Google Ad Grants: How to Apply, Be Eligible & Manage them Effectively

Google Ad Grants provides eligible nonprofit organizations with up to $10,000 monthly in Google search advertising. Here, we’ll break down how to apply for the program and manage it.

The Google Ad Grants program provides ad credits on Google Search to eligible non-profit organizations.

Since 2003, the program has awarded over $10 billion in free advertising to more than 115,000 nonprofits across 51 countries.

All eligible organizations can apply for Google Ad Grants through Google for Nonprofits — but the competition is strong and the application process can be a bit overwhelming.

In this guide, we’ll walk you through how to apply for Google Ad Grants and manage your account with the expert guidance of Sam Yadegar, CEO and cofounder of HawkSEM.

What are Google Ad Grants for nonprofits?

Google Ad Grants program gives eligible nonprofits $10,000 monthly in free search advertising.

This allows you to create text ads that appear on Google search engine result pages to reach people interested in your cause. Unlike regular Google Ads, you don’t pay for clicks — Google covers the cost.

The program lets you reach more people online with ads that promote your mission, attract donors, and reach volunteers without spending your limited budget on advertising.

“Ad Grants can transform a nonprofit’s digital presence,” says Yadegar.

“We’ve helped nonprofit organizations like Rachel’s Challenge increase donation clicks by 224%. And we have seen firsthand the deep impact this program can have on the community if you know how to optimally use your monthly advertisement grant.”

Google Ad Grants: eligibility requirements

To qualify for Google Ad Grants, your organization must meet specific criteria set by Google. Here are the key eligibility requirements:

• Official registration: Your organization must have official nonprofit status in a country where the Google for Nonprofits program operates. This validates your charitable work.
• Country-specific compliance: You must meet country-specific requirements. For example, US nonprofits must be registered with the IRS as tax-exempt under 501(c)(3). UK organizations need registration with the Charity Commission, NICC, OSCR, or HMRC as a charitable tax-exempt entity. Check the specific requirements for your country.
• Exclusion: Your organization can’t be a governmental entity, hospital, healthcare organization, school, academic institution, or university.
• Website requirements: Your nonprofit needs an actively managed website that clearly. communicates your mission, the programs you offer, and how you serve the community. This site must be secure (HTTPS), easy to navigate, and free of broken links to ensure a trustworthy user experience.
• Service agreement: You must agree to Google for Nonprofits’ Additional Terms of Service as a commitment to uphold the standards of the program.
• Verification: You’ll need to engage in the verification process managed by Google’s partner, Percent. This includes submitting detailed information about your nonprofit to prove your legal and active status. You should be responsive to any requests from Percent for additional documentation to speed up the verification process.

Meeting these eligibility criteria is just the first step. To keep your Ad Grants status, you’ll also need to complete a verification application process and maintain compliance with Google’s policies.

How to apply for Google Ad Grants

Once your organization meets all the eligibility requirements, follow the steps:

1. Visit the Google for Nonprofits website and click “Get Started.”

2. Confirm your Google account.

3. Click “Next” to confirm your organization aligns with Google for Nonprofits requirements.

4. Choose your country. Click “Next.”

5. Complete a quick questionnaire that will determine your organization’s eligibility.

6. Once answered, verification will take 2-14 business days to complete. Google’s partner, Percent, handles the entire verification process.

7. After successful verification, you can activate your Google Ad Grants account through the Google for Nonprofits dashboard.

Answering these questions takes about 10 minutes and you’ll have to provide the name of your nonprofit organization, website URL, and other details.

With access to your Google Ad Grants account now, you can start creating your ad campaign and reaching new audiences for your cause.

Further reading: How to Set Up a Google Ads Campaign: A Step-by-Step Guide

Maintaining your Google Ad Grants eligibility: Best practices

Keeping your Google Ad Grants eligibility involves active management to meet Google’s strict compliance standards.

Here are some best practices you need to follow:

• Avoid single-word keywords: Use only multi-word keywords unless it’s your brand name, a recognized medical condition, or another approved exception. Single-word keywords are generally too broad and don’t align with the intent-based targeting required by Google.
• Target specific, relevant keywords: Avoid generic keywords like “free videos” or “e-books.” Your keywords should be specific to your nonprofit’s mission and align with your audience’s interests. Assess the landing page experience to check if your keywords align with your content.
• Monitor keyword Quality Scores: Ensure all active keywords have a quality score of 3 and above. Regularly check the Quality Score column in your Google Ads account and pause any keywords scoring 1 or 2.
• Maintain a minimum 5% CTR monthly: Google requires a minimum 5% click-through rate each month. You risk temporary deactivation if your CTR falls below this for two consecutive months. Optimize ads regularly to maintain or improve your CTR.
• Set up valid conversion tracking: If you’re using Smart Bidding strategies, ensure your conversion tracking is correctly set up. You should be capturing at least one meaningful conversion per month.
• Responsive search ads and sitelink assets: Implement at least one responsive search ad per ad group and two sitelink ad assets per campaign to provide additional direct links to relevant pages on your site
• Respond to annual surveys: Google sends annual surveys to the login email of your Ad Grants account. Make sure to respond to these surveys to avoid any compliance issues.

Note: These aren’t just arbitrary rules. They help you make the most of your grant money while ensuring fair use of the program. If you’re ever unsure about a policy, reach out to Google’s support team for clarification.

Common reasons nonprofits lose their Google Ad Grants status

Nonprofits often lose their Google Ad Grants status due to common oversights and compliance issues. Here are some common reasons:

• Loss of nonprofit status for the charitable organization
• Failure to re-verify the account when requested by Google
• Ads linking to a website different from the one registered
• Utilizing grant money for purposes unrelated to the nonprofit’s mission
• Prolonged inactivity of the account
• Accidental creation of multiple Ad Grants accounts for one organization
• Promoting products for sale in ads, even if for fundraising purposes
• Presence of malware or phishing content on the organization’s website
• Misrepresentation of the organization’s activities or goals in ads or on the website

Google takes these rules seriously to ensure the program benefits genuine nonprofits.

You can sidestep these issues and ensure sustained support for your nonprofit’s missions by being proactive in managing your Google Ad Grants account.

10 tips for effective Google Ad Grants management

Managing Google Ad Grants differs from regular Google Ads. You’re working with a $10,000 monthly budget that doesn’t roll over, and you face more strict rules on keywords and account performance.

Here are some tips to help you make the most of your grant:

1. Conduct thorough keyword research

Understanding the phrases and questions your target audience uses in search queries is important to create relevant ad campaigns.

Use tools like Google Keyword Planner to research and select keywords that closely match the intent behind your audience’s searches. More specifically, focus on long-tail keywords relevant to your nonprofit’s activities and causes. They often face less competition and convert better.

In addition, keep your keyword lists fresh and relevant by regularly reviewing and updating them. Remove underperforming keywords and add fresh ones that reflect current trends and the evolving interests of your target audience.

Further reading: How to do Keyword Research + Tools to Use & Pro Tips

2. Monitor and adjust bidding strategies

Adjust your bidding strategies to maximize ad performance without exceeding your budget.

Start by using Google Ads’ automated bidding features (such as Maximize Conversions) that adjust your bids to get as many conversions as possible within your daily budget.

Review the performance of these automated strategies regularly and compare them to manual adjustments to determine which approach delivers better results for your defined goals.

This proactive management ensures your spending is always optimized for the best possible return on investment.

Further reading: 12 Google Ads Bidding Strategies (+ When to Use Each)

3. Try ad scheduling

Analyze when your ads perform best and adjust your ad schedule accordingly. This helps you make the most of your daily budget by showing your ads when they’re most likely to drive results for your nonprofit.

Also, be sure to look at your account’s performance data by day of the week and time of day. You might find that your ads get more clicks and conversions during certain hours or on specific days.

Use this information to increase your ad visibility during high-performing times.

Further reading: What is Dayparting? How to Use It + Proven Tips to Boost ROI

4. Use geotargeting to focus your impact

Activate geotargeting in your Google Ads settings to ensure your search advertisements reach the most relevant audience based on geographical location.

For nonprofits serving local communities, limit ad exposure to the specific areas you serve.

If your organization operates nationally or globally, adjust your targeting settings to focus on regions where you’re actively seeking engagement or support.

This prevents wasted impressions and increases the likelihood that your ads will reach people who can actively engage with your cause.

Further reading: What is Geotargeting? How to Use it + Expert Tips

5. Manage campaign structure for clarity

Organize your Google Ads account with a clear structure by separating campaigns based on different organizational goals or services.

Within each campaign, create specific ad groups that focus on a set theme or service using a set of closely related keywords.

This structured approach keeps your campaigns organized and improves ad relevance to the users, which enhances user experience and your campaign’s performance metrics.

Review and adjust your campaign structure regularly based on performance analytics to ensure optimal alignment with your nonprofit’s objectives.

Further reading: How to Structure Your Google Ads Campaign: 5 Easy Steps

6. Regularly refresh your ad copy

Fresh, relevant ad copy helps maintain high click-through rates and keeps your account in good standing with Google.

So, keep your ads current and engaging by updating them frequently. Aim to update your ads at least once a quarter, or more frequently if you’re running seasonal or time-sensitive campaigns.

Test different headlines and descriptions to analyze which ones resonate best with your audience.

Finally, focus on creating gripping calls to action that encourage users to click and take action on your website — whether that’s to donate, volunteer, or become an email subscriber.

Further reading: 16 PPC Ad Copy Examples That Convert (+ Templates & Checklist)

7. Use ad assets effectively

Google Ads assets (previously extensions) expand your ads with additional information, such as extra links to specific pages, location details, or phone numbers. They improve your ad’s visibility and increase your Quality Score, which can help your ads appear more often within the Ad Grants budget limitations.

Use sitelink assets to direct users to important pages on your website, like donation forms, webinar sign-up pages, or volunteer applications.

Add callout assets to highlight unique aspects of your nonprofit, such as “100% of donations go to programs” or “Serving the community since 1990”.

Implement call assets if phone contact is important for your organization.

Further reading: 16 Google Ads Features to Boost Your Performance + How to Use Them

8. Create targeted landing pages

Develop specific landing pages for your Ad Grants campaigns instead of sending all traffic to your homepage.

Tailor each landing page to match the intent behind the search query and the ad content.

Specific, relevant, high-quality landing pages improve your Quality Score, potentially allowing your ads to show more often within the Ad Grants budget constraints.

For example, if you’re running ads for a campaign to recruit volunteers, create a dedicated page with volunteer information and a sign-up form.

Ensure these pages load quickly, are mobile-friendly, and have clear calls to action.

Further reading: How to Create Landing Pages that Convert: Examples + Pro Tips

9. Implement proper tracking and analytics

Set up comprehensive tracking to measure your Ad Grants’ impact accurately. Go beyond basic Google Analytics and implement Google Tag Manager to track desired actions on your website.

Also set up custom events for key interactions like PDF downloads, video plays, or form submissions.

Use UTM parameters in your ad URLs to differentiate traffic from various campaigns.

This detailed tracking lets you see which ads and keywords drive meaningful engagement, not just clicks.

Be sure to review your data regularly to discover trends and opportunities for optimization, which will ensure every dollar of your grant is working hard for your nonprofit.

Further reading: How to Do PPC Tracking: Tips, Tools + Top Metrics to Monitor

10. Collaborate with other departments

Don’t manage your Ad Grants in isolation. Regularly communicate with other teams in your organization to align your advertising efforts with broader goals.

Working with the programs team helps you understand upcoming initiatives that need promotion. Coordinate with the fundraising team to support specific campaigns and consult with the SEO, social media, and email marketing teams to ensure your ad messaging aligns with overall brand guidelines.

This collaborative approach ensures your Google Ad Grants strategy supports your organization’s mission holistically and maximizes its impact across all areas of your nonprofit’s work.

Further reading: How to Do PPC Campaign Management Like the Pros

Benefits of Google Ad Grants for nonprofit organizations

If it wasn’t clear already, the Google Ad Grants program provides advertising support that can boost your nonprofit’s visibility and engagement efforts while saving your budget — which is a game-changer in the nonprofit industry. Here are some other benefits worth noting:

• Increases your presence on Google search results and makes your cause more visible to potential supporters
• Lets you reach a larger audience interested in your cause, attracting more engaged and passionate supporters
• Allows you to promote events, campaigns, and initiatives that ensure timely visibility for your key activities
• Boosts website traffic, which can potentially boost donor contributions and volunteer recruitment efforts
• Provides insights through Google’s advertising tools that can help you understand your audience better and refine your messaging
• Supports your ongoing outreach without affecting your budget. This preserves funds for other essential projects and activities.

Get help from experts with Google Ad Grants management

Applying for Google Ad Grants is just the beginning. “Effective Ad Grants management requires constant adaptation,” says Yadegar.

Between maintaining your status and running campaigns, it takes a lot of expertise to get the most out of this opportunity. This is why many nonprofit organizations choose to work with experts.

At HawkSEM, we work with nonprofit organizations to ensure that their ad grants are used effectively and that they get the best possible returns for their causes.

“We’ve developed strategies to overcome common constraints like the $2 CPC limit and stringent quality score requirements,” Yadegar explains.

“Our data-driven approach, mixed with a deep understanding of nonprofit goals, ensures that every dollar of your grant is used optimally to further your mission.”

As one of the fastest-growing digital marketing agencies, HawkSEM’s team of ad specialists takes care of all your Google ad campaign needs end-to-end.

Our comprehensive Google Ad Grant management services include:

• Initial nonprofit account setup and grant application assistance
• Keyword research and strategy development
• Ad copywriting and testing
• Landing page optimization
• Conversion tracking implementation
• Regular performance monitoring and reporting
• Compliance maintenance and policy adherence
• Ongoing account optimization and budget allocation

As a team of senior-level strategists, we understand the distinct challenges and opportunities for nonprofit organizations. We’ve helped clients increase their online visibility, attract more volunteers, and boost donations through strategic Ad Grant management.

Rachel’s Challenge, a nonprofit that works to prevent school violence, bullying, prejudice, and self-harm, saw an increase in donation clicks by 225%. We helped them boost leads by 415% and cut cost per conversion nearly in half.

The takeaway

Google Ad Grants can boost your nonprofit organization’s online presence, attracting more donors, volunteers, and supporters.

However, managing these grants comes with unique challenges — from maintaining compliance to optimizing performance within strict guidelines. We can help!

Get in touch with us to maximize your Ad Grant’s potential and amplify your nonprofit’s impact. Let’s work together to make your cause heard with a high-impact marketing strategy.

This article has been updated and was originally published in July, 2020.