The Google Ad Grants program gives eligible nonprofits up to $10,000 a month in Google Ads credit. It is a generous program, and it comes with rules. Here is what the main ones mean in everyday terms.
Who qualifies
Registered nonprofits in eligible countries can apply, including U.S. 501(c)(3) organizations. Governmental entities, hospitals and medical groups, and schools, academic institutions and universities are not eligible.
The rules that matter most
- A 5% click-through rate each month. Accounts that are not exclusively using Smart campaigns must keep a 5% click-through rate, measured at the account level. The next post in this series covers it in detail.
- Local targeting. Ads must be geo-targeted to places where your services are useful. A local organization should show ads in its own town or area.
- At least two sitelinks. The account needs at least two unique sitelink assets, which are the extra links that appear under an ad.
- Conversion tracking. Newer accounts need at least one qualifying conversion type set up, with at least one conversion per month. Good examples are donations, sign-ups and information requests.
- Conversion-based bidding. Accounts created on or after April 22, 2019, must use a conversion-based Smart Bidding strategy, such as Maximize conversions or Target CPA, unless they use Smart campaigns.
- Program engagement. Organizations need to answer Google’s periodic program surveys and keep notification emails turned on.
What happens if an account falls out of compliance
Accounts that miss program requirements can be paused or deactivated, sometimes without a warning. A deactivated account can usually be reinstated once the problem is fixed and a reactivation request is submitted. Google can also change the rules at any time, so a setup that was fine last year may need updates.
What the grant does not do
The grant is ad credit, not cash, and it works only inside Google Ads. Many accounts do not spend the full $10,000 a month, because spending depends on how many people are searching for what you offer and how well the account is managed.
Where to start
Check your account for the basics: local targeting, sitelinks, conversion tracking and a click-through rate above 5%. If any of those are shaky, fix them first. Program rules change, so confirm the current requirements in Google’s account management policy, or ask me to review your account.