Nonprofits rely on visibility to drive donations, recruit volunteers, and spread awareness. But with limited marketing budgets, getting the right exposure can be a challenge. Google Ad Grants helps bridge that gap by providing $10,000 per month in free Google Ads to eligible nonprofits.
Google Ad Grants is a philanthropic program that gives nonprofits the ability to advertise on Google Search at no cost. Eligible organizations receive a monthly budget of $10,000 to run text-based ads that appear on Google when users search for related keywords.
For example, if you run a homeless shelter, your ad might appear when someone searches for "where to donate to homeless shelters near me."
This program helps nonprofits:
✔ Increase website traffic and expand their reach
✔ Boost donor contributions and fundraising efforts
✔ Attract more volunteers and supporters
✔ Promote events, programs, and services
By leveraging Google Ad Grants strategically, nonprofits can compete with for-profit organizations for search traffic and connect with highly motivated individuals looking to support causes like theirs.
To qualify for the program, your organization must meet the following criteria:
✔ Registered 501(c)(3) nonprofit status (or equivalent if outside the U.S.)
✔ Active website with substantial content that aligns with Google’s guidelines
✔ Enrollment in Google for Nonprofits
✔ Agreement to Google’s program policies and compliance standards
❌ Government organizations
❌ Hospitals and healthcare institutions
❌ Schools, colleges, and universities
Educational institutions can apply for Google for Education, which offers separate benefits.
Start by signing up at Google for Nonprofits. This is a mandatory prerequisite to access Google Ad Grants.
Google will review your registration to confirm your nonprofit status. The verification process may take a few days, so be patient.
Your nonprofit’s website must:
Google requires that all websites meet its high-quality content and user experience standards before approving the grant.
Once approved, create a Google Ads account and configure it according to Google Ad Grants policies:
✔ Use only text-based ads (no images or video ads)
✔ Target only Google Search Network (no Display or YouTube ads)
✔ Bid no more than $2.00 per click manually (Google offers automated strategies to help optimize this)
Design a targeted advertising campaign that aligns with your nonprofit’s goals—whether it’s attracting donors, driving event sign-ups, or increasing awareness.
Securing the grant is just the first step. To get the most value from your free advertising budget, follow these best practices:
Not all keywords perform equally. Focus on long-tail keywords that match user intent.
✅ Effective Keywords:
❌ Avoid These:
Use Google Keyword Planner to identify high-value search terms specific to your cause.
Your ad needs to grab attention and drive action. Follow these best practices:
✔ Use emotional and action-driven language
✔ Highlight your nonprofit’s impact
✔ Include a strong call to action (CTA)
Example Ad Copy:
🚀 "Feed a Child Today – Donate Now!"
💙 "Save a Life – Support Animal Rescue!"
Test different variations of your ad text to see what generates the highest click-through rate (CTR).
Sending users to a generic homepage won’t maximize conversions. Instead:
✔ Match landing pages to specific ad campaigns
✔ Use clear, persuasive CTAs (Donate, Volunteer, Register)
✔ Ensure mobile-friendliness and fast load times
For example, an ad about volunteer opportunities should lead directly to a volunteer sign-up page, not your general homepage.
To measure success, set up Google Analytics and Google Ads conversion tracking.
Track key metrics like:
📈 Click-through rate (CTR)
📈 Conversion rate (donations, sign-ups, event registrations)
📈 Cost-per-conversion (even though the ads are free, efficiency still matters!)
Adjust your campaigns regularly to improve performance and ensure continued eligibility for the grant.
Google enforces strict guidelines to maintain your grant eligibility. Here’s what you need to do:
✔ Maintain a 5% click-through rate (CTR) – If your CTR drops below this for two months, your account may be deactivated.
✔ Use geo-targeting – Focus your ads on locations where your nonprofit operates.
✔ Have at least two active ad groups per campaign – Each ad group must contain at least two ads and relevant keywords.
✔ Set up conversion tracking – Google now requires at least one conversion goal (donations, event sign-ups, form submissions, etc.).
Failing to follow these rules can result in your grant being paused or revoked—so stay proactive!
Google Ad Grants is more than just free advertising—it’s a powerful tool to expand your nonprofit’s impact.
✅ Raise Awareness – Get discovered by people searching for causes like yours
✅ Increase Donations – Convert interested users into long-term supporters
✅ Drive Volunteer Engagement – Reach individuals actively looking to get involved
✅ Promote Events & Fundraisers – Fill seats and maximize turnout
With $120,000 in free ad credits annually, this program is an opportunity no nonprofit should overlook.
🚀 Apply for Google Ad Grants today and start growing your nonprofit’s reach!
🔹 Sign Up for Google for Nonprofits
🔹 Learn More About Google Ad Grants
If you need help optimizing your campaigns, consider working with a Google Ads expert to ensure you’re making the most of your grant.
Don’t let this free advertising opportunity go to waste—start leveraging Google Ad Grants to make a bigger impact today!