---
title: Should I hire an agency to manage our Google Ad Grant?
description: Google permits non-profits with Ad Grants to work with third-party account managers. There are many potential benefits of hiring someone who knows what they're doing. Alternatively you learn to manage the ads yourself.
---
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October 16, 2026
# Should I hire an agency to manage our Google Ad Grant?
## Google permits nonprofits with Ad Grants to work with third-party account managers. There are many potential benefits of hiring someone who knows what they're doing.
### Initial questions to ask
Ask them what results they would aim to deliver. If they want to discuss real-world benefits, and focus on conversions that further the nonprofit's mission, great: ask them further questions about how they would measure ads' results. But if their answer is simply that they'll help you spend the budget, be skeptical of their skills.
### Beware of agencies that lock you into a year-long contract
Don't get tied into a long-term arrangement if you haven't yet established trust. A rolling month-to-month contract is usually better in the early days.
### The Google Ad Grants Certified Professionals directory
There is an official directory of Google Ad Grants Certified Professionals at [google.com/grants/get-help/certified-professional-agencies](https://www.google.com/grants/get-help/certified-professional-agencies/). They have been assessed by the Ad Grants team to have in-depth knowledge of policies and best practice, and proven skills in account management. Be aware that some agencies have started using wording that makes it sound like they are actually certified professionals when they're not, so check they're in the directory.
The certified professionals directory has not opened to new applicants in several years, so there are some great agencies and freelancers who are not in it that ought to be. Not being included doesn't mean they won't be a good fit for your non-profit.
### Google Partners
Google Partnershave Google Ads knowledge and experience, but not necessarily about Ad Grants, so ask them to prove their expertise.
To confirm a partner's status, look for a Google Partners logo displayed on the agency's website; when clicked, it should take you to their entry in the partners directory. The url should be in this format: **google.com/partners/agency?id=0000000000**. You can also find them by searching [partnersdirectory.withgoogle.com](https://partnersdirectory.withgoogle.com/).
Not all agencies think the Google Partners program is worthwhile. Some agencies even state that they're proud to not be included in it.
### Certified in Google Ads
Individuals can get certifications in Google Ads and other Google products. This means they have passed some basic free exams on [skillshop.withgoogle.com](https://skillshop.withgoogle.com/), the answers to which are freely available online; it doesn't prove their skills at all.
Skillshop has several free training courses for Google Ads and Analytics that you might find useful to expand your skills.
### Recommendation and referral
This is often the best way to find an agency or freelancer: a positive recommendation and referral from a non-profit that hired them to run successful ad campaigns.
### How to give an agency access to your Google Ads account
A reputable agency will request access to your Ad Grant account via what's called an MCC (manager's account). You won't need to manually add them as a user. They will ask for your **Customer Id Number**, which is visible at the top of your Ad Grant account in this format: **000-000-0000**. They use that to request access, then you receive a request by email with a link to approve their access. The request will also appear as a notification at the top of Google Ads.
Every Google Partner and every agency in the Ad Grants Certified Professionals program should use an MCC. Not using one is a red flag.
If they say they want to run the ads in an account that they themselves own and not your own account, then don't work with that agency. That's not possible with Ad Grants and even if it was, would be a Very Bad Idea.
Retain ownership of any account accessed by a third party, and retain all intellectual property of any work done on your account. Create accounts yourself, don't let an agency do it for you.
To see if any agencies currently have access to your account, navigate to **Admin \> Access & Security** and click the **Manager's tab**, You can revoke their access at any time by using the **Remove access** link.
### They will need access to Google Analytics
Ask the agency what level of access they need. Most likely they will want editing permissions at property level, but if you have multiple websites then they many need access at account level. Never give them permissions to manage other users. Don't give them your own login details. See [support.google.com/analytics/answer/9305788](https://support.google.com/analytics/answer/9305788?hl=en#zippy=%2Cin-this-article).
They might have valid reasons to ask for access to Google Tag Manager, Google Search Console, your donation platform, or your website CMS. Establish trust and boundaries before giving access.
### Have oversight
Learn at least the basics of how Google Ads works, so that you can monitor the agency's performance and know what questions to ask. [My course can help you learn](https://course.kingjason.co.uk).
Schedule regular meetings: weekly, monthly or quarterly depending on the scope of work.
You can set up reports in Google Analytics, or in a product such as Google Looker Studio, to report evergreen and one-off ad campaigns' results. Ask the agency for their preference.
Login to the account regularly to check spend and conversion numbers, as well as quality metrics like Click Through Rate (CTR) and Conversion rate.
If you have concerns about how much work is being done and by who and when, and what changes have been made, refer to the Change history report in Google Ads, see [support.google.com/google-ads/answer/19888](https://support.google.com/google-ads/answer/19888).
If your account is suspended, ask the agency to explain why. Do not assume it's their fault, it probably isn't. If a third party does something wrong to cause your account to be suspended, Google will hold you the account holder accountable and generally you won't be able to use the excuse that someone else messed it up.
---
### **Which agencies would I recommend?**
**For one or more one-off training sessions**
I recommend me! Book a consultancy session with me at [kingjason.co.uk](https://kingjason.co.uk/?hsLang=en). Or take my self-paced [Google Ad Grants Complete Course](https://course.kingjason.co.uk).
**If you need ongoing management of your Ad Grant**
I recommend these agencies:
**If your nonprofit is in the UK**
[UpriseUp](https://upriseup.co.uk/paid-media/google-ad-grants/) or [Platypus Digital](https://www.platypusdigital.com/what-we-do/google-ads-management-for-charities/) or [Farrer](https://farrer.digital/charity-programme/)
**If your nonprofit is in the US**
[Cause Inspired Media](https://causeinspiredmedia.com/google-ad-grants/) or [Kinsey Street](https://www.kinseystreet.com/ppc-management-for-non-profits/google-grants-for-nonprofits/)
**If your nonprofit is an animals charity or a local organization**[Digital Tabby](https://digitaltabby.com/)
---
### A simplified Ad Grants management tool
The [Ad Grants Pilot tool](https://adgrantspilot.com/?via=j) replaces complex menus with a simple interface. I recommend it for small to medium-sized nonprofits, as an alternative to hiring an agency. It’s built by people who’ve worked in nonprofit technology for 15 years.
- [Policy and compliance](https://kingjason.co.uk/google-ad-grants-best-practice/policy-and-compliance?hsLang=en)
- [Campaign types](https://kingjason.co.uk/google-ad-grants-best-practice/campaign-types?hsLang=en)
- [Bidding strategy](https://kingjason.co.uk/google-ad-grants-best-practice/bidding-strategy?hsLang=en)
- [Conversion tracking](https://kingjason.co.uk/google-ad-grants-best-practice/conversion-tracking?hsLang=en)
- [Ads not spending](https://kingjason.co.uk/google-ad-grants-best-practice/ads-not-spending?hsLang=en)
- [Google Maps](https://kingjason.co.uk/google-ad-grants-best-practice/google-maps?hsLang=en)
- [Competitors research](https://kingjason.co.uk/google-ad-grants-best-practice/competitors-research?hsLang=en)
- [Options for managing your Ad Grant](https://kingjason.co.uk/google-ad-grants-best-practice/options-for-managing-your-ad-grant?hsLang=en)
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Jason King, Certified Google Ad Grants Professional
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