Google Ad Grants for Nonprofits: The Best Marketing Tool You May Never Have Heard Of 

Every few months, without fail, the topic of Google Ad Grants for Nonprofits comes up with a client. It usually follows a familiar pattern: the client receives a few emails – either from Google or a third-party consultant – introducing the program and encouraging them to check their eligibility. Then comes the magic phrase: $10,000 per month in free advertising. 

Understandably, the client assumes it must be a scam. That’s when they reach out to us for confirmation, and we get to share the good news: no, it’s not a scam and yes, they should absolutely explore it.

Still unsure? No problem. This blog post breaks down the basics of the Google Ad Grant, including who’s eligible, how it works, and how to get started.

Google Ad Grants History

After launching Google Ads in 2002 (then known as Google AdWords), Google introduced the Google for Nonprofits Ad Grants program one year later in 2003. 

First introduced as part of Google’s broader philanthropic initiative, Google.org strives to help nonprofits further their missions and initiatives through free advertising on Google Search. Since 2003, Google has awarded over $10 billion in free advertising to over 115,000 nonprofits across 51 countries.

Google’s goal is to empower nonprofits with the same tools and visibility available to businesses by providing up to $10,000 per month in in-kind Google Ads advertising.Since its inception, the program has added stricter compliance policies and performance requirements to ensure the grant dollars are used effectively.

Securing a Google Ad Grant for nonprofits involves several steps, from confirming eligibility to setting up and managing your account. Here’s a quick-start guide to help you get started. 

Steps for Setting up a Google Ad Grant

Step 1: Confirm Eligibility

Before applying, make sure your organization meets the following requirements:

• Nonprofit Status: Must be registered as a charitable organization in your country (e.g., 501(c)(3) in the U.S.).
  
• TechSoup Validation Token: Google partners with TechSoup to verify nonprofit status.
  
• Website Requirements: You must have a high-quality website with substantial content and clear mission alignment.
  
• Policy Compliance: Agree to Google’s nondiscrimination and donation receipt policies.

Check eligibility requirements

Step 2: Register with Google for Nonprofits

1. Visit the Google for Nonprofits site.
   
2. Click “Get Started”.
   
3. Use your organization’s TechSoup validation token when prompted.
   
4. Complete the registration and wait for approval (usually within a few days).

Step 3: Enroll in Google Ad Grants

Once you’re approved for Google for Nonprofits:

1. Log in to your Google for Nonprofits dashboard.
   
2. Click “Activate” under the Google Ad Grants product.
   
3. Complete the pre-qualification survey and Ad Grants training.
   
4. Submit your Ad Grants eligibility form.

Step 4: Set Up Your Google Ads Account

Follow these steps carefully:

• Create a new Google Ads account using the special setup instructions provided by Google Ad Grants.
  
• Do not enter any billing information. If you are prompted to enter billing information, stop. There’s likely an issue with your account.
  
• Set your account to use USD as the currency.
  
• Set campaign types to Search Network only.
  
• Use keyword-based text ads (no display, shopping, or video ads allowed).
  
• Ensure campaigns use manual bidding with a max CPC of $2 USD (or use Maximize Conversions bidding strategy, which lifts the cap).

Step 5: Submit for Review

• After setting up your campaigns, submit your Google Ads account for review from the Ad Grants portal.
  
• Google will check for policy compliance, ad quality, and adherence to program requirements.

Step 6: Launch and Maintain Compliance

Once approved:

• You’ll receive up to $10,000/month in free Google Ads.
  
• Maintain compliance by:
  
  • Maintaining a 5% click-through rate (CTR) monthly.
    
  • Using at least 2 ads per ad group, 2 ad groups per campaign, and 2 site link extensions.
    
  • Logging into the account monthly.
    
  • Updating ads regularly and ensuring relevance.
    
  • Tracking conversions if using automated bidding strategies.

Bonus Tips

• Use Google Analytics and conversion tracking to measure impact.
  
• Regularly optimize keywords, ad copy, and landing pages to improve performance.

Closing Thoughts

Keep in mind that growing your campaigns takes time, (you know what they say about Rome) and depending on your nonprofit’s niche, location, and audience, you may never reach the full $10,000 each month. That said, the Ad Grant can still be a valuable addition to your overall marketing strategy.