Google Grants for Nonprofits

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<p><span class="h6">Updated: March 31, 2025; April 11, 2022<br />
Originally Published: May 14, 2020</span></p>

<p><br />
In good times and bad, American charities and benevolent nonprofits need all the help they can get. Google Grants allows qualified nonprofits to advertise on Google search results with no out-of-pocket expense. Read on to see how Google Grants can help your nonprofit organization.</p>

<h2>What Is Google Ad Grants?</h2>

<p><a href="https://www.google.com/grants/" linktype="3" target="_blank">Google Ad Grants</a>&nbsp;is a program that gives nonprofits the ability to advertise on Google with grants from Google themselves. They offer up to $10,000 per month in free Google Ads. You can use the grant in any form of online advertising &ndash;&nbsp;<a href="https://ads.google.com/home/pricing/" linktype="3" target="_blank">pay-per-click</a>, for example. (In a PPC regimen, the ads would only reduce your free budget when a user actually clicks on the ad.)</p>

<h2>How Do You Qualify for Google Ad Grants?</h2>

<p>Google instructs prospective grantees to research and meet eligibility requirements for <a href="https://www.google.com/nonprofits/eligibility/" linktype="3" target="_blank">Google for Nonprofits</a> before submitting a Google Grants <a href="https://www.google.com/grants/how-to-apply/" linktype="3" target="_blank">application</a>. Google Nonprofit status is a prerequisite for Google Grants. Requirements differ from country to country, but Google provides a <a href="https://support.google.com/nonprofits/answer/3215869?hl=en&amp;ref_topic=3247288" linktype="3" target="_blank">convenient table</a>&nbsp;with information for all eligible&nbsp;countries. In the US, applicant organizations must have nonprofit, charitable status [501(c) (3)] with the Internal Revenue Service.</p>

<p>Not all American nonprofits qualify for the Google Grants program. Government organizations, medical groups and hospitals, and educational institutions are excluded. (Google has a separate <a href="https://edu.google.com/?modal_active=none" linktype="3" target="_blank">program for educational services.</a>)</p>

<h2>2025 Google Ad Grants Verification Update</h2>

<p>Formerly, Google Grants Ad verifications were run through the company TechSoup. While TechSoup still assists with some non-US verifications, Google has taken over the Ad Grants verification process, partnering with Goodstack (previously called Percent) to complete verification.</p>

<p>The verification process typically takes around 3-5 business days. Occasionally, the verification service may need extra information and will reach out from either the email address&nbsp;verifications@mail.goodstack.org or verifications@poweredbypercent.com.</p>

<p>Updates to verification methods and additional information can be found in Google&rsquo;s official <a href="https://support.google.com/nonprofits/answer/12016036?sjid=16668828255080545676-NA" linktype="3" rel="noopener noreferrer" target="_blank">Google Grants documentation</a>.</p>

<h2>Applying for Google Ad Grants</h2>

<p>When your organization has been verified through the Ad Grants verification process, you&#39;ll need to&nbsp;create a Google for Nonprofits account and <a href="https://support.google.com/grants/answer/6077350?hl=en" linktype="3" rel="noopener noreferrer" target="_blank">submit your activation request</a>.</p>

<p>Google makes decisions about Google Ad Grants based on three main criteria:</p>

<ul>
	<li>Is the prospective grantee&rsquo;s website functional, authoritative and trustworthy?</li>
	<li>Does the organization agree to Google Grants requirements?</li>
	<li>Does the organization hold legitimate charity/nonprofit status?</li>
</ul>

<h2>Keeping Your Google Ad Grants Status</h2>

<p>Google keeps tabs on its nonprofit grantees. Those who fail to follow guidelines can lose eligibility at Google&rsquo;s discretion. To maintain Google Ad Grants eligibility, nonprofits must:</p>

<ul>
	<li>In your ads, link ONLY to the nonprofit URL approved by Google.</li>
	<li>Proactively create and maintain ads. Google wants you to use your monthly grant, not waste it. (Note that these grants are use-it-or-lose-it month to month; no piling up funds for, say, a year-end drive.)</li>
	<li>Ensure your ads reflect your group&rsquo;s ethos and mission.</li>
	<li>Ensure your ads&nbsp;promote your organization exclusively. Do not:
	<ul>
		<li>promote financial products</li>
		<li>ask for donations of large goods</li>
		<li>use keywords as an attempt to get around these restrictions</li>
	</ul>
	</li>
	<li>Only show your Google Grants ads through your Google Ads account. They can&#39;t come from Google AdSense or other affiliate ad links.</li>
</ul>

<p>A Google Grants account also requires users to follow specific compliance rules that may not be obvious since they don&#39;t apply to paid accounts. These rules include:</p>

<ul>
	<li><strong>Keyword Management:</strong> Ensure the removal of single and overly generic keywords and rigorously monitor quality scores.</li>
	<li><strong>Performance Metrics:</strong> Consistently achieve a minimum 5% click-through rate and implement accurate conversion tracking.</li>
	<li><strong>Account Structure: </strong>Maintain well-organized campaigns with relevant ad groups and extensions.</li>
</ul>

<p>Ongoing adherence to these rules is essential to avoid account deactivation so that your company can fully leverage the benefits of Google Grants.</p>

<h2>Google Ad Grant Program Details</h2>

<p>You, not Google, will manage your Google Ads account and the Google Ad Grants program within it. Stay active and engaged with your ads and campaigns.</p>

<p>Keep in mind:</p>

<ul>
	<li>Your company has a daily budget of $329 and a monthly budget of $10,000.</li>
	<li>Ads must be text only; no images or videos.</li>
	<li>You can&#39;t have keywords over $2 Cost Per Click (CPC).</li>
	<li>Utilizing machine learning bid strategies (maximize clicks, maximize conversions) will bypass the CPC limitation.</li>
	<li>Your ads can <u>only</u> show on Google.</li>
	<li><a href="https://support.google.com/google-ads/answer/6154846?hl=en" linktype="3" target="_blank">Observe best practices.</a></li>
</ul>

<p>Google is giving away money to nonprofits to help them promote their mission. Use it wisely:</p>

<ul>
	<li>Focus on your goal.</li>
	<li>Have an authoritative and trustworthy website.</li>
	<li>Don&#39;t use too many keywords.</li>
	<li>Don&#39;t advertise on competitor brand names.</li>
	<li>Do your keyword research.</li>
</ul>

<h2>FAQs About Google Grants for Nonprofits<span style="font-size:12pt"><span style="line-height:115%"><span style="font-family:Aptos,sans-serif"> </span></span></span></h2>

<ol>
	<li><strong>What should I do if my account gets deactivated? </strong>If your account gets deactivated due to non-compliance with policies, review the issues, make the necessary corrections, and fill out the reactivation form provided by Google Grants.</li>
	<li><strong>What types of ads can I run with the Google Ad Grant?</strong> You can run text-based ads on Google Search results pages. The grant is specifically for search campaigns. Display, video, and shopping campaigns aren&#39;t included in the standard Ad Grant. &nbsp;</li>
	<li><strong>Can I use the Google Ad Grant for fundraising?</strong> Yes, fundraising is a common and effective use of Google Ad Grants. Make sure your ads and landing pages are highly relevant, and directly related to your fundraising efforts.</li>
	<li><strong>Where can I find more resources and support?</strong> Aside from digital marketing agencies such as Northwoods that can help manage&nbsp;your Google Grant account, there are many resources available online,&nbsp;including&nbsp;help articles, webinars, and community forums.&nbsp;</li>
</ol>

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<h2>Why Should You Apply for Google Ad Grants?</h2>

<p>Google Ad Grants for nonprofits can drive valuable traffic to your website and promote your mission &ndash; at no cost! The application process might appear daunting, but the result will be worth the time and effort.</p>

<p><em>Northwoods can help you through the Google Ads Grant program process. <a href="/OffNav/Contact-Us" linktype="2" target="_self">Reach out</a> to us to get started!</em></p>
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