Google Ad Grants Frequently Asked Questions (FAQ)

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!

Grow Your Nonprofit With Google Grants

Join us for a free webinar to learn everything you need to know about Google Ad Grants, including how to use your $10,000/mo of free advertising to grow your nonprofit.

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 the larger package that Ad Grants is a part of. For a more in-depth answer, I suggest reading this post.

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/mo 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/mo requires both time & expertise since Google sets a high bar for ads that appear in their search results. Many nonprofits use an agency like us, The Digital Nonprofit, to manage their grant.

Am I eligible for Ad Grants?

There are are 3 conditions you must pass to be eligible for Google for Nonprofits:

  1. Google for Nonprofits must be available in your country. See the list of countries here.
  2. Your organization must not be a government program, educational/child care institution, or hospital/healthcare organization.
  3. 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, join us at our free monthly webinar, here.

How do I apply for Google Ad Grants?

To apply for Google Ad Grants, you need to:

  1. Register with your country’s TechSoup affiliate
  2. Apply for Google for Nonprofits
  3. Create a Google Ads account according to Google’s policies
  4. Submit the Ads account for Google Ad Grants

Read this post for step-by-step application instructions.

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 the contact form below.

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?

As of 2018, 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. You can read more about the 2018 changes here.

Have more questions?

Sign up for our Ad Grants 101 Webinar to get all your questions answered

Grow Your Nonprofit With Google Grants

Join us for a free webinar to learn everything you need to know about Google Ad Grants, including how to use your $10,000/mo of free advertising to grow your nonprofit.

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7 thoughts on “Google Ad Grants Frequently Asked Questions (FAQ)”

  1. Alicea Cock-Esteb

    "Yes, you can expand the per-user storage. Google gives you a couple options. You, as the administrator, can purchase additional space in the form of "licenses" and assign them to individual users. Google lays out their license pricing here." We already have G Suite for Nonprofits and when I click on the license pricing, it specifically says "Google Drive storage licenses are available only with G Suite. This method of adding storage is not available to organizations using the G Suite for nonprofit edition." Any recommendations for adding storage for users?

  2. Thanks for all the info. We are a 501c3, but do not have an official physical address, just a PO Box. Our non profit is smaller, and to save funds our part time ED works out of her home. Can we use her address? Or our President’s address?

    1. Hi Kathleen, I’m not aware of any restrictions around PO boxes, so give it a try. If the application gets rejected, you can always re-apply with the address of your choice.

  3. Thanks for the info. Is it possible to have only one user from a nonprofit account upgraded to business?

    In our organisation, most users are fine with the normal nonprofit account but there are one or two users who could use the extra features from the business account. Can one purchase a license for them only or must the whole organisational account be upgraded to business?

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