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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.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of ngos at work in India

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.

Also for NGOs

Sales and marketing for NGOs, the overview.

Last updated 8 Nov 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.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.

  6. 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.

Read the full performance marketing and PPC page

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

Not for

It is not the right fit if.

  • The trustees have not agreed that any money may go on promotion, so the first paid click would start an argument.
  • No one can tell a donation from a failed payment on your giving page, so ad spend could not be judged.

Before you decide

Agree the work. Know how to judge it.

PPC ads for NGOs: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

Bring search-term reports, conversion definitions, and the sales outcome of past enquiries where available. Identify products, locations, and enquiries you cannot serve.

Make the scope clear

Choose the offer and landing page before setting a media budget. Agree who pays the platform, which actions count as conversions, and how unsuitable searches will be reviewed.

Check the work in use

Trace a test enquiry from the advert to the sales record. Review qualified enquiries and orders alongside spend, and separate duplicates or spam from genuine buyer demand.

Know when to change course

If the advert generates enquiries that do not fit, revise targeting and qualification before increasing spend. If suitable enquiries are lost after contact, work on the sales process.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Budget and responsibility approval

    You approve the channels, total spend, account ownership, and budget-movement limits. We name the person who approves campaigns and the sales contact responsible for enquiry outcomes.

  2. 2

    Tracking readiness decision

    We check account tracking against your enquiry sheet, call log, or CRM. Missing access and unreliable conversion events are identified before deciding what is ready to launch.

  3. 3

    Sales definitions sign-off

    Your sales contact agrees what qualifies an enquiry and what counts as a completed order. We record the baseline and decide how duplicate enquiries will be handled.

  4. 4

    Campaign launch approval

    You review the proposed campaign structure and response route. Required changes to advertising material or landing pages are identified, with any separate production work agreed before launch.

  5. 5

    Lead-quality review

    Your sales team supplies enquiry outcomes; we compare them with campaign and search-term records. Irrelevant traffic and missing source information are addressed before recommending more spend.

  6. 6

    Allocation decision and handover

    We make authorised budget moves or send decisions outside those limits for approval. The combined report records the evidence and identifies any action needed from your sales team.

Proof

Published examples of our work.

Real clients and the work recorded for each engagement. These examples may cover related services or industries. They show the method, not a guaranteed result.

All case studies

  • 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.
    Read 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

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can we advertise without spending donor money?
An eligible non-profit can apply for Google's in-kind search grant, which runs on their money rather than yours. Eligibility and the policies are theirs to set and to change, so treat the application as the first step. Keep any paid spend beyond it small and measured.
Do advertisements bring CSR partners?
Rarely on their own. A CSR manager searches once and then reads for a week, so the pages matter more than the click. A small budget on cause and district terms puts you in front of that first search.
Should we bid on our own NGO name?
Yes, if a donation platform or a similar charity could appear above you. People sent by a friend or a news story will search your name. Keep it small and plain, and report it apart from searches that find you for the first time.
Should we use Google Ads or Meta to find donors?
Google catches people already searching to give or volunteer, so start there, within a grant if you hold one. Meta suits telling a story to people who have visited your site. Judge each by gifts and volunteers, not by clicks.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for NGOs.

All articles

More for NGOs

Related work to consider.

Or start from the overview: sales and marketing for NGOs.

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