Google Ad Grants Resources

Google Ad Grants shows your message to people searching for nonprofits like yours.

Overview of the Google Ad Grant Program

Video overview of the Google Ad Grant program. Here we cover some of the basic background on what the Ad Grant is and some of its limitations. For more information on the single-word keyword exemptions mentioned in the video please see this link: https://support.google.com/grants/answer/7587473?hl=en

How Google Ad Grants work

Google Ad Grants shows your message to people searching for nonprofits like yours.

Each qualifying nonprofit has access to up to $10,000 per month in search ads shown on Google.com. Additional Google Ads may be purchased in a separate account.

Get help managing your Google Ad Grant

Grow your non-profit on autopilot.

    Jon Dawson, CEO of Digital Ninjas
    Jonathan will get back to you soon

    $10,000+

    Total ad grant spent

    600%

    Return on investment

    How to apply for Google Ad Grants

    Applying for the Grant is a piece of cake, here’s what you need to do for organisations registered in Australia:

    1. Register at Google Nonprofits

      Make sure you’re eligible – the requirements depend on your country.

    2. Wait for verification – taking up to 2 weeks

      Google uses external validation partners (Percent and TechSoup) to verify organisations. They may ask for more information, so keep an eye on your email inbox.

    3. Activate your Ad Grants account

      After the verification is complete, you’ll receive a confirmation email from Google with a link to activate your account.

    4. Confirm your Ad Grant account details

      Activating your Ad Grant may take a few days. When the process is complete you’ll receive an confirmation email with an activation link. Once you activate it, you’re ready to start advertising!

    Learn more about Google Ad Grants

    Is the Google Ad Grant worth it?

    Ultimately, it’s $10,000 of free ad spend, so if you don’t attempt to use it, you’re missing a potentially huge opportunity to scale your digital reach and results.

    Here are some other factors to consider:

    • The size of your charity
    • Time and resources
    • Expertise
    samantha payne - ceo
    10x

    website traffic

    +100%

    donation revenue

    “Fiona and the team at Digital Ninjas have listened to our needs and created a bespoke campaign that quickly delivered results. The results speak for themselves and are helping us reach more people with the latest resources, information and peer-support for those who have been impacted by early pregnancy loss”

    — Samantha Payne
    CEO, Pink Elephants

    Maximise your Google Ad Grant

    To get the most out of this generous grant, follow these best practices:

    Comply with policies

    Google has established policies specifically for Ad Grant recipients to ensure the quality and relevance of the ads they serve.

    Learn more
    Research top keywords

    Identify the words and phrases that your target audience uses when searching for services or information related to your non-profit.

    Learn more
    Set up your campaign

    Choosing the right campaign type and format, and setting up ad groups the right way can greatly improve your results.

    Learn more
    Sharpen your ad copy

    Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.

    Learn more
    Set up Ad Extensions

    Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.

    Learn more
    Fine–tune your bidding

    Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.

    Learn more
    Monitor performance

    Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.

    Learn more
    Track your conversions

    Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.

    Learn more
    Optimize your campaigns

    Your ads must attract attention, generate interest, and inspire action – all within a limited number of characters.

    Learn more

    Become a Google Ad Expert

    Learn from experts and bring your skills in-house.