{"id":20514,"date":"2020-01-30T11:25:24","date_gmt":"2020-01-30T11:25:24","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/google-grants"},"modified":"2026-09-20T10:05:57","modified_gmt":"2026-09-20T10:05:57","slug":"google-grants","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/google-grants","title":{"rendered":"Google Ad Grants"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/google-ad-grants-square.png\" alt=\"Google Ad Grants\" class=\"boxpad wp-image-80023 size-full alignright\" style=\"margin-top:0;\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/google-ad-grants-square.png 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/google-ad-grants-square-150x150.png 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition:<\/strong><\/p>\n<p><strong>Google Ad Grants<\/strong> is a Google program that provides qualifying nonprofit organisations with up to USD 10,000 per month in advertising credit for search campaigns. Ads are managed through Google Ads and may be used to promote the organisation&#8217;s mission, attract donors or volunteers and help people find its services.<\/p>\n<p>The credit is in-kind advertising, not a financial grant that the organisation can withdraw or spend elsewhere. The historical name Google Grants is still used, although the program&#8217;s official name is Google Ad Grants.<\/p>\n\n<h2>How Google Ad Grants works<\/h2>\n<p>Participating organisations create text ads that may appear in Google search results when a query matches their keywords and targeting settings.<\/p>\n<p>Ad Grants ads take part in a separate auction that runs after paid-account ads. Receiving the credit therefore does not guarantee that an ad will be shown or that it will compete under the same conditions as a conventional campaign.<\/p>\n<p><strong>The available budget is up to USD 10,000 per month.<\/strong> Unused credit does not roll over to the following month, and there is no requirement to spend the full amount. Google loads the budget into the dedicated account provided during activation.<\/p>\n<p>Although campaigns are managed through <a href=\"https:\/\/www.arimetrics.com\/en\/google-ads-agency-spain\">Google Ads<\/a>, the program focuses on search advertising and does not automatically include all the inventory and features available to paid accounts.<\/p>\n<h2>Google Ad Grants eligibility<\/h2>\n<p>Participation requires an approved Google for Nonprofits account. The organisation also needs to meet the conditions that apply in its country and the specific Ad Grants policies.<\/p>\n<p>The main requirements include:<\/p>\n<ul>\n<li><strong>Nonprofit status:<\/strong> The organisation needs to be registered under an accepted legal form and pass verification by Google for Nonprofits and its validation partner.<\/li>\n<li><strong>Organisation type:<\/strong> Government entities, hospitals and educational institutions are generally not directly eligible, although certain associated charitable foundations or philanthropic arms may apply.<\/li>\n<li><strong>Domain control:<\/strong> The organisation needs to own or have administrative control of the domain used by its ads.<\/li>\n<li><strong>Website quality:<\/strong> The website needs to use HTTPS, explain the mission and activities clearly, provide original content, work correctly and offer suitable navigation.<\/li>\n<\/ul>\n<p>The <a href=\"https:\/\/support.google.com\/nonprofits\/answer\/3215869?hl=en&amp;co=GENIE.CountryCode%3DES\" target=\"_blank\" rel=\"noopener\">eligibility requirements for Spain<\/a> include associations, foundations, social initiative cooperatives and other recognised nonprofit entities.<\/p>\n<h2>Program activation<\/h2>\n<p>Activation takes place through Google for Nonprofits. <strong>A conventional Google Ads account should not be created in advance for this process<\/strong>, because Google provides the Ad Grants account after approving the request.<\/p>\n<p>The process includes these stages:<\/p>\n<ul>\n<li><strong>Organisation verification:<\/strong> The organisation applies for and validates its Google for Nonprofits account.<\/li>\n<li><strong>Website review:<\/strong> The domain is checked against ownership, security, content and user-experience policies.<\/li>\n<li><strong>Activation request:<\/strong> The organisation specifies the website it will use, reviews the program information and submits its request.<\/li>\n<li><strong>Account access:<\/strong> After approval, Google sends instructions for accessing the dedicated Ad Grants account.<\/li>\n<\/ul>\n<p>The <a href=\"https:\/\/support.google.com\/nonprofits\/topic\/16219045?hl=en\" target=\"_blank\" rel=\"noopener\">Google Ad Grants help centre<\/a> describes the current process. The address used for Google for Nonprofits needs to retain access to the account, although additional users may be added later.<\/p>\n<h2>Account management<\/h2>\n<p>Accounts need to remain active, relevant and focused on objectives connected with the organisation&#8217;s mission. Initial approval alone is not sufficient.<\/p>\n<p>Management needs to address the following areas:<\/p>\n<ul>\n<li><strong>Campaign structure:<\/strong> Ads, keywords and landing pages need to be organised coherently and respond to searches related to the organisation&#8217;s activities.<\/li>\n<li><strong>Location targeting:<\/strong> Campaigns need to focus on places where the information, services or participation opportunities are useful.<\/li>\n<li><strong>Ad assets:<\/strong> The account needs to include at least two unique sitelink assets that provide access to relevant content.<\/li>\n<li><strong>Performance:<\/strong> Accounts that do not exclusively use Smart campaigns need to maintain a monthly click-through rate of at least 5%. Two consecutive months below that level may result in temporary deactivation.<\/li>\n<li><strong>Conversions:<\/strong> Meaningful actions such as donations, registrations, information requests, calls and volunteer sign-ups need to be measured. The required configuration depends on the account type and creation date.<\/li>\n<\/ul>\n<p>The <a href=\"https:\/\/support.google.com\/nonprofits\/answer\/117827?hl=en\" target=\"_blank\" rel=\"noopener\">Ad Grants account management policies<\/a> also cover bidding strategies, keyword quality and periodic program engagement. Noncompliance may suspend the account until it is corrected and reinstatement is requested.<\/p>\n<h2>Program scope<\/h2>\n<p>Google Ad Grants can support several communication and acquisition needs:<\/p>\n<ul>\n<li><strong>Mission awareness:<\/strong> It helps interested people find information about a cause, project or service.<\/li>\n<li><strong>Supporter acquisition:<\/strong> It can direct traffic to donation, volunteering, membership or participation forms.<\/li>\n<li><strong>Access to services:<\/strong> It can promote resources, assistance, training, events and other public-interest activities.<\/li>\n<li><strong>Outcome measurement:<\/strong> Google Ads and conversion data help assess which searches, messages and pages produce meaningful actions.<\/li>\n<\/ul>\n<p><strong>The available credit does not guarantee results.<\/strong> Potential reach depends on search demand, location, ad relevance, landing-page quality and the program&#8217;s restrictions.<\/p>\n<p>An organisation may also maintain a paid account to access other inventory, formats and auction opportunities. The accounts are managed separately, and Ad Grants credit cannot be transferred to the conventional account.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What Google Ad Grants is, how its advertising credit works, which nonprofits can apply and which requirements their campaigns need to meet.<\/p>\n","protected":false},"author":6,"featured_media":80025,"template":"","encyclopedia-tag":[1224],"class_list":["post-20514","encyclopedia","type-encyclopedia","status-publish","has-post-thumbnail","hentry","encyclopedia-tag-digital-advertising"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/20514","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media\/80025"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=20514"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=20514"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}