After working with over 60 nonprofits applying to Google for Nonprofits, I noticed some questions come up in nearly every conversation. I’ve put together this post of frequently asked questions about Google Ad Grants to give you a quick reference with short, but meaningful answers.
If there’s any questions we haven’t answered here, join our free Google Grants webinar to get an in-depth look on how to enroll, get accepted, and create a successful campaign. All from a Google-certified Grants professional!
What is Google Ad Grants?
Google Ad Grants is a free program that gives eligible nonprofits $10,000 per month in advertising credits to be spent on ads in Google’s search results. It can generate up to 5,000 website visitors per month.
What is Google for Nonprofits?
Google for Nonprofits is program that Google provides to eligible nonprofits which includes tools for running and marketing nonprofits. Some tools are completely free which others are discounted. For a more in-depth answer, I suggest reading our detailed article on the Google for Nonprofits program.
How much does Ad Grants cost?
Google Ad Grants is free. In fact, they actually give you money in the form of a $10,000 per month advertising credit to spend on advertisements in Google search results. You simply need to fill out an application and be deemed eligible.
That said, using your $10,000 ad budget requires both time & expertise since Google sets a high bar for ads that appear in their search results. Many nonprofits use professional Google ad grants experts to manage their ad accounts to make sure they make the most of the budget and do not misuse the account, which can result in the grant being revoked.
Am I eligible for Ad Grants?
There are are 3 conditions you must pass to be eligible for Google for Nonprofits:
- Google for Nonprofits must be available in your country. See the list of countries here.
- Your organization must not be a government program, educational/child care institution, or hospital/healthcare organization.
- You must be registered in your country as a nonprofit organization. In the US, this means 501c3 status—even for tax-exempt organizations like churches. Other 501c designations are not eligible.
Will Google make an exception for us?
No, Google does not make any exceptions. However, the three conditions listed above leave a lot of grey area, so you might be eligible even if you think you aren’t. To get your specific questions on eligibility answered, you can contact us.
How do I apply for Google Ad Grants?
To apply for Google Ad Grants, you need to:
- Register with your country’s TechSoup affiliate
- Apply for Google for Nonprofits
- Create a Google Ads account according to Google’s policies
- Submit the Ads account for Google Ad Grants
Why was I rejected from Google Ad Grants?
That’s almost impossible to say without knowing your particular situation. Review all the eligibility guidelines to see if there’s anything you missed. Otherwise, email us via our contact form.
What if I already have an AdWords account?
You are still eligible if you already have a Google Ads account; you just need to open another one for your Google Ad Grants. The Ad Grants and “regular” Ads accounts will exist separately, though you can view them together by using a Google Ads manager account.
How do I upgrade to the $40,000 Ad Grantspro?
Sorry this is not longer possible. As of 2016, Google discounted the Ad Grantspro program because of a lack of eligible nonprofits. Organizations that were accepted into Grantspro have been bumped back down to $10,000. This was one of several major changes to the Google Ad Grants program that have been made throughout the years.
The Google Ad Grants program, if run properly, can server as a great channel for driving new donors and volunteers to your nonprofit, as well as for building awareness around your work. While the potential benefits it can provide a given nonprofit varies depending on their cause and location, it always works better when managed by a pro.
Grow Your Nonprofit With Google Grants
Sign up for a free consultation from a digital marketing expert specializing in Google Grants. Learn about getting help with setting up and managing your campaign so you can make the most of this opportunity.