Nonprofits · Google Ads
Up to $10,000 a month in free search ads, if your nonprofit qualifies and the account follows the program rules every month.
Up to $10,000 a month in ads
5% click-through rate each month
Conversion tracking is required
Tell us what you need and we’ll get back to you. Or book a free 30-minute call. Or call 954-539-5678.
Google Ad Grants gives qualifying nonprofits up to $10,000 per month in search ads shown on Google.com, at no cost. To qualify, your organization must be a nonprofit charitable organization in good standing, verified through Google for Nonprofits, with a website that meets Google’s website policy. Government entities, hospitals and healthcare organizations, and schools and universities are not eligible.
Getting approved is the easy part. Keeping the grant means following the program’s account rules every month, including a 5% account-level click-through rate, valid conversion tracking with at least one conversion a month, and conversion-based Smart Bidding. Accounts that fall out of compliance can be deactivated. This guide covers eligibility, the rules as of 2026, and how to turn the grant into donations, volunteers and program sign-ups.
Google’s Ad Grants website policy is stricter than many nonprofits expect. Your site should meet each of these:
If your site falls short, fix it before applying. Our web design team builds WordPress sites that you can edit yourself and keep.
Accounts not using only Smart campaigns must keep a 5% account-level CTR each month. Two consecutive months below it leads to temporary deactivation.
Valid conversion tracking with at least one conversion per month. Time on site or home page visits cannot count toward your conversions.
Accounts created on or after April 22, 2019 must use conversion-based Smart Bidding unless they use Smart campaigns: Maximize conversions, Maximize conversion value, Target CPA or Target ROAS.
Geo-targeting to where your services are useful, at least two sitelink assets, responses to periodic program surveys, and Google’s emails turned on.
Google also says it may suspend accounts that violate program policies without notice, and may grant or deny participation at any time. Treat the rules as a monthly checklist, not a one-time setup.
Spending the full $10,000 is not the goal, and it is not always possible: the CTR rule pushes you toward specific keywords, and there may only be so many relevant searches in your area. Focus on conversions, not spend. A grant account that brings in steady donations and volunteers on a fraction of the limit is doing its job.
Book a free 30-minute call. We look at your current ads or your plans, your website and your market, and tell you what we would change first. No obligation. Pick a time.
Deactivation is usually fixable. Identify the rule that was missed, most often the CTR requirement or missing conversions. Pause low-CTR keywords, fix tracking or bidding, then request reinstatement as the Ad Grants policy pages describe. Keep notes on what you changed, since repeated problems are harder to resolve.
Some nonprofits run a paid Google Ads account next to their grant account, for example to bid on competitive keywords or show ads beyond the grant’s limits, such as display or YouTube. Keep the two accounts separate, measure them with the same conversions, and make sure the website can turn the extra visitors into donors and volunteers.
JLB USA has run marketing for growing organizations for more than 15 years, with 500+ clients and 1,000+ projects. Our Google Ads management team adjusts campaigns weekly and can set up conversion tracking and build campaigns around your programs. We can also connect donation and volunteer forms to your CRM through systems integration.
Book it now · Free
Pick a time. We look at what you have now with you and tell you what we would change first. No obligation.
Prefer to talk now? Call 954-539-5678, or send the form and we’ll contact you.
Up to $10,000 per month in search ads shown on Google.com, for qualifying nonprofits.
Governmental entities, hospitals and healthcare organizations, and schools, academic institutions and universities are not eligible through Google for Nonprofits.
Accounts must keep a 5% account-level click-through rate each month, unless they use only Smart campaigns. Two consecutive months below 5% leads to temporary deactivation.
Yes. Accounts need valid conversion tracking with at least one conversion per month, and actions such as time on site cannot count toward your conversions.
The CTR requirement favors specific keywords, and there may be limited relevant searches in your area. Focus on conversions from the grant rather than spending every dollar.
