Google Ad Grants for Nonprofits: A Guide to Eligibility and Management

Google Ad Grants is a program that provides qualifying nonprofit organizations with up to $10,000 in Google search advertising each month. In this ultimate guide, we’ll break down how to apply for the program, manage your account, and more.

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

Eligible organizations can apply through Google for Nonprofits, but the competition is steep — and the application process can feel a bit overwhelming.

In this guide, we’ll walk you through how to apply for, manage, and optimize your Google Ad Grant funds with expert insights from Sam Yadegar, CEO and co-founder of HawkSEM.

What are Google Ad Grants?

Google Ad Grants is a program that provides eligible nonprofits with up to $10,000 in free search advertising each month.

This allows nonprofits to create text ads that appear on Google search engine result pages to reach potential donors and volunteers. Unlike regular Google Ads, grant recipients don’t pay for clicks — Google covers the cost.

How do Google Ad Grants work?

Google Ad Grants work by allowing nonprofits to run text-based ads on Google Search with donated advertising credits.

Eligible nonprofits must first apply for the grant. But once approved, they can activate their Ad Grants account to create campaigns like standard paid advertisers.

However, there are a few grant-specific terms and restrictions. For example, bids are capped, and ads can only display on the search results pages.

Benefits of the Google Ad Grants program

The Google Ad Grants 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.”

Other benefits include:

• Greater visibility: Appear more often in Google search results and make your cause easier to find for potential supporters.
• Expanded reach: Connect with a wider, more engaged audience interested in your mission.
• Event and campaign promotion: Drive timely visibility for fundraisers, awareness campaigns, and initiatives.
• Increased website traffic: Bring more visitors to your site, boosting potential donations and volunteer sign-ups.
• Audience insights: Use Google Ads’ analytics tools to better understand your audience and refine your messaging.
• Budget-friendly outreach: Support your ongoing outreach without affecting your budget.
• Additional nonprofit tools: Registered Google Nonprofits can access helpful tools like the YouTube Nonprofit Program and Google Workspace.

Eligibility requirements for Google Ad Grants

To qualify for Google Ad Grants, your organization must meet specific criteria set by Google.

This includes:

• Official nonprofit status: Your organization must have official nonprofit status in a country where the Google for Nonprofits program operates.
• Country-specific compliance: Google’s eligibility standards vary slightly by country. 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: Governmental entities, hospitals, healthcare organizations, schools, academic institutions, and universities are excluded from Google Ads Grants.
• Website requirements: Nonprofits must have an actively managed website that clearly communicates a mission, programs offered, and how they 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 undergo a verification process managed by Google’s partner, Percent. This includes submitting detailed information about your nonprofit to prove your legal and active status.

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 your nonprofit’s information, such as organization name and website URL.

With access to your Google for Nonprofits account, you can start creating your ad campaign and reaching new audiences to raise awareness for your cause.

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

How to maintain Google Ad Grants eligibility

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

Key requirements include:

• 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.
• No 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.
• No generic keywords: 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.
• Keyword Quality Scores must be above 1 or 2: Keywords with a Quality Score below 3 must be paused or removed. Check the Quality Score column in your Google Ads account.
• 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.
• At least two ad groups per campaign: Each campaign needs a minimum of two ad groups with relevant and closely related keywords.
• At least two sitelink assets: Sitelink ad assets 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.

Why nonprofits lose 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 to manage a Google Ad Grants account

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

Use tools like Google Keyword Planner to research and select keywords that closely match the intent behind your audience’s searches.

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 (and negative keyword) lists fresh and relevant by regularly reviewing and updating them.

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.

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

3. Schedule ads

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 higher conversion rates 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

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.

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

5. Create clear campaign structures

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.

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

6. Regularly refresh ad copy

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

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, use calls-to-action (CTAs) that encourage users to click and convert — 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

Google Ads assets (previously extensions) expand your ads with additional information, such as extra links to specific pages, location details, or phone numbers.

Assets improve a search ad’s visibility and increase Quality Score.

These can help your ads appear more often within the Ad Grants budget limitations while driving traffic to important pages on your website, like volunteer applications, donation pages, and webinar or email list signups.

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

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

8. Create targeted landing pages

Develop specific, high-quality landing pages for your ads, rather than sending all traffic to your homepage.

Tailor each landing page to match the intent behind the user’s search term.

For example, if you’re running ads for a campaign to recruit volunteers, create a dedicated “Volunteer Opportunities” 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

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.

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

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.

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.

Get in touch with us to increase online donations, volunteer signups, and your nonprofit’s impact.

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