Google Ad Grants: How Nonprofits Get Up to $10,000/Month in Free Google Ads (and How to Use It to Drive Donations)

Posted on February 12th, 2026 | by Andrew Lord
Google Ad Grants has been helping nonprofits reach more people since 2003.
If you’re a nonprofit trying to:
- recruit volunteers
- increase donations
- promote programs and services
- drive event registrations
…the Ad Grant can be one of the highest-ROI channels available, because it gives qualifying nonprofits up to $10,000/month in free Google Search ads.
But there’s a catch: the program has rules, compliance requirements, and a learning curve. Many nonprofits either never apply, get stuck in the setup, or get their account suspended because the account wasn’t built to meet the policies.
This guide breaks down what Google Ad Grants is, how it works, how to apply, and how we help nonprofits set it up and manage it to drive real outcomes.
What is Google Ad Grants?
Google Ad Grants is a program that provides eligible nonprofits with up to $10,000 USD per month in in-kind advertising on Google Search.
That means your ads can appear when people search for things like:
- “donate to a food bank”
- “domestic violence shelter near me”
- “volunteer opportunities”
- “after school programs”
- “LGBTQ youth support”
You’re not paying cash for those clicks (as long as you follow the program rules).
What the grant can help you do (real-world use cases)
The best Ad Grant accounts are built around outcomes, not “more traffic.”
Common goals we build campaigns around:
- Donations: drive traffic to a donation page and track completed donations
- Program enrollment: applications, intake forms, program sign-ups
- Volunteer recruitment: volunteer form submissions and orientation sign-ups
- Event registrations: ticket/RSVP conversions
- Awareness: educate the community on services and eligibility
How much is the Google Ad Grant worth?
Google states that each qualifying nonprofit has access to up to $10,000 per month in Search ads.
Practical note: many nonprofits don’t spend the full amount at first. The goal is to build a compliant, high-quality account that can scale spend while still driving conversions.
Who is eligible for Google Ad Grants?
Eligibility can vary by country, but in general, nonprofits must:
- be a registered charitable organization
- meet Google’s nonprofit eligibility requirements
- have a high-quality website that meets program policies
Some organizations are not eligible (for example, certain government entities, hospitals/medical groups, and schools/universities often have different rules). The fastest way to confirm is to review Google’s official eligibility requirements.
The biggest mistake nonprofits make: applying before the website is ready
Google Ad Grants is not “set it and forget it.” Your website matters.
Before applying, your site should have:
- clear mission and programs
- transparent donation flow
- fast mobile experience
- strong trust signals (about page, leadership, impact, financial transparency when appropriate)
- conversion tracking readiness (so you can measure results)
If the site is weak, the ads won’t convert, and the account can struggle to stay compliant.
How to apply for Google Ad Grants (high-level steps)
The exact steps can change, but the typical flow looks like this:
1) Enroll in Google for Nonprofits
2) Confirm eligibility (often via a verification partner)
3) Apply for Google Ad Grants
4) Create and configure the Google Ads account
5) Set up conversion tracking
6) Build campaigns that follow Ad Grant policies
7) Launch and optimize
Google Ad Grants rules you must follow (the compliance basics)
This is where most nonprofits get tripped up.
While policies can change, common compliance requirements include things like:
- maintaining a minimum account-wide click-through rate (CTR)
- avoiding overly generic keywords
- having at least a certain number of active ad groups/ads
- using high-quality landing pages
- tracking meaningful conversions
If you break the rules or ignore the account, you can lose the grant.
How we help nonprofits with Google Ad Grants
Most nonprofits don’t need “more tools.” They need a partner who can handle the setup, keep the account compliant, and optimize toward donations/program outcomes.
Here’s what we do:
1) Eligibility + application support
- confirm whether the nonprofit is a fit
- guide the Google for Nonprofits enrollment
- help prepare required info and documentation
2) Website readiness + landing page improvements
- donation page optimization (clarity, trust, friction reduction)
- program pages that match search intent
- mobile speed and UX fixes
- conversion-focused messaging
3) Account setup (built for compliance)
- campaign structure aligned to programs and outcomes
- keyword research focused on intent (not vanity traffic)
- ad copy that follows policies and drives action
- conversion tracking setup
4) Ongoing management + optimization
- weekly/monthly optimization (keywords, ads, landing pages)
- negative keyword management (to prevent wasted clicks)
- performance reporting tied to outcomes (donations, sign-ups)
- compliance monitoring to protect the grant
5) Growth strategy: turn clicks into donors, volunteers, and participants
We focus on:
- better landing pages
- better offers (what’s the “yes”?)
- better follow-up (email sequences, thank-you flows)
- better measurement (so you know what’s working)
What results should a nonprofit expect?
It depends on your mission, location, and demand, but a well-run Ad Grant account typically improves:
- qualified website traffic
- donation page visits
- volunteer inquiries
- program sign-ups
The key is building around conversion intent and measuring outcomes from day one.
FAQ: Google Ad Grants
Is Google Ad Grants really free?
The ad spend is in-kind (free) for qualifying nonprofits, but most organizations still need time or a partner to manage setup, compliance, and optimization.
Can we run ads for donations?
Yes. Donation-focused campaigns are common, especially around seasonal giving and specific fundraising initiatives.
How long does it take to get approved?
Timelines vary based on eligibility verification and how quickly the nonprofit completes each step. We typically recommend planning for a few weeks from start to launch.
What happens if we go out of compliance?
Accounts can be warned or suspended. The fix is usually to correct the issues quickly and rebuild the account to meet the policies.
CTA: Want help applying, setting up, and managing your Google Ad Grant?
If you’re a nonprofit and you want to use the Ad Grant to drive donations, volunteers, and program enrollment, we can help you do it the right way.
Request a Google Ad Grants consult. We’ll confirm eligibility, map y our goals, and build a compliant strategy that turns free ad spend into real impact.
Sources
- https://www.google.com/grants/
- https://www.google.com/grants/faq/
- https://support.google.com/google-ads/answer/57772?hl=en
- https://donorbox.org/nonprofit-blog/guide-to-google-ad-grants