Google Grants for Nonprofits

3625636/Blog/Google-Grants-for-Non-Profits4
<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>

<div>
<div>
<div class="msocomtxt" id="_com_1" language="JavaScript" onmouseout="msoCommentHide('_com_1')" onmouseover="msoCommentShow('_anchor_1','_com_1')">
<p class="MsoCommentText" style="margin-bottom:11px"><span style="font-size:10pt"></span></p>
</div>
</div>
</div>

<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>
/Northwoods-2020/Hero-Images/Hiker-Looking-Out-Over-Mountains.pngHiker Looking Out Over Mountains10 Signs It's Time to Redesign Your WebsiteWordPress Website Redesign Cost Guide 2025: A Decision Maker's RoadmapIs SEO Still Important in 2025?Rachelle Bowar/Northwoods-2020/People/Rachelle-Bowar.jpgThe author standing in front of a log cabin with soft, warm lightingNorthwoods Team<script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/embed/v2.js"></script><script>hbspt.forms.create({ region: "na1", portalId: "23630176",  formId: "40c5bbae-05a2-42ea-94dd-1662181fd56e"  });</script>/Northwoods-2023/Blog/Social-Cards/Google-Grants-for-Nonprofits---Social-Card-NEW.jpg?LargeGoogle Grants for Nonprofits2025-03-31T00:00:00/Northwoods-2023/Blog/Social-Cards/Google-Grants-for-Nonprofits---Social-Card-NEW.jpgGoogle Grants for Non-ProfitsGoogle Grants allows qualified nonprofits to advertise on Google search results with no out-of-pocket expense. Here's how Google Grants can help your nonprofit organization and how to apply.Hiker Looking Out Over Mountains136688Image10 Signs It's Time to Redesign Your WebsiteMany visitors leave websites that are outdated or have usability issues, which is why it’s critical to update your site and to ensure it’s meeting your users’ needs. Here are some of the telltale signs that your website may be in need of a redesign.Many visitors leave websites that are outdated or have usability issues, which is why it’s critical to update your site and to ensure it’s meeting your users’ needs. Here are some of the telltale signs that your website may be in need of a redesign./Northwoods-2023/Blog/Social-Cards/10-Signs-Its-Time-to-Redesign-Your-Website---Social-Card.jpgWordPress Website Redesign Cost Guide 2025: A Decision Maker's RoadmapIn this first of a multi-part series, we share critical insights and tips to help executives evaluating WordPress website investments understand the financial impact of technical debt, quantify the hidden costs of outdated systems, and evaluate ROI.In this first of a multi-part series, we share critical insights and tips to help executives evaluating WordPress website investments understand the financial impact of technical debt, quantify the hidden costs of outdated systems, and evaluate ROI.Is SEO Still Important in 2025?Search Engine Results Pages (SERPs) have changed dramatically to favor featured results that content creators have limited control over. So, it’s only natural to wonder if higher search engine rankings are even worth the effort anymore. Here's what you need to know.Search Engine Results Pages (SERPs) have changed dramatically to favor featured results that content creators have limited control over. So, it’s only natural to wonder if higher search engine rankings are even worth the effort anymore. Here's what you need to know.Rachelle Bowar.jpgRachelle Bowar standing in front of a log cabin with soft, warm lighting79068ImageGoogle Grants for Nonprofits - Social Card NEW.jpg220072Image428057/People/Rachelle-BowarRachelleBowarDigital Marketing Specialist<p>Rachelle is a skilled digital marketer with expertise in SEO, social media, paid ads, Google Analytics, and WordPress, and extensive experience working with B2B clients. Certified as a Digital Marketing Professional (CDMP) and a Professional Certified Marketer (PCM), she&rsquo;s passionate about data and digital strategy and is excited to hone her skills as the digital landscape continuously evolves. Outside of work, Rachelle enjoys fitness, cooking, and playing chess with her daughter. Her Shetland Sheepdog, Cookie, is known to tag along to the office and is among our newest canine coworkers.</p>Rachelle Bowar/Northwoods-2020/People/Rachelle-Bowar.jpgRachelle BowarAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesRachelle BowarPractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesSkillLevel - NWS Data ModulesTopic - NWS Data ModulesVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data ModulesTeamAll StaffStrategistsAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesRachelle BowarPractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesNWS DigitalSkillLevel - NWS Data ModulesTopic - NWS Data ModulesDigital AdvertisingDigital MarketingVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data Modules02025-03-31T07:16:22.99300