Arts and Culture Google Ad Grant Report 2025

How the arts and culture sector uses Google Ad Grants

Google Ad Grants offer arts and culture organisations up to $10,000 (£8,000) per month in free search advertising. That's $120,000 (£96,000) annually to raise awareness, sell tickets, encourage donations, and support your mission.

Our research reveals that too many organisations are failing to make meaningful use of this opportunity.

The Report: Findings and Best Practices 2025

We've analysed real account data and surveyed arts organisations to understand how Google Ad Grants are being used in the cultural sector and where the biggest opportunities lie.

Key findings:

• 72% of respondents feel good or great about their Ad Grant

• Many organisations that we reached out to about this study were unable to take part as they weren’t taking advantage of the $120,000 on offer annually

• 72% of organisations get some external support with their Ad Grant

• 68% don't properly separate brand and non-brand keywords

• Five distinct "personas" emerge, each requiring different strategies

Includes anonymised data from theatres, museums, arts centres, orchestras, and festivals across the UK, US, and Australia.

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