After working with over 60 nonprofits applying to Google for Nonprofits, I noticed some questions come up in nearly every conversation. I've put together this post of frequently asked questions about Google Ad Grants to give you a quick reference with short, but meaningful answers.
What is Google Ad Grants?
Google Ad Grants is a free program that gives eligible nonprofits $10,000 per month in advertising credits to be spent on ads in Google’s search results. It can generate up to 5,000 website visitors per month!
What is Google for Nonprofits?
Google for Nonprofits is the larger package that Ad Grants is a part of. For a more in-depth answer, I suggest reading this post.
How much does Ad Grants cost?
Google Ad Grants is free. In fact, they actually give you money in the form of a $10,000/mo advertising credit to spend on advertisements in Google search results. You simply need to fill out an application and be deemed eligible.
That said, using your $10,000/mo requires both time & expertise since Google sets a high bar for ads that appear in their search results. Many nonprofits use an agency like us, The Digital Nonprofit, to manage their grant.
Am I eligible for Ad Grants?
There are are 3 conditions you must pass to be eligible for Google for Nonprofits:
Google for Nonprofits must be available in your country. See the list of countries here.
Your organization must not be a government program, educational/child care institution, or hospital/healthcare organization.
You must be registered in your country as a nonprofit organization. In the US, this means 501c3 status—even for tax-exempt organizations like churches. Other 501c designations are not eligible.
Will Google make an exception for us?
No, Google does not make any exceptions. However, the three conditions listed above leave a lot of grey area, so you might be eligible even if you think you aren’t. To get your specific questions on eligibility answered, join us at our free monthly webinar, here.
How do I apply for Google Ad Grants?
To apply for Google Ad Grants, you need to:
Register with your country’s TechSoup affiliate
Apply for Google for Nonprofits
Create a Google Ads account according to Google’s policies
Submit the Ads account for Google Ad Grants
Why was I rejected from Google Ad Grants?
That's almost impossible to say without knowing your particular situation. Review all the eligibility guidelines to see if there's anything you missed. Otherwise, email us via the contact form below.
What if I already have an AdWords account?
You are still eligible if you already have a Google Ads account; you just need to open another one for your Google Ad Grants. The Ad Grants and “regular” Ads accounts will exist separately, though you can view them together by using a Google Ads manager account.
How do I upgrade to the $40,000 Ad Grantspro?
As of 2018, Google discounted the Ad Grantspro program because of a lack of eligible nonprofits. Organizations that were accepted into Grantspro have been bumped back down to $10,000. You can read more about the 2018 changes here.
Have more questions?
Sign up for our Ad Grants 101 Webinar to get all your questions answered