marketing grant for cultural attractions
Apply for the Attend Google Grant
Summer 2027
Applications will remain open on this page. The selected institution will receive three months of donated Google Ad Grant management valued at $4,500.
Previous recipients
Each year, Attend donates three months of Google Ad Grant management to one nonprofit cultural attraction.
This program is intended for an institution that already has a Google Ad Grant but does not have the time or expertise to make full use of it. During the three months, we review the account, improve it, manage the campaigns, and prepare your team to take it from there.
There is no cost, no long-term agreement, and no obligation to work with Attend afterward. Your institution keeps everything we build.
The questions below explain how the program works and what you can expect. If it sounds like a useful fit for your institution, the application is at the bottom of this page.
Frequently asked questions
Questions you may have before applying.
Here is what the program is, what it isn’t, and what happens after the three months.
About the Grant
Why is Attend doing this?
Every year we donate our services to one nonprofit cultural attraction. It gives us an opportunity to help an institution that may not otherwise have the resources to fully utilize its Google Ad Grant, while also sharing what we've learned with the broader attraction community.
Is there really no cost?
Correct. You do not pay Attend anything, and you do not pay Google for advertising. The Google Ad Grant provides up to $10,000 per month in search advertising, and we donate three months of management - a $4,500 value.
Will you try to sell us something afterward?
We'll schedule a wrap-up meeting at the end of the three months, review results, and answer questions. If you'd like to continue working together, we're happy to discuss it. If you'd rather manage the account internally, that's perfectly fine.
Eligibility
Who can apply?
Any nonprofit cultural attraction eligible for Google Ad Grants, including zoos, aquariums, gardens, museums, historic sites, and similar institutions.
Do we need an existing Google Ad Grant account?
Yes. We focus on improving and managing existing Google Ad Grant accounts rather than setting up new ones.
Can previous applicants apply again?
Absolutely.
During the Program
What does the three months look like?
We begin with a full account audit and campaign restructure. From there, we actively manage campaigns, optimize performance, write new ads, monitor search terms, and adjust strategy throughout the program.
Will we still have access to our account?
Yes. The account always belongs to your institution. You'll continue to have full administrative access.
Who owns the campaigns after the program?
You do. Everything we build remains in your Google Ads account.
Will you need access to our website?
Usually not. Most of the work happens inside Google Ads. Occasionally we may recommend website improvements, but implementation is up to your team.
Results and Selection
What kinds of results should we expect?
Every institution is different. Our primary goal is to help you make meaningful use of the Google Ad Grant by increasing qualified traffic and supporting goals such as attendance, memberships, donations, events, and educational programs.
Can you guarantee we'll spend all $10,000 every month?
No. Spending the full grant isn't the objective. The objective is reaching qualified visitors with relevant searches. Some institutions will use more of the grant than others.
How is the recipient selected?
Applications are reviewed based on the institution's goals, current Grant account, and where we believe we can make the greatest impact.
When will the next recipient be selected?
We will select the next Attend Google Grant recipient in summer 2027. The application will remain available on this page until then.
Attend Grant Application