How to Apply for the Google Ad Grant: Step-by-Step

A Simple Guide for Nonprofits

The Google Ad Grant offers up to $10,000/month in free search advertising credits to eligible nonprofits. That’s $329/day to promote your mission, drive traffic to your website, increase donations, recruit volunteers, and boost awareness—without touching your marketing budget.

But first, you need to apply.

The application process is straightforward, but it does require a few specific steps. In this guide, we’ll walk you through exactly how to apply for the Google Ad Grant—from eligibility checks to final approval—so you can start making the most of this powerful resource.

Step 1: Confirm Your Eligibility

Before applying, make sure your organization meets the following basic requirements:

• Must be a registered 501(c)(3) nonprofit (in the U.S.)
  
• Must be verified by TechSoup, a nonprofit validation partner
  
• Must agree to Google’s Non-Discrimination and Donation Receipt policies
  
• Must have a high-quality website that meets Google’s website standards
  

Ineligible organizations include:

• Government entities
  
• Hospitals and healthcare organizations
  
• Schools, academic institutions, or universities (foundations are allowed)

Step 2: Enroll in Google for Nonprofits

The Google Ad Grant is part of the Google for Nonprofits program. Here’s how to enroll:

1. Visit: https://www.google.com/nonprofits/
   
2. Click “Get Started”
   
3. Sign in with a Google account associated with your organization
   
4. Verify your nonprofit status through TechSoup (you’ll need your EIN and basic org details)
   

Once approved (usually within a few days), you’ll gain access to your Google for Nonprofits dashboard, which is where you’ll activate the Ad Grant.

Step 3: Create a Google Ads Account (With Special Settings)

Before applying for the Ad Grant, you need to create a Google Ads account specifically configured for the grant.

1. Go to: https://ads.google.com/home/
   
2. Click “Start Now”
   
3. Important: Do not enter billing info. Ad Grant accounts are not billed.
   
4. Choose the option for “Expert Mode”
   
5. Skip campaign setup
   
6. Set your currency to USD (required for eligibility)
   
7. Once created, go to Tools > Billing Settings and make sure no credit card is listed
   

This account will be reviewed during the application process.

Step 4: Submit the Pre-Qualification Survey and Account for Review

Now that you have your Google Ads account, it’s time to start the Ad Grant activation process.

1. Go back to your Google for Nonprofits dashboard
   
2. Click on Activate next to Google Ad Grants
   
3. Complete the Ad Grant eligibility form, which includes:
   
   • A short survey
     
   • Your new Google Ads customer ID
     
   • Confirmation of your website and nonprofit status
     

Google will review the form and your account setup to ensure everything meets program standards.

Step 5: Wait for Approval and Launch Your First Campaign

Once your account is approved (usually within 3–10 business days), you’ll receive an email notification, and the $10,000/month credit will be applied automatically to your account.

From there, you can:

• Set up your first search campaign
  
• Create text-based ads targeting mission-aligned keywords
  
• Monitor performance and optimize for clicks and conversions
  

You must follow Google’s Ad Grant compliance policies, including maintaining a minimum 5% CTR, using conversion tracking, and linking to mission-relevant pages.

Need Help With Your Google Ad Grant Application?

The Google Ad Grant is an incredible opportunity for nonprofit organizations to increase visibility and drive meaningful engagement at no cost. With just a few setup steps, your nonprofit can start reaching thousands of potential supporters through Google Search.

At Root Company, we help nonprofits not only apply for the Google Ad Grant, but also build, optimize, and scale high-impact ad campaigns that drive real results.

Book your free strategy call now »