Google Ad Grants Eligibility Requirements:

A Complete Guide for Nonprofits

Looking to get your nonprofit organization up and running with Google Ad Grants? It’s a fantastic opportunity to receive up to $10,000 per month in free advertising! However, to qualify, you’ll need to meet certain criteria. This guide will walk you through all the Google Grants requirements to help ensure your nonprofit is eligible and ready to benefit from this incredible program.

Nonprofit Status:

To be eligible for Google Ad Grants, your organization must hold a valid charity status. This means:

In the U.S.: You must be registered as a 501(c)(3) organization with the IRS.

Outside the U.S.: You must be a recognized nonprofit in your respective country.

Google works with TechSoup to verify your nonprofit status, so it’s important to be listed in their database as well.

Website Requirements

Your website is a key part of the Google Ad Grants application process. It must meet the following standards:

  • Ownership: Your organization must own the domain name.

  • High-Quality Content: The site must have clear, valuable content related to your mission.

  • Functionality: Your site should be fully functional, with no broken links or errors.

  • Secure (HTTPS): To ensure visitor safety, your website must use HTTPS encryption.

  • No Commercial Activity: Your website should focus on serving your mission and not promote any commercial activity like selling products or services.

Account Setup

Before applying, you'll need to set up your Google for Nonprofits account. Here’s what to do:

  • Apply for Google for Nonprofits: If you haven’t already, create an account through Google for Nonprofits.

  • Enroll in Google Ad Grants: Once approved, you can then apply for the Ad Grants program.

Educational Institutions Exclusion

Unfortunately, not all organizations are eligible. Schools, academic institutions, and universities (including scholarships and tuition programs) are not eligible for Google Ad Grants. If you are an educational institution, you can apply for Google for Education instead.

Program-Specific Guidelines

To remain eligible for Google Ad Grants, your organization must follow specific program guidelines:

  • Active Management: You must log in at least once every 30 days and actively manage campaigns.

  • Monthly Performance: Maintain a minimum 5% click-through rate (CTR) each month. Falling below this could result in account suspension.

  • No Single-Keyword Ads: All ads must include at least two keywords, avoiding overly generic ones.

  • Location Targeting: Your campaigns must be targeted by location to reach the right audience.

  • Conversion Tracking: Set up conversion tracking to measure key actions such as donations, sign-ups, or inquiries.

Prohibited Content

Certain types of content are prohibited under Google Ad Grants guidelines. Be sure your campaigns adhere to these policies:

  • No Commercial Products or Services: Ads promoting goods or services are not allowed unless it’s directly related to your mission (e.g., sales of educational materials).

  • No Ads for Financial Support: Google Ads cannot be used solely for asking for donations or financial assistance.

Ongoing Compliance

Once accepted, your nonprofit must comply with Google’s policies to stay active in the Ad Grants program:

  • Ad Quality: Google monitors the quality of your ads and campaigns. Poorly performing ads may result in account suspension.

  • Annual Survey: You’ll need to complete a survey sent by Google every year to assess the impact of the program.

Ready to Apply for Google Ad Grants?

Meeting these requirements ensures your nonprofit is eligible for Google Ad Grants and well-positioned to make the most of your advertising efforts. But why go through the process alone when you can have experts handle it for you?

At Harvest Marketing, we specialize in setting up and managing Google Ad Grants, ensuring your nonprofit maximizes the full $10,000 in free ads every month. Let us take care of everything—from application to ongoing management—so you can focus on what matters most: advancing your mission.