Imagine running $10,000 a month of Google Ads completely free. That’s exactly what Google offers to eligible nonprofits through its Ad Grants program. But not every nonprofit qualifies. In this article, you’ll discover who can apply, who can’t, and how to avoid common disqualifications.
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What Is Google Ad Grants and Why It’s Valuable
Google Ad Grants provides eligible nonprofits with up to $10,000 per month in in-kind advertising credits to run Google Search ads.
It’s not about video or display ads. These are simple text ads that show up in Google Search results when users search for topics related to your mission. For nonprofits, it’s a powerful way to:
- Boost online visibility
- Drive website traffic
- Promote events, donation pages, and volunteer opportunities
But eligibility is key. Let’s explore what it takes to qualify.
Core Eligibility Requirements for Google Ad Grants
To join the program, your organization must meet specific criteria. Here’s what Google requires:
Nonprofit legal status: You must be officially registered as a charity or nonprofit in your country, with proof of that status.
Google for Nonprofits membership: Before applying for Ad Grants, your organization must be enrolled in the Google for Nonprofits program.
Agreement to program policies: You’ll need to agree to Google’s terms and follow its advertising and nonprofit guidelines.
A compliant website: Your organization must have a secure, high-quality website that meets Google’s content, security, and ownership standards.
Each of these components plays a critical role in getting approved.
Required Website Standards
Even if your organization meets the legal requirements, your website can still be a roadblock. Google has strict expectations about site quality. These include:
- Secure HTTPS protocol on all pages
- Full domain ownership; no third-party platforms or subdomains
- Clear, visible mission and organizational information
- No affiliate links or commercial ads
- Fast-loading and mobile-friendly performance
- No broken links or under-construction pages
If your site isn’t fully polished and functional, take time to improve it before applying.
Who Isn’t Eligible (Even If You’re a Nonprofit)
Google excludes certain types of organizations regardless of their nonprofit status. These include:
- Government entities or bodies
- Hospitals or medical institutions, unless operating under a separate nonprofit foundation
- Schools, colleges, and universities (except their independent charitable arms)
- Commercial nonprofits or organizations with a primary focus on selling goods or services
Being a nonprofit is not enough. You must also align with Google’s definition of charitable purpose and avoid disallowed activities.
Geographic Restrictions and Country Eligibility
The Ad Grants program is available in over 100 countries, but eligibility requirements vary based on local laws and definitions of charitable status.
In the United States, nonprofits must have 501(c)(3) status.
In the United Kingdom, registration with the Charity Commission is required.
In Canada, organizations must be registered charities with the Canada Revenue Agency (CRA).
In Australia, nonprofits must be registered with the Australian Charities and Not-for-profits Commission (ACNC).
In Israel, eligible types include Amutot and Public Benefit Companies.
You can check Google’s official country-by-country eligibility list on their Google for Nonprofits page to confirm your status before applying.
Tips to Ensure Your Organization Is Eligible Before Applying
To increase your chances of approval:
- Gather official documentation that proves your nonprofit status
- Review and clean up your website with an emphasis on clarity, speed, and functionality
- Avoid common pitfalls like affiliate ads, vague mission statements, and broken links
- Use tools like Google PageSpeed Insights to test your site’s performance
- Review Google’s website policy checklist for nonprofits
A little preparation can go a long way in streamlining your application.
What to Do If You’re Ineligible
If you don’t qualify right now, here are a few next steps:
- Look into Google for Education if you’re a school or academic institution
- Improve your website or update your documentation and reapply when ready
- Consider running paid Google Ads while you work toward eligibility
- Explore regional grants or nonprofit advertising programs available in your area
Even if you don’t meet the criteria today, that doesn’t mean you can’t qualify in the future.
Next Steps After Confirming Eligibility
Once you’re confident that you qualify:
- Apply for Google for Nonprofits and wait for verification
- Submit an Ad Grants application and provide all requested documentation
- Build your first campaign based on your mission and goals
- Track your performance and stay compliant to keep the grant active
Finishing Thoughts
Securing and effectively using a Google Ad Grant can open powerful opportunities for your nonprofit to reach new audiences, amplify your mission, and drive meaningful action. Understanding the eligibility criteria is the first step. With the right preparation and a commitment to ongoing improvement, your organization can make the most of this unique resource and grow its impact over time.
