Imagine having an extra $10,000 every single month to spend on advertising. What could that do for your mission? For most non-profits, that kind of budget is a dream. But it doesn’t have to be. The Google Ad Grant is a program from Google that provides this exact amount—$10,000 per month in free, in-kind advertising—to eligible non-profit organizations. It is, without a doubt, one of the most powerful and underutilized resources available to the non-profit sector.

This is not a cash grant. Instead, it’s a credit that you can use to run text-based ads on Google Search results pages. It allows your organization to show up at the very top of the page when someone searches for terms related to your cause. This is a game-changer. It connects you with a warm audience of potential supporters who are actively looking for information, volunteer opportunities, or ways to donate. This guide will walk you through everything you need to know, from checking your eligibility and navigating the application process to building effective campaigns and staying compliant with the program’s rules.

What Exactly is the Google Ad Grant?

Let’s break down the Google Ad Grant into its simplest parts. Think of it as a special gift card from Google that can only be used for one thing: showing ads for your non-profit when people search on Google.

• $10,000 Per Month: You get a budget of up to $10,000 USD every month. This renews automatically and does not roll over. That’s $120,000 a year in free advertising.
• Text-Based Ads: The grant can only be used for text ads. These are the ads you see at the top of the Google search results page. You cannot use it for image or video ads.
• On Google Search Only: Your ads will appear on Google.com search results pages. They won’t appear on other websites that are part of Google’s Display Network.

The entire purpose of the grant is to help non-profits connect with people who are actively seeking them out. It’s a key part of a strong non-profit marketing plan because it targets people with high intent.

Is Your Non-Profit Eligible? A Simple Checklist

Most registered non-profits are eligible for the program, but there are a few key requirements you must meet. Before you start the application, run through this checklist.

How to Apply for the Grant: A Step-by-Step Guide

The application process has a few steps, but it’s very manageable if you take it one piece at a time. Here is a simple walkthrough of the process.

Step 1: Register with TechSoup

Before you can apply to Google, your organization must be validated as a non-profit by TechSoup. TechSoup is a third-party organization that partners with tech companies to provide discounted and donated software to non-profits. If you are not already registered with them, this is your first step. Go to the TechSoup website for your country and create an account. They will ask for documentation to prove your non-profit status. This validation process can take several business days, so it’s best to start here.

Step 2: Sign Up for Google for Nonprofits

Once you have your TechSoup validation token, you can apply for a Google for Nonprofits account. This is the central hub where you can access various Google products for non-profits, including the Ad Grant. During this process, you will provide your TechSoup token to Google, which allows them to verify your status quickly.

Step 3: Activate the Google Ad Grant

After your Google for Nonprofits account is approved, you will see a dashboard with different Google products. Find the Google Ad Grants section and click “Activate.” You will be guided through a short eligibility form. This form will ask you about your organization and how you plan to use the grant. Once you submit this, your application will be sent for a final review. Approval can take anywhere from a few days to a couple of weeks.

Keeping Your Grant: The Rules of the Road

Getting the grant is the first step. Keeping it requires active and strategic management. Google has several compliance policies in place to ensure that grant accounts are being used effectively. Falling out of compliance can lead to your account being temporarily suspended.

Your First Campaign: A Simple Setup Guide

Setting up your first campaign can feel intimidating, but it’s best to start simple. Let’s use an analogy of a filing cabinet to understand the structure.

• Your Account is the whole filing cabinet.
• Campaigns are the drawers. Each drawer should represent a different goal (e.g., “Fundraising,” “Volunteer Recruitment”).
• Ad Groups are the folders inside each drawer. Each folder should contain a small group of very similar keywords (e.g., inside the “Volunteer” drawer, you might have folders for “animal shelter volunteer” and “local soup kitchen shifts”).
• Keywords and Ads are the files in each folder. The ads in each folder should be written specifically for the keywords in that folder.

Writing Ads That Work

Your ad copy is your chance to make a first impression. It needs to be clear, compelling, and relevant to the person’s search. A great ad includes:

• The Keyword: Include the keyword the person searched for in your headline.
• A Benefit: What’s in it for them? How can they make a difference?
• A Call to Action: Tell them exactly what you want them to do (e.g., “Donate Today,” “Sign Up to Volunteer”).

Conclusion: A Tool to Amplify Your Mission

The Google Ad Grant is more than just free advertising; it’s a direct line to people who are actively looking for a way to help. It is a powerful tool for driving every aspect of your mission forward, from raising critical funds to recruiting passionate volunteers. While it requires a commitment to active management, the return on that investment is immense. By following the steps in this guide, you can successfully apply for, manage, and grow your Google Ad Grant account, turning it into one of the most effective and sustainable drivers of your organization’s success.