Google Ad Grants for Nonprofits: Requirements You Need to Know Before Applying
Imagine having $10,000 a month in free advertising to promote your nonprofit’s mission. That’s exactly what the Google Ad Grants program offers eligible nonprofits.
But here’s the catch: not every organization qualifies, and many applications get delayed or rejected because founders don’t fully understand the requirements.
This guide breaks down exactly what you need before you apply—so you can set your nonprofit up for success.
Who Can Apply for Google Ad Grants?
To qualify, your nonprofit must:
Be a registered nonprofit organization in your country (for U.S., a valid 501(c)(3) status).
Have a live website that meets Google’s website policy standards.
Agree to Google’s non-discrimination and donation receipt policies.
Who Cannot Apply?
Google excludes:
Government entities and organizations.
Hospitals and healthcare organizations.
Schools, childcare centers, academic institutions, and universities.
Tip: Philanthropic arms of schools or hospitals may still qualify (if registered separately as nonprofits).
Website Requirements
Google requires that your website:
Is secure (HTTPS) and loads properly.
Clearly describes your mission and programs.
Has sufficient, high-quality content (not just a landing page).
Includes a clear call-to-action (donate, volunteer, learn more).
Don’t forget: Google often rejects sites that look “unfinished” or have little content.
Compliance After Approval
Getting approved is just the start. To keep your $10,000/month grant, you must:
Maintain a 5% click-through rate (CTR) each month.
Use geo-targeting to show ads in relevant locations.
Have at least 2 active ad groups per campaign with specific keywords.
Track conversion goals in Google Analytics or Google Tag Manager.
Example: If your CTR drops below 5% for 2 months, Google may suspend your account until fixed.
How to Apply (Step by Step)
Check eligibility – confirm you meet nonprofit requirements in your country.
Register with TechSoup – Google verifies nonprofits via TechSoup (or a local partner).
Sign up for Google for Nonprofits – once verified, you’ll gain access to Google’s nonprofit tools.
Apply for Ad Grants – submit your website and application through Google’s system.
Launch your first campaigns – follow Google’s Ad Grant policies closely.
Official application page: Google Ad Grants
The Google Ad Grants program is one of the most valuable resources available to nonprofits—but only if you meet the requirements and follow the rules. With the right setup, you can drive thousands of visitors to your site every month, raise awareness, and grow your donor base—without spending a dollar on ads.
At Socials Runway Marketing Consultancy, we’re more than a digital agency—we’re a marketing partner for nonprofits in the U.S.. Our team helps founders make the most of tools like the Google Ad Grant, while building systems that drive donations, grow visibility, and strengthen donor trust.
Looking for a nonprofit marketing agency in the U.S.? Let’s talk.
