There is a good chance that your non-profit organization can receive up to $10,000 USD per month in free search advertising credits from Google. While it may sound too good to be true, we promise you that it is something we have helped numerous organizations take advantage of… and you should, too! There are strict requirements for eligibility and a technical setup process to navigate, but the initial investment has the potential to provide a huge boost to exposure and new options for reaching potential visitors, donors, volunteers, and more.
The Web Advisors manage Ad Grants accounts on an ongoing basis and we can lend our expertise to your organization as well. Other than the active management fees to maintain compliance with the program policies and adjust ads, keywords, and targeting to reach your ideal audience, there are no cost-per-click charges to your organization.
So let’s get started!
One of our Web Advisors experts would be happy to help answer any questions you have about the program and complete a quick audit to assess your eligibility. We specialize in Canadian applications and account management, so we can help you navigate the unique Canadian qualification pathway.
Google Ad Grants FAQs
What is the Google Ad Grants Program?
The Google Ad Grants program is designed to help non-profit organizations get their message out to a wider audience. Qualifying organizations can access up to $10,000 USD in Google Ads search advertising every month. The search ads (text only) appear on Google search results pages, below paying advertisers.
Oh, and did we mention that you can also receive other benefits, such as free access to G-Suite for Nonprofits?
Is my organization eligible?
We would have to conduct an initial consultation to give you our opinion but to help give you a head start, here is the qualification process from the Google Grant Eligibility Page:
To qualify for Google Ad Grants, your organization must:
- Begin by applying to Google for Nonprofits. Your organization must hold valid charity status. Please see the Google for Nonprofits site for definitions of charity status in your country. Governmental entities and organizations, hospitals and medical groups, schools, academic institutions and universities are not eligible for Google for Nonprofits, but philanthropic arms of educational institutions are eligible.
- Acknowledge and agree to Google’s required certifications regarding nondiscrimination and donation receipt and use.
- Have a high-quality website that meets the Ad Grants website policy.
- Get approved through the Ad Grants pre-qualification process after your organization is enrolled in Google for Nonprofits.
What are the program policy compliance requirements? And what happens if we fall out of compliance?
In order to maintain your eligibility for the program, your account and ads need to adhere to strict guidelines. For example, Ad Grants accounts need to maintain a 5% click-through rate (CTR) and your account needs to actively and accurately track conversions.
The full list of program policies can be found in the Ad Grants Help section and we highly advise that you review these policies in detail because your account can be deactivated if you don’t follow the requirements. During our initial consultation, we review many of these factors, but your Ad Grants account will require continual management to stay in compliance (and to get maximize your benefit).