Are you interested in amplifying your cause within Google Search results but aren’t sure how to apply for Google Grants? We’ve put together this guide to simplify the process.

If you’re not already familiar with Google Ad Grants, the program provides nonprofits that qualify with $10,000 per month to spend on Google Ads. For eligible organizations, it’s completely free and can drive a considerable amount of traffic to your website.

It’s our goal at Re:Charity to help nonprofits reach their full fundraising potential. That’s why we’re highlighting Google Ad Grants, an incredible way to promote your nonprofit to potential donors or volunteers. If your organization is eligible, the only thing you have to do is apply, and we’ll walk you through the process step by step. Here are the steps we’ll go over:

  1. Meet the Google Ad Grant Eligibility Requirements
  2. Complete the TechSoup Registration
  3. Sign Up for Google for Nonprofits
  4. Complete the Google Grant Application
  5. Maintain Your Google Grants Account

Unlike applying for other grants, completing the Google Grant 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!

Google Ad Grant agencies can help you fill out your Google Grant application.Find out if your organization is eligible to apply for Google Grants.

1. Meet the Google Ad Grant Eligibility Requirements

To apply for Google Grants, the first step you’ll need to take is to ensure that your organization meets the Google Ad Grant eligibility requirements. To start off, your organization needs to be registered as a charitable organization, following all of the specific requirements of your country. For instance, if your organization is based in the U.S., you’ll need to have 501(c)(3) status.

Even if your organization is properly registered, it still may be ineligible. Take a look at the types of organizations that are automatically ineligible:

  • Governmental entities/organizations
  • Hospitals and healthcare organizations
  • Schools, academic institutions, and universities

If your organization does fall 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. After accepting the terms, it’s time to move on to the next step to apply for Google Grants.

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

The next step in the Google Grant application process is to apply for TechSoup.

2. Complete the TechSoup Registration

Once you’ve determined your organization is eligible, you can register for TechSoup. TechSoup partners with Google and other companies to ensure that nonprofits can get helpful technology and resources without paying full price. Follow these steps to complete your registration:

  1. Visit the TechSoup registration page.
  2. Choose your country and preferred language.
  3. Select New Member, then Register, and agree to the terms and conditions. After doing so, you’ll wait to receive validation, which can take up to 30 days. Be on the lookout for an email from TechSoup. They may reach out to you for more documentation or information if they run into any issues.
  4. Once TechSoup validates your organization, log into your account to obtain your TechSoup Validation Token. It will look something like this: 456c789@YourOrgName. You’ll need this code for your Google for Nonprofits application. Just make sure to use it as soon as possible since it expires after 60 days.Registering for TechSoup is an essential step in the Google Grant application process.

TechSoup registration is a key part of applying for Google Grants. TechSoup determines that your nonprofit is a true charitable organization, allowing Google to provide you with the resources you need.Create a Google for Nonprofits account so you can apply for Google Grants.

3. Sign Up for Google for Nonprofits

Once TechSoup reaches out with your code, it’s time to set up your Google for Nonprofits account. This account will give you access to a range of free tools and programs, including the Google Ad Grants application. Besides Google Ad Grants, Google for Nonprofits has 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, 30 GB of cloud storage per user, and security and management controls.
  • YouTube Nonprofit Program. Would videos help spread your nonprofit’s message? Google’s YouTube Nonprofit Program gears your YouTube account for the nonprofit sector by giving you a donate button and video annotations that link to your website.
  • Google Earth and Maps. If your organization spans different locations, Google Earth and Maps can help you to 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.Here are the perks of Google for Nonprofits.

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

  1. Visit the Google for Nonprofits registration site.
  2. Agree to the non-discrimination terms.
  3. Insert the TechSoup Validation Token.
  4. Fill 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 often so you can stay up to date on your Google Ad Grant account.
  5. Submit and wait for Google to get back to you!

Approving your application may take Google a few days, so don’t worry if they don’t get back to you right away. As long as you have your TechSoup verification, your application should be successful.

You’re almost done with the process, but now it’s time for the most important step: the Google Grant application!The next step is filling out your Google Grant application.

4. Complete the Google Grant Application

Once Google accepts you as a Google Nonprofit, it’s time to fill out the Google Grant 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:

  1. Log in to your Google for Nonprofits account. Then, click “Activate” under Google Ad Grants.
  2. Complete the eligibility form. You will fill out basic information about your organization so that Google can determine your eligibility. Additionally, you’ll need to explain your goals for the program. Click “Submit” when you’re done.
  3. Go back to the Google for Nonprofits homepage. Here, you’ll click “Activate” again and click the checkbox that shows you’ve completed the eligibility form.
  4. Click “Activate” one more time and submit your application. It typically takes a few business days for Google to review your Google Grant application, so be patient.
  5. Accept the invitation. Google will send you an email invitation once they have approved your application. They will also send you a billing profile that you’ll need to accept as well.Here's how to apply for Google Grants.

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 that 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. That way, you can retain eligibility for the program, keep your account in good standing, and drive results for your cause through the program.Make sure your Google Grants account remains compliant with the program's requirements.

5. 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’re in compliance with all of the requirements of the program 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. To make sure you comply with the program’s guidelines, here are some of the Google Ad Grant requirements:

  • Log in and use your account at least every 2 months.
  • Set up a goal in Google Analytics to see how your new Google Ads drive traffic to your website.
  • Send traffic only to the domain you applied with.
  • Keep a 5% click-through rate (CTR) each month.
  • Maintain a keyword quality score greater than 2.
  • Filling out the annual survey from Google.Make sure you keep up with these Google Grant compliance requirements.

Since there are several requirements, maintaining your Google Grants account can be a lot of work. However, there are Google Grant agencies that can help you stay on top of these requirements and make sure your account runs smoothly.

Here are some resources that will help you apply for Google Grants.

Conclusion & Additional Resources

Congrats! You’ve successfully learned how to apply for Google Grants. As you can see, the process is fairly straightforward and easy to follow. If after following these steps the process still seems difficult or time-consuming, don’t worry! There are professional Google Grant agencies out there who will help you fill out your application and maintain your account.

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

If you need help with your Google Grant application, a Google Ad Grants agency is the right choice.