Google Ad Grants | AdWords for Nonprofits

Many companies today, in particular technology companies, are including as part of their corporate mandate that they give away services or a portion of their profits to charitable causes. This is a way that even though they are for-profit companies, they give back to the communities which they serve. (Novel idea, right?) Google is a prime example of this new for-profit/nonprofit collaborative model. When Google was just starting out years ago they set up the Google Foundation to assist communities, nonprofit organisations, and charitable causes, which relate and align closely to the overall mission of the Google Corporation.

Google Ad Grants is one of the one of the many programs that is funded by the Google Foundation. According to the Google foundation website:

“Early in the formation of, Google took the value of 10% of the 3 million shares from Google’s initial public stock offering and used those funds to establish the tax-exempt Google Foundation. The Google Foundation is managed by and supports its mission and core initiatives.”

Google for Nonprofits and Google Ad Grants for Nonprofits are programs by which registered nonprofit organisations can get free services and advertising for chosen keywords and phrases on Google’s advertising network. Google for Nonprofits is only available to U.S. nonprofits, but Google Ad Grants is open to charitable organisations based in many other countries. Check the Google Ad Grants webpage for more information on eligibility.

Google Ad Grants is extremely generous program, which gives charities that are approved for the program a budget of $10,000 per month in free advertising on Google’s network. [Google also has another program where nonprofits receive $40,000 per month but as you can imagine this is more difficult to qualify.] All that an organisation needs to do to become part of this incredibly generous program is check for the requirements to see if your organisation is eligible and apply.

You do have to verify that your nonprofit is eligible as the country where you are organised and the nonprofit sector you’re in as all sectors are not eligible. It generally takes six to eight weeks to process an application to be approved for this particular program. Once you have been approved, you can then immediately set up your AdWords account, begin selecting your keywords and creating your advertisements. This can be challenging to get set up, in order to get the most out of it, it’s best to get professional help in setting the account up. We can help you with the application process and the setup and maintain of your account.