Google Ad Grants for Nonprofits: A Comprehensive How to Guide

Written By Erdi Bus
Google Ad Grants for Nonprofits

Google Ad Grants for nonprofit organizations is a valuable resource. With this program, eligible nonprofits can receive $10,000 per month in free advertising credit from Google. However, applying and using the funds effectively can be tricky. This comprehensive how-to guide will walk you through everything you need to know about Google Ad Grants. We’ll start with eligibility requirements and the application process, then move on to how to create effective ads and measure their results. Finally, we’ll provide tips for maintaining your account and staying within the program’s budget restrictions. Let’s get started!

What are Google Ad Grants for Nonprofits?

The google ad grants program is a cost-effective way for nonprofit organizations to reach potential donors and volunteers through online advertising. Through the program, eligible nonprofits can receive monthly funds as free ad credits, which can be used to promote their website and services on Google. In addition to increasing visibility for their causes, nonprofits can also use Ad Grants to target potential donors and volunteers based on their location, interests, and other factors. By taking advantage of this program, nonprofits can reach a wider audience and achieve their fundraising and outreach goals.

Why Pursue the Google Ad Grant?

There are many reasons why your nonprofit should get the Google Ad Grant. Here are some of them.

Increase Donations

Google Ads are a great way to increase donations to your nonprofit. You can use keyword targeting to ensure your ad appears when people search for terms related to donation or volunteering. You can also use remarketing to target people who have visited your website and didn’t donate. By pursuing the Google Ad Grant, your nonprofit can increase donations and significantly impact your community.

Reach New Volunteers

Another great way to use the Google Ad Grant is to reach new volunteers. You can use keyword targeting to ensure your ad appears when people search for terms related to volunteering. You can also use demographics and interests targeting to target people who live in your area and have interests that align with your cause. Pursuing the Google Ad Grant can help you find new volunteers who are passionate about your cause.

Build Awareness for Your Cause

The Google Ad Grant can also build awareness for your cause. You can use keyword targeting to ensure your ad appears when people search for terms related to your cause. Thus, Google Ad Grant can help you build awareness for your cause and reach more people in your community.

Eligibility Requirements

To be eligible for Google Ad Grants, your nonprofit must:

  • Hold current and valid charity status.
  • Acknowledge and agree to Google’s required certifications regarding nondiscrimination and donation receipt and use
  • Have a website that is compliant with Google Ads policy
  • Be active on YouTube (if you want to run video ads)
  • Not have caused any policy violations in the past.
  • Not have already received a grant from Google in the past.
  • Have submitted all required documentation to Google (including an IRS Letter of Determination if you are based in the United States)

You can apply for Google Ad Grants here if you meet these criteria.

Do you need help with the process, you can contact us easily.

Application Process

The Google Ad Grants application process is relatively simple. However, there are a few steps you will need to complete to be eligible for the program.

  1. First, make sure your nonprofit is eligible. The eligibility requirements are listed above.
  2. Second, fill out the Google Ad Grants application form and submit all required documentation.
  3. Third, Google will review your application and, if approved, will award you a $10,000 monthly grant for free advertising on Google.com.

How to Set Up a Google Ad Grant Account for Your Nonprofit?

You need to set up a Google Ad Grant account to take advantage of the ad grants program. Here’s how:

Step 1: Go to https://www.google.com/grants/ and click “Get Started.”

Step 2: Enter your organization’s EIN (Employer Identification Number) or other legal entity ID number.

Step 3: Follow the instructions on the screen to complete the rest of the application. Once you’re done, hit “Submit.”

Step 4: Once your application has been reviewed and approved, you can access your Google Ad Grant account and begin creating ads!

Setting up a Google Ad Grant account for your nonprofit is a simple process that can provide your organization with valuable free advertising on Google.com.

Google Ad Grants for Nonprofits

How to Create Effective Google Ads for Your Nonprofit?

Now that you know how to apply for Google Ad Grants and the eligibility requirements, it’s time to learn how to create effective Google ads for your nonprofit. However, creating effective ads is not always easy. Here are some tips to help you get started.

1. Write Compelling Ad Copy

The first step to creating effective Google ads is to write compelling ad copy. Your ad copy should be clear, concise, and persuasive. It should include a call to action. And it should be specific enough that potential donors know exactly what they’re being asked to do.

2. Use Keywords Strategically

Keywords are essential for getting your ad in front of the right people. When choosing keywords, think like a potential donor. What words or phrases would they use when searching for a nonprofit like yours? Once you’ve identified some possible keywords, use them throughout your ad copy—in the headline, the body, and the call to action.

3. Target Specific Locations

You can also use Google’s targeting options to ensure potential donors see your ad in your area. For example, if you’re a local food bank, you might want to target people living in poverty within a certain radius of your location. Or, if you’re an environmental nonprofit, you might want to target people living in cities with poor air quality. By targeting specific locations, you can ensure that your ad reaches the people who need it most.

4. Set a Budget and Stick to It

Google Ad Grants is a great way to get free advertising for your nonprofit. However, it’s important to remember that there is a limit to how much you can spend. Google requires all nonprofits to stay within a $329 per day budget. That may seem like a lot, but it can quickly add up if you’re not careful. To ensure you don’t overspend, set a budget for your Google Ads campaign and stick to it.

5. Measure Your Results

Finally, it’s essential to measure the results of your Google Ads campaign. Google provides several tools to help you track your progress, including click-through rate (CTR), conversion tracking, and Google Analytics. You can see what’s working and what’s not by tracking your results. And you can make adjustments to ad campaigns accordingly.

Following these tips, you can create effective Google ads to help you reach your fundraising goals. Google Ad Grants is a valuable resource for nonprofits, but only if used effectively. With careful planning and some trial and error, you can use Google Ad Grants to achieve your fundraising goals.

6. Test And Optimize

Continuously test and optimize your campaigns to get the most out of your ad campaigns. Add new keywords relevant to users’ searches, keep your negative keyword list up to date, and run daily budget and word tests on different ad groups. Always optimize your campaigns based on the results you get and keep retesting. This way, you can get the most out of the Google grant program and achieve your organization’s goals.

What is the Difference Between Google Ad Grants and Google Ads Paid Ads?

Google Ad Grants is a program that provides free advertising credit to nonprofit organizations. Google Ads is a paid advertising platform that anyone can use. Both are great ways to get noticed by customers. But there are some key differences you should be aware of before deciding which one is right for you. Here’s a quick overview of the main differences between these two types of ads.

Text Ads Only

One of the main differences between Google Ad Grants and Google Ads paid ads is that Ad Grants can only be used for text ads. You’ll need to use Google Ads paid ads if you want to use images, videos, or other richer media formats. Text ads can still be highly effective, particularly if they’re well-written and targeted to your audience.

Ads Only Run on the Search Network

Another key difference is that Ad Grants ads only run Google search ads. These ads are displayed on Google search results pages. Paid ads, on the other hand, can also run on the Display Network. This network includes millions of websites, apps, and videos where your ad can appear. So if you’re interested in reaching people beyond those actively searching for your product or service, paid ads might be a better option.

Cost Per Click (CPC) Limit

With Ad Grants, there is a $2 per click limit on your ad (known as cost-per-click or CPC). With paid ads, there is no CPC limit, although, of course, you’ll need to pay more per click than you would with Ad Grants. If you’re working with a limited budget, this CPC limit might make Ad Grants a more attractive option.

Click Through Rate (CTR)

Your Google ad campaigns must maintain a 5% click-through rate (CTR) each month on Google Ad Grant Programme. If your Google ad grant account fails to achieve 5% CTR for two consecutive months, your account will be temporarily disabled.

CTR should meet 5% at the account level, not each keyword.

Once your account meets the criteria again, you can request reinstatement.

Feature Limits

Some features are available with paid ads but not with Ad Grants. For example, paid ads can target specific demographics such as location, age, gender, and interests. You can also use remarketing lists to target people who have visited your site. And finally, you can schedule your ads to run at specific times or days of the week. If any of these features are essential to your advertising goals, you’ll need to use paid ads rather than Ad Grants.


How much are Google Ad Grants?

Google Ad Grants is a program that provides free ad credits to registered nonprofits. The average grant is $10,000 per month in ad credits.

What is Google Ad Grants management?

Google ad grants management aims for your nonprofit to get the most out of its Google Ad Grants account. Our experts create and manage ad campaigns, tweak ad copy and keywords to increase clicks and conversions, and optimize your ads to ensure making the most of your budget.

Maintaining a top-performing Google Ad Grants account takes time and effort, but it’s a worth-it investment for any nonprofit looking to increase visibility online.

How do I get Google Grants for nonprofits?

You need to do a few things to be eligible for Google Grant ads:

Ensuring your nonprofit is registered as a charity with the IRS.

Your nonprofit must have a website hosted on a domain that ends in .org, .edu, or .gov.

If you meet all of these criteria, the next step is completing and submitting an application.

Are Google Ads free for nonprofits?

Yes, Google Ads are almost free for nonprofits. The Google Ad Grants program provides $10,000 each month to registered nonprofit organizations to provide them with the facility of free google ads.

Are churches eligible for Google for Nonprofits?

Yes, churches are eligible for Google for Nonprofits.

How do I access Google Ad Grants?

To access Google Ad Grants, you need to have a Google account for your business. Once you have a Google account, you can sign up for the Ad Grants program and access google ad grants.

What is Google Ads, and how does it work?

Google Ads is an online advertising platform that allows businesses to create and run ads on Google. When someone searches for a relevant with your keyword, your ad may show in the search results. Users who click on your ad will be taken to your website.

How do I set up a Google Ad Grants campaign?

Setting up a Google Ad Grants campaign is not difficult, but it requires time and effort to get it right. Here are the basic steps:

1. Sign up for a Google Ads account.

2. Create your ads and ad groups.

3. Set your budget and bids.

4. Optimize your campaign settings.

5. Track your results and adjust your strategy as needed.


Google Ad Grants is an effective way for nonprofit organizations to reach potential donors and volunteers through online advertising. The program provides non-profit organizations monthly $10000 funds as free ads credits, which can be used to promote their website and services on Google. By taking advantage of this program, nonprofits can reach a wider audience and achieve their fundraising and outreach goals.

So have you ever considered using the Google Ad Grants program to reach more potential donors or volunteers? Or want to get better results from your Google Ads campaigns for nonprofits? Then now might be the time to Schedule a free meeting with us.

Thanks for reading, and have a great day 🙂

Erdi Bus

Erdi Bus

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