Build Your Nonprofit Marketing with the Google Ads Grant

By Moriah John
Southern Tier Communications Strategies, LLC

Are you a nonprofit organization struggling with marketing? We have good news for you! Google has a not-so-hidden secret: they offer free Google Ads Grants to nonprofits. 

Did you know that it doesn’t matter what size your organization is, whether you’re in the United States or abroad, and if you have a budget or not? Google will provide you with free online advertising if you meet and maintain the eligibility requirements. 

But how do you know if you qualify for Google’s Ads Grant program, and what does it mean if you do? You may be wondering who can use a Google Ad Grant, and how to apply for the grant. We’ll take a look at some of these questions and learn more about this exciting opportunity.

What is Google Ads Grants Program?

Here at Southern Tier Communications Strategies, LLC, we often begin our nonprofit fundraising/grant writing clients with the Google Ads Grant. It’s a great place to start if eligible – as most are successful and approved quite quickly. And as a wonderful side effect, it can launch or improve much needed digital presence and community outreach objectives for your nonprofit mission.

Google Ads Grants is a donation program that awards free online advertising to 501(c)(3) and other grant-eligible nonprofits via Google Ads. Google Ads Grants provides organizations with $10,000 in in-kind advertising every month. The ads show up on Google search results when people search for your nonprofit, similar nonprofits and matching nonprofit initiatives. The goal of the Google Ads Grants program is to bring more donations, volunteers, clients, and/or mission awareness to qualified nonprofits.

There are two important distinctions that separate grant ads from regular ads on Google:

1. The ads show up below regular, paid ads on Google search results.
2. These ads are text-based. You can’t add videos or images to them.

How Can Google Ads Grants Help Your Nonprofit?

Google Ads Grants may benefit your organization in many ways. The grant can open new streams of revenue for your non-profit. To start, with the increased advertising budget of $10,000 per month, you’ll have more opportunities to grow your nonprofit mission and reach good people who may benefit from your services. You’ll also reach more donors and improve your digital appeal to other potential grant funders. 

The program also offers ways for you to make better decisions about your Google Ads campaigns and nonprofit marketing. Google offers free consulting services for qualified nonprofits, so you can learn more about online advertising and how it can benefit your organization and its mission.

Google also offers additional training on topics like bid management and conversion tracking through the Google Academy for Ads, where you’ll find courses created by Google experts and other key industry leaders. 

Who is Eligible for a Google Ads Grant?

To be eligible for a Google Ads Grant, your organization needs to meet the following requirements: 

• Your nonprofit must have active, valid charity status in your country. The Google Ads Grant Program is available in over 50+ countries, and ‘valid charity status’ will look different in each. In the United States, this usually means that your organization has 501(c)(3) nonprofit tax-exempt status with the IRS.
• Next, your organization must have a live website with considerable content. 
• You must agree to Google’s required certifications regarding nondiscrimination and donation receipt and use. 
• Finally, you must comply with all other eligibility requirements in your specific country. You can read the specific requirements for your country here. 

However, some nonprofits don’t qualify for a Google Ads Grant. Hospitals, government organizations, and schools are not eligible for Google Ads Grants. 

How to Apply for a Google Ads Grant

You can apply for a Google Ads Grant in four easy steps:

1. Register with TechSoup

TechSoup is an organization that connects you with affordable resources for your nonprofit including — Google Ads Grants. You’ll need to register on TechSoup to validate your nonprofit with Google. The registration process is easy. Once you submit your organization’s details, TechSoup will send you a token. Keep this string of numbers and letters safe as you’ll need it to enroll with Google in the next step. 

2. Enroll in Google for Nonprofits

Next, sign up for an account with Google for Nonprofits. This is where your TechSoup token comes in. You’ll need your token and tax ID to enroll in the program. You’ll receive email approval from Google in a few days if everything checks out.  

3. Complete the Application

Completing a Google Ads Grant application has multiple steps, including creating a Google Ads account, submitting a pre-qualification survey, and completing ad training. The steps are pretty straightforward, but be sure to pay attention to the instructions, so you don’t make mistakes and have to backtrack. 

4. Set Up Your First Google Ad Campaign

Once you’re approved for a Google Ads Grant, then you can set up your first campaign! Google offers a few tips to manage your campaign and get the best results possible. You can read their guide here.

The funds for your Google Ads Grant go directly toward your advertising expenses, which are then paid by Google directly.

Let Us Help You Get Started Today!

Going through the Google Ad Grants process can be challenging and time-consuming, especially for busy minds and busier organizations. Let us go through the process and launch your nonprofit marketing for you! 

As a part of our services, Southern Tier Communications Strategies, LLC walks you through the Google Ads Grant process and submits the application on your behalf. If you’d like more information, contact Kelsey Boudin, STCS President and Founder, at kelsey@stcommunicationsstrategies.com for more details.