Google Ad Grants is a program by Google that provides qualifying non-profit organizations with $10,000 per month in advertising credit to advertise on Google Ads. Here are some key points about Google Ad Grant accounts:
- Eligibility: To be eligible, an organization must hold current certification as a non-profit and meet other criteria set by Google.
- Ad Credits: Approved non-profits receive $10,000 per month in ad credits to use on Google Ads advertising.
- Ad Grants Account: Non-profits get a special Google Ads account for managing their ad grant campaigns.
- Advertising Restrictions: There are specific policies that Ad Grants accounts must follow, such as restricting advertising to only the organization’s website and approved languages.
- Bid Strategy: Ads from grant accounts can only use a maximum cost-per-click bid of $2.
- Account Management: Non-profits need to properly set up and manage their ad grant campaigns, including keyword selection, ad copy, etc. to make the most of the $10,000 monthly budget.
- Reporting: There are regular account activity requirements to maintain eligibility for future ad grant renewals.
The program allows non-profits to advertise and drive traffic to their websites at no charge through paid Google Ads, provided they follow Google’s ad grant policies.

What problems do NGOs face when they use the Google Ad Grants program?
Problem: Google Ad Grants is a valuable program that provides non-profit organizations with $10,000 per month in advertising credits to promote their causes and drive traffic to their websites. However, many non-profits struggle to make the most of this opportunity due to a lack of experience with paid advertising or the specific requirements and restrictions of the Ad Grants program.
Analysis: To fully benefit from Google Ad Grants, non-profits need to understand and navigate the program’s policies and best practices effectively. One of the primary challenges is the $2 maximum cost-per-click (CPC) bid limit, which can make it difficult to compete for highly competitive keywords. Non-profits must carefully research and select relevant, low-cost keywords that align with their goals and target audience.
Additionally, the requirement to direct all ad traffic to the organization’s website means that non-profits need to have a well-designed, user-friendly website that effectively communicates their mission and calls to action. Poor website experience can lead to high bounce rates and wasted ad spend.
Proper account structure and campaign setup are also crucial for success with Google Ad Grants. Non-profits should create targeted ad groups, write compelling ad copy, and continuously monitor and optimize their campaigns based on performance data.
Another important aspect is meeting the program’s requirements for account activity and performance. Google expects Ad Grants accounts to maintain a certain level of clickthrough rates (CTRs) and conversions, and failure to meet these thresholds can result in account suspension or loss of future ad grant renewals.
How can you use your Google Ad Grants account effectively?
- Keyword Research: Conduct thorough keyword research to identify relevant, low-cost keywords that align with your organization’s goals and target audience. Use tools like Google Keyword Planner and prioritize long-tail, specific keywords.
- Website Optimization: Ensure your website is well-designed, user-friendly, and effectively communicates your mission and calls to action. Optimize landing pages for conversion and the user experience.
- Account Structure: Set up your Google Ads account with a clear, organized structure. Create tightly themed ad groups with relevant keywords, compelling ad copy, and optimized landing pages.
- Continuous Optimization: Regularly monitor your campaign performance and make data-driven optimizations. Pause underperforming keywords or ads, and reallocate budget to top-performing elements.
- Conversion Tracking: Implement proper conversion tracking to measure the effectiveness of your campaigns and ensure you meet Google’s performance requirements.
- Stay Updated: Stay informed about any updates or changes to Google Ad Grants policies and best practices to maintain compliance and maximize your ad spend.
- Consider Professional Help: If you lack the resources or expertise to manage your Ad Grants account effectively, consider hiring a professional Google Ads agency or consultant specializing in non-profit advertising.
By following these steps and continuously optimizing your campaigns, non-profit organizations can make the most of the Google Ad Grants program, increase their online visibility, drive relevant traffic to their websites, and ultimately further their causes and missions.
What are Google ad grants?
Google Ad Grants is a program that offers eligible nonprofit organizations free advertising on Google Search results pages. It helps nonprofits raise awareness, attract donations, and recruit volunteers by displaying their ads to people who are searching for related information.
Who is eligible for Google ad grants?
Nonprofit organizations that hold valid charity status and meet Google’s eligibility criteria can apply for Google Ad Grants. Generally, organizations must be based in countries where Google Ad Grants are available and comply with specific guidelines outlined by Google.
How much advertising credit do Google Ad Grants provide?
Google Ad Grants provides eligible nonprofits with $10,000 USD per month in advertising credit to use on Google Search ads. This amount can help organizations reach a wide audience and maximize their impact.
What types of ads can be created with Google Ad Grants?
Nonprofits can create text ads that appear at the top or bottom of Google search results pages when people search for relevant keywords. These ads can include a headline, a description, and a link to the organization’s website.
Are there any restrictions on the use of Google ad grants?
Yes, Google Ad Grants has specific policies and guidelines that nonprofits must follow to maintain their eligibility. For example, ads cannot promote products or services, include excessive capitalization or exclamation points, or link to websites that violate Google’s policies.
How can nonprofits apply for Google Ad Grants?
Nonprofits can apply for Google Ad Grants by completing the online application form and providing documentation to verify their charity status. Once approved, organizations can set up their ad campaigns and start reaching potential supporters on Google.
How can nonprofits maximize the effectiveness of their Google Ad Grants campaigns?
To make the most of Google Ad Grants, nonprofits should carefully select relevant keywords, create compelling ad copy, and regularly monitor and optimize their campaigns for better performance. It’s also essential to track conversions, such as donations or volunteer sign-ups, to evaluate the impact of their advertising efforts.