Grant
Google Ad Grants
Up to US$10,000 per month of free Google Search advertising for eligible nonprofits that are already approved for Google for Nonprofits. It is free money for ads, but you must keep to strict account rules or the grant is suspended.
Official page ↗What you get
- Up to US$10,000 per month in Google Search ads shown on Google.com (Google says the money cannot be taken as cash)
- Ability to buy extra Google Ads in a separate account if you want more reach
- Access to Google's Ad Grants guides and training
Who's eligible
Available in the countries where Google for Nonprofits and Ad Grants have launched (Google does not list a single country list on the Ad Grants home page; check your product list inside your Google for Nonprofits account). Secondary sources say about 65 countries. United States, United Kingdom, Ireland, Canada, Australia and New Zealand are covered by Google for Nonprofits.
- An approved Google for Nonprofits account (verified by Goodstack)
- Own the domain your ads point to, with admin control; the site must not just redirect to another site or a donation platform
- A high-quality website with substantial original content about your mission, working navigation and HTTPS across the whole site
- Not a government body, hospital or healthcare organisation, school or university (their charitable arms can qualify)
- Follow Ad Grants policies after approval: reported rules include a 5 per cent click-through rate each month (two months below 5 per cent can suspend the account; new accounts get a grace period), logging in and managing the account at least monthly, and pausing very low-quality keywords
Usually not eligible
- Governmental entities
- Hospitals and healthcare organisations
- Schools, academic institutions and universities
- Websites that are mostly commercial, show AdSense ads or have thin or placeholder content
How to apply
- 1Get your organisation approved for Google for Nonprofits first (see that entry).
- 2Check your website against Google's Ad Grants website policy: unique content, mission clarity, HTTPS, mobile friendly, fast loading, working donation links and no AdSense.
- 3In your Google for Nonprofits account, under Google Ad Grants, click Get started and submit your website for review.
- 4Wait for the review and then create your Google Ads account and first campaigns following Google's account guide.
- 5Set up conversion tracking and write ads for your real programs and mission, not generic terms.
- 6Log in and manage the account at least monthly, and check the 5 per cent click-through rate each month.
Typical approval time: Google says activation requests are reviewed within a few business days to 14 business days; the website review is the usual hurdle. Exact time not confirmed on the pages read.
Have these ready
- Your approved Google for Nonprofits account
- Your website address (a domain you own) and a clear mission statement, address and charity number on the site
- A Google Ads account (you create it as part of activation)
Tips
- Most refusals come from a thin website. Fix the site before applying.
- Missing the monthly 5 per cent click-through rate is the most common reason accounts are suspended. Use tightly written ads and remove broad keywords.
- Many charities hire an Ad Grants specialist agency; unregulated agencies may break the rules, so check before sharing your account.
- Single-word and generic keywords are restricted, and keywords with a Quality Score of 1 or 2 must be paused. Follow Google's Ad Grants policy compliance guide.
- The 5 per cent, monthly login and keyword rules come from Google's help pages as summarised in search results and several agency guides. Check the current policy guide before relying on exact thresholds.
Tools this unlocks
Sources · last checked 2026-10-02
Programs change often. Confirm the details on the official page before applying. All eligibility guides