What is Google Ad Grants?

Google Ad Grants for nonprofits allow you to share your cause locally, nationally or to the world, to increase awareness, recruit volunteers, attract more donations, drive more people to your events, and give you the ability to share your story, by delivering ads within Google search. Google Ad Grants provide nonprofit organizations with $10,000 USD monthly of in-kind advertising through Google AdWords, an online advertising solution from Google, to promote your mission and initiatives on Google.com.

Rmotive is the leading provider in acquiring and managing Google Ad Grants for nonprofits. Rmotive is very proud of the nonprofit organizations that we work with. Rmotive will do all the heavy lifting when it comes to acquiring and managing the Google Ad Grant for your organization. When managing the Google Ad Grant, we look to increase awareness of your cause locally, nationally, while also increasing your visibility, awareness, volunteers, events, and donations. We work with all sizes of nonprofits and look forward to helping and increasing awareness for your cause.

Which Organizations Are Eligible For Ad Grants?

All of the Grantees must meet certain criteria in order to qualify for Google Ad Grants and keep that qualification active. Here’s how your non-profit can qualify:

Google Ad Grants is part of the Google for Non-Profits program. To qualify for Google Ad Grants, your organization must:

• Hold valid charity status. Please see the Google for Non-Profits site for definitions of charity status in your country. (Example: In United States, Organizations must be recognized by the IRS as tax-exempt 501(c)(3) organizations with a valid EIN number formed for charitable, educational, religious, literary, scientific, or other tax-exempt purposes.)
• Acknowledge and agree to Google’s required certifications regarding non-discrimination and donation receipt and use.
• Have a live website with substantial content.
• Do not currently use AdSense ads, affiliate advertising, or request non-traditional donations.

Organizations, such as churches, that are automatically considered tax-exempt under group exemption must still obtain recognition of 501(c)(3) tax exemption from the IRS to qualify in the United States or similar in their respective country for the Google for Nonprofits program.

Governmental entities and organizations, hospitals and medical groups, schools, academic institutions and universities are not eligible for Google for Nonprofits, but philanthropic arms of educational institutions are eligible.

Google Ad Grants Policies

Google Ad Grants program has grown to proudly serve over 35,000 nonprofits and reviewed our policies to add clarity and raise standards of quality for our free advertising grants. Ad Grants Policies were last updated on January 1, 2018 for all Ad Grantees. 

How to Enroll for Ad Grants Adwords Account?

To enroll in Google Ad Grants, your AdWords account must meet the following criteria:

• Your account uses the US dollar (USD) as the currency, regardless of your location. Ignore all alerts to add other billing information.
• Your account contains 1 active Search campaign.
• Your account contains 2 active ad groups, each containing a set of closely related keywords.
• Your account contains 2 active ads per ad group.
• For ad extensions, you must create at least 2 sitelinks for your ad. Callouts are also recommended.
• Your ad uses relevant geo-targeting.
• Your ad links to a relevant landing page.
• Your landing page is on a high-quality website.
• Your ad uses conversion tracking with defined conversion values (either in AdWords or imported from a linked Google Analytics account).

Within a month of campaign activation, consider changing your bid strategy for your campaigns to Maximize conversions, Target CPA, or Target ROAS.  These conversion-based bidding strategies are not subject to the program’s $2.00 USD bid cap.