A Comprehensive Guide to Google Ad Grants for Nonprofits

Guide to Google Ad Grants for Nonprofits

Why Google Ads Matter for Nonprofits

When you hear about Google Ads, the first thing that might come to mind is businesses trying to promote products or services. But did you know that nonprofits can use these very same tools to further their cause? Whether you’re seeking donations, registering volunteers, or simply raising awareness about your cause, Google Ads can be a game changer.

The Benefits of Google Ads for Nonprofits

  1. Raise Awareness: Just like any brand, nonprofits benefit from visibility. By placing your message at the top of search results, you’re directly putting your cause in front of those searching for it.

  2. Drive Actions: From increasing newsletter signups, recruiting more followers on social platforms, to driving event registrations, Google Ads help achieve tangible goals.

  3. Establish Credibility: Being visible on Google’s search results, especially for relevant queries, lends credibility and boosts your brand’s awareness.

The Magic of Google Ad Grants

So, you’re a nonprofit and wondering about the costs? Here’s the exciting part: Google offers a program called Google Grants (or Ad Grants) which, in essence, gifts qualified nonprofits with $10,000 in monthly ads funding. That’s right, $10k, every month, to promote your cause. But, as with all things, there are rules. For example, there’s a $2 cap on the maximum bid amount, and you need to ensure your keywords align with your cause.

These guidelines might sound limiting, but they’re designed to make your ads more effective. By focusing on relevant terms instead of broad or super-competitive keywords, your organization is likely to get better results.

Benefits of Google Grants

  • Boosted visibility and reach for your nonprofit.
  • Enhanced traffic to critical parts of your website, like donation forms.
  • Increased awareness about corporate giving opportunities.
  • Free promotion for online content, from blogs to educational resources.
  • Potential spike in online donations, volunteer sign-ups, and other key actions.

Eligibility for Google Grants

But, here’s the caveat. Not every nonprofit can tap into the Google Grant magic. Schools, government organizations, hospitals, or healthcare organizations are a no-go.

For those that can apply, Google has a set of guidelines to ensure that nonprofits are genuine charitable entities. Here are the essentials:

  • Must hold a valid charitable status in your country. For the U.S., that’s a 501(C)(3) registration.
  • Be registered with Google for Nonprofits and TechSoup.
  • Maintain a functional, Google-recognized website.
  • Stick to Google Grant usage policies. For example, the funds should strictly be used for promoting your nonprofit’s mission.

Steps to Get Started

  1. Register with TechSoup: This platform validates nonprofits, and registration here is key for Google Grant eligibility.

  2. Clarify Your Mission: Make sure your nonprofit’s mission shines on your website and grant application.

  3. Website Updates: Before launching your ad campaigns, ensure your website is optimized for search and offers a solid user experience.

Applying for a Google Grant

Feeling confident about eligibility? Then let’s jump into the application process:

  1. Register with TechSoup.
  2. Sign up for Google for Nonprofits: Apart from Ad Grants, there are other benefits on offer here too!
  3. Register for Google Ad Grants.
  4. Await Your Invitation from Google: After you’ve done the groundwork, wait for an invitation from the Google Ad Grants team.


In conclusion, Google Ads and Google Ad Grants offer a remarkable opportunity for nonprofits to reach wider audiences and make a greater impact. It’s all about leveraging this resource wisely and ensuring that your digital marketing efforts align with your organization’s mission and goals.

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Chris Hughbanks
Chris Hughbanks

Chris is the owner of Hughbanks Design, a Houston web design and digital marketing company.