Google Ad Grants FAQ’s

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General Questions About Google Ad Grants

1. What is the Google Ad Grants program?
Google Ad Grants is a program by Google that provides eligible nonprofits with up to $10,000 per month in free Google Ads to promote their missions on Google Search.

2. Who is eligible for Google Ad Grants?
To qualify, a nonprofit must:

  • Be a registered charitable organization in an eligible country
  • Hold valid charity status
  • Agree to Google’s non-discrimination policies
  • Have a high-quality website that meets Google’s requirements

Schools, hospitals, and government organizations are not eligible.

3. How much free advertising does Google provide?
Google provides up to $10,000 per month (or $329 per day) in in-kind Google Ads advertising.

Applying for Google Ad Grants

4. How can my nonprofit apply for Google Ad Grants?

  1. Register your nonprofit with Google for Nonprofits.
  2. Get verified through TechSoup (Google’s nonprofit partner).
  3. Submit your Google Ad Grants application.
  4. Once approved, set up your Google Ads account following Google’s compliance rules.

5. How long does it take to get approved for Google Ad Grants?
Approval times vary but typically take 2–3 weeks, depending on verification and application review.

6. Does Google Ad Grants require a credit card to sign up?
No, Google Ad Grants is completely free, and no credit card is required to set up the account.

Managing & Using Google Ad Grants

7. What types of ads can I run with Google Ad Grants?
Google Ad Grants only allows text-based search ads that appear on Google Search. Display, video, and shopping ads are not allowed.

8. Are there restrictions on keywords I can bid on?
Yes, Google Ad Grants prohibits bidding on:

  • Single-word keywords (except branded terms and key mission-related words)
  • Overly generic keywords (e.g., "free videos" or "today's news")
  • Commercially competitive keywords that aren’t mission-related

9. Can my organization use Google Ad Grants and paid Google Ads at the same time?
Yes, you can run both Google Ad Grants and paid Google Ads accounts simultaneously, but they must be separate accounts.

10. How do I maximize my Google Ad Grant budget?

  • Use specific and mission-driven keywords
  • Optimize your landing pages for conversions
  • Regularly adjust ad campaigns to maintain engagement
  • Improve ad quality score to increase ad placement

Compliance & Account Maintenance

11. Are there ongoing requirements to keep my Google Ad Grant active?
Yes, nonprofits must:

  • Maintain a 5% Click-Through Rate (CTR)
  • Use at least 2 active ad groups per campaign
  • Include at least 2 sitelink extensions
  • Avoid bidding on restricted keywords
  • Ensure the account is active and managed regularly

Failure to meet these standards can result in account suspension.

12. What happens if my account gets suspended?
Google will suspend accounts that violate policies. To reinstate it:

  1. Review Google’s compliance rules.
  2. Make necessary adjustments (e.g., improve CTR, remove restricted keywords).
  3. Submit a reinstatement request through the Google Ad Grants support team.

Performance & Optimization

13. How can I track the success of my Google Ad Grants campaigns?
Use Google Analytics and Google Ads conversion tracking to measure:

  • Click-through rates (CTR)
  • Website traffic increases
  • Conversions (donations, sign-ups, volunteer sign-ups, etc.)

14. What are some common mistakes nonprofits make with Google Ad Grants?

  • Using broad, generic keywords that don’t align with their mission
  • Not optimizing landing pages for conversions
  • Ignoring Google Ad Grants compliance rules
  • Not actively managing the account (which can lead to suspension)

15. Can Google Ad Grants help my nonprofit get more donations?
Yes, when used effectively, Google Ad Grants can:

  • Increase website traffic
  • Improve brand visibility
  • Drive more donations, sign-ups, and event registrations

For best results, nonprofits should optimize landing pages to encourage donations and use conversion tracking.

Final Thoughts

Google Ad Grants is a powerful tool for nonprofits, but it requires regular management and optimization to remain effective. Ensuring compliance and following best practices will help nonprofits maximize their impact.