reviewed with the trust
- Result
- No numbers were recorded for this engagement. The work is described in full in the case study.
Also worked with
Chord Road Hospital · Curtain Label · Difesa Security Services · Felicity Inn · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · SB Engineering · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Can we advertise without spending donor money?
Do advertisements bring CSR partners?
Should we bid on our own NGO name?
Should we use Google Ads or Meta to find donors?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
From the blog
Further reading for NGOs.
6 min read · 5 Sept 2026Google Ad Grants and paid search for non-profits: whether it is worth the effortGoogle Ad Grants can put a trust's pages in front of people already searching, but only if you have pages worth landing on and a person to run the account. Here is a way to decide.- 5 min read · 12 Oct 2026Tax receipts, FCRA and registrations: how an NGO should present credentials without overclaimingDonors look for registrations before they give. This post shows how to state what you hold in plain words, what to avoid implying, and how to get your adviser to confirm the wording.
- 5 min read · 14 Sept 2026Website for an NGO: the pages donors look for before they giveA first-time donor checks your website before paying. This post lists the pages and details they look for, in the order they look, and what a small NGO can leave out.
More for NGOs
Everything else we would do for you.
Or start from the overview: sales and marketing for NGOs.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.