Step-by-Step Guide to Google Ad Grants for Non-Profits

Maybe you’ve heard of Google Ad Grants in passing, or you know a bit about the program but still have questions. We’re here at Unalike Marketing to break it down—everything from eligibility to making the most of this opportunity.

Understanding the Google Ad Grant Program

The Google Ad Grant offers qualifying non-profits $10,000 USD per month in free Google Ads to promote their mission. Since its launch in 2003, over 115,000 non-profits worldwide have benefited from this program. Unalike Marketing, a leading marketing agency in Saskatchewan, Canada, specializes in helping non-profits in Canada and the United States maximize these grants.

How Can My Non-Profit Use Google Ad Grants?

Google Ad Grants are designed to help not-for-profits increase visibility, drive traffic, and accomplish organizational goals. Some of the most effective ways to use the grant include:

• Raising awareness for your cause

• Expanding your email subscriber list

• Growing an online fundraising campaign

• Encouraging event sign-ups

• Recruiting volunteers

Many non-profits across Canada and the United States have successfully leveraged Google Ad Grants to amplify their impact. Here are a few real-world examples:

• Habitat for Humanity – Through Google Ad Grants, they achieved 585 calls, 900 donations, and secured $284,000 in in-kind donations, allowing them to expand their housing initiatives.

• Farmers and Hunters Feeding the Hungry – Their campaigns generated 1 million impressions in just nine months, significantly increasing their reach and impact.

• Thrive DC – This non-profit experienced double-digit percentage increases in online fundraising for two consecutive years.

  
  

These examples highlight the power of Google Ad Grants when properly optimized and managed. Whether it's attracting donors, engaging volunteers, or raising awareness, the grant can be a game-changer for not-for-profits.

How Google Ads Function

Google Ads is a search-based advertising platform where advertisers bid on keywords to display ads. Google Ad Grant recipients can only run text-based search ads—not display or video ads.

Here is an example of a text-based Search Ad. I'm sure you've come across them many times in your internet searches. They display with a bold 'Sponsored' tag at the top of all the results, before the organic search results that have been achieved through targeted Search Engine Optimization (SEO) tactics.

Although visual, display ads aren’t included, well-crafted search ads can drive high-intent traffic to your website.

Mastering Google Ad Grants: The Three Pillars of a High-Impact Campaign

To fully leverage your $10,000 per month in free Google Ads, your nonprofit’s campaign needs to be built on three essential components:

1. Targeted Keywords

Your ads are triggered when users search for specific keywords related to your non-profit’s mission. More on this later, but here are some examples of keywords, their search volume and costs per click. With a Google Ads Grant campaign, you are not allowed to use single keywords, so would be more specific with terms such as, "Volunteer in Canada" or "Volunteer at Food Shelter". All of which will have unique search volume.

2. Well-Written Ads

Once you've selected your keywords, the next crucial step is crafting engaging, well-structured ads that capture attention and drive clicks. Your ad copy is what persuades users to take action, whether it's donating, signing up for a newsletter, or attending an event.

To maximize impact, create multiple ad variations to test different headlines, descriptions, and calls to action. A/B testing allows you to identify which messaging resonates most with your audience and delivers the best results.

Best Practices for High-Performing Ads:

• Keep It Clear and Concise: Ads should be easy to read and immediately communicate your nonprofit’s mission.

• Highlight Benefits: Focus on how users can make a difference by engaging with your organization.

• Include a Strong Call to Action: Guide users toward the next step, whether it’s “Donate Now,” “Join Us,” or “Learn More.”

• Use Emotion and Urgency: Powerful storytelling can make your cause more compelling and encourage immediate action.

3. Optimized Landing Pages

Getting users to click on your ad is just the first step—the real impact happens when they arrive on your landing page. If your page isn’t relevant, engaging, or easy to navigate, visitors are likely to leave without taking action. A well-optimized landing page ensures that every click has the potential to turn into a donation, volunteer sign-up, or another meaningful conversion.

Key Elements of a High-Performing Landing Page:

• Relevance: Ensure the landing page directly aligns with the ad that brought users there. If your ad promotes volunteer opportunities, don’t send visitors to a generic homepage—take them straight to your volunteer sign-up page.

• Clear Call to Action (CTA): Guide users toward the next step with prominent buttons and action-oriented language, such as “Donate Now,” “Sign Up to Volunteer,” or “Learn More.”

• Fast Load Times & Mobile-Friendliness: A slow or poorly formatted page can cause users to leave before engaging. Make sure your page loads quickly and is fully responsive on all devices.

• Compelling Content & Visuals: Use concise, impactful messaging, high-quality images, and testimonials to build trust and encourage action.

• Minimal Distractions: Keep the page focused—avoid unnecessary navigation menus or excessive links that might pull users away from the intended action.

A well-optimized landing page ensures that every dollar of your $10,000 monthly Google Ad Grant is working to bring real results, whether that’s increasing donations, growing your email list, or boosting event registrations.

How the Budget Works

Google Ads operates on a pay-per-click (PPC) model, meaning you’re only charged when someone clicks on your ad. The Google Ad Grant covers this cost, allowing up to $10,000 in ad credits per month.

Budget Insights:

• Google won’t bill you if you exceed the limit—your ads will simply stop running until the next month.

• The average cost-per-click (CPC) is about $3.23, so strategic campaign management is necessary to maximize impact.

• To continue receiving funds, your non-profit must comply with Google’s ongoing requirements.

Eligibility: Can Your Organization Qualify?

Before diving into the application process, it's important to confirm that your organization meets Google’s eligibility criteria. Not every nonprofit qualifies, so taking a moment to review these requirements can save time and set you up for success. Here’s what you need to check before applying:

Registered Non-Profit Status

Your organization must be a recognized charity in Canada, the U.S., or another eligible country. U.S. non-profits must hold 501(c)(3) status.

An Active Website

Your site must be user-friendly, informative, and relevant to your mission.

Compliance with Google’s Guidelines

This includes maintaining a 5% click-through rate (CTR) and implementing conversion tracking

No Ineligible Categories

Government entities, hospitals (except foundations), and universities (except philanthropic arms) cannot apply.

The Application Process: Step-by-Step

Ready to unlock $10,000 per month in free Google Ads for your nonprofit? Follow these steps to ensure a smooth application process and get your organization set up for success:

1. Register for Google for Nonprofits

Your first step is to verify your organization’s status through TechSoup and enrol in Google for Nonprofits.

2. Set Up a Google Ads Account

Once approved, you’ll need a separate Google Ads account specifically for the grant. Mixing paid and grant-funded ads in one account is not allowed.

3. Create and Launch Campaigns

To ensure compliance, follow these best practices:

• Maintain a 5% minimum CTR (low performance can result in account suspension)

• Use at least two ad groups per campaign with relevant keyword themes

• Have one responsive search ad per ad group

• Implement conversion tracking to measure real-world impact

(Insert screenshot of a well-structured Google Ads campaign)

Additional Benefits: Google Workspaces & YouTube for Nonprofits

Signing up for Google for Nonprofits doesn’t just give you access to Google Ad Grants—it also unlocks additional powerful tools to support your mission:

Google Workspace for Nonprofits

Non-profits can access free or discounted Google Workspace tools, including:

• Gmail with your custom domain (e.g., yourname@yourcharity.org)

• Google Drive with shared team storage for easy collaboration

• Google Meet for video conferencing to connect with donors and volunteers

• Google Docs, Sheets, and Slides for seamless document creation and project management

YouTube for Nonprofits

Through YouTube’s Nonprofit Program, you can:

• Add a donate button directly to your YouTube videos

• Access YouTube Giving tools to engage your audience

• Use YouTube Creator Academy to enhance your video strategy

• Enable Link Anywhere cards driving viewers to donation pages, event sign-ups or volunteer forms

"Google for Nonprofits helped us to make Vincent van Gogh's art accessible to more people across the globe than ever before. Furthermore, the tools for publishing, distributing and promoting content, and tracking the results, all contribute to the museum's mission. The YouTube channel has grown to over 4,039 subscribers and the Van Gogh Museum creates original YouTube content like the featured video ‘Meet Vincent’ (with 90,000+ views) and exhibition trailers to further our mission on educating the world about Vincent van Gogh.."

- Edith Schreurs, Van Gogh Museum

These additional benefits help amplify your non-profit’s online presence, making it easier to communicate your mission and engage your community.

Keyword Restrictions for Google Ad Grants

While Google Ad Grants provide an incredible opportunity for non-profits to drive traffic and boost visibility, there are strict rules about the types of keywords you can and cannot use. Failing to adhere to these restrictions can result in your account being suspended.

What Keywords Are Not Allowed?

🚫 Single-word keywords – Google prohibits single-word search terms unless they are highly relevant to a non-profit’s core mission (e.g., “donate” would not be allowed, but “donate blood” could be acceptable).

🚫 Overly generic keywords – Terms like “free videos,” “news,” or “today’s events” are too broad and do not show intent.

🚫 Competitor names – You cannot use Google Ad Grants to bid on the names of other companies or organizations.

🚫 Low-quality or irrelevant keywords – Keywords that have little to no relation to your non-profit’s mission or are not targeted towards a specific audience may be flagged by Google.

🚫 Excessively high-volume commercial keywords – Words with heavy commercial intent, such as “best laptop deals” or “cheap flights,” are not allowed for grant accounts.

What Keywords Should You Focus On?

✅ Long-tail, mission-driven keywords – Phrases that show clear search intent and align with your mission, such as “volunteer opportunities near me” or “how to help homeless shelters in Canada.”

✅ Educational and awareness-building terms – Keywords like “effects of climate change on communities” or “how to support local food banks” help establish your organization as a resource.

✅ Donation and action-driven keywords – Terms such as “donate to wildlife conservation” or “sign up for disaster relief support” work well when paired with compelling ad copy.

✅ Event-specific keywords – If your non-profit hosts workshops, fundraisers, or awareness campaigns, target event-related searches like “environmental charity event in Saskatchewan.”

By carefully curating your keyword list, you’ll maximize the effectiveness of your Google Ad Grants campaigns while staying compliant with Google’s policies. If you're unsure about keyword selection, Unalike Marketing specializes in Google Ad Grants keyword optimization for non-profits across Canada and the United States.

Ongoing Management and Optimization

Google may be giving away free ad spend, but effective management is crucial. Many non-profits struggle to see results due to:

• Unclear compliance rules leading to account suspensions

• Poor ad targeting that attracts the wrong audience

• A lack of time for campaign monitoring and improvements

This is why professional management matters. At Unalike Marketing, a top marketing agency in Saskatchewan, Canada, we take care of the heavy lifting so you can focus on your mission.

• Expert-led application and setup

• Custom keyword research to target high-value searches

• High-performing ad copy that drives action

• Ongoing campaign optimization for long-term success

• Performance tracking to show tangible results

Note: While the ad spend is free, management services require a fee—because sustainable results take effort. And we want to give you our best effort!

Ready to Tap Into Free Ad Spend?

If you’re a non-profit in Canada or the U.S.A., Unalike Marketing can help you make the most of Google Ad Grants. Don’t leave $10,000 per month on the table.

Contact Unalike Marketing today, and let’s turn free ad spend into real-world impact.

---

About the Author

Kyle Senger is the Founder and Lead Strategist of Unalike Marketing, a Saskatchewan-based agency dedicated to helping businesses and nonprofits maximize their marketing potential. With nearly 20 years of experience, Kyle specializes in Google Ads, digital advertising, and brand positioning, ensuring organizations make the most of opportunities like Google Ad Grants. Having worked with many nonprofits, he understands how to leverage data-driven strategies to increase visibility, attract supporters, and drive engagement, while making the most of limited budgets.