Guide to Google Ad Grants – splitShops Support

Google offers an grant for ads on their system of up to $10,000 per month.

Your organization can use it to leverage your website, store and donation portal and push your mission forward. You can build awareness of your organization and fundraise with, effectively, an unlimited budget for most organizations.

What Is the Google Ad Grant?

Google Ads are a form of digital marketing that businesses and nonprofits use to promote their services, products and brand online. Advertisers bid on keywords that strategically target their audience. If they win the bid, their ads will appear on Google’s search engine results. Google Ads look like this:

Google Ads Grant is a free version of Google Ads for nonprofit organizations that gives eligible nonprofits $10,000 in free monthly advertising. As long as the organization complies with the program’s rules, the grant will automatically renew each month.

Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads on Google searches for those keywords.

For example, when you search for the name of your nonprofit on Google, you’ll be able to see an advertisement on the page promoting your organization. It might be a donation pages or content explaining your organization’s work.

Since 2003, Google has awarded more than $10 billion in free advertising to more than 115,000 nonprofits across 51 countries.

While the Google Ad Grant program is entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote staff time to managing your ad campaigns or outsource the work to a Google Ad Grants agency.

What Are the Google Grant Eligibility Requirements for Nonprofits?

To be eligible your organization must meet the following requirements:

US-based organization must have a 501(c)(3) certificate and be registered with techsoup.org.
Agree to Google's Ad Grant's required certifications of how your organization will receive and use donations.
Have a secure website that provides valuable information about your nonprofit and mission.
You can be any type of nonprofit except a governmental entity, hospital or healthcare organization or educational institution, except you can be the fundraising arm of an educational institution.

How to Apply for the Google Ad Grant Program

Step 1. Join techsoup.org. You will need your validation token for the next step.

Step 2. Sign up for Google for Nonprofits. It takes 2-14 business days to get approved.

Step 3. Install Google Analytics on your website.

Step 4. Apply for the Google Ad Grants program.

Learn More About Google Ad Grants for Nonprofits