Google Ad Grants for Nonprofits
Google Ad Grants provide eligible nonprofits up to $10,000 a month in free Google ads on Google search. Grant ads let nonprofits drive awareness, recruit volunteers, and find donors at no cost. The Ad Grants program is one of the most powerful free marketing tools for any nonprofit organization.
Call 1-800-586-1553 or Book a Free Strategy Call
What Is the Google Grant of $10,000?
The Google Ad Grants program gives approved nonprofits $10,000 a month in free Google ads — up to $120,000 a year. The ads are text-based ads on Google search. The grant can drive thousands of new visitors a month.
Nonprofits use grant ads to drive awareness for their cause, recruit volunteers, increase donations, and find supporters who search for cause-related ads. The ads run inside the same Google Ads platform (formerly AdWords) paid advertisers use — but in a separate ad auction. Paid AdWords ads and Ad Grants ads can run together.
How to Qualify for Google Ad Grants
To qualify for an Ad Grants account, a nonprofit must:
Hold valid charity status (501(c)(3) in the US). Ineligible sectors: government, hospitals, healthcare, schools, universities.
Own a secure HTTPS website with at least 5 pages of unique content. The site is manually reviewed to ensure quality. Thin sites get rejected.
Enroll in Google for Nonprofits. Verification takes time — takes a few days to two weeks.
Accept program policies. Maintain a 5% click-through rate on the grant account, run multiple ad campaigns, and respond to the annual program survey.
Are Google Ad Grants Worth It?
Yes — but only with active management. Most grant accounts use a fraction of the grant amount. Well-managed accounts use most of the grant and drive real results: more visitors, donations, volunteers, email signups, and mission awareness for the cause.
“Free” doesn’t mean “automatic” — that’s a fact. An unmanaged account drifts, falls below 5% CTR, logs inactivity, and gets suspended.
How to Access and Log Into Your Google Ad Grants Account
To access your grant account, log in with one of the administrator email addresses in your Nonprofits account email setup. Before requesting access, ensure you have Google for Nonprofits access. If you have login issues, clear your browser cache and cookies. If problems persist, visit the help center.
Making Your Grant Actually Work
Nonprofits getting real results from their grant ads do three things with their ads:
Regular management. Monitoring and adjusting ads is essential to drive high-value traffic.
Keyword research. The right keywords reach targeted audiences and improve ad performance.
Conversion tracking. Measuring how ads drive leads, donations, and signups is how you learn what to optimize — these actions are what the grant should produce.
How Does the $600 Google Ad Credit Work?
The $600 Google Ad credit is a separate promotion for new paid Google Ads — not Ad Grants. When new advertisers sign up and spend a qualifying amount, they receive a sign-up bonus to $600 in ad credit. Many nonprofits run both Ad Grants and a small paid ads account for what the grant can’t cover (image ads, video, remarketing).
Get Help With Your Google Ad Grants Today
TESSA helps nonprofits — including Network for Good — apply, get approved, and optimize Ad Grants. Whether you need to sign up, work on a suspended account, or get an underperforming account to spend the grant, we can help. Learn more today.
Book My Free Strategy Call or call 1-800-586-1553.
