Google Ad Grants for Nonprofits: Rules and How to Apply

The facts here come from Google for Nonprofits Help: the Eligibility guidelines, the Google Ad Grants activation steps, the Website policy, Understanding Budgets and Bidding, the Account management policy, Mission-based campaigns, Ad quality and Set up conversion tracking. Where we add our own advice, we say so.

The short answer

A registered charity that Google for Nonprofits verifies can activate Ad Grants and run text ads on Google Search up to $10,000 USD a month. To keep the grant, the account needs specific location targeting, at least 2 sitelinks, a 5% account click-through rate, conversion-based Smart Bidding, at least 1 real conversion a month, and keywords that are specific to your mission.

Who is eligible

Ad Grants is one of the products of Google for Nonprofits, so you first need a Google for Nonprofits account. Google's eligibility guidelines say the organization must be "registered as a charitable organization" in a country where the program runs, be verified by "Google for Nonprofits' validation partner Goodstack", meet its own country's requirements and agree to the Google for Nonprofits Additional Terms of Service.

In the United States, organizations "must be registered with the IRS as exempt from federal income tax under Section 501(c)(3)" or be a group exempt organization affiliated with a central 501(c)(3) nonprofit. Fiscally sponsored organizations without their own 501(c)(3) status are listed as not eligible. Some organizations are excluded everywhere:

• Governmental entities or organizations.
• Hospitals and health care organizations (their charitable arms or foundations are eligible).
• Schools, academic institutions and universities (their philanthropic arms are eligible).

How to apply

Once your Google for Nonprofits account is approved, Google's activation steps for Ad Grants are:

1. Check your website. Make sure it is secure with HTTPS and meets the Ad Grants website policy.
2. Sign in to Google for Nonprofits, click Get started under Google Ad Grants and enter the website you will advertise.
3. Watch the welcome video (about 5 minutes) on the program requirements and tick the box to confirm.
4. Submit the activation request. Google says the review "may take several business days" and the decision arrives by email.

Two warnings from the same page: "Do not create a Google Ads account at any time during the Google Ad Grants activation process", because Google provides the account, and the Ad Grants account uses the same user name as your Google for Nonprofits account. You can invite other users after activation.

The website review is where many applications stop. The website policy asks that your nonprofit owns the domain and that it does not redirect to a donation portal or social media page. The site needs substantial original content, a clear mission, working links and buttons, fast and mobile-friendly pages, HTTPS everywhere and no AdSense ads. Limited commercial activity is allowed if you "clearly disclose how those proceeds directly support your nonprofit programs". Our SSL certificates and HTTPS guide and 404s and redirects guide cover two of the common failures, and what a nonprofit website needs walks through the pages the review looks for.

What the grant covers

Google describes Ad Grants as "Google Ads advertising on Google search result pages at no cost to eligible nonprofit organizations". The budget page states the limit: "All Google Ad Grants accounts are limited to a monthly budget of $10,000 USD, which equates to a daily budget of $329 USD." Accounts in other currencies get an approximate local equivalent.

• It is a ceiling. "This is a limit, not a guarantee of spend." Low-volume keywords, weak ad quality or narrow targeting all leave budget unspent.
• The daily cap is per account. You split the $329 between campaigns; Google says the account is never charged for overspend and will not spend more than the grant's daily cap.

Ad Grants ads also pass a quality filter. Google says: "If your ads are of relatively low quality, the quality filter will prevent your ads from participating in the auction, no matter how high you raise your bid." It uses the same signals as Quality Score: expected click-through rate, ad relevance and landing page experience.

The account rules

The Account management policy sets these rules. Each one can deactivate the account:

• Location targeting. Specific geo-targeting, so ads show where people will find your information and services useful. A food bank or house of worship that serves its town should target that town.
• Sitelinks. "At least 2 unique sitelink ad assets."
• Click-through rate. Accounts not using only Smart campaigns "must maintain a 5% click-through rate (CTR) each month", measured at the account level. Missing it for 2 consecutive months leads to temporary deactivation.
• Bidding. Accounts created on or after April 22, 2019 must use conversion-based Smart Bidding in every campaign unless they use Smart campaigns: Maximize conversions, Maximize conversion value, Target CPA or Target ROAS.
• Conversion tracking. Covered in its own section below.
• Program survey. Google sends a periodic survey and requires a response to stay in the program.

If you have no conversion data yet, Google says you can start with Maximize clicks, but should switch to Maximize conversions or Maximize conversion value as soon as you have enough data, "typically 15-30 conversions in the last 30 days". Our Google Ads basics guide explains campaigns, keywords and bidding in general terms.

Keyword rules

The Mission-based campaigns policy says every ad and keyword "must reflect your organization's primary mission". These keywords are not allowed:

• Single-word keywords, except your own brand terms, recognized medical conditions, acronyms and a short published list of exceptions.
• Overly generic keywords such as "things to do" or "job alert", and names of other organizations, places, historical events or people on their own. Google's allowed example is "museums in [your city name]", not a city name alone.
• Keywords with a Quality Score of 1 or 2. Google suggests an automated rule that pauses them.

Keywords that break these rules can be paused automatically without notice; the changes show in the account's Change History, and you can appeal.

Conversion tracking

Google's conversion tracking page says Ad Grants "requires active and accurate conversion tracking". Under the Account management policy, accounts created on or after April 22, 2019 need at least one meaningful conversion type that records at least 1 conversion per month. Google's examples include donations, ticket sales, membership and volunteer sign-ups, email sign-ups, petitions, information requests and calls.

Time on site or homepage visits may be tracked, but they "must be excluded from 'Conversions' and use the category of 'Other.'"

Google offers two setups: import Google Analytics key events into Google Ads (marked recommended for monetary transactions) or create conversion actions in Google Ads from a thank-you page or a button click. Our Google Ads conversion tracking guide walks through both, and GA4 key events covers the Analytics side.

If the account is deactivated

Each rule above comes with the same fix: bring the account into compliance (pause low-CTR keywords, add sitelinks, set up tracking, change the bid strategy, answer the survey), then request reinstatement. Google warns: "Any account found in violation of program policies is subject to automatic suspension without notification". Make sure the email address on the account receives Google's notifications. For a regular Google Ads account, see Google Ads account suspended.

Where to start (our view)

• Fix the website first. Run it against the website policy before you apply; a rejection costs weeks.
• Set up one real conversion (a donation, volunteer form or newsletter sign-up) before the first campaign goes live.
• Few, tight campaigns. One per program or service, with multi-word keywords that describe what people search for.
• Check the CTR every month and pause keywords that drag the account average under 5%.

We set up and manage Google Ads accounts, conversion tracking and the landing pages ads send people to; see online advertising.

Frequently asked questions

How much is the Google Ad Grant?

Google states a limit of $10,000 USD a month, equal to a daily budget of $329 USD, for text ads on Google Search. It is a limit, not a guaranteed spend.

Who qualifies for Google Ad Grants?

Registered charitable organizations verified through Google for Nonprofits and its partner Goodstack, in a country where the program runs. In the US that means 501(c)(3) status. Governmental entities, hospitals and schools are not eligible, though their charitable or philanthropic arms are.

What is the 5% CTR rule?

Ad Grants accounts must keep a 5% click-through rate each month at the account level. Missing it for 2 consecutive months leads to temporary deactivation. Accounts using only Smart campaigns are not held to it.

Do I need conversion tracking for Ad Grants?

Yes. Accounts must track at least one meaningful conversion, such as a donation or sign-up, and record at least 1 conversion per month. Conversion-based Smart Bidding also depends on that data.