Google Ad Grants gives eligible nonprofits up to $10,000 USD a month in Google Search ads. Most grantees spend
a fraction of it, and plenty get deactivated over rules they didn't know existed. John Williams builds and
runs grant accounts that stay compliant and put the budget to work.
Ad Grants provides up to $10,000 USD per month (about $329 a day) of in-kind text ads on Google Search.
Unused funds don't roll over, and there's no requirement to spend it all.
Eligibility runs through Google for Nonprofits, with verification by Goodstack (formerly Percent). In the US
that means 501(c)(3) status. Government entities, hospitals, and schools aren't eligible, though their
charitable or philanthropic arms can be.
To stay active: account CTR of at least 5% each month, no single-word or overly generic keywords, no
keywords with Quality Score 1 or 2, specific geo-targeting, at least 2 ad groups per campaign and 2
sitelinks, valid conversion tracking with at least 1 conversion a month, and an answer to the annual survey.
There's a program-level $2.00 maximum CPC, but Maximize conversions, Target CPA, and Target ROAS can bid
above it when performance warrants. Accounts created since April 22, 2019 must use conversion-based Smart
Bidding.
A grant account can run alongside a paid Google Ads account. Grant ads run in a separate auction after paid
ads.
Who this is for
Nonprofits applying for the first time that want the website, verification, and conversion
tracking right before Google reviews the account.
Grantees spending a small slice of the $10,000 because the account is stuck on a handful of
narrow keywords or a target CPA it can't hit.
Organizations that were deactivated for CTR, keyword, conversion, or survey issues and need
the cause fixed before requesting reinstatement.
Small teams without a marketer, where a volunteer set the account up years ago and nobody has
checked it against Google's current policies.
It isn't a fit for government agencies, hospitals, or schools themselves. Google excludes them, though their
foundations and philanthropic arms can qualify.
What Google Ad Grants is, according to Google
Google Ad Grants provides "up to $10,000 USD per month of in-kind search advertising for qualifying nonprofits."
The ads are text ads on Google.com search results, shown on their own or below paid ads. You don't pay for grant
campaigns, unused budget doesn't roll over, and there's no requirement to spend the full amount (Ad Grants FAQ). Google's help center puts the daily equivalent at $329 USD and notes that this is "a limit, not a guarantee
of spend" (Understanding budgets and bidding). Google says it has awarded over $10 billion in free advertising to more than 115,000 nonprofits across 51
countries since 2003 (Google Ad Grants program).
Eligibility: who can get Ad Grants
Requirement
Detail
Google for Nonprofits account
Ad Grants is activated from inside Google for Nonprofits, using the same login email for both (Get started with Ad Grants).
Verification
Organizations must be verified by Google's validation partner, Goodstack (Eligibility guidelines). Goodstack is the new name for Percent (Goodstack). Google says most requests are reviewed within 3–5 business days (Get verified by Goodstack).
US charity status
Registered with the IRS as exempt under Section 501(c)(3), or a group-exempt organization with proven
affiliation to a 501(c)(3) parent. Fiscally sponsored organizations without their own 501(c)(3) status
aren't eligible.
Not eligible
Government entities; hospitals and health care organizations (their charitable arms or foundations are
eligible); schools, academic institutions, and universities (their philanthropic arms are eligible).
Website
A domain the nonprofit owns and controls (.org isn't required), HTTPS across the whole site with no mixed
content, a mission focus, no AdSense or excessive ads, and working, secure donation links (Website policy).
The compliance rules that get accounts deactivated
Accounts not exclusively on Smart campaigns must keep a 5% click-through rate each month at the account
level. Miss it for 2 consecutive months and the account is temporarily deactivated.
No single-word keywords
Not allowed, except your own branded terms, recognized medical conditions, acronyms, and a short list of
published exceptions. Terms joined with dashes, periods, or special characters aren't treated as single
words.
No overly generic keywords
Examples Google gives: "best videos," "e-books," "today's news," or the names of other organizations,
places, or people on their own.
No Quality Score 1 or 2
Those keywords must be paused or removed. Google suggests an automated rule. Keywords with no score ("—")
are exempt.
Geo-targeting
Must target locations where your information and services are useful. A local food bank targets its own
area. Google's own example lets a museum run one widely targeted campaign on terms like "art museums in
Toronto" while most campaigns stay local.
Structure
At least 2 ad groups per campaign and at least 2 sitelink assets.
Conversion tracking
Valid conversion tracking with at least 1 conversion per month for accounts created since January 1, 2018
or using conversion-based Smart Bidding. Low-value actions like time on site or homepage visits must be
excluded from "Conversions" and categorized as "Other." Phone call conversions need a minimum 30-second
call length (Ad Grants conversion tracking).
Bidding
Accounts created on or after April 22, 2019 must use conversion-based Smart Bidding (Maximize conversions,
Maximize conversion value, Target CPA, or Target ROAS) on all campaigns unless using Smart campaigns.
Program survey
Grantees must complete the annual program survey sent to the account's login emails.
The $2 bid cap, and how to get past it
Ad Grants has a program-level maximum bid of $2.00 USD. Google states that "using Maximize conversions, Target
CPA, or Target ROAS bidding strategies allows the system to bid over the program-level $2.00 USD max bid if your
account's performance merits" (Tips for success with Ad Grants). In practice, that's why conversion tracking matters so much here. Without it you can't use the strategies
that lift the cap, and newer accounts are required to use them anyway. Google suggests starting on Maximize
clicks only while you gather data, then switching once you have roughly 15–30 conversions in the last 30 days
(Understanding budgets and bidding).
What's included
Eligibility and website check before you apply: 501(c)(3) status, Google for Nonprofits and
Goodstack readiness, HTTPS, donation page security, and AdSense removal.
Account build around your programs (volunteer, donate, services, events), with 2+ ad groups
per campaign, multi-word mission keywords, RSAs, and at least 2 sitelinks per campaign.
Conversion tracking: donations with values, volunteer and newsletter sign-ups, and 30-second
calls, set as Primary. Low-value actions go to "Other."
Compliance automation: an automated rule pausing Quality Score 1–2 keywords, a monthly CTR
watch, and negatives from the search terms report.
Smart Bidding: Maximize conversion value if you track donation amounts, Maximize conversions
for other goals, as Google recommends, with targets added only when the data supports them.
Monthly impact report: grant spent, donations, volunteers, and sign-ups, written for your
board.
Reinstatement help if the account is already deactivated: fix the cause, then request
reinstatement.
How John runs an Ad Grants account
Start from the mission, not the keyword tool
Map each program to the searches real people make: "volunteer to read to kids near me," not "volunteer."
Google's own example of what goes wrong is a bear-conservation group bidding on "bears" and showing for
Chicago Bears searches (Google).
Build tracking before bidding
Set up GA4 key events or Google Ads conversions for donations, sign-ups, and calls first, because that's
what lets Smart Bidding go past the $2.00 cap. See GA4 setup.
Protect CTR from day one
Tight ad groups, specific geo-targeting, and fast pausing of high-impression, low-CTR keywords. Google's
compliance guide describes exactly this fix: set the date range to the last 7 active days, sort enabled
keywords by impressions, and pause high-impression, low-CTR terms until the "Total: filtered keywords" row
reads at least 5% (Policy Compliance Guide). We run that check weekly, not when the warning email arrives.
Choose Search or Performance Max per program
Google's Ad Grants campaign guide now offers Performance Max alongside Search and calls it the best option
when you have specific conversion goals such as online donations or volunteer sign-ups. It also notes that
grant PMax campaigns may not be eligible to serve on all inventory, and that Ad Grants Search campaigns
should have Search partners and the Display Network switched off (Create a campaign). We keep Search as the base, because that's where keyword-level compliance is controlled, and add PMax
only for a program with a clear, tracked conversion.
Grow toward the cap
Grant budgets usually go underspent because keywords are too narrow, ad quality is low, or targets are too
restrictive, which are the same causes Google lists. We expand into new program themes and landing pages
rather than generic terms.
Pair with paid where it pays
Google says a grant account and a paid Google Ads account can run at the same time without competing,
because grant ads run in a separate auction after paid ads. Paid accounts add remarketing, image, and video
ads. For year-end giving, a small paid budget can cover the high-competition terms the grant can't win.
Common Ad Grants mistakes John fixes
Deactivation for CTR after broad, generic keywords pile up impressions without clicks.
Homepage visits counted as conversions, which Google explicitly says belong under "Other."
Stuck at the $2.00 cap on Maximize clicks long after there's enough data for Smart Bidding.
Nationwide targeting for a local service, which breaks the geo-targeting policy and wastes
impressions.
Missed annual survey, a surprisingly common reason for suspension.
Search partners or Display left on in grant Search campaigns, which Google's setup guide says
to deselect because grant Search campaigns only serve on eligible Search inventory.
Ad groups with a single theme split across one campaign. Google requires at least 2 ad groups
per campaign, each with tightly related keywords and its own ads and landing pages.
Insecure or broken donation links, which violate the website policy.
Pricing and engagement
The grant pays for the ads. You pay Ahmeego a flat monthly management fee, quoted after we review your
eligibility and current account (or the lack of one). We never take a percentage of grant or ad spend, and there
are no long contracts, per our pricing page. If you'd rather manage the grant in-house,
the free Buddy audit works on grant accounts too and flags single-word
keywords, low Quality Score keywords, and missing conversion tracking.
Platforms we work in
Ad Grants touches Google's nonprofit program, its verification partner, and the standard Google measurement
stack. Official links below.
Up to $10,000 USD per month of in-kind Google Search advertising, which Google puts at a daily limit of about
$329. It's a limit, not a guarantee: unused funds don't roll over and there's no requirement to spend it all.
Who is eligible for Google Ad Grants?
Nonprofits with valid charity status that are verified through Google for Nonprofits by Goodstack. In the US,
that means 501(c)(3) status or group-exempt affiliation with a 501(c)(3). Government entities, hospitals and
health care organizations, and schools and universities aren't eligible, though their charitable or
philanthropic arms can be. The website also has to meet Google's website policy.
What is the 5% CTR rule for Ad Grants?
Ad Grants accounts (unless exclusively on Smart campaigns) must maintain at least a 5% click-through rate each
month at the account level. Missing it two months in a row leads to temporary deactivation until you fix it
and request reinstatement.
Can Ad Grants bid more than $2 per click?
Yes, through Smart Bidding. Google says Maximize conversions, Target CPA, and Target ROAS can bid over the
program-level $2.00 maximum when account performance merits it. Accounts created since April 22, 2019 must use
conversion-based Smart Bidding anyway.
Do Ad Grants accounts need conversion tracking?
Yes. Accounts created since January 1, 2018, and any account using conversion-based Smart Bidding, must have
valid conversion tracking that records at least one conversion per month. Call conversions need a minimum
30-second call length.
Can we have Ad Grants and a paid Google Ads account?
Yes. Google says the two don't compete, because grant ads run in a separate auction after paid ads. A paid
account adds remarketing, image, and video ads.
Can Ad Grants run Performance Max?
Yes. Google's Ad Grants campaign guide lets grantees create Performance Max campaigns and recommends them for
specific conversion goals like online donations or volunteer sign-ups. Google also notes that grant PMax
campaigns may not be eligible to serve on all inventory, so we treat Search as the base and add PMax per
program.
Our grant account was deactivated. Can you help?
Yes. Google's process is to fix the specific compliance issue (CTR, keywords, geo-targeting, sitelinks,
conversion tracking, bidding, or the survey) and then request reinstatement. We diagnose the cause and handle
both steps.
Talk to John about your Ad Grant
Tell John whether you already have a grant, your monthly grant spend, and your main goal (donations, volunteers,
services). He'll reply with a written plan.
John, Kristy, or Sandeep will reply.One of the three of us will respond personally within 1 business day. No SDR queue.
Message received.
One of us will reply directly within one business day. While you wait, run a free
Buddy audit on your account.
Top 25 references
The primary sources, standards, research, and tools we rely on for this work. Every link was checked on
2026-10-11. We aren't affiliated with these publishers unless noted.
Official documentation
Account management policy— Google for Nonprofits Help The 5% CTR rule, geo-targeting, 2 sitelinks, conversion tracking, bidding, and survey requirements in one
place.
Ad Grants Policy Compliance Guide— Google for Nonprofits Help Step-by-step fixes for single-word keywords, Quality Score 1–2, low CTR, and the 2-ad-group minimum.
Mission-based campaigns— Google for Nonprofits Help Google's rules and examples for single-word, overly generic, and low Quality Score keywords.
Website policy— Google for Nonprofits Help Domain ownership, HTTPS, and donation-link requirements for grant landing pages.
Set up conversion tracking— Google for Nonprofits Help Ad Grants conversion setup, including the 30-second minimum for call conversions.
Understanding budgets and bidding— Google for Nonprofits Help The $10,000/month and $329/day limits and Google's recommended bid strategies for grant
accounts.
Create a campaign— Google for Nonprofits Help Google's Ad Grants setup guide for Search and Performance Max, including the networks to
deselect.
Eligibility guidelines: United States— Google for Nonprofits Help Who qualifies for Google for Nonprofits in the US and which organization types are excluded.
Google Ad Grants program— Google Google's program overview: up to $10,000 USD a month, and more than $10 billion awarded to 115,000+
nonprofits since 2003.
Charitable organizations— Internal Revenue Service The IRS hub for public charities, private foundations, and group exemptions.
Industry reports & benchmarks
M+R Benchmarks 2026— M+R The annual nonprofit digital benchmark study (180 participating organizations in 2026) covering online
revenue, ad spend, email, and web traffic.
Leading tools
GuideStar nonprofit profiles— Candid Look up an organization's IRS status and public profile, the same records verification partners
check.
Recommended events— Google Analytics (Google for Developers) The GA4 event names to use for donations (purchase) and sign-ups (generate_lead, sign_up).
Google Tag Assistant— Google Google's debugger for the Google tag and GTM, including the consent state each hit was sent
with.
Google Ads Editor— Google Google's free desktop app for offline bulk edits, used for large restructures and reviewing changes
before they post.
Communities & courses
NTEN— Nonprofit Technology Network The main professional community for nonprofit technology and digital staff, with courses and peer
groups.
TechSoup— TechSoup The global nonprofit technology donation network that validates nonprofits for many vendor programs.
National Council of Nonprofits— National Council of Nonprofits The US network of state nonprofit associations, with guidance on fundraising, compliance, and
operations.
r/nonprofit— Reddit A busy forum of nonprofit staff, useful for spotting Ad Grants policy enforcement waves.
AI disclosure: This page was drafted with AI assistance and edited by a human. Platform rules and
limits are cited to official documentation as checked on 2026-10-11; Google, Microsoft, and Meta change these
often, so confirm against the linked source before acting. Brand names mentioned in John's background are past
engagements listed on the about page; no current endorsement is implied.
Find out if your grant account is at risk.
Run a free Buddy audit to flag single-word keywords, low Quality Score terms, and missing conversion tracking
before Google does.
