The Google Ad Grant is a program by Google that provides nonprofit organizations with $10,000 per month in free Google Ads credits to promote their causes through Google Search Ads. It allows eligible nonprofits to run text-based ads on Google Search results pages, helping them drive awareness, attract volunteers, increase donations, and promote their missions.

Key Features of the Google Ad Grant:

• $10,000/month ($329/day) in free ad credits

• Search Ads only (No Display, YouTube, or Shopping ads)

• Max CPC (Cost-Per-Click) of $2 for manual bidding (unless using conversion-based bidding)

• Nonprofits must meet eligibility requirements and maintain compliance with Google's policies

The Google Ad Grant is available to eligible nonprofit organizations to help them promote their causes through free advertising on Google Search. However, not all nonprofits qualify. Here are the main eligibility criteria:

Eligibility Requirements:

Be a Registered Nonprofit

• Your organization must be a registered charitable nonprofit in your country.

• In the U.S., you must have 501(c)(3) tax-exempt status.

Be Approved for Google for Nonprofits

• Your organization must first apply and be approved for the Google for Nonprofits program.

Follow Google’s Website and Program Policies

• Your nonprofit’s website must be well-developed, functional, and not primarily commercial (i.e., minimal ads, no sales-driven focus).

• Your site must have clear, mission-driven content and not contain broken links.

Not Be a Restricted Organization

• Government entities, hospitals, medical groups, and schools/universities are NOT eligible.

• However, philanthropic arms of educational institutions can qualify.

Maintain Google Ad Grant Compliance

• Your ads must follow Google’s program policies, such as:

  • Maintaining a minimum 5% click-through rate (CTR).

  • Using mission-based keywords (no overly generic keywords).

  • Running at least one valid conversion tracking setup.

  • Logging into the account regularly and making monthly updates.

The approval process for the Google Ad Grant typically takes 2 to 4 weeks, but it can vary based on several factors. Here’s a breakdown of the process and estimated timeframes:

1. Confirm Eligibility (1-2 days)

• Ensure your nonprofit meets Google’s eligibility requirements (e.g., registered 501(c)(3) status in the U.S.).

• Sign up with Google for Nonprofits and get verified by Percent (takes around 2-14 business days).

2. Create a Google Ads Account (1-2 days)

• Follow Google’s specific account setup requirements for Ad Grants.

• Ensure proper conversion tracking, campaign settings, and structure.

3. Submit for Review (5-10 business days)

• After setting up the account, submit it for review.

• Google checks if the account follows its policies.

4. Approval & Activation (1-3 days)

• If approved, Google grants access to the $10,000 per month in ad credits.

• If denied, you may need to make changes and resubmit.

Total Estimated Time: 2-4 weeks If you meet all requirements and set up the account correctly, approval can be quicker.

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