Getting Started with Google Ad Grants

Google Ad Grants is a game-changing program that provides nonprofits with up to $10,000 a month in free Google search ads.

This is a powerful tool for getting the word out about our mission, attracting new donors, and recruiting volunteers, but it requires a few key steps to set up correctly and a little ongoing effort to maintain.

Step 1: The Foundation — Enroll in Google for Nonprofits

The very first thing you need to do is get approved for the Google for Nonprofits program. Think of this as the main entry point to all of Google's nonprofit services, including Ad Grants.

• Who is eligible? Your organization must have valid charitable status in your country. For us, that means having 501(c)(3) status. It's important to know that certain entities like government agencies, hospitals, and schools usually don't qualify, though their philanthropic arms might.

• How do you sign up? Go to the official Google for Nonprofits website and hit the "Get started" button. Google uses a third-party service to verify your nonprofit status, so be prepared to provide documentation, like your IRS determination letter. This part can take a few weeks, so it's a great time to make sure your website is ready for the next step.

• Start Here:

  • Google for Nonprofits Website: https://www.google.com/nonprofits/

  • This is the main hub where you'll start your application and, once approved, manage all of your Google nonprofit tools.

Step 2: The Application — Activate Your Ad Grant

Once your Google for Nonprofits account is approved, you can finally apply for the Ad Grant.

• Website Prep is Key: Before you even think about applying, make sure your website is in good shape. Google is strict about this. Your site must:

  • Be secure (HTTPS).

  • Have unique and substantial content that clearly explains your mission.

  • Be easy to navigate with no broken links.

  • Be on a domain you own.

• How do you activate it? Log in to your approved Google for Nonprofits account. On your dashboard, you'll see a section for Google Ad Grants. Click "Get started" and follow the instructions. They'll ask for your website's URL and have you agree to their policies. Do not create your own Google Ads account. They'll automatically set one up for you.

• Access the Ad Grants Activation:

  • You will be guided to this from within your approved Google for Nonprofits dashboard.

  • You can also find more information and a guide to the process here: https://support.google.com/nonprofits/answer/9840391

Step 3: Staying Compliant — The Rules of the Road

Once you're approved, the work isn't over. Google has strict rules to ensure the grant is being used effectively. If you don't follow these, they'll suspend your account.

• Activity: You have to log in and make at least one change to the account every 90 days. This proves you're actively managing it.

• CTR: This is the big one. Your account must maintain a 5% Click-Through Rate every month. If you fall below this for two months in a row, you're at risk. This means your ads need to be well-written and relevant to the keywords you're bidding on.

• Structure: Every campaign must have at least two ad groups, and every ad group needs at least two ads. This helps you get better ad placement and a higher CTR.

• Conversions: You're required to track and report at least one meaningful conversion each month. This could be anything from a donation to a newsletter sign-up or a volunteer form submission.

By following these steps, you can successfully secure and manage your Google Ad Grant, unlocking a new level of online visibility for your organization.