Reviewed by the PBJ Foundation nonprofit marketing team. Published August 2026. Eligibility and program policies can change; confirm current requirements with Google before applying or changing an account.
Google Ad Grants can provide eligible nonprofit organizations with up to $10,000 per month in in-kind Google advertising. Before beginning the application, use this checklist to evaluate the organization, website, account access, and measurement foundation.
Organizational Eligibility Checklist
- The organization is registered as an eligible charitable nonprofit in a country where Google for Nonprofits is available.
- The organization can provide accurate legal and registration information during verification.
- The organization is not an ineligible government entity, hospital or healthcare organization, school, college, or university.
- The person applying has authority to act for the nonprofit and can use an organization-controlled email address.
- The organization agrees to Google for Nonprofits and Ad Grants terms and policies.
Eligibility varies by country and organization type. Review the current Google for Nonprofits eligibility guidelines rather than relying on an old checklist.
Website Ownership Checklist
- The nonprofit owns and controls the primary domain.
- The domain clearly represents the same organization submitting the application.
- The intended advertising landing pages are on an approved domain.
- Website and account access will remain with the nonprofit when staff or volunteers change.
Website Quality Checklist
- The homepage clearly identifies the organization and its mission.
- Program or service pages explain what the nonprofit actually does.
- The site contains substantial, original information.
- Visitors can understand who is served and how to participate.
- Navigation works on desktop and mobile devices.
- The site uses HTTPS.
- Forms, buttons, and important links work correctly.
- Pages load reasonably quickly and do not rely on intrusive advertising.
- Commercial activity is limited and clearly supports the nonprofit mission.
- Contact and organizational information are easy to find.
If several items are missing, strengthen the website before applying. Explore our free website consultation for accepted nonprofits.
Call-to-Action Checklist
The website should give visitors meaningful next steps, such as requesting services, registering for a program, volunteering, downloading a resource, subscribing, donating, or contacting the organization. Explain what happens after the visitor acts.
Measurement Readiness Checklist
- The organization has access to its analytics and advertising accounts.
- Important forms and transactions have confirmation states that can be measured.
- The team has identified which actions represent meaningful engagement.
- Test submissions can be distinguished from real inquiries.
- Someone will be responsible for reviewing campaign and conversion performance.
Do not make every page view a primary conversion. Measurement should help the account optimize toward actions connected to the nonprofit’s mission.
Application Readiness Checklist
- Legal and public-facing program names are clearly explained.
- Organization information is consistent across the website and application.
- Google for Nonprofits verification is complete or ready to begin.
- The team knows which programs, resources, or actions it intends to promote.
- The organization understands that approval and full grant spending are not guaranteed.
What Happens After Approval?
Approval is the beginning of the work. The organization must build relevant campaigns, use appropriate landing pages, configure meaningful conversion tracking, monitor policy notifications, and maintain the account.
Read our complete Google Ad Grants guide for application and account-management guidance.
Get Help Assessing Readiness
Supporting Nonprofits helps selected small and underfunded nonprofits evaluate their websites, apply for Google Ad Grants, build campaigns, and develop internal capacity at no cost. Join the waitlist for a future application period.
