Google Ad Grants

Is Your Nonprofit Utilizing the $10,000 Per Month Google Ad Grant?

The Google Ad Grant is one of the most powerful marketing channels used by forward-thinking nonprofit organizations to send upwards of 5,000 quality website visitors every single month, ultimately driving more supporters, volunteers and donors.


How Can The Google AdWords Grant For Nonprofits Benefit Your Organization

$10,000 in Free Monthly Ad Spend

Get approved for a $10,000 monthly Google Grant to market and promote your mission, programs and fundraising campaigns.

5,000+ New Monthly Site Visitors

Drive an additional 5,000 new qualified website visitors every month to generate more supporters, volunteers, clients and donors.

Build Your Email List Every Month

The best nonprofits build and tap their email list to fundraise and drive programming. The Google Grant is an incredible way to consistently add hundreds of new email subscribers every month.

Scale Online Donations & Revenue

Do you have an exhausted donor list? Ready to bring in new people that love your mission? The Google Grant can significantly increase online revenue month over month.


How The Google Ad Grant Works

Step 1

New Supporters Search Google for Keywords Relevant to Your Nonprofit

There are over 100 billion searches on Google every single month. Digital savvy nonprofits use the Google ad grant to run ads and show up on the first page of Google when it matters most.

Step 2

Your Ads Show Up on the First Page of Google

Google populates both relevant text ads and the top organic search rankings when a potential supporter searches keywords important to your mission. Target your nonprofit’s ads locally or globally so you can increase your impact.

Step 3

Drive Over 5,000+ Additional Website Visitors Every Month

When nonprofit’s dial in and fully leverage their $10,000 Google Ad Grant, they can expect and forecast to send over 5,000 website visitors every single month indefinitely as the Google Ad Grant has existed for over 15 years.

The Big Picture:

Scaling Online Revenue & Increasing Your Social Impact

With a strong increase in quality website traffic, high impact nonprofits that share their story well with potential supporters experience a strong, consistent uptick in online revenue while simultaneously creating change in the lives of people who need it most.

Frequently Asked Questions

Common Google Ad Grant Nonprofit Questions

How long does Google Ad Grant approval typically take?
The good news is that this is not your typical nonprofit grant! So often in the social sector we are used to grant funding taking six to twelve months, when it comes to the Google Ad Grant, that is certainly not the case. As of April 2017, when the ad grant application process is done correctly, most nonprofits can expect to receive their Google Ad Grant approval in one week or less.
How long has the Google Ad Grant existed?
Many nonprofits are surprised to hear that the Google Ad Grant has existed for more than 15 years! Google Ad Grants launched just two years after Google launched AdWords, the platform that generates the majority of Google’s annual revenue.
Nonprofits can really receive $120,000 in in-kind Google advertising every year?
Yes that is correct! A qualified nonprofit can receive $120,000 in in-kind Google Ad Grant advertising every single year. Nonprofits do not receive actual grant funding or cash, nonprofit unlock the ability to spend up to $10,000 per month in in-kind Google advertising. Think of the $10,000 like a gift card that can and should be spent every month.
Which nonprofits are eligible for the Google Ad Grant and which nonprofits are not eligible?
Below is a quick breakdown of the eligibility requirements for a nonprofit to receive the Google AdWords grant for nonprofits:

  • Begin by applying for Google for Nonprofits
  • Hold a valid charity status
  • Acknowledge and agree to Google’s required certifications regarding nondiscrimination and donation receipt and use
  • Have a live website with substantial content

Governmental entities and organizations, hospitals and medical groups, schools, childcare centers, academic institutions and universities are not eligible for Google Ad Grants, but philanthropic arms of educational institutions are eligible.

What is required to stay eligible for the Google Ad Grant?

To maintain your eligibility for Google Ad Grants, your organization must:

  • Link your ads to one website domain, which should be the same one that was approved in your initial application.
  • Actively manage your AdWords account
  • Your ads and keywords should match your organization’s programs and services.
  • Strictly commercial advertising is prohibited. If you’re promoting products or services, 100% of the proceeds must go directly to supporting your program.
  • Your ads must not link to pages that are primarily composed of links to other websites.
  • Your ads may not offer financial products (like mortgages or credit cards), nor can they request donations of cars, boats, or other property.
  • Your site can’t display Google AdSense ads or affiliate advertising links.

New Eligibility Requirements As Of January 1st, 2018

  • Single-word keywords, overly generic keywords and keyword with a quality score of 2 or less are not permitted
  • Your organization must maintain above a 5% click-thru rate (CTR)
  • Geotargeting is required for all ads
  • You are required to respond to the annual Ad Grants survey
  • If charging for services, your website must describe how your organization uses funds, for example, by disclosing an annual report.
  • At least 2 active ad groups per campaign each containing a set of closely related keywords and 2 active text ads
  • At least 2 sitelink ad extensions
  • Must remove keywords with quality scores of 2 or less
  • Do not bid on any branded keywords that are not your own (ie. competitors)
  • Ads, keywords, or destinations that promote hatred, intolerance, discrimination, or violence are strictly prohibited
  • Must be organized and operated exclusively for charitable purposes

Ad Grantees found in violation of any of these guidelines are subject to removal from the program. Google reserves the right to grant or deny an organization’s application or participation at any time, for any reason, and to supplement or amend these eligibility guidelines at any time. Selections are made at Google’s sole discretion, and are not subject to external review.

What are the key Google Ad Grant stipulations for nonprofits?
When setting up your nonprofit’s Google Ad Grant, there are a few key stipulations to be aware of:

  • Grantees are not allowed to bid more than $2.00 per click (CPC – Cost Per Click)  unless enabling Maximize Conversions Bidding Strategy
  • Nonprofits are not allowed to spend more than $329 per day
  • Grantees are only allowed to run search-text ads. Remarketing, display ads, etc. are not allowed

Unfortunately, on average many nonprofits only spend $300 of their $10,000 per month Google Ad Grant. However, that is not how it has to be. It is often the above stipulations, paired with a lack of AdWords expertise and time, that causes many nonprofits to not take full advantage of the opportunity. If you’d like to connect with Community Boost to accelerate your Google Grant success, please contact us and let’s talk Google Grants.


Deciding to work with Community Boost was one of the best marketing/development decisions our organization has ever made. In 2014, our organization generated $17,744 in online donation revenue from 233 online donors. After deciding to invest in Community Boost to launch and manage our Google Ad Grant, in 2015, our online donation revenue skyrocketed to $95,341 from 1,442 online donors.

Mia Roseberry, Executive Director, Wounded Warrior Homes

Let’s Setup a Time to Talk Google Ad Grants!

Community Boost is a Google Ad Grants Certified Professional Partner and currently directly manages over $750,000 in Google Ad Grant spend, sending over 600,000 qualified site visitors every month to our nonprofit partners’ websites. Ready to boost your impact?


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