How to Get Google Ad Grants for Nonprofits

Imagine what an extra $10,000 in digital marketing dollars each month could do for your nonprofit. That’s the power of Google Ad Grants, a program that has awarded $9 billion to 115,000 nonprofits since 2003.

At Zoe Marketing & Communications, we help nonprofits leverage these grants to boost visibility, attract donors and engage volunteers.

But securing — and keeping — a Google Ad Grant requires careful planning and management.

Here’s what to keep in mind.

What Google Ad Grants are

Google Ad Grants provide up to $10,000 per month in free search engine marketing. These text-based ads appear when people search for relevant keywords.

This funding helps:

✔️ Increase awareness

✔️ Boost website traffic

✔️ Attract donors

✔️ Track marketing results.

Best of all, this isn’t a one-time deal — you can continue receiving the grant as long as you follow Google’s guidelines.

7 key factors for Google Ad Grants

1. Eligibility for Google grants

To qualify, nonprofits must:

• Have 501(c)(3) charitable status in the U.S.
• Be verified through Google for Nonprofits
• Maintain a secure, functional website (HTTPS, fast-loading, free of broken links)
• Clearly communicate their mission and activities

A well-structured website with clear messaging and quality content is crucial.

2. Applying for the grant

The application process requires preparation. You’ll need to:

• Register with Google for Nonprofits
• Complete the Google Ad Grants application
• Outline how you’ll use ads to advance your mission

Providing a detailed, compelling application increases approval chances.

3. Google’s response time

Expect at least four weeks for processing:

• Account setup: 0-14 days
• Nonprofit verification: ~2 weeks
• Application review: ~2 weeks

If you haven’t heard back in four weeks, contact Google Support.

4. Setting up campaigns

Once approved, properly setting up your Google Ads account is key. Requirements include:

• Creating campaigns with at least two ad groups and two ads per group
• Selecting keywords relevant to your mission and programs
• Linking Google Analytics to track ad performance

Successful campaigns focus on clear goals — awareness, donations, volunteer recruitment — and strong calls to action.

5. Managing your Google grant

Regular monitoring and optimization maximize impact. Best practices include:

• Checking performance weekly and updating monthly
• Maintaining a 5% CTR (click-through rate)

• Refreshing ads and keywords to prevent ad fatigue

• Using optimization tools like Google Ads Editor and Keyword Planner

A well-run campaign takes at least 4 – 5 hours per week to manage effectively.

6. Typical grant usage

While nonprofits can receive up to $10,000 per month, most spend $3,000-$5,000 due to:

• Limited campaign reach
• Manual keyword bidding ($2 cap per click)
• Underuse of automatic bidding, which removes the cap

Expanding keyword lists and refining campaigns helps increase spending.

7. Compliance requirements

Google enforces strict compliance rules to keep your grant active:

• Maintain a 5% CTR
• Have at least one campaign with two ad groups and two ads per group
• Optimize ads monthly
• Avoid one-word or generic keywords
• Maintain a Quality Score of 3 or higher

Falling out of compliance pauses your ads until issues are resolved. Reinstatement requires a formal request with supporting evidence.

Next steps for getting and keeping a Google Ad Grant

Google Ad Grants provide a huge digital marketing advantage for nonprofits, but they require ongoing management and compliance to be fully effective.

Need help? Talk to us. Zoe Marketing & Communications specializes in securing and optimizing Google Ad Grants to ensure nonprofits get the most from their digital marketing efforts.

Still exploring? Check out these guides:

• What search engine marketing (SEM) is and how it works
• 7 SEM ad copy best practices for text ads with examples
• 3 best practices for avoiding SEM ad fatigue with examples