Quick Summary
- What: $10,000/month ($120,000/year) in free Google search ads
- Who: 501(c)(3) nonprofits (not hospitals, schools, or government)
- Time to Apply: ~20 minutes of your time
- Approval Timeline: 7-14 days total
- Cost: Completely free
1. What is Google Ad Grants?
Google Ad Grants is a program that provides eligible nonprofits with $10,000 per month in free Google Search advertising. That's up to $120,000 annually in ad credit to promote your mission, attract donors, recruit volunteers, and drive awareness.
Your ads appear at the top of Google search results when people search for terms related to your cause. Unlike paid advertisers who bid real money, you're using Google's donated ad credits.
Good to Know
The $10,000 monthly budget does not roll over. If you don't use it in a given month, you lose it. However, most nonprofits struggle to spend the full amount initially—this is normal and improves with optimization.
Recent Update (2024): Google has expanded Ad Grants to include Performance Max campaigns, which were previously unavailable. For Ad Grants accounts, PMax ads appear on Google Search and Maps (not Display, YouTube, or Gmail like paid accounts). Notably, Performance Max campaigns are exempt from the 5% CTR requirement.
2. Check Your Eligibility
You ARE Eligible If:
- You have current 501(c)(3) status with the IRS
- Your organization has its own tax-exempt status (not fiscally sponsored)
- You have a functioning website with HTTPS
- Your website clearly communicates your nonprofit's mission
You Are NOT Eligible If:
- Government entities or organizations
- Hospitals or healthcare organizations (charitable foundations may qualify)
- Schools, academic institutions, or universities (philanthropic arms may qualify)
- Fiscally sponsored projects without their own 501(c)(3)
International Nonprofits
Google Ad Grants is available in 60+ countries. Each country has its own eligibility requirements based on local charity registration. Visit Google's eligibility page for country-specific requirements.
3. Before You Apply: Website Checklist
Google will review your website before approving your application. Make sure these items are in place to avoid delays or rejection.
Required Website Elements
- HTTPS Security
Your entire site must use HTTPS (not HTTP). Check for mixed content errors.
- Clear Mission Statement
Your nonprofit's purpose should be obvious within seconds of landing on your site.
- Mobile Responsive
Your site must work properly on smartphones and tablets.
- No Broken Links
Test all links. Broken links signal poor site maintenance.
- Fast Load Times
Slow sites frustrate users and hurt your Quality Score.
- No AdSense or Affiliate Ads
Remove all Google AdSense ads and affiliate advertising links from your site.
Critical: Do NOT Create a Google Ads Account First
Do not create a Google Ads account before being approved for Ad Grants. Once approved, Google will provide you with a ready-made Ad Grants account. Creating one beforehand can cause complications.
4. Application Steps
Register for Google for Nonprofits
- Go to google.com/nonprofits
- Click "Get Started"
- Sign in with a Google account that uses your organization's email domain (e.g., you@yournonprofit.org)
- Select your country (United States)
- Answer eligibility questions
- Submit your EIN and organization details
Verification Partner: Google uses Goodstack (formerly Percent) to verify nonprofits. They may contact you at verifications@mail.goodstack.org for additional documentation. Keep an eye on your inbox.
Timeline: 2-5 business days for verification
Apply for Google Ad Grants
- Log into your Google for Nonprofits account
- Click "Activate Products" in your dashboard
- Find Google Ad Grants and click "Get Started"
- Complete the application (about 10 minutes)
- Submit and wait for website review
Timeline: 3-5 business days for approval
Set Up Your Ad Grants Account
- Check your email for approval notification
- Access your new Google Ads account through the link provided
- Set up conversion tracking (required for compliance)
- Create your first campaign with at least 2 ad groups
- Add at least 1 Responsive Search Ad (RSA) per ad group
Pro Tip: Set up Google Analytics 4 (GA4) and connect it to your Ads account before launching campaigns. Universal Analytics was fully retired in 2024—GA4 is now required for conversion tracking.
Total Timeline
Your time investment: ~20 minutes
Total wait time: 7-14 days (depends on Google's review queue)
5. Staying Compliant (Avoid Suspension)
Google Ad Grants accounts are suspended regularly for policy violations. Here are the rules you must follow to keep your account active.
Compliance Requirements
- Maintain 5% Click-Through Rate (CTR)
If your CTR falls below 5% for two consecutive months, your account will be suspended. This is the #1 cause of suspensions.
- Track at Least 1 Conversion Per Month
You must have working conversion tracking and record at least one conversion monthly.
- No Single-Word Keywords (With Exceptions)
Generic single-word keywords are not allowed. Exceptions include: your brand name, recognized medical conditions, and approved words like "volunteering," "charity," and "nonprofit."
- Pause Keywords with Quality Score 1-2
Google automatically pauses these, but check regularly. Low quality scores hurt your entire account.
- 2+ Ad Groups Per Campaign, 1+ RSA Per Ad Group
Each campaign needs at least two ad groups. Each ad group requires at least one Responsive Search Ad (RSA). Best practice: test 2-3 RSAs per ad group.
- Log In Monthly, Make Changes Every 90 Days
Inactive accounts get suspended. Set a calendar reminder to review your account monthly.
- Complete the Annual Survey
Google sends a required survey annually. Missing it can result in suspension.
Suspensions Happen Without Warning
Google can suspend your account automatically without notification. The good news: most suspensions can be appealed after fixing the issue. The bad news: you lose ad spend during the suspension period.
6. Maximizing Your Grant
Getting approved is just the beginning. Here's how to actually use your $10,000/month effectively.
Use Conversion-Based Bidding (Required)
Accounts created after April 2019 must use conversion-based Smart Bidding (Maximize Conversions, Target CPA, or Target ROAS). This removes the $2.00 bid cap that applies to Manual CPC, allowing you to compete with paid advertisers.
Recommended Strategy: Start with Maximize Conversions. Once you're consistently spending your daily budget (~$329/day), experiment with Target CPA or Target ROAS.
Use Long-Tail Keywords
Instead of generic terms, use specific phrases that match user intent.
Too Generic:
- • "help"
- • "give"
- • "support"
- • "free"
Better (Specific Intent):
- • "donate to homeless shelter near me"
- • "volunteer opportunities for teens"
- • "animal rescue charities in [city]"
- • "how to help hungry children"
Create Dedicated Landing Pages
Don't send all traffic to your homepage. Create specific landing pages for different campaigns to improve Quality Score and conversion rates.
- • Donation campaigns → Link to your donation page
- • Volunteer campaigns → Link to volunteer signup page
- • Awareness campaigns → Link to relevant program pages
Add Sitelink Extensions
Sitelinks add extra links below your main ad, taking up more space in search results and increasing clicks. Add 8-12 sitelinks to your account.
Examples: "Donate Now", "Volunteer", "Our Programs", "About Us", "Contact", "Success Stories"
Need Help Managing Your Grant?
Most nonprofits struggle to spend their full $10,000/month or maintain compliance. We specialize in Google Ad Grants management as part of our nonprofit marketing partnership.
Learn about our services →7. Common Mistakes to Avoid
Setting and Forgetting
Ad Grants requires ongoing management. Plan to spend at least 2-4 hours monthly optimizing your account, or work with a professional manager.
Ignoring Quality Score
Low Quality Scores mean your ads don't show. Check scores weekly and pause or improve any keywords scoring below 3.
Not Tracking Conversions Properly
Set up meaningful conversions (donations, signups, contact forms) not just pageviews. Without proper tracking, you can't optimize effectively.
Using Only Homepage as Landing Page
Match your ad message to specific landing pages. Someone searching for "volunteer opportunities" should land on your volunteer page, not your homepage.
Applying from Personal Email
Use an email address from your organization's domain (you@yournonprofit.org). Applications from Gmail or other personal emails are often rejected.
Ready to Get Started?
Google Ad Grants can be transformative for small nonprofits—$120,000/year in free advertising is no small thing. But it requires proper setup and ongoing management to be effective.