Ultimate 2022 Guide to Google Ad Grants for Nonprofits

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What is the Google Grant?

Google Ads Grants are one of Google's most powerful yet most underestimated tools for nonprofits. The marketing toolbox of every nonprofit organization must recognize, appreciate and avail this remarkable resource. The program has been functional for a very long time. The research shows that professionals of nonprofit organizations are not aware about the effectiveness of the program. The Ad grant program can remarkably help nonprofits of all proportions. The program can widely support nonprofits in their missions and services. It does not matter whether the nonprofit functions on a small or large scale. The only thing that counts is that nonprofits must be eligible for the ad grant program. Google Grants works by the criteria enlisted for eligibility. The Google grant provides $10,000 each month to the nonprofit organization. It is used as an expenditure for posting advertisement campaigns on the Google platform. If the organizations function by the regulations, the $10,000 is renewed every month. As per 501(c) (3), every nonprofit other than hospitals, schools, and government organizations is eligible for the Google grants. The ad grants can significantly help nonprofits in delivering their messages and services to a wide spectrum of viewers. These users use the Google search engine daily. If the search is conventionally relevant to the services of the nonprofit, the advertisements of the campaign will surface on the screen of the users. There are no specific limits to the number of non-profits who can receive the grant. If your nonprofit is eligible, Google will approve the grant. The Google grant is one of the most cost-effective and potent tools to articulate the message of your work to a far-reaching segment of spectators and audience.

Google ads for Nonprofits have helped in a very significant way. Our experts conducted a very comprehensive case study in helping nonprofits with the Google grants. Therefore, we withdrew some notable key points.

  • Education: With the aid of a program we can attract contemporary audiences to our PDF materials, videos, and blog posts.
  • Ticket Appraisals: The program can significantly help us in raising ticket appraisals for performances and events. The promotional strategies can help us remarkably in selling more tickets online.
  • In-person actions: We can collectively drive in-persons to volunteer for animal rescue operations or the adoption of abandoned animals.
  • Choosing Volunteers: The program can help us in recruiting volunteers for the organization’s services.
  • Instructions:We can easily summon instructions for activities like the lettering of petitions, contacting elected officials for support, or social welfare activism.
  • Donation: The campaigns will help nonprofits in receiving sponsorship and funds for the promotion of their welfare services.
  • Audience:Strategies will help in building an audience and spectators for the newsletters. This way we can deliver services to a large spectrum of subscribers and viewers.

Normally, if people are searching for something on Google and if we have a page addressing that topic on the website. We can use Google Grant to target those subscribers and attract them to our domain of the website. It will help us in taking the next step to reach a new bandwidth of viewers. A greater bunch of subscribers will help us collectively in advancing the organization’s mission forward.

Some nonprofits deliver services on a compact scale. Small nonprofits often possess an apprehension about the worthiness of Google grants.

The prominent factors that determine the appraisal of Google grants:

  • The number of people searching a similar niche in which the nonprofit delivers its services.
  • An established website that has conventional content in relation to services and facilities provided by the nonprofit.

The factors are independent of the fact how big or small the nonprofit organization is. In fact, there are many small functioning nonprofits that serve a significantly large number of audiences. Such nonprofits perform really well with Google grants. In reality, it is the only domain in the world where every eligible nonprofit receives a matching donation every month on credit.

The availability and eligibility of Google grants are widespread in more than 50 countries around the world. The process of eligibility varies in accordance with the country and the implications of regulations in concern with the geographical factors. The countries which fall in the geographical location in similarity with the Google website, allow their non profit organizations for the Google grant. This article solely focuses on the eligibility of nonprofits in the USA.

  • The nonprofit organization must be approved in accordance with IRS 501(c) (3).
  • Hospitals, schools, and government agencies are not eligible for Google Grants.
  • The website
  • For receiving the Google grant, the website of the nonprofit must have a pre-installed SSL certificate.
  • There must be an official agreement with the Google Ads terms of service for receiving the Google grants.

Faith-based organizations, like houses of worship, are eligible for Google Grants. If your organization is applying for a Google grant, the nonprofit must formally possess a 501(c) (3) status to meet the eligibility criteria. The houses of worship are officially exempted from tax, that’s why many worship houses don’t apply for Google Grants. Some houses of worship located in remote areas usually don’t receive large lumps of donations. Such nonprofits must avail of Google grants to reach more people online.

The application process for the Google Grants?

Initially, there are a few steps that must be completed before applying for the Google grant. Nonprofits can apply for grants through Google. The first step is to create a Google account of the organization in the nonprofit domain to officially claim grants from Google. Once you have logged in to the nonprofit accounts of Google, you can apply for the Google grants. In the present form, the process happens significantly in two phases. Firstly, we submit the link of the website to the Google Ad grants team, who certify whether the web presence is prepared and organized. Once this phase is over the second phase involves the formulation of a basic Google Ads account, that is further later sent for approval.

The most important note is that you must have a setup that tracks the conversion rate of the audience into potential subscribers. This implies that:

  • Google analytics must be installed on the website. Ideally, it is recommended that there should be a pre-installed Google Tag manager as well.
  • The setup must have goals in the Google analytics so that the valuable actions could be performed on the website.

Organization and readiness of website for the Google Grant:

One of the most important factors for adding outrageous value to the website is the delivery of content in the website. For quick understanding, there is a Google Grant website rubric tool. If the rubric score is not working well, then content creation must be optimized to perform well for the grants offered in Google Grants program. The websites which deliver outstanding results with Google grants usually have a lot of individual pages. There are more than 10 pages on these websites and every page can be promoted with marketing and search engine optimization strategies.

  • Focus: Every topic on the website must have its own page. Usually, nonprofits have a single page on their websites. The single-page enlists all the services offered by the organization. It is recommended by the experts of Google Advertisements that there should be a separate page of every program. It can create confusion for the viewer if they are looking for any specific information on the website of your nonprofit organization.
  • Trending Search results: There are instances where your fundraising might not be viewed by enough people even though they might have searched for the topic. For greater search results our team of experts uses applications like Google Trends or Moz to survey the search results. This way we can derive and attract enough traffic towards our blog posts, service pages, and websites.
  • Content Optimization: Google conducts in-depth research on the websites which are posted on their platforms. The content of the website must be articulated in researched and optimized demeanor. Google recommends having enough pages on the website. In-depth well researched content delivers trending results that perform outstandingly well with organic search results and Google Ad grant programs.
  • Inspired Action: There must be action buttons and links on the website so that spectators can frequently visit and avail of the services. Usually, the links are the gateway to content like videos, text ads, or PDF files. The links provide a subscription option for receiving updates through email. The links also land the viewers on newsletters and form-filling pages.

Google has certain guidelines to effectively bookmark the Google Ad grants compliance program. Few outlined guidelines to effectively meet the requirements for Google Ad grants compliance are:

Structure of the Account:

  • There must be at least two ad groups for every active campaign in the account.
  • Every active ad group must showcase at least two active ads.
  • There must be two or more active extensions to the links on the site.
  • The campaigns must target the audience geographically. If the services are delivered in one specific city, the geo-targeting must not adhere to the whole country.


  • Unless single-word keywords are the exceptions, they must not be used.
  • Vague Keywords must be rejected and relatable keywords must be used.
  • The keywords must maintain a quality score on a scale of 10.


  • There must be at least a 5% click-through rate on the account. It means that if 100 viewers are seeing the advertisements, 5 viewers need to actually click and view the advertisements.
  • There must be a frequent track of the conversions. It is mandatory there is at least 1 conversion every month. In case there are enough conversions, there are enough meaningful actions as well. If there are enough actions they should not be considered as a conversion.


  • The organizations must timely respond to the Google grant program survey when sent out to them in an email.
  • The domains that are advertised from the account must be approved. In the case of adding an extra domain, there is an additional domain form.
  • There are specific rules for particular nonprofits. If the organizations are rehabilitation centers then the organization must have received specific certifications.

What Does a Great Google Grant Ad Account Look Like?

The auditing of accounts provides the scope of information for the effective setting up of accounts. The following ways can support us relevantly to determine whether the account has been efficiently set up:

  • The organization should have more than 3-5 active campaigns. The nonprofits advertise campaigns for Blogs, Advocacy, volunteers, and social welfare programs.
  • Every successful campaign runs on tightly focused ad groups. The ad groups of every campaign must individually address a firmly targeted group of keywords. For example, if your nonprofit is running an adoption campaign, in this campaign we can target exactly related keywords that focus on the similar area that the user was searching on the search engine. A few examples are listed below:
    • -Adopt a Cat
    • -Adopt a Cow
    • -Adoptable puppies
    • -Adopting an animal
    • -Animal Adoption centers near me
    • -Adopt animals near me.
  • Responsive Search Ads (RSA) are known for their commendable results. It is usually recommended that the ad group has at least three ads with one Responsive Search Ad. The RSA allows the campaigners to formulate and deliver several descriptions and headlines. The Google algorithm will automatically match the viewers with your nonprofit campaign to elevate the click-through rate. The formulation of RSA is a lengthy procedure but they are known for generating exceptional results.
  • Every ad applies an adequate proportion of descriptions and headlines which includes appropriate promotion of character limit. The descriptions and headlines will utilize the empty space and will help in making the ads appear broad and extensive. This will significantly increase the number of viewers visiting the website. If greater is the click-through rate, more will be the conversion of our services.
  • There are certain extensions on an advertisement that can be used extensively. There is a certain limit on the number of extensions that can be used on the ads. Following are the recommended extensions that can be used to enhance the quality of advertisements:
    • -Callout extensions provide the campaigners to arrange short, punchy, and “bullet point” style phrases which appear underneath the ad.
    • - Sitelink extensions, conjoin links with other pages on the website, which are related to the ad.
    • -Call extensions to allow the campaigners to provide a phone number beneath the advertisement so that they can derive more inbound phone calls. In the case of mobile phones, the phone number pops on the screen of the user and the user can easily contact the nonprofit for services.

Google Grant Conversion Tracking

To run an effective Google Ad grant account, conversion tracking is one of the most important components. The advertisement campaigners often overlook the conversion tracking feature of the Google Ad grant account. The Google Ad grants team widely recommends that the program should have its primary emphasis from incomprehensible expenditure to fruitful conversions. In 2018, there were very limited keywords used by the organizations. For e.g. a soccer team would advertise their services with a single keyword. There have been major advancements since then. Nowadays, there are several keywords that can be used as tags to attract prospective audiences to our campaigns. If the keywords are used optimally in relevance with the organization’s mission, there will be enormous search results from the traffic searching for a similar topic.

Google encourages nonprofits to use keywords for producing meaningful conversions. Following are examples of website conversions that are worth tracking:
  • Filling out forms of contact for the website.
  • Signing up for newsletters.
  • Event registration
  • Online Donation
  • Petition Signing
  • Account Creation
  • The download of educational resources

All the minute actions of users must be profoundly analyzed because some of them are crucially beneficial for the organization. The campaigning team can set up conversion tracking for these actions using Google Analytics and Google Tag Manager

How to View $10,000

According to a survey, the majority of nonprofit organizations do not spend the entire $10,000. There are many factors that lead to the mismanagement of funds. There can be many reasons for that, some of them are listed below:

Combining Google Grant with Paid ads:

The organizations which are serving a mission that is aimed towards higher purpose often utilize the entire fund provided in Google grant. So to effectively capitalize their budget, they endorse paid advertisements as well. A few common reasons for running paid ads of Google with the Google grant account are:

Where is the Google Grant headed?

There are continuous efforts from Google to refine the Google Grants program for nonprofits. After working in an immediate coalition with the Google team, we have analyzed that Google is constantly working to expand the benefit of Google grants for nonprofit organizations. The Google grants remarkably help the nonprofits in extending significant impact in the online sphere. The future predictions for Google grants:

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