Apply for the Attend Google Grant

Attend Google Grant

Each year, we select one garden, zoo, aquarium, or museum to receive a fully managed Google Ad Grant reset at no cost.

This program is designed for institutions that already have the Grant, but know they are not getting everything they should out of it.

If your Grant spend is low, performance is inconsistent, or the account has simply become hard to manage, this is an opportunity to reset it the right way.

A photo of Atlanta History Center's main entrance.

What the Grant Includes

Google provides $10,000 per month in free search advertising to eligible nonprofit attractions. In practice, much of that funding goes unused or underperforms because the campaigns are not structured for how people actually search for cultural attractions.

The Attend Google Ad Grant is built to fix that.

One selected institution will receive:

  • A full Google Ad Grant campaign restructure, built for performance

  • Three months of hands-on Grant management by Attend

  • A clean, optimized account your team can confidently take over and manage

There are no out-of-pocket costs. You do not pay for the ads, and you do not pay for our work.

We cover the full $4,500 value of the program.

  • Previous Recipient

    Attend helped us scale our Google Ad Grant from 5% spend to an impressive 95% in just three months. Their team is easy to work with and highly responsive. Most importantly, their strategy is driving new visitors to our site, supporting our fundraising events, and increasing attendance through a channel we had not been able to dedicate resources to as a small nonprofit.

    Roxanne Perkins

    Director of Communications

    Mendocino Coast Botanical Gardens

    • What This Looks Like in Practice

    A successful Google Ad Grant campaign does more than “use the money.”

    It supports real goals like:

    • Driving ticket sales and event attendance

    • Promoting memberships and seasonal experiences

    • Increasing visibility with both tourists and your local community

    The goal is to leave your institution with a high-performing Grant account that continues to deliver value long after the program ends.

    Frequently Asked Questions

    Who can apply for the Attend Google Grant?

    Any nonprofit garden, zoo, aquarium, or museum with 501(c)(3) status is eligible.

    What’s included in the grant?

    The selected organization will receive a complete Google Ad Grant campaign restructure, three months of expert management, and training to help your team confidently manage the campaign going forward.

     

    How much does it cost?

    Nothing. The Google ads themselves are free, and Attend is covering the full cost of campaign restructure (or setup) and management—an in-kind value of $4,500.

     

    Does my organization need a Google Ad Grants account in order to apply?

    If your organization doesn’t currently have an active Google Ad Grants account we recommend following the steps laid out in this video. 

     

    What happens after the three months?

    Our goal is to leave your marketing team with a high-performing campaign and the tools to manage it independently. 

     

    What kinds of results should we expect?

    The outcomes vary by organization, but we typically focus on increasing ticket sales, memberships, event rentals, and discoverability among tourists and locals.

     

    When will the recipient be selected?

    We’ll review applications and notify the selected organization within two weeks of the deadline. All applicants will receive a follow-up.

     

    Can we reapply if we’re not selected?

    Yes. We plan to offer this opportunity on a recurring basis. If you’re not selected this round, we’ll encourage you to reapply in the future.