Google Ad Grants for Nonprofits: Part 1

By Ariel Bergman in Non-Profit on October 14th, 2015

So you’ve heard about the elusive “Google Ad Grants”… but what is it, exactly? Could your nonprofit be benefiting? Below is the 411 on Google Grants, and tips on how to get your nonprofit started.

Google ad grants for nonprofits

What are Google Ad Grants?

Google Ad Grants is the nonprofit segment of AdWords, Google’s online search advertising tool. Ad Grants gives your nonprofit $10,000 worth of in-kind AdWords to create a custom marketing strategy that will help promote your mission and achieve your goals.

How do you know if your nonprofit qualifies?

You can find a list of the eligibility requirements here.

Google only allows one membership to Google Grants per organization; however, branches of umbrella organizations that share Employee Identification Numbers with their parent organizations are eligible for individual memberships. Branches must indicate that they’re related and apply as a “related organization” during the application process, which may require additional screening.

What are the parameters around Google Ad Grants?

  • $10,000/month budget ($329/day)
  • $2.00 maximum CPC
  • Ads will only appear on Google Search, not on any of Google’s partner networks (i.e., AOL, etc.)
  • Text ad campaigns only
  • Keyword-targeted campaigns only

What tools are available to help me?

The Keyword Planner tool can provide you with statistics on how certain keywords perform. It can also generate new keywords, and break out each campaign into different ad groups. 

Google Analytics can help track activity after someone clicks on your search ad (i.e., a donation, volunteer registration, or a visit to your mission page). You’ll want to create conversion goals that reflect your marketing goals and analyze which keywords are driving the most qualified traffic to your site.

Are there any other free programs beyond Google Grants?

The Grantspro program offers an increased spend cap of $40,000 per month, versus the standard $10,000. You can find out if you meet the requirements for the Grantspro program by visiting the Google Ad Grants Help Center. All Grantspro accounts will be subject to review on a regular basis and require the completion of an annual survey.


Google Grants provides a great opportunity to get your nonprofit started in search advertising. But it’s imperative to know all the facts first. Already opened a Google Grants account? Look out for BKV’s Google Ad Grants for Nonprofits: Part Two, which will take a closer look at how to make the most of your account.

Interested in learning more about Google Grants, and whether or not it’s an option for your nonprofit?

Contact our experts today!