Are you eager to amplify your cause within Google Search results but unsure how to apply for Google Grants? You’ve come to the right place!

If you’re not already familiar with Google Ad Grants, the program provides qualifying nonprofits with $10,000 per month to spend on Google Ads. It’s one of the best free marketing tools available to nonprofits! For eligible organizations, it’s completely free and can drive tons of traffic to your website to help you reach your full fundraising potential.

To help you complete your Google Grants application, we’ll answer common questions nonprofit marketers have and fully explain the steps to applying:

Completing the Google Ad Grants application process is simple, and we’re happy to show you how to apply. That way, you can spread awareness for your mission, connect with passionate supporters, and make a difference in the world. Let’s dive in!

Our recommended Google Partner can help you complete your Google Grant application.

Common Questions About the Google Ad Grants Application

Before you start your Google Ad Grant application, take a look at these frequently asked questions from nonprofit marketers. This section will help you understand the process better and determine whether your nonprofit will be a good fit for the program.

What is a Google Grant?

Through the Google Ad Grants program, your nonprofit can gain up to $10,000 worth of monthly ad credits to boost its key web pages to the top of Google search results for mission-specific keywords. You can market content like your donation form, event pages, volunteer opportunities, case studies, educational blog posts, or other pages that will support your organization’s mission.

Any pages you promote are marked with a “Sponsored” label and appear above organic (or unpaid) search results.

A mockup of a Google SERP that labels the keyword in a search box, two ads, and two organic results

Google Ads require you to bid on keywords relevant to your cause, ensuring your content reaches the right audience quickly. In contrast, organic results are ranked based on Google’s algorithm, considering factors like relevance, quality, and SEO efforts, and can take longer to achieve high visibility. By using Google Ads, you can immediately rank and reach users who are actively searching for terms related to your nonprofit’s mission.

Should my nonprofit apply for the Google Ad Grant?

Yes, your nonprofit should complete the Google Grant application if it meets the eligibility requirements. The grant is free funding that allows you to bypass the typically high cost of paid advertising. You can amplify optimized content, ensuring people searching for causes like yours find it.

Google is the world’s most popular search engine, and considering that 98% of searchers click a result on page 1 of Google, Google Ads are a reliable way to drive site traffic. With a smart Google Ad Grants strategy, you can :

  • Drive fundraising results by boosting donation forms and specific fundraising campaigns
  • Promote upcoming events to a local audience
  • Attract new volunteers by highlighting volunteer opportunities
  • Establish your nonprofit as a reliable resource by promoting educational content about your mission

These nonprofit ad examples from Getting Attention share successful ad campaigns from real organizations and highlight successes these organizations have had with the Ad Grants program. For instance, Glacier National Park Conservancy supports Glacier National Park by fundraising for preservation and research initiatives that protect the park’s cultural and natural resources.

The nonprofit created ads that targeted mission-centric keywords like “Glacier National Park Campgrounds” and “Glacier National Park Tours”:

A Google Ad that promotes GNPC's campground reservations offering

Anyone searching for things to do at Glacier National Park will see the organization’s offerings, including campground reservations and tours. Their ads drove 2,570 clicks and 8 purchases within just one month, making a noticeable impact on their fundraising results.

How long does it take to get a Google Grant?

The time it takes to get the grant can vary, but generally, expect the Google Grant application process to take several weeks or months. Nonprofits Source’s Google Grant application guide shares this breakdown of the estimated timeframes for different steps in the application process:

  • Google for Nonprofits Account Setup: 0-14 business days
  • Nonprofit Verification: 2-14 business days
  • Google Ad Grants Pre-Qualification: 2-9 business days
  • Google Ad Grants Account Setup: 6-29 business days
  • Google Grant Application Review: Approximately 10 business days

The process can vary depending on your nonprofit’s readiness. For example, needing to provide additional information about your nonprofit to prove its legitimacy can add time. Additionally, your nonprofit’s website may need some work to bring it in line with the Google Grant application guidelines.

Know that once you’re approved, you won’t have to complete the Google Ad Grant application again. The grant will automatically renew each month for as long as you need it or until you fall out of compliance with the program’s rules.

Can I apply for the Google Ad Grant if my organization is based outside the United States?

Yes! Nonprofits in more than 65 countries are allowed to apply for the Google Ad Grant. Nonprofit marketing research has found that Google has provided $10 billion in free advertising to more than 115,000 nonprofits in 51 of those approved countries since the program’s launch.

How To Apply For Google Grants in a Few Easy Steps

With the answers to common questions, you now know whether the Ad Grant is an effective choice for your organization. Now, let’s walk through exactly how to apply for Google Grants.

1. Meet the Google Ad Grant Eligibility Requirements.

To qualify for Google Ad Grants, you’ll first need to ensure that your organization meets the eligibility requirements. Here’s a video that succinctly explains the basic requirements:

 

To start, your organization needs to be registered as a charitable organization, following all of the specific requirements of your country. For example, if your organization is based in the United States, you’ll need to have 501(c)(3) status.

Even if your organization is properly registered, it still may be ineligible for Google Ad Grants. These are the types of organizations that are automatically ineligible:

  • Governmental entities and organizations
  • Hospitals and healthcare organizations (charitable arms or foundations associated with healthcare organizations are still eligible)
  • Schools, academic institutions, and universities (philanthropic arms of educational organizations are eligible)

If your organization falls into one of these categories, there may be other options for you. For example, Google provides a separate program, Google for Education, for educational institutions.

Agreeing to the Google for Nonprofits Terms is the last eligibility requirement. These terms specify that you must fill out your application truthfully and feature up-to-date information on your website. You must also not use discriminatory or corrupt practices within your organization.

Find out if your organization is ineligible for Google Ad Grants before you apply.

TL;DR: Any organization that has valid charity status in its respective country and has a high-quality website that meets Google’s website policy is eligible. Government agencies, healthcare organizations, and educational institutions are ineligible regardless if they meet all other requirements.

Read this guide to learn the eligibility requirements you need to meet before applying for the Google Grant.

2. Sign Up for Google for Nonprofits.

Your Google for Nonprofits account will give you access to free tools and programs, including the Google Ad Grants application.

Besides Google Ad Grants, Google for Nonprofits offers other perks, such as:

  • Google Workspace. While Google typically charges businesses for using its suite of apps for business purposes, Google for Nonprofits provides eligible organizations with Gmail, Docs, Sheets, Calendar, and more for free. This plan also provides nonprofits with email addresses at their organization’s domain, 100 participant video meetings, 100 TB shared across all users, and security and management controls.
  • YouTube Nonprofit Program. Would videos help spread your nonprofit’s message? Google’s YouTube Nonprofit Program updates your YouTube account by giving you a donate button, video annotations that link to your website, and free lessons tailored to nonprofits.
  • Google Earth and Maps. If your organization spans different locations, Google Earth and Maps can help you create data visualizations that demonstrate your wide impact. The tool can also help people find which of your programs and resources are local to them.This image shows some of the software Google for Nonprofits provides such as access to the Google Grant application.

How To Create A Google For Nonprofits Account

To access all that Google for Nonprofits has to offer, including Google Ad Grants, you’ll have to sign up for Google for Nonprofits by following these steps:

  1. Visit the Google for Nonprofits registration site.
  2. Request a Google for Nonprofits account by filling out your contact and organization information. You should also agree that Google can contact you. Be sure to provide an email address that you check so you can stay up to date on your Google Ad Grant account.
  3. Submit and wait for Google to get back to you!

Approving your application may take Google a few days to a few weeks, so be patient. You’re almost done with the Google Grant application process, and now it’s time for the easiest step: wait for verification!

3. Wait for Verification From Percent.

Once you’ve applied for Google for Nonprofits, you simply need to wait for verification. Google works with an organization called Percent to verify nonprofits’ legitimacy.

Percent is a charitable commerce platform that works with nonprofits, brands, and donors. Companies can provide charitable organizations with their products for free and discounted rates, such as those available through Google for Nonprofits!

Meanwhile, donors can link their credit or debit cards to the platform and give to nonprofits by spending money at featured retailers. In other words, your donors can support their favorite causes alongside their routine shopping.

When you register for Google for Nonprofits, Percent’s team will verify your organization. Be aware that they may need additional information from your team, so look for any emails from the domain @poweredbypercent.com.

Typically, they review requests within 3-5 business days, but verification can take up to 14 days. The quicker you respond, the quicker you’ll be verified. If you don’t hear from their team within that time frame, check your spam folder or contact Percent.

4. Bring Your Website Up to Code With Requirements.

While waiting to hear from Percent, bring your website up to code with the Google Ad Grant website policy. Google aims to promote high-quality websites to provide a positive user experience and drive results for nonprofits.

Some of the site requirements for the Google Grant application include:

  • Owning your nonprofit website’s domain. Your URL should look something like yournonprofit.org rather than wordpress.yournonprofit.org. Purchase a domain through a registrar like GoDaddy or Squarespace Domains.
  • Secure your website to encrypt user data. Obtain an SSL certificate to encrypt user data. Choose a trusted Certificate Authority (CA), generate a Certificate Signing Request (CSR) on your server, and submit it to the CA. Many hosting providers offer integrated SSL options.
  • Feature unique content. The Google Ad Grants website policy requires nonprofits to clearly describe their organization, mission, and activities. Include your nonprofit’s EIN, staff or board member pages, links to annual reports and financial audits, an updated events page, and a comprehensive ‘About’ page.
  • Improve your site’s user experience (UX). Take steps to make your site easy to navigate. Get rid of broken links, create straightforward menus, use clear calls to action (CTAs), and speed up your site such as by compressing images.
  • Limit commercial activity. Ensure your nonprofit’s website prioritizes its mission and serves the public, because commercial activities are only permitted if they directly support your work. Remove irrelevant ads, avoid earning money from ads, and clarify that your primary goal is to serve the community, not generate profit.

Beyond preparing your website for the Google Grant application, these steps will improve your website and drive more visitors to support your mission.

Make sure your website is ready for the Google Ad Grants application by reading this free guide.

5. Complete the Google Ad Grants Application.

Once Google accepts you as a Google Nonprofit, it’s time to fill out the Google Ad Grants application. It’s more of a back-and-forth process with Google than a standard application, but here’s what you’ll need to do:

Follow these steps to complete your Google Grant application.

  1. Log into your Google for Nonprofits account. Then, click “Get started” under Google Ad Grants.
  2. Verify that your website is secure by entering your nonprofit’s website URL and clicking “Submit website.”
  3. Watch the welcome video, which provides details about the Google Ad Grants requirements and best practices. Click the checkbox to confirm you’ve watched the video.
  4. Click “Submit activation request.” It typically takes three business days for Google to review your Google Ad Grants application, so don’t worry if they don’t get back to you right away.
  5. Accept the invitation. Google will send you an email invitation once they have approved your application. The email will include further instructions for you to activate your account.

At this point in the process, Google will give you up to $329 per day to spend on Google Grants. However, there are a few important things to note about your account:

  • Make sure you choose the correct billing country and time zone for your nonprofit.
  • Record your customer ID which appears in the top right corner.
  • Remember not to enter any credit card information. Google will mistake your account for a standard paid account, making you lose your special Google Grant status.

Now that your application is complete, the final step is using your account correctly to retain program eligibility and drive results for your cause.

6. Maintain Your Google Grants Account.

You’ve put in the work to get your Google Grants account set up, so you’ll want to make sure you comply with the program’s requirements to keep your account up and running.

After all, you can lose eligibility for the program if you don’t follow the program’s rules. That means all the time you’ve spent applying for Google Grants and then setting up your campaigns will go to waste if you make certain mistakes.

To make sure you comply with the program’s guidelines, follow all the Google Ad Grant requirements. Some of them include:
Here are some of the requirements for maintaining your account once your Google Grant application is approved.

  • Set up conversion tracking to monitor ad performance and report at least one meaningful conversion per month.
  • Keep a 5% click-through rate (CTR) each month.
  • Only use keywords with a quality score of 3 or higher. Quality score is measured on a scale from 1-10 and is based on expected CTR, ad relevance, and landing page experience.
  • Follow the appropriate account structure, such as by enabling responsive search ads.
  • Fill out the annual program survey from Google.

By following these rules, you’ll maintain your Google Ad Grants eligibility and drive results through the program.

How To Get Help With Your Google Ad Grants Application

If the process still seems difficult or time-consuming, don’t worry! There are professional Google Grant agencies out there who will guide you through your application. Plus, an agency can help you stay on top of compliance requirements and make sure your account runs smoothly.

These agencies can help in various ways, including:

Google Ad Grant agencies offer services like walking you through how to apply for Google Grants and writing your ads.

  • Guiding you through the Google Ad Grants application
  • Locating the keywords your supporters and beneficiaries are searching on Google
  • Crafting compelling Google Ads that inspire your target audience and point to the best landing pages
  • Getting your account reinstated if it ever lapses

When it comes to finding the right Google Grants agency for your nonprofit, consider what services they offer, how often they will communicate with you, and their price point. Many agencies will also do a free audit of your existing Google Ad Grants account, and you can use this audit to learn what it will be like to work with them.

To choose an agency, start by browsing Google’s list of certified partners since these individuals have demonstrated sufficient knowledge of the program. Research their services, and determine if their offerings align with your nonprofit’s needs. We recommend the experts at Getting Attention. As a certified Google Partner, they know the ins and outs of the program and are the first to hear about any program updates!

While we recommend working with a profession, there are also plenty of training resources you can use to learn how to apply and create effective Google Ads.

Conclusion and Additional Resources

Congrats! You’ve successfully learned how to apply for Google Grants. As you can see, the process is fairly straightforward, but you can always reach out to the Google Ad Grants team or hire a professional agency for help.

If you’re interested in Google Grants but want to learn more about them, we have some additional resources that give a little more information about the program:

If you need help with your Google Grant application, reach out to our recommended Google Partner.