Google Grant for charities and nonprofit organizations

Did you know Google gives free advertising for none-profit organizations?

Its true Google Ads Grant gives UK charities and nonprofit organizations approx. £7500 ($10,000) per month in free advertising spend.

How do I apply for a Google Grant for charities? And what criteria must I meet? What is the process?

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How to apply for a Google Ads Grant

  • The process
  • Understand the benefits
  • How it works
  • Eligibility
  • Start the verification process
  • Create a Google Ads account
  • Submit your account for review
  • Application rejections

Understand the benefits

Google Ads Charity Grant enables you to:

  • Increase your visibility and highlight your cause.
  • Increase donations.
  • Share your message.
  • See what keywords are driving all the above.
  • Reach people that really matter the most.

How it works

It is important to understand how Google Ads Grant for non-profit organizations works, it will save you a lot of time and headaches.

  • You can use either Google ads express or Google Ads – Our personal preference is Google Ads and this is would be our recommendation.
  • The ads can only be text based (No video or images).
  • The ads only appear on Google search results pages below the paying advertisers.
  • All campaigns must be keyword driven
  • Max cost per click will be $2
  • Max daily budget will be $330
  • Max monthly budget will be $10,000


Tip: You may qualify for the below, however if you don’t have enough services, products or events then it may be worth delaying an application until such time you can take advantage of the benefits. Call Dominic 0118 9723411 or book our seminar to understand how this can effect your application.

The second important point about eligibility is that all grantees must meet certain criteria to qualify for Google Ads Grant and keep the qualification active.The criteria: for the UK:

  • Organizations must be currently registered with tt-exchange, TechSoup Global’s regional arm. (Explanation and link below of how to do this).
  • Organizations must be nonprofit or non-governmental organizations with recognized charitable status in their respective location.
  • England and Wales: registered with the Charity Commission for England and Wales; and/or registered with HM Revenue & Customs (HMRC) as tax exempt.
  • Scotland: registered with the Office of the Scottish Charity Regulator (OSCR) and/or registered with HM Revenue & Customs as tax exempt.
  • Northern Ireland: registered with the Charity Commission for Northern Ireland (CCNI) and/or registered with HMRC as tax exempt
  • Jersey: a member of the Association of Jersey Charities;g) Guernsey: a member of the Association of Guernsey Charities.
  • Isle of Man: registered with the Index of Registered Isle of Man Charities;i) Falkland Islands: Registered with the Charity Commission for England and Wales and/or in the list of charities approved by the Governor and published in the Gazette.
  • You are not a government entity or organization.
  • You are not a hospital or healthcare organization.
  • You are not a school, academic institution or university.m) Have a live website.

*We keep this page updated, however double check the requirement on Google

Start the verification process

  • Make sure you have a Google account, simply open your browser and go to Google. In the top right you will see ‘sign in’ or a circle. This is where you can sign up to a Google account or if you are already signed in you will see your account. Tip: Its best to have one email (a general one such as info@ rather than a personal one) that is registered at the relevant charity body, and your Google account.
  • Register with tt-exchange, TechSoup Global’s. In the UK this is known as the Techtrust. Register  .It’s free to join. Tip: Make sure all your organizations information is up to date with the relevant charity body as this is what they use to validate you. As above use the same email you have for Google and the charity body.
  • Important: Wait for your Tech Soup verification code as you will need to this apply.
  • Join Google none for profit: Join
  • Follow the application process and when asked to select ‘Google Ads Grant’.
  • Once your application has been received you will hear about your enrolment being activated by Google within a couple of days.
  • If you get stuck you can call ‘Technology Trust’ 0207 3243390 Mon – Fri 9am – 5.30pm. Or email

Creating a Google Ads account

Important: As above you must use the same email you have been using all along.

  • Login to your Google Ads Account or set one up: Login/Setup
  • Follow the below requirement when setting up the account/campaigns.
    • Select ‘search network’, and deselect both ‘include Google search partners’ and ‘include Google display partner’.
    • Maximize conversions.
    • Daily budget $329
    • Include sitelink extensions at campaign level.
    • Default bid to $2
    • Your keywords must reflect your none profit program and services.
    • You cannot use just one keyword e.g. ‘news’ as its far too broad.
    • Setup conversion tracking
      • Linking Google Analytics or (Tip: We recommend tracking via Google Analytics).
      • Use conversion tracking with Google Ads.
    • The account must achieve above a 5% click through rate over two consecutive months.

Submit your account for review

  • Make sure your account meat the above requirements.
  • Locate your Google Ads account ID, its 10 digits long and in the top right corner of your Google Ads account. It will be in this format xxx-xxx-xxxx.
  • Sign-in to ‘Google non for profit’
  • Select the tick box for Ad Grant enrollment and submit your ID.
  • Your account will be reviewed to make sure it complies with policies and you should receive an email within 10 working days, however it can take up to 30 days.
  • If your campaign needs corrections you will be notified and required to correct the errors before resubmitting.

Application rejections

  • Organizations that do not hold the proper charity status.
  • Organizations that do not meet the program eligibility requirements.
  • You can always reapply at anytime, but make sure to meet all the above requirements.
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