Google Ad Grants Explained: Eligibility, Requirements, and Optimization Tips for Nonprofits

I’ve got three words for you: Google Ad Grants. What are they? How do you get them? And how can they help you grow your nonprofit? We’re here to show you how to put this invaluable resource to work for your organization in 2025.

What are Google Ad Grants?

If you work for a nonprofit, you know how difficult it is to get the word out about your cause. Figuring out how to do the most with your advertising budget is always tricky, but it can be particularly challenging for nonprofits with smaller teams and tighter resources.

That’s where Google Ad Grants come in. By getting a Google for Nonprofits account and applying for Google Ad Grants, you can add $10,000 a month to your online advertising budget—for free. Imagine how many more people you could reach with an extra $120,000 in your annual budget. Overlooking an opportunity like that would be leaving money on the table.

Are Google Ad Grants worth it?

Since its launch in 2003, Google Ad Grants has given over 115,000 nonprofit organizations $9 billion in free advertising.

People are four times more likely to click ads on Google than on any other advertising network, and you can use the program indefinitely, provided that you maintain Google’s standards for eligibility. With this program, you could draw up to 60,000 new, targeted visitors to your site each year.

How easy is it to get Google Ad Grants?

Most nonprofit organizations can get a Google Ad Grant provided they have tax-exempt status as a 501(c)(3) and have registered with Google for Nonprofits to confirm that fact. However, Google has some stringent standards for maintaining your ads and website that are technical but doable with time and effort.

How much do Google Ad Grants pay?

The Google Ad Grants program offers eligible nonprofits $10,000 monthly to spend on Google search ads to promote their organizations. That means you can get up to $120,000 annually in free advertising.

How do I effectively use Google Ad Grants?

There are lots of ways to use Google Ad Grants. With them, you could:

• Encourage donations – Obviously, this one’s the Holy Grail. Every organization seeks to find more donors and encourage the ones you already have. Well-targeted ads will help you reach people looking to support your cause.
• Educate the public – Before anyone can make a difference, they need to know about the problem! Google ads are a fantastic opportunity to educate people about the issues your organization addresses.
• Recruit volunteers – When you get creative with your call-to-action, you’ll find many ways to get people to interact meaningfully with your organization—beyond donating. More volunteers lead to success.
• Publicize events and sell fundraising tickets – Google Ads require nonprofits to use geo-targeting to ensure their ads reach people in the right area. Encourage people to attend events or buy tickets for fundraisers nearby to use this strategy even more.
• Encourage people to take action for your cause – Getting people to sign a petition or post about an issue on social media is a great way to connect with potential donors. People are more likely to get involved when they learn about an issue from a friend.
• Expand your mailing list or social media following – Google Ads will allow you to cultivate future leads. Every organization wants to increase donations, but you should never underestimate the value of simply getting donors on your mailing list or checking out your social media accounts.
• Learn more about potential donors – Who wants to donate to your cause? What do you know about them? Using Google Analytics to track your ads’ performance will give you valuable insights into the people who want to solve the same problems you do. That’ll help refine your messaging and ad placement as you continue growing.
• Market different campaigns simultaneously – Google Ad Grants doesn’t restrict you to just one campaign. Your organization can test multiple keywords simultaneously. This way, there’s variety in your messaging, and you’ll gather information about which keywords help you own that results list.

Are Google Ad Grants free for nonprofits?

Yes, Google Ad Grants are free for nonprofits if your organization meets and maintains the requirements for 501(c)(3) status.

How to Apply for Nonprofit Google Ad Grants

So far, so good, right? More than 115,000 other nonprofits already think so! Now, let’s start walking through the application process.

How do you qualify for Google Ad Grants?

To sign up, your organization needs to be a nonprofit charitable organization in good standing. In the U.S., you must have a current 501(c)(3) status. If you’re based outside the U.S., see Google’s guidelines.

Google excludes some types of nonprofit organizations from eligibility, such as:

• Government entities or organizations
• Hospitals or healthcare organizations
• Educational institutions like schools, universities, and childcare centers

You’ll also need a functioning website with sufficient information about your organization. (More on that below.)

How do I apply for Google Ad Grants?

1. First, ensure your organization’s website has Google Analytics. You’ll need this later to track essential website metrics when you manage ads.
2. Then, enroll in Google for Nonprofits. After you submit your request to the Google for Nonprofits program, Google will email you to confirm your verification. You can expect to wait 2-14 business days before getting an email with a verification confirmation. 
3. Finally, once you’re established as a qualifying nonprofit, activate your grant account and get to work!

Once your grant application is accepted, in addition to Google Ad Grants, you’ll also have access to:

• Google Workspace for Nonprofits
• The YouTube Nonprofit Program
• Google Earth and Google Maps

How long does a Google Ad Grant last?

All right, now this is where it gets tricky. Your Google Ad Grant can last indefinitely, but the company has A LOT of requirements to maintain your account, and Google’s very strict about enforcing its policies. In 2019 alone, Google removed over 2.3 billion ads for breaches of its guidelines on ad management. That’s why setting up Google Analytics was step one—many requirements will depend on measuring and optimizing your website’s performance.

How do I maintain eligibility requirements for my Ad Grant?

• Your account must maintain a monthly 5% click-through rate (CTR). Google could temporarily deactivate your account if you don’t meet this threshold for two consecutive months.
• Keyword Quality Scores can’t be below two.
• Your organization needs conversion tracking and at least one meaningful conversion per month. (Conversions must be more than click-throughs—they must record key actions taken on the site, such as filling out a contact form.)
• Your ads must point to only one domain. You can’t have ads that point people to third-party sites, such as social media pages.
• The account needs at least two ad groups per campaign and two active ads per ad group.
• You must activate geo-targeting to restrict ads to your area of service.
• You need at least two sitelink ad extensions.
• Your ads can’t offer financial products.
• You can’t use overly generic or single-word keywords, except for a select few that Google Ad Grants approves in advance.
• The landing page for your ads can’t contain many links to outside sources.
• You must log into the account at least once per month.
• You must make changes or updates to the account at least once every 90 days.
• Your organization has to respond to Google’s annual nonprofit program survey.

Whew! Did you get all that? It’s a lot to take in all at once, but don’t let the long list of requirements and technical terminology daunt you. With time and effort, your organization can stay on top of these guidelines. The bonus: these requirements are just a list of best practices. Meeting these expectations will improve your website’s overall functionality.

Remember: Don’t turn down $10,000 monthly in free advertising because the enrollment requirements are intimidating.

Quick Tips for Setting Up Google Ad Grants Campaigns

Setting Up Ad Extensions

Ad extensions allow you to display additional information about your nonprofit organization, making your ads more relevant and engaging. For nonprofits, ad extensions can highlight your mission, promote specific programs, and increase engagement.

Firstly, consider using sitelink extensions to direct users to different pages on your nonprofit’s website, such as donation pages, volunteer opportunities, or upcoming events. Callout extensions can be an excellent way to emphasize your organization’s unique offerings, like “100% of donations go to programs” or “Over 10,000 volunteers worldwide.”

Adding location extensions is beneficial if your nonprofit has physical locations or hosts regular events. This extension can help local searchers find more information about your activities nearby. Remember, the more context you provide, the more likely users engage with your ads, leading to a higher click-through rate (CTR).

Managing the Account Budget

Effectively managing your Google Ad Grants account budget is crucial for maximizing the impact of your campaigns. Start by setting a daily budget for each campaign to ensure even monthly distribution. Consider your campaign goals and adjust your spend accordingly to prioritize high-impact campaigns. Remember, unused budget does not roll over to the next month, so plan your strategies to utilize the full grant.

Monitoring campaign performance is vital. Regularly check your Google Analytics and Google Ad Grants account to identify which campaigns are delivering the best return on investment. If a campaign isn’t performing well, consider reallocating funds to more successful ones to maximize your reach and impact.

Meeting Asset Requirements

Your nonprofit must meet certain asset requirements to run a successful Google Ad Grants campaign. The first step is to ensure your website aligns with Google’s quality standards. A user-friendly, informative website with clear navigation and fast loading times will enhance user experience and meet Google’s guidelines.

Your website should include a secure connection (HTTPS), as Google prioritizes secure sites in search results. Additionally, ensure your website and landing pages are mobile-friendly, as mobile devices account for a significant portion of internet traffic.

Another requirement is creating compelling, text-rich ads. Craft concise, engaging ad copy that uses relevant keywords naturally. Avoid keyword stuffing, but ensure your ad text aligns with search terms to improve your Quality Score. This will help your ads appear more often in Google search results, driving more traffic to your site.

What are the best practices for maintaining my Google Ad Grants?

Once you’ve got the basics down, you’ll want to start thinking strategy. Here are some extra tips for optimizing your advertising:

Find the right keywords.

The first step towards building your Google Ad Campaign strategy is keyword research. Luckily Google’s Keyword Planner is a free tool, and it’s awesome! Begin by looking to see what search terms your website already ranks for “organically,” primarily if you have invested time and resources into Search Engine Optimization (SEO). “Organic” search traffic refers to visitors who found their way to your website, not from advertising but from non-branded search engine results. Non-branded means the searchers were not looking for your organization’s name; they were searching for information about something related to your work, and a piece of content you have published on your website came up on the search engine results page, and they clicked on it.

There’s a reason Google’s policy forbids most single-word keywords: they’re usually too broad to reflect your organization’s mission. They won’t drive the focused, high-quality traffic you’re looking for.

You need a tight connection between your keywords, ad copy, and landing page to get the best click-through rate and keyword quality score. That’s why using long-tail keywords is essential to drive lead-generating traffic to your site.

Use negative keywords.

Figuring out what your audience isn’t looking for is just as important as knowing what they are looking for. Negative keywords are one of the best ways to ensure your audience is clearly defined. These help make sure that the people who click on your ad won’t just bounce when they see a landing page that isn’t relevant to them. Remember, the goal isn’t just to maximize clicks: you want your ads to match your audience’s search goals as closely as possible.

Run more than two ads per group.

Google requires you to run at least two ads per group, but there’s no reason you need to limit yourself to that. Use responsive search ads to customize and match your headlines to your audience. The more ads you run, the more choices Google has to choose from. This helps them find the best fit for each targeted web search.

Choose the correct conversions.

Get specific (and creative!) with every call to action. Yes, we will keep saying this: advertising isn’t just about getting new donations; your ads can drive people to subscribe to your email list, sign a petition, or check out your social media. Whatever your call-to-action is, choose the right bidding strategy to get those conversions.

Partners in making a difference

Google Ad Grants are a remarkable resource for your nonprofit organization, so learning more about using them as effectively as possible is essential. At Big Sea, we’re pros in nonprofit marketing. Let’s partner up to optimize your ad strategy so you can reach more people than you ever imagined. Contact us to learn more about our industry-leading digital marketing expertise.

FAQ

Who is eligible for Google Ad Grants?

Eligible nonprofits must hold a valid charity status in their respective countries and meet Google’s non-discrimination and financial transparency guidelines. Academic institutions and government entities are generally not eligible.

How is the $10,000 monthly budget utilized?

The grant provides a monthly budget of $10,000 to run Google text ads. Nonprofits must manage this budget wisely across various campaigns to maximize their reach and impact.

How can I optimize my Google Ad Grants account?

Regularly review your ad performance using Google Analytics. Experiment with different ad copy and keywords to find what resonates best with your audience. Utilize ad extensions and focus on creating high-quality, relevant ads to improve your Quality Score.