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Google Ad Grants 101: Everything Nonprofits Need to Know

Published: June 2025​

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Your nonprofit could be getting $10,000/month in free ads from Google. Here’s what you need to know.

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If you’re just hearing about the Google Ad Grant, you're not alone. Many nonprofits don’t know this powerful resource exists — or aren’t sure how to use it effectively.

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This article breaks it all down. You’ll get clear, up-to-date info on what the grant is, who qualifies, how it works, and how to make it worth your time. Let's dive in!

What Is the Google Ad Grant?

The Google Ad Grant gives eligible nonprofits up to $10,000/month in in-kind advertising on Google Search. That means your organization can show up in search results when people search for things like “volunteer with kids,” “animal rescue near me,” or “climate justice donations.”

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While these ads don’t always appear at the very top of the results page, they offer powerful visibility — helping you connect with the right people at the right time. It’s like having a built-in search marketing budget from Google — without spending a dime.

What Can You Do With the Grant?

Think of the grant as your awareness engine - a way to get in front of the right people at the right time, when they’re actively searching for topics related to your mission.

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With the right strategy, your ads can:

  • Bring new visitors to your site

  • Raise awareness about your cause or services

  • Promote programs, events, or campaigns

  • Encourage volunteer signups

  • Drive email newsletter subscriptions

  • Even support donation journeys — though usually as part of a longer funnel

 

That said, the Google Ad Grant isn’t a magic wand. It works best as a top-of-funnel tool: helping you connect with people early, when they’re exploring and learning - not necessarily ready to take action just yet.

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But that’s where your website quality and content richness come in. If your site is built to nurture interest and guide next steps, the grant can deliver qualified traffic that turns into real engagement over time.

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Bottom line? It’s about visibility, relevance, and connection - not clicks for the sake of clicks or how much of the $10K can be spent each month.

Who’s Eligible?

To qualify for the Google Ad Grant, your nonprofit must:

  • Be a registered 501(c)(3) nonprofit in the U.S. (or equivalent charitable status in your country)

  • Be verified through Goodstack (Google's validation partner for verifying your nonprofit status as part of the Google for Nonprofits program registration)

  • Be registered with the Google for Nonprofits program

  • Have a functional, high-quality website that meets Google’s standards

  • Agree to Google’s non-discrimination and donor transparency policies

Who’s Not Eligible?

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Unfortunately, Google excludes:

  • Government entities or organizations

  • Hospitals and healthcare organizations

  • Schools, academic institutions, and universities

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But there’s a potential workaround -  if you’re a foundation or nonprofit affiliate of a hospital, school, or university, you may still qualify — as long as your organization is separately registered as a 501(c)(3) and has its own mission, programs, and website.  So if you’re the fundraising foundation for a research hospital or an alumni nonprofit linked to a university, it’s worth exploring your eligibility.

 

Check Google's eligibility guidelines here →​

​Or, if you want a quick way to check your nonprofit's eligibility, try the Google Ad Grant Eligibility Checker — it takes less than 3 minutes.

How the Grant Works

Here’s the quick scoop:

Is the Grant Worth It?

Absolutely - when it’s managed strategically. But it’s not a “set it and forget it” tool. Without regular strategy, testing, and updates, the Google Ad Grant can underperform or even get suspended. But when it’s well-managed, it becomes a powerful tool to connect with the right people at the right moment and drive awareness, attract new supporters, and amplify your impact — without straining your budget.​​

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Why It's Worth the Effort:

  • Search ads offer the highest ROI of any paid nonprofit marketing channel.  According to the 2025 M+R Benchmarks Study, nonprofits earn an average of $2.23 for every $1 spent on search ads — more than any other paid channel. That’s the power of high-intent visibility when people are actively searching for services, support, or ways to get involved.

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  • According to Google for Nonprofits, Google has given more than $10 billion in free ad credits to nonprofits worldwide through the program since 2003. 

  • Tens of thousands of nonprofits use Google Ads to grow their impact - as of 2024, over 115,000 nonprofits in more than 50 countries are using the grant to reach the right people at the right time.

  • Helps small nonprofits compete with larger organizations - because the grant offers free access to the same platform used by global brands, even small teams can expand their reach and visibility — without spending a dime.

 

Take a look at how other organizations are using the Ad Grant to grow their impact. From driving donations to promoting life-saving programs, these real-world examples show what’s possible when the grant is used with purpose.

 

Whether you're looking to raise awareness, drive event signups, grow your supporter base, or promote programs, the Ad Grant can be transformational - when your campaigns, content, and strategy are aligned.

Return-on-advertising-spend-ROAS_M+R

Source: 2025 M+R Benchmarks Study – mrbenchmarks.com

Want to Know if It’s a Good Fit?

Not every nonprofit is ready for the grant. I offer a free, no-pressure consultation to help you figure out:

Ready to Make Your Mission Heard?

Getting your Google Ad Grant up and running doesn’t have to be a headache. Whether you’re just starting out or want to get more from your ads, I’m here to help you navigate the process — no jargon, no stress.
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Let’s chat and see how we can put that $10,000/month to work for your cause.

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