How to Apply for the Google Ad Grant

Securing $10,000 per month in free advertising credit from Google can be a game-changer for any nonprofit organization. The Google Ad Grant provides exactly that, helping you connect with the people who matter most, from potential donors to volunteers. This guide breaks down the eligibility requirements and provides a clear, step-by-step walkthrough of the entire application process.

What is the Google Ad Grant?

The Google Ad Grant is a program that gives eligible nonprofit organizations up to $10,000 per month in in-kind advertising spend to be used on the Google Search Network. That’s up to $120,000 a year to promote your mission and initiatives on Google search results pages.

Think about what your organization could accomplish with that. You can use these text-based ads to:

• Raise awareness for your cause.
• Recruit new volunteers and members.
• Attract donations from new supporters.
• Promote events, workshops, and fundraisers.
• Share resources and advocate for your mission.

Unlike standard Google Ads accounts, you don’t pay for the clicks. The grant covers the cost, allowing you to compete for ad space and reach a global audience without diverting funds from your core programs.

Who is Eligible for the Google Ad Grant?

Before you start the application, it’s essential to confirm that your organization qualifies. Eligibility requirements vary by country, but the core criteria are generally consistent. Your organization must:

• Hold valid charitable status. In the United States, this means you must be a registered 501(c)(3) organization. Other countries have equivalent bodies that certify nonprofit or charitable status.
• Be validated by TechSoup. Google partners with a global network of organizations, led by TechSoup, to handle the nonprofit verification process. This is a mandatory first step.
• Acknowledge and agree to Google's certifications. During the application, you'll need to certify that your organization does not discriminate and handles donations appropriately.
• Have a high-quality website. Your website is central to your ad campaigns. It must be live, function properly, own its domain, provide detailed content about your organization, and be secured with HTTPS. Your mission must be clearly stated.

Which types of organizations are NOT eligible?

Certain organizations are not eligible to participate, even if they are nonprofits. These include:

• Governmental organizations and entities.
• Hospitals and healthcare organizations (charitable arms of these groups, like foundations, ARE eligible).
• Schools, academic institutions, and universities (they have a separate program called Google for Education).

A Step-by-Step Guide to the Application Process

The application can seem a little complicated, but it's manageable if you take it one step at a time. Here’s a detailed breakdown of the entire process.

Step 1: Get Validated by TechSoup

Your journey begins not with Google, but with TechSoup. TechSoup is a global organization that helps nonprofits access technology donations, and Google uses them to verify your nonprofit status.

1. Go to the TechSoup website and create an account for your organization.
2. You will need to provide documentation to prove your nonprofit status, such as your IRS determination letter if you're in the US.
3. The TechSoup validation process can take a few business days. Once complete, you’ll receive a "validation token." This token is a string of letters and numbers that looks something like 123a4b567@MyOrgName. Keep it handy, you’ll need it in the next step.

Pro Tip: Don't even start a Google for Nonprofits application until you have your TechSoup validation token. Jumping ahead is one of the most common reasons applications get stuck.

Step 2: Sign Up for Google for Nonprofits

With your TechSoup token in hand, you can now apply for Google for Nonprofits. This is the main hub where you’ll access not only the Ad Grant but also other valuable tools like the YouTube Nonprofit Program and Google Workspace for Nonprofits.

1. Go to the Google for Nonprofits website and click "Get Started."
2. You will be guided through setting up an account. Google will ask for your organization’s details.
3. When prompted, enter your TechSoup validation token. This is how Google confirms your eligibility.
4. Submit your application. Approval for Google for Nonprofits is usually quick once your TechSoup details are verified, often within a day or two.

Step 3: Activate Your Google Ad Grant Account

Once you receive an email confirming your approval for Google for Nonprofits, you can activate your Ad Grant.

This is the most critical part: do not go to the regular Google Ads website and create a standard account. You must create the special Ad Grant account directly from your Google for Nonprofits dashboard.

1. Log into your new Google for Nonprofits account.
2. You will see a product activation area. Find "Google Ad Grants" and click "Activate."
3. The system will guide you through creating your Ad Grant account. It will pre-populate some details to ensure the account is set up correctly (e.g., in US Dollars, without any billing information).
4. Do NOT enter any credit card or billing information. Ad Grant accounts are billing-exempt. Adding a payment method will turn it into a standard paid account, and it can be difficult to fix this later. If you get to a screen asking for a credit card, you've gone down the wrong path. Go back to your Google for Nonprofits dashboard and start the activation process again.
5. Once the account is created, you will have a Google Ads Customer ID (formatted like XXX-XXX-XXXX).

Step 4: Submit Your Account for Final Review

The last step is to connect your newly created account back to Google for Nonprofits for a final review. Go back to your Google for Nonprofits dashboard, paste in your Customer ID, and submit it.

The final review team checks that the account was created properly. This review typically takes a few business days. You will receive an email once your Grant is fully approved and active, and you can begin running your ads.

Common Mistakes to Avoid

The application has a few tricky spots where people often stumble. Keep these common pitfalls in mind to ensure a smooth process:

• Setting up a standard Google Ads account: This is the biggest and most frequent mistake. Always create your Ads account through the link inside your approved Google for Nonprofits dashboard to ensure it's a "grant" account.
• Missing website requirements: Before applying, do a quick audit of your website. Is your mission clearly stated? Is contact information available? Is the site secure with HTTPS? A low-quality website is a common reason for rejection.
• Forgetting non-discrimination policies: Google requires that you do not discriminate in your hiring or service practices. Many organizations already have these policies but forget to make them publicly visible on their website. Add a clear, accessible page outlining your non-discrimination statement.

What to Do After You're Approved: Maintaining Your Grant

Receiving the grant is just the beginning. To keep the account active and in good standing, you have to follow a set of compliance rules. Neglecting these can get your account suspended.

Here’s a quick checklist of the key ongoing requirements:

• Maintain a 5% Click-Through Rate (CTR): If your account-wide CTR drops below 5% for two consecutive months, your account will be temporarily suspended. This rule ensures that grant recipients are creating relevant, high-quality ads that users find helpful.
• Effective campaign structure: Every campaign must have at least two active ad groups, and each ad group must contain at least two different text ads.
• Use Sitelink Extensions: Your account must have at least two active sitelink ad extensions configured.
• Use specific keywords: You cannot bid on overly generic, single-word keywords (like "donations" or "video") or the names of other organizations.
• Implement Conversion Tracking: You must have valid conversion tracking set up. A "conversion" is a valuable action a user takes on your website, like signing up for a newsletter, filling out a volunteer form, or making a donation. This helps prove the grant is driving results.
• Respond to the Annual Survey: Google sends an annual survey to grant recipients. You must fill it out to maintain your eligibility.

These rules may sound like a lot, but they are designed to push you toward effectively using the grant, which ultimately helps your organization succeed.

Final Thoughts

The Google Ad Grant offers an unparalleled opportunity for nonprofits to expand their reach and impact. By carefully following the steps - getting validated by TechSoup, registering with Google for Nonprofits, correctly activating your account, and adhering to the compliance rules - you can unlock a massive source of free advertising to advance your mission.

Once your ads are up and running, you'll start generating useful data about which messages resonate with your audience and who is visiting your site. To make sense of it all without having to learn the complexities of advanced analytics tools, we built Graphed. We connect directly to your Google Analytics and Google Ads, allowing you to create live, easy-to-understand reports and dashboards just by describing what you want to see in plain English. This lets you focus on performance and strategy instead of getting lost in data.