Google's free ads program for charities has a longstanding reputation for being difficult to get results, but new features have led to a renaissance of the program.

For the first time in 20 years there's a new campaign type available: Performance Max has no keywords, and enables you to target ads at defined audiences instead.

Local charities' ads can now appear on Google Maps and further P-Max inventory might be coming soon. Your nonprofit's ads can now appear in AI overviews in Google searches.

Policies have recently been simplified, there's now support from product experts on the official Google for Nonprofits forum, and the program has opened up to 100+ new countries.

Most nonprofits and the digital agencies that work are unaware of the new opportunities, so let's break down what's possible in 2026.

In this talk, Vicki will show how brands can grow their results on Meta without increasing budgets, using a smarter creative and funnel-first approach.

She will break down what actually moves the needle in 2025’s ad environment, how to avoid wasted spend, and how small teams can get big-agency impact with lean processes.

Attendees will leave with practical frameworks they can apply immediately.