What is Google Ad Grants?
Google Ad Grants is Google's philanthropic program that provides eligible 501(c)(3) nonprofits with up to $10,000 per month in free Google Search advertising—that's $120,000 per year in advertising you don't have to pay for.
$120,000/Year in Free Advertising
Google Ad Grants puts your nonprofit in front of people actively searching for causes like yours. When someone searches "volunteer opportunities near me" or "donate to homeless charity," your organization can appear at the top of Google results—for free.
Despite this incredible opportunity, most nonprofits either don't know about the program or fail to use their full allocation. On average, organizations use only 30% of their available budget.
The catch? Google has strict requirements for participation and ongoing compliance. Understanding these rules is essential to making the most of your Google Ad Grants account.
Eligibility Requirements
Before applying for Google Ad Grants, ensure your organization meets these criteria:
Valid 501(c)(3) Status
Your organization must be registered as a 501(c)(3) nonprofit in the United States. International nonprofits have equivalent requirements in their countries.
TechSoup Registration
You must be registered with TechSoup, which validates your nonprofit status. If not already registered, this can take up to 2 weeks.
Functioning Website
Your website must have substantial content, work properly, be secured with HTTPS, and clearly explain your nonprofit's mission and programs.
Non-Discrimination Policy
Your organization must agree to Google's non-discrimination and donation receipt policies.
NOT Eligible:
- Governmental entities and organizations
- Hospitals and healthcare organizations
- Schools, academic institutions, and universities
- Childcare centers
Application Process
Here's the step-by-step process to apply for Google Ad Grants:
Register with TechSoup
If you're not already registered, create an account at TechSoup.org. You'll need your EIN and documentation proving your nonprofit status. This can take up to 2 weeks for verification.
Enroll in Google for Nonprofits
Visit google.com/nonprofits and enroll your organization using your TechSoup validation token. Google will verify your eligibility.
Apply for Google Ad Grants
Within your Google for Nonprofits account, navigate to Ad Grants and submit your application. You'll need to provide your website URL and agree to program policies.
Set Up Your Google Ads Account
Once approved, you'll receive access to a special Google Ads account with your $10,000/month budget. Now you need to build campaigns, create ads, and set up conversion tracking.
Compliance Rules (Critical)
Google Ad Grants accounts have strict compliance requirements. Violating these rules can result in account suspension:
5% CTR Requirement
Your account must maintain a 5% click-through rate each month. This means if your ads get 1,000 impressions, at least 50 must result in clicks.
Tip: Pause underperforming keywords and write compelling ad copy to keep CTR high.
Quality Score Minimum
Keywords must maintain a Quality Score of 3 or higher. Keywords that drop below 3 must be paused or removed.
Tip: Improve landing page relevance and ad copy to boost Quality Score.
Keyword Restrictions
No single-word keywords (except your brand name and recognized medical conditions). No overly generic keywords like "news" or "videos."
Tip: Use specific, mission-relevant multi-word phrases.
Conversion Tracking
You must have at least one meaningful conversion action set up and tracking properly. This could be donations, email signups, or volunteer registrations.
Tip: Set up Google Analytics goals and link to your Ads account.
Additional Requirements:
- Active account management (log in at least once per month)
- At least 2 active ad groups per campaign
- At least 2 active text ads per ad group
- At least 2 sitelink ad extensions
- Geotargeting must be set (not "all countries")
- Respond to program surveys when sent
Optimization Strategies
Most nonprofits leave money on the table. Here's how to maximize your Google Ad Grants budget:
1. Build Granular Campaign Structure
Create separate campaigns for each program area, service, or audience. Within each campaign, create tightly themed ad groups with 5-15 closely related keywords each.
Example: Instead of one "Volunteer" campaign, create separate campaigns for "Volunteer Opportunities," "Corporate Volunteering," and "Virtual Volunteering."
2. Write Compelling Ad Copy
Your ads compete with paid advertisers. Strong ad copy with clear calls-to-action dramatically improves CTR and Quality Score.
Include your keyword in the headline, highlight your unique value, and use action-oriented CTAs like "Join Us Today" or "Learn How to Help."
3. Create Dedicated Landing Pages
Don't send all traffic to your homepage. Create specific landing pages for each campaign that match the search intent and include clear conversion actions.
Someone searching "volunteer at animal shelter" should land on a page specifically about your volunteer program, not your general "About Us" page.
4. Use Smart Bidding
Google Ad Grants accounts can now use Smart Bidding strategies like Maximize Conversions. This removes the $2 CPC cap and lets Google's AI optimize your bids.
Requirement: You need accurate conversion tracking set up before enabling Smart Bidding.
Common Mistakes to Avoid
Setting and Forgetting
Google Ad Grants requires ongoing management. Neglected accounts quickly fall out of compliance due to CTR drops or Quality Score issues.
Bidding on Irrelevant Keywords
Broad keywords like "charity" or "help people" attract irrelevant clicks that tank your CTR. Focus on specific, mission-related terms.
Ignoring Conversion Tracking
Without conversion tracking, you can't use Smart Bidding, can't measure ROI, and risk suspension for compliance issues.
Sending All Traffic to Homepage
Generic landing pages hurt Quality Score and conversion rates. Create dedicated pages for each campaign theme.
Frequently Asked Questions
What is Google Ad Grants?
Google Ad Grants is a program that provides eligible 501(c)(3) nonprofits with up to $10,000 per month ($120,000 per year) in free Google Search advertising. Your ads appear on Google search results when people search for terms related to your mission.
How do I know if my nonprofit is eligible?
To be eligible for Google Ad Grants, your organization must: be a registered 501(c)(3) nonprofit, be registered with TechSoup, have a functioning website with substantial content, agree to Google's non-discrimination policies, and not be a governmental entity, hospital, or academic institution.
How long does the application process take?
The entire process typically takes 2-4 weeks. TechSoup verification can take up to 2 weeks, and Google's review of your application usually takes 3-5 business days. Having all your materials ready beforehand speeds things up.
What's the 5% CTR requirement?
Google requires that your account maintain a 5% click-through rate (CTR) each month. If your CTR falls below 5% for two consecutive months, your account can be suspended. This is why proper keyword selection and ad optimization is critical.
Can I bid on any keyword?
No. Google Ad Grants have keyword restrictions: you cannot bid on single-word keywords (except branded terms and recognized medical conditions), overly generic keywords, or keywords with a Quality Score below 3. Keywords must be relevant to your nonprofit's programs and mission.
What happens if my account gets suspended?
If suspended for compliance issues, you can usually fix the problem and submit an appeal. Common reasons include low CTR, missing conversion tracking, or website issues. Most suspensions can be resolved within 1-2 weeks with proper remediation.
Should I manage Google Ad Grants myself or hire help?
While you can manage the grant yourself, many nonprofits struggle to maintain compliance and optimize performance. A certified agency typically helps you use more of your $10,000/month budget, achieve higher conversion rates, and avoid costly suspensions.
Can I use Google Ad Grants for events or fundraising campaigns?
Yes! Google Ad Grants works well for driving event registrations, volunteer signups, email list growth, and general awareness. However, direct 'donate now' campaigns can be challenging due to keyword restrictions and bid limits.