What is the Google Ad Grant?The Google Ad Grant is a program created and organized by Google to allow specific nonprofits to compete for Google Ads affordably. Google Ads are a valuable marketing opportunity, as they enable any organization to have their ads appear in a Google search. These ads allow your site to generate far more web traffic than it would with an organic search. Usually, the Google Ad space is saturated with for-profit companies, using their vast marketing budgets to compete with each other for space. Typically, a nonprofit organization would have difficulty competing against for-profit companies, especially if the nonprofit is smaller or has a precarious funding situation. The Google Ad Grant changes that. The Google Ad Grant is available only to nonprofit organizations. Only schools, hospitals, or government agencies are ineligible. Once acquired, the Grant never has to be renewed, and organizations need only to remain compliant to keep the Grant. Organizations with the Grant are given up to $10,000 every month to spend on Google Ads. This money allocates automatically based on the Ads market. This effectively constitutes an in-kind contribution from Google, making the accounting simple and easy. Therefore, the Google Grant is an affordable and sustainable way for nonprofits of any size to build a foundation in digital marketing. So long as they have the means to stay compliant, the Google Grant is something that can be relied upon as a foundation of your organization’s outreach efforts. Minimum standards will see minimum results, however, and getting the most out of your Grant will require using skills and analytics data to make your ads perform better. Maximizing the success of your grant will require a synergy of good management and high-quality web content.
How to Get the Google Ad GrantWhile the Google Ad Grant is available exclusively for nonprofit organizations, certain kinds of nonprofits aren’t eligible. These simple eligibility requirements will be a welcome sight for nonprofit professionals interested in the Google Ad Grant. Your organization is eligible for the Google Ad Grant only if:
- You are a registered 501(c)3 nonprofit organization.
- You are not a hospital, school, or government agency.
- Churches are eligible, but only if they’ve successfully acquired their 501(c)3 status.