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
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.
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.
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 AdWords Nonprofit Grant Questions
How long does Google Ad Grant approval typically take?
How long has the Google Ad Grant existed?
Nonprofits can really receive $120,000 in in-kind Google advertising every year?
Which nonprofits are eligible for the Google Ad Grant and which nonprofits are not eligible?
- 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?
- 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