Guide to Google Grants For Nonprofits

What Are Google Ad Grants for Nonprofits?

Google Ad Grants gives eligible nonprofits $10,000 a month in free Google Ads. That translates to $120,000 in annual ad spend which nonprofits can use to raise awareness, attract donations, recruit volunteers, and promote their causes through Google ads for nonprofits.

What Do Google Grant Ads Look Like?

Google Grant Ads appear on the highly sought-after Google search results page, just like normal Google Search Ads. They are also triggered by keywords, the same as normal Search Ads, meaning you can use Google Ad Grants for nonprofits to target people searching for phrases related to your cause. Google Grant Ads look and function the same as normal Google Search Ads, but they cost you nothing! 

Benefits of Google Ad Grants for Nonprofits

The Google Ad Grant provides eligible nonprofit organizations up to $10,000 per month of advertising credit to use on Google Ads. This allows nonprofits to promote their missions on Google Search. Here are the key benefits of the Google Ad Grant:

• Free Marketing: The grant provides up to $10,000 per month in Google Ads credit, which can significantly reduce or eliminate the need for out-of-pocket advertising expenses.
• Greater Impact: The Google Ad Grant allows organizations to be found by people searching phrases directly related to their cause. Nonprofits can gain substantial reach, generate awareness, and even drive donations, all at no cost.
• Cost-Effective Fundraising: Nonprofits can get in front of potential donors searching for a cause to support. This creates an opportunity for unlimited ROI, which is extremely rare in marketing.
• Targeted Advertising: The grant allows organizations to create targeted ad campaigns based on keywords, location, and demographics, ensuring their message reaches the most relevant audience.
• Free Marketing Testing: Nonprofits can test different messages, ads, and keywords to see what resonates best with their audience, allowing for a ton of opportunities to improve your ad campaigns over time.
• Data and Insights: Google Ads provides detailed analytics and reporting tools, allowing nonprofits to track the performance of their ads, understand user behavior, and make data-driven decisions.
• Global Reach: Nonprofits with a global mission can use the Google Ad Grant to connect with people worldwide, helping to build international support for their cause.

What You Can Promote Using Google Grants

As long as your organization qualifies for a Google for Nonprofits account, you can use it to promote your missions and goals. This could include: 

1. Attract Donations: Encourage individuals to contribute directly to your cause by using ads that lead to donation pages, helping to secure vital funding.
2. Build an Email List: Promote sign-up forms to grow your email database, which you can later use to engage with potential donors, volunteers, and supporters.
3. Create Awareness & Advocacy: Use ads to educate and spread the word about your organization’s mission and projects, increase visibility and engagement, and encourage the public to take action or get involved.
4. Sell Memberships or Subscriptions: If your organization offers memberships or recurring subscriptions, you can use Google Ads to attract new members or subscribers.
5. Recruit Volunteer: Reach out to potential volunteers by promoting specific programs or events where their help is needed.
6. Promote Events and Fundraisers: Highlight upcoming events or fundraisers to drive registrations, attendance, and participation.
7. Distribute Educational Resources: Use ads to direct users to valuable educational materials, research, or informative articles that align with your nonprofit’s goals.

To maximize the potential of your Google Ad Grants for nonprofits, it’s important to have the right strategy in place. Working with Google Grant account experts, like those at Blueprint Digital, can help you create a tailored approach that ensures your grant is being used effectively and efficiently.

Who Gets the Most Out of Google Ad Grants?

If your organization is on the smaller side, you might wonder if you can take full advantage of the Google Grants for nonprofits. Thankfully, this program is designed for all kinds of nonprofits. As long as people are searching for phrases relevant to your organization and you have a website to send those people to, you can benefit from the Google Ad Grant.

In effect, this program helps to level the playing field for nonprofits of all sizes trying to grab people’s attention. 

Google Ad Grant Eligibility 

To access $10,000 per month in free Google Ads, your nonprofit must meet specific eligibility requirements laid out by Google. These requirements ensure that the program serves legitimate, mission-driven organizations with a strong digital foundation. 

What Does 501(c)(3) Status Mean for Google Ad Grants?

In the United States, your nonprofit must be officially recognized by the IRS as a 501(c)(3) organization. This designation confirms that your nonprofit is tax-exempt and operates exclusively for charitable, educational, religious, scientific, or literary purposes.

To maintain 501(c)(3) status, organizations must:

• Be registered with the IRS as a public charity or private foundation
• Avoid political campaigning or lobbying as a substantial part of their activity
• Ensure none of their earnings benefit private individuals or shareholders
• Use their resources to further their stated mission

If your nonprofit hasn’t applied for 501(c)(3) status yet, you’ll need to go through the IRS application process before becoming eligible for Google Ad Grants. You can verify your current standing using tools like ProPublica’s Nonprofit Explorer.

Examples of Nonprofits Eligible for Google Ad Grants

501(c)(3) approved organizations include:

• Animal welfare organizations: Helping protect wildlife, rescue animals, or support conservation efforts.
• Educational initiatives: Organizations offering public education, scholarships, or learning resources.
• Environmental causes: Nonprofits focused on conserving natural resources, reducing pollution, or promoting sustainability.
• Social justice and human rights organizations: Entities working to promote equality, advocate for marginalized groups, or foster civil rights.

However, there are some exceptions.

Who Does Not Qualify for Google Ad Grants

Even if you are a nonprofit, Google excludes certain types of organizations from the program. Your organization is not eligible if it is:

• A governmental entity or agency
• A hospital or healthcare institution
  (Charitable branches or foundations tied to hospitals may still qualify)
• A school, university, or academic institution
  (Educational nonprofits may qualify if they’re not degree-granting or tuition-funded)
• A fiscally sponsored project that lacks its own independent 501(c)(3) designation

These restrictions are in place to prioritize nonprofits directly serving public interest causes with educational, humanitarian, or social impact missions.

Website Requirements for Google Ad Grant Approval

Your nonprofit’s website must meet quality and compliance standards. Google uses your site to assess the legitimacy and professionalism of your organization. Here’s what your website must include:

• A secure domain (HTTPS) owned by your organization
• A clear explanation of your mission, programs, and services
• No broken links or technical issues that hurt the user experience
• A non-commercial purpose. You can promote services or sell products only if they directly support your mission
• A fast, mobile-responsive design to ensure accessibility and engagement

Google also requires that your ads drive users to a relevant and content-rich landing page, not just a homepage.

If you meet all the above, you’re ready to move forward. The next step is to apply for a Google for Nonprofits account, which is required before submitting a Google Ad Grant application.

Recap the whole process from start to finish: Google Grant Eligibility & Getting Started

How To Apply for Google Grants

 

Once you’ve confirmed your nonprofit’s eligibility for the Google Ad Grant, the next step is to submit your application. You can either handle the application process on your own or partner with a Google Ad Grant management agency that can guide you through every stage of the process.

Completing your Google Grant application yourself will be the cheapest option, but it can be quite time-consuming if you’re unfamiliar with the process. To secure the Google Ad Grant, just follow the steps outlined below.

Google Ad Grants Application Process

1. Apply for a Google for Nonprofits account
   You’ll need your nonprofit’s registration number (EIN in the US), physical address, and contact information. Apply here. 
2. Wait for verification
   Google partners with Percent to confirm your nonprofit’s eligibility. This process takes 2–14 business days and may involve some follow-up.
3. Submit your website for review
   Google will check that your site meets quality standards, including HTTPS security, relevant content, and no broken links.
4. Watch the required welcome video
   This short video outlines how the Ad Grant works and what’s expected when managing your account.
5. Activate your Google Ad Grant account
   Once the previous steps are complete, submit your activation request. Google usually responds in 2–5 business days.

Hiring someone to apply on your behalf can have its benefits. A Google Grant agency like Blueprint will have experience identifying issues that might keep you from receiving a grant and can ensure you don’t get denied on a technicality or mistake. Keep in mind that an agency will need your tax ID, contact details, and some other information to submit an application.

Once you’re approved for the grant, a Google Grant agency can help you create a strategy to maintain eligibility and use your full $10,000 as effectively as possible!

How Long Does it Take to Apply for a Google Grant?

Prepare Website and Documents: 1-7 days

Ensure your nonprofit’s website meets Google’s requirements and gather the necessary documentation.

Register for Google for Nonprofits: 5-10 business days

Submit your nonprofit for verification through Google for Nonprofits. This may take a week or longer depending on the country.

Complete Google Ad Grant Application: 20 minutes

Fill out the application with basic details about your organization.

Application Review: 2-5 business days

Google reviews your application and provides feedback or approval.

Assuming nothing goes wrong, the process could take 2-3 weeks. For a more streamlined process, consider partnering with a Google Ad Grant company. 

How to Manage Your Google Ad Grant Effectively

Managing a Google Ad Grant account takes more than launching a few ads. To fully use your $10,000 monthly credit and keep your account in good standing, your nonprofit needs a strategic approach, solid campaign structure, and ongoing compliance. Here’s how to get it right from day one.

1. Define Clear Goals and Target Outcomes

Before writing ad copy or choosing keywords, think about your goals.

• What do you want to achieve?
• Who are you trying to reach?
• Do you have a strong landing page to support that goal?

Whether you’re focused on donations, volunteers, or email signups, define your audience and build campaigns around their needs.

2. Choose the Right Keywords

Your keywords should connect your goal with what your audience is searching for. Looking to drive donations? Try something like “donate to charity online”. Need volunteers? A good keyword might be “volunteer for nonprofits near me”.

3. Build and Optimize Strong Landing Pages

Make sure the page your ads link to:

• Matches the goal of your ad (donate, sign up, apply)
• Loads quickly on all devices
• Uses HTTPS for security
• Clearly communicates your mission

Your landing page experience plays a big role in whether visitors take action.

4. Track Conversions from the Start

Conversion tracking helps you measure if your ads are achieving your goals. It is also required to stay compliant with the program. You can track conversions using tools like Google Tag Manager, Google Analytics, or custom code. Without this step, it is difficult to improve your results or keep your account active.

5. Maximize Your Monthly Spend

Most nonprofits struggle to use the full $10,000 monthly cap. To maximize your ad spend:

• Target high-volume, relevant keywords
• Improve ad quality and relevance scores
• Write compelling ad copy that encourages clicks

Remember, quality trumps quantity. A well-optimized campaign that spends $6,000 effectively can outperform a scattered one using the full $10,000.

6. A/B Test Your Campaigns

Once your campaigns have been running for a month or two, begin testing small changes. This could include ad headlines, descriptions, landing page layouts, or bidding methods. Let the data guide your next steps. Testing helps you find what resonates most with your audience.

Google Ad Grant Compliance Requirements

Staying compliant with Google Ad Grants policies is crucial for maintaining access to the program. Google has clear rules about how ads should be structured, the types of keywords allowed, and performance requirements that must be met. Failure to comply can result in account suspension or deactivation.

Google Ad Grants come with strict guidelines designed to ensure quality and impact. Violating these rules can lead to account suspension or loss of eligibility. Below are the most important compliance requirements—and how to stay in good standing.

Required Google Ad Grant Policies

1. No Single-Word Keywords Permitted: Single-word keywords are prohibited under the Ad Grants policy, with some exceptions for branded terms and medical conditions. To filter out single keywords:
   • Go to your Google Ads account and select “Campaigns.”
   • Filter keywords that are single words and pause them, unless they meet one of the exceptions.
2. No Overly Generic Keywords: Avoid overly generic keywords like “free videos” or “today’s news.” These terms don’t clearly reflect user intent and often result in poor performance.
   • Focus on keywords specific to your nonprofit’s mission and target audience. Keywords should have a clear link to your organization’s services or content.
3. No Keywords with a Quality Score of 1 or 2: Google requires that all active keywords have a quality score of 3 or higher. Keywords with a score of 1 or 2 must be paused or removed.
   • Set up an automated rule to pause keywords with low-quality scores. Regularly check your quality scores by adding the Quality Score column to your keyword view in Google Ads.
4. Maintain a 5% Click-Through Rate (CTR): A CTR of at least 5% is required each month to remain compliant. Accounts that fall below this threshold for two consecutive months may be suspended.
   • To improve CTR, pause keywords that are driving impressions but not clicks. Focus on high-intent keywords with a strong performance history.
5. Conversion Tracking: If your account uses Smart Bidding strategies, you must implement valid conversion tracking. Ensure you’re tracking meaningful conversions, such as donations or volunteer sign-ups, to demonstrate campaign effectiveness.
   • Use Google Analytics to set goals and import them into Google Ads for tracking. Conversion tracking helps you optimize campaigns and comply with Google’s requirements.
6. Ad Structure and Extensions: Each ad group should contain at least two ads, and every campaign should include a minimum of two ad groups. To further boost your ads’ performance, utilize at least two sitelink ad extensions.
7. Annual Program Survey: All nonprofits participating in Google Ad Grants must complete an annual program survey. Make sure to fill out the survey when prompted to avoid account suspension.

Check our full guide to Google Ad Grant website requirements and account structure.

How To Stay Compliant and Avoid Suspension

With all of the rules involved, it can be difficult to stay compliant. Any suspension could cost valuable impressions, clicks, and possible conversions. Here are a few ways to make sure you stay compliant: 

Hire a Grant Manager: If no one on your team can manage the account weekly, working with a Google Grant agency can help you avoid compliance pitfalls and keep your account active.

Use automated rules: Set rules to pause low-quality keywords or trigger alerts when CTR drops. Automation helps, but manual review is still essential.

Know the policies: Always double-check Google’s list of requirements before making campaign changes. Even small violations like a poor keyword or outdated landing page can trigger account issues.

Can You Lose Google Grants Eligibility?

If your nonprofit loses eligibility or breaks Google’s advertising policies, you may lose access to the Google Ad Grant temporarily or even permanently. Your team should stay active in your campaigns. Optimize your Google Ad Grant account strategy consistently to keep your account from being suspended. 

If you don’t have someone who can spend hours on the account each week, it may be time to consider hiring a Google Grant manager.

Hiring A Google Grant Manager

Should you hire a Google Grants Manager? Unless your organization has someone who can consistently dedicate at least 4–5 hours per week to managing your Google Ad Grant, hiring a professional manager is often the best way to protect your account and get results. A qualified agency will help you make full use of your $10,000 monthly ad credit, keep your campaigns compliant, and build a strategy tailored to your mission.

What Google Grant Management Agencies Do

A Google Ad Grant manager takes full ownership of your account, guiding it from initial application through active campaign management. Their role is both strategic and technical, helping your nonprofit avoid common pitfalls while building campaigns that produce meaningful results.

Their responsibilities typically include:

• Setting up your Google for Nonprofits and Ad Grant accounts
  Writing keyword-driven ad copy tailored to your mission
• Researching and selecting high-performing keywords
• Tracking conversions and setting up proper analytics
• Creating and optimizing landing pages for better user engagement
• Monitoring campaign performance and refining strategy as needed

More advanced agencies also conduct compliance audits, troubleshoot policy violations, and handle account reactivations if your grant gets suspended. In many cases, they maintain direct relationships with Google representatives, which can help resolve issues more quickly.

Benefits of Hiring a Professional Google Grant Manager

Partnering with a Google Grant expert helps your nonprofit avoid delays, make smarter decisions, and stay in good standing with Google.

Key advantages include:

• Faster setup with fewer errors during application or onboarding
• Better targeting through expert keyword research and campaign structure
• Consistent management with time dedicated to testing and improvement
• Policy compliance to reduce risk of suspension or deactivation
• Account recovery support in case your account is flagged or shut down
• Landing page optimization to boost engagement and conversions

With a skilled manager in place, your campaigns can move beyond the basics and start generating measurable value.

Cost of Google Ad Grant Management

Google Grant management typically ranges from $750 to $2,000 per month, depending on the agency and level of service. Lower-cost providers may handle basic campaign setup but offer limited support if your account gets flagged or deactivated. Higher-tier agencies usually provide deeper strategy, ongoing testing, and hands-on troubleshooting, especially valuable if your team lacks in-house marketing expertise.

How to Hire the Right Google Grant Manager

1. Look for a certified Google Partner. These agencies have completed Google Ads training certifications and have managed a significant enough portfolio to qualify as a certified Google Partner. Working with Google Partners gives you peace of mind knowing they won’t be wasting your valuable grant.
2. Look for an agency that has experience with Google Ad Grants. Not every Google Ads agency has worked with a grant account before, and they can not be handled in the same way. To make sure you don’t lose access to the grant, partner with an agency that has been around the block.
3. Schedule a consultation to discuss your goals. Meet with the people who will be managing your account and make sure they are aligned with the needs of your organization. 
4. Don’t lock into a 12-month contract. If the agency you choose can’t drive results or take full advantage of your grant, you need the flexibility to find a better agency for your organization.

How to Get the Most out of Your Google Ad Grant Management?

• Clearly communicate your goals: Be open about your organization’s mission and what you hope to achieve with Google Ads. Whether you’re focusing on increasing donations, raising awareness, or recruiting volunteers, sharing this information will help your manager develop the best strategy.
• Provide feedback on keywords and messaging: While your manager will handle most of the technical work, you know your audience best. Give feedback on the messaging and keywords to ensure they resonate with your target audience.
• Allow time for success: Digital marketing takes time to optimize. Give your campaigns at least 90 days to see significant results, as this allows time for testing and refinement.
• Give direct feedback: Don’t hesitate to provide honest feedback—both positive and negative—so that your manager can adjust campaigns as needed.

5 Top Google Grant Agencies

If you’re looking to partner with a Google Grant management agency, there are several experienced firms to consider. Below are five top agencies that specialize in managing Google Ad Grants for nonprofits.

1. Blueprint Digital

Performance-Driven Digital Marketers Based In Atlanta, Georgia

Blueprint Digital is an Atlanta-based full-service marketing agency trusted by nonprofits, startups, and Fortune 500 brands. With experience across 70+ industries, Blueprint is known for building performance-driven campaigns that generate real, measurable outcomes.

Their team has deep expertise in managing Google Ad Grants, helping nonprofits stay compliant, increase visibility, and turn ad traffic into donations, sign-ups, or volunteer engagement. As a full-service agency, Blueprint also supports long-term growth through integrated marketing solutions.

• Digital Strategy: Blueprint will turn your goals into an effective campaign strategy, ensuring that every ad spend is optimized.
• SEO: Through targeted optimizations and high-quality content, Blueprint can boost your nonprofit’s search rankings and drive traffic.
• Paid Media: Blueprint plans and manages paid media campaigns that reach the right audience and drive measurable conversions across search, social, and display platforms.
• Email Marketing & Production: The team creates compelling email campaigns and high-quality content to tell your brand’s story.

Get Started with Blueprint

2. Getting Attention

Getting Attention is a Google Ad Grant agency dedicated solely to helping nonprofits maximize their grant’s potential. With a global team of experts, they specialize in setting up and optimizing Google Ad Grant accounts for organizations of all sizes. Getting Attention excels at keyword research and ad strategy, ensuring that their clients’ campaigns drive real results.

• Grant application assistance: If your nonprofit hasn’t applied for a Google Grant yet, Getting Attention will guide you through the application process.
• Account hygiene: Their team will remove outdated data and streamline your account to boost performance.
• Keyword research: They conduct thorough research to ensure your ads target the most relevant keywords and reach your intended audience.

3. Platypus Digital

Based in the UK, Platypus Digital is a leading digital marketing agency that specializes in working with nonprofits. Their services include Google Ad Grants management, as well as audits and health checks on Google Analytics. Platypus Digital has a proven track record of helping charities connect with donors and supporters through targeted Google Ads campaigns.

1. Google Ad Grants management: Platypus Digital uses its expertise to help nonprofits create high-performing ad campaigns.
2. Google Analytics health checks: They audit your data and make recommendations for improving your online strategy.
3. Meta Ads: Platypus also offers Facebook and Instagram advertising services to complement your Google Ads efforts.

4. Digital Ninjas

Digital Ninjas is a flexible and data-driven Google Ad Grant management agency that works with nonprofits of all sizes. Based in Australia, this agency offers a range of services designed to help nonprofits achieve their marketing goals through search engine marketing (SEM) and paid digital advertising. They specialize in optimizing ad campaigns, improving web experiences, and testing strategies to maximize conversions.

• A/B Testing and Optimization: Digital Ninjas employs A/B testing to compare different versions of ads and landing pages, ensuring that the best-performing content is used to drive results.
• Website Improvements: The agency helps nonprofits improve their websites to keep visitors engaged and improve the overall user experience, which boosts ad performance.
• Personalized QR Codes: A unique offering, Digital Ninjas helps nonprofits connect offline and online campaigns using personalized QR codes that can direct users to specific donation or registration pages.

5. Luminate Marketing

Luminate Marketing specializes in working with mission-driven organizations, particularly in the religious and nonprofit sectors. With a tailored approach, they help nonprofits communicate their missions through compelling digital marketing campaigns. They focus on creating strong brand identities and executing multi-channel strategies to drive engagement and results.

• Vision Workshops: Luminate helps organizations refine their messaging and create a marketing strategy that aligns with their vision and values.
• Branding and Design: From logo creation to comprehensive brand guides, Luminate supports nonprofits in building a cohesive and recognizable brand.
• Strategy and Messaging: They offer ongoing access to their marketing experts, who work alongside nonprofits to refine their digital strategies and craft impactful messaging.

Make the Most of Your $10K in Free Ads with Blueprint Digital

Getting $10,000 in free monthly ad spend is a major opportunity for any nonprofit. With expert Google Grant account management from Blueprint Digital, you can turn that budget into consistent visibility and engagement. We handle setup, strategy, and compliance so your campaigns stay eligible and perform effectively.

If you’re looking to increase donations, grow your volunteer base, or simply get more eyes on your cause, we can help you make it happen.

Let’s help more people discover your mission.

Schedule Your Free Consultation Today

Google Ad Grants FAQs

How do Google Ad Grants work?

Google Ad Grants gives eligible nonprofits $10,000 per month in Google Search Ads. These ads appear in Google search results and are triggered by keywords related to your cause. Nonprofits create campaigns through Google Ads and use them to drive traffic to their websites, promote their mission, attract donors, and engage volunteers.

Is Google Ad Grants free?

Yes, Google Ad Grants is completely free. It provides free Google ads for nonprofits, offering up to $10,000 per month in ad credits. Nonprofits can use these credits to run text-based ads on Google Search without paying out of pocket.

Can small nonprofits use Google Ad Grants?

Yes, small nonprofits can use Google Ad Grants. As long as your organization meets the eligibility requirements and has a functioning website, you can apply. Many smaller organizations benefit from the grant to increase visibility, promote local programs, and drive donations online.

What happens if you don’t spend the full $10K?

Unused Google Ad Grant funds do not roll over to the next month. If you don’t spend the full $10,000, that amount simply goes unused. However, you can optimize your campaigns over time to increase spending and maximize your impact.

What Does 501(c)(3) Status Mean for Google Ad Grants?

To qualify for Google Ad Grants, your nonprofit must hold valid 501(c)(3) status in the United States. This means your organization is recognized as tax-exempt and eligible to receive charitable donations. Google uses this status to confirm that your nonprofit meets its eligibility requirements for free Google Ads.