Answers to frequently asked questions.

What is Google Ad Grants?

Google Ad Grants connects people with the causes that they care about by providing up to £7,000 per month of in-kind search advertising for qualifying nonprofits.

How does Google Ad Grants work?

With a Google Ad Grants account, you create ads to show on Google Search. Your organisation’s ads will appear either independently or in positions below paid ads. These are text-based ads on Google.com search results pages.

For more information on how Ad Grants works, see our Help Centre.

Is it OK to have an Ad Grants account and a standard, paid Google Ads account at the same time?

Yes, standard accounts are a great way to extend your impact and access additional features such as remarketing, image ads and video ads. Your accounts will not compete with one another because Ad Grants ads are in a separate auction after paid ads.

We are a small nonprofit. Can we still compete with large organisations on Google.com and see a benefit from the Google Ad Grants programme?

Yes, Google Ads reward relevancy. In fact, small, local grantees that use location-specific keywords and targeting may show before large, national organisations. To stand out from the crowd, especially during critical times like year-end giving season, nonprofits can consider investing in a standard Google Ads account to extend their reach.

Can I show my ads to only one location?

Yes! Location targeting allows you to show ads to people in a specified area.

You can select the cities, counties, provinces, areas, countries and regions of your choice. Just make sure that you adhere to the geo-targeting policy requirements when setting up location targeting for your campaigns.

What are the Google Ad Grants requirements?

To qualify for Google Ad Grants, your organisation must be an eligible nonprofit, have a high-quality website that meets our website policy and be able to meet the programme policies.

How much does Google Ad Grants cost?

You do not pay for Ad Grants campaigns. After you qualify for the programme, you have an ad budget of £7,000 per month of in-kind search advertising to use across various campaigns. The funds do not roll over if unused.

Once you have activated Ad Grants, your advertising budget will be pre-loaded in your account, and you won’t need to request it from Google.

Do I have to spend the £7,000 every month to keep my Ad Grants?

No, there is no spend requirement.

How can I apply for Google Ad Grants?

See these eligibility requirements and apply on Google for Nonprofits. Watch this step-by-step video to understand the application process from start to finish.

How do I log in to Google Ad Grants?

Once you have been accepted to Ad Grants, you’re able to access your account through the Google Ads platform. Navigate to ads.google.com and sign in with the email that you used to sign up for Google for Nonprofits.