Google Ad Grants: why you should apply and how to apply

Google Ad Grants is a program that provides free advertising on Google AdWords to eligible non-profit organisations. If you meet the eligibility criteria, your organisation could receive up to $10,000 per month of advertising spend — check out our blog covering what Google Ad Grants is and who it’s for.

In this blog we are going to cover why your non-profit organisation should apply for a grant with Google Ads and how to apply.

Why should your organisation apply for an Ad Grant?

1. Free advertising

   The Google Ad Grants program provides eligible non-profits with up to $10,000 per month in advertising credits to use on Google AdWords. This can help organisations to reach a wider audience and promote their mission, programs, and services without incurring advertising costs.

2. Increased online visibility

   With Google AdWords, organisations can increase their online visibility and reach people who are actively searching for information related to their cause. This can help to attract new volunteers, donors, and supporters, and raise awareness about their organisation's mission.

3. Targeted advertising

   AdWords allows organisations to target their ads to specific geographic locations, keywords, and demographics, ensuring that their ads are seen by the right people at the right time. This can help to maximise the impact of their advertising and generate more engagement and conversions.

4. Measurable results

   With AdWords, organisations can track the success of their campaigns and measure the impact of their advertising efforts. This can help to optimise campaigns for better performance and ensure that the organisation is getting the most out of their advertising credits.

5. Access to other Google for Nonprofits tools

   By participating in the Google Ad Grants program, organisations also gain access to other tools and resources offered by Google for Nonprofits, such as Google Workspace, YouTube Nonprofit Program, and Google One Today. These tools can help organisations to improve their operations, collaborate more effectively, and fundraise more efficiently.

How to apply for a Google Ad Grant

1. Check your eligibility

   Make sure your organisation meets the eligibility criteria for the Google Ad Grants program. Your organisation must have valid charity status and be registered with Google for Nonprofits.

2. Enrol in Google for Nonprofits

   If you're not already enrolled in Google for Nonprofits, visit the Google for Nonprofits website and complete the enrollment process.

3. Apply for Google Ad Grants

   Once you're enrolled in Google for Nonprofits, sign in to your account and navigate to the Google Ad Grants section. Click on "Enrol" to start the application process.

4. Submit your application

   Fill out the application form with your organisation's information, including your website URL and mission statement. You'll also need to agree to Google's Non-Profit Terms of Service and acknowledge that you understand and comply with the program policies.

5. Wait for approval

   Once you submit your application, Google will review it to ensure that your organisation meets the eligibility criteria and complies with the program policies. You'll receive an email notification when your application is approved or if any further action is required.

6. Set up your AdWords account

   If your application is approved, you'll need to set up your AdWords account and begin creating your campaigns. You'll receive $10,000 per month in AdWords credits to use on your campaigns.

It's important to note that the application process for Google Ad Grants can take several weeks or even months, depending on the volume of applications Google is receiving. Make sure to submit your application well in advance of any upcoming campaigns or events to ensure that you have enough time to get set up and start running your ads.