Requirements for Google Ad Grants for Nonprofits

by | Nonprofit Grants | 4 comments

In the past topic, we have talked about the things to acknowledge before applying for the program. We tackled the necessary things to consider in applying for Google Ad Grants for Nonprofits. You may click here to read more about the said article.

Now in this topic, let us talk about the Google Ad Grants for Nonprofits.

Brief Introduction about Google Ads

Google Ads (formerly known as Google AdWords) is an online advertising platform which is developed by Google. This is where advertisers request and pay to publish brief advertisements. They also offer other services such as product listings and videos to web users. It can show ads on both search engines and non-search websites results.

If you are a Google Ad Grants for Nonprofits qualified, then you are given $10,000 to spend for your ads monthly. Yes, you’ve read it right. It is quite a lot, I know. Imagine what you could do with that amount for in-kind advertising from Google Ads. It could help your organization’s website bigtime.

However, these ads that you’ll be spending from $10,000 will only appear in Google search results. These ads will also run text-based only. Given that, we made a list of the things that you must consider for your Ads.

1. Must Have Ad Groups

In advertising in your Google Ads account, you need to at least have two ad groups. Each ad group can have a particular function. This is Google’s approach to regulating your Ads account.

In every ad group, there must be at least two ads in it. It is to identify and analyze what works best for your website.

2. Keyword Selection and Keyword Match Types

Google Ad Grants for Nonprofits Keyword Selection
Google Ad Grants for Nonprofits Keyword Selection

The primary goal is to be optimized in the Google search engine. For that to be achieved, you need to be able to select relevant keyword terms and match types.

You need not only focus on single keyword terms but instead, be creative in using longer keywords. You have to reach out and find searchers to bring more traffic to your website.

Also, don’t limit your match types too much. You must broaden your match types with the relevant ones. With this, misspelled but relevant ads searches will still let the intended audience see your ad. Through this, you are attracting more searches that will benefit your organization.

3. Negative Keywords

As much as you want to be optimized in search engines, you don’t want to be associated with irrelevant keywords. Using negative keywords allows you to block traffic that is not relevant to your website.

With this, you can inflate traffic to your nonprofit. Applying negative keywords allows you to maximize your $10,000 free ad spend.

4. Geographic Targeting

Geographic Targeting in Google Ad Grants for Nonprofits
Geographic Targeting in Google Ad Grants for Nonprofits

Geographic targeting is for charities that target specific geographic locations. This is for local charities that focus on areas where they can find the right audiences. They restrict them in areas where they won’t.

This type of method can help increase the return of investment to your organization.

5. Sitelink Extensions

Providing site link extensions in your ad helps you and your audiences to connect with one click. This helps searchers to explore your site and might help you to attract them to engage in your cause.

6. Conversion Rate and Goals

Your ads should use conversion-based goals and strategies. It can be a signup form, a button or link click, or reaching a particular page. This can be anything on your website that requests users to take.

Click-Through Rate - Google Ad Grants for Nonprofits
Click-Through Rate – Google Ad Grants for Nonprofits

These conversion actions must manage a 5% click-through. This is a bit tough but attainable with appropriate attention. It need not be individually qualified in its 5% rate, but your account all in all.

It is important to be mindful of this because Google is tracking these. This also contributes to the achievement of your nonprofit.

7. Respond to Program Survey

The annual program survey must be completed by all the grantees. The survey will be sent to the email addresses that you used to log in to your Ad Grants account in that year. If you submitted the survey and received a notice that the survey must be completed, then you might have not successfully submitted your survey. Try entering your customer ID (10 digits format “XXXXXXXXXX”) on the survey and submit it again.

Ready to Start Your Google Ad Grants for Nonprofits?

If these guidelines appear like a lot to keep track of, keep in mind that you can always look for outside help. Nonprofit Websites will help you get qualified in Google Grants. Rest assured that we will assist you in maintaining your account. Get in touch with us now!


  1. Phoenix

    Could you elaborate more on what the ad groups are about? Are they grouped by tasks that you are asking people to do (like, a donate group vs. a sign up for emails group)? Are they grouped by what demographics you think people fall into? Are they grouped by different projects your nonprofit is doing? Thanks for any clarity!

    • Diane Cordeño

      Thank you for taking your time asking. An ad group is a set of ads that share similar targets. They are created to better serve the right ads to the right audiences. They are not grouped to categorize the level of recognition. Either, not by your organization’s projects. Ad words were grouped by concept. I hope I get you enlightened.

  2. Jason King

    Users no longer have to take regular actions in order to stay in compliance. The rules about logging in and making changes once a month, were replaced four years ago with new rules about quality of advertising.

    • Diane Cordeño

      We have checked the Ad Grants Policy Compliance Guide, and you were right. Thank you for letting us know, Jason. We updated the article already, including some relevant information.


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