Google’s Ad Grant Program – What You Need to Know

Google is one of the most recognizable brands on the planet. When you need to know what the weather is going to be like, how many ounces are in a pound, or what time your grocery store closes chances are you open up Google and get an answer.

Have you ever noticed the various ad spaces around the information you are looking for? Do you ever wonder how those ads get there, or how much it might cost for a small space on the page? Chances are it’s lower than you might think, especially if you are looking to do advertising for a nonprofit. In fact, Google offers a grant program that gives nonprofits $10,000 in advertising for FREE each month. (No, that is not a typo.) Here at Worship Times, we can walk you through the application process, take care of the technical aspects of creating each and every ad, manage day-to-day maintenance and communication with Google itself, and create monthly reports to show you what’s working and what isn’t.

So, what is this Google Ads program? What is this grant program all about? Who can apply for the grant, and what are the requirements? All of these are great, common questions! Let’s dive in.

What is Google Ads?

Google Ads is a service that Google provides for anyone to purchase ad space on Google search results for the product, service, or information that their business or organization offers. For example, if you are looking for a new plumbing company in your town, chances are the first thing on your list of results will be an ad for a local plumbing company that has purchased ad space. Google has a great overview of its general ad service, here.

These ads can be used to drive new users to your business or organization’s mission, goals, or products, start conversations about your business, drive people to call your business, or even work to increase donations to your cause (in the case of nonprofits).

The flexibility and scalability of these ads make Google’s ad service practically invaluable to the growth of any business, organization, or nonprofit no matter the size.

What is Google’s Ad Grant program?

Google’s Ad Grant program takes all of the aspects of Google’s Ad service for the general public and places it behind a subsection of Google protected exclusively for nonprofits: Google for Nonprofits. Google for Nonprofits offers nonprofits new ways to use Google services and resources to spread their mission to a wider audience, and to help team environments work cohesively to increase their nonprofit’s reach around the world.

Through Google for Nonprofits, Google offers the Google Ad Grant. This grant offers $10,000 in free advertising each month. Don’t get too excited just yet. Google for Nonprofits is not open for just anyone. There is an application process for both Google for Nonprofits and the Google Ad Grant. So, what are those seemingly magical requirements? I’m glad you asked.

Who can apply for Google for Nonprofits and the Google Ad Grant, and what are the requirements?

Getting Started with Google for Nonprofits

Only nonprofit organizations can apply for Google for Nonprofits. More specifically, for churches:

  • Your organization must be recognized by the IRS as tax-exempt 501(c)(3) organizations formed for charitable, educational, religious, literary, scientific, or other tax-exempt purposes.
  • Fiscally sponsored organizations are not eligible for Google for Nonprofits.
  • Organizations, such as churches, that are automatically considered tax-exempt under group exemption must still obtain recognition of 501(c)(3) tax exemption from the IRS to qualify for the Google for Nonprofits program.
  • Organizations must be validated by TechSoup.

You can find a detailed list of requirements for each country Google for Nonprofits is available in, here.

Google’s dedicated website for nonprofits is another great resource to find more information about all of the the other benefits of Google for Nonprofits besides just advertising. Getting started with the application process is as easy as being signed into your Google account used for the nonprofit and starting the application found, here.

Applying for the Google Ad Grant

Once your application has been approved, Google will then notify you via email. You can now apply for the Google Ad Grant!

Any information that you could possibly need about the Google Ad Grant can be found, here. Using your Google for Nonprofits account that you used in your application in the step above, you can apply for the Google Ad Grant or any other Google for Nonprofit service! Keep in mind that the same requirements listed above apply for the Ad Grant, in addition to:

  • Acknowledging and agreeing to Google’s nondiscrimination and donation receipt and use.
  • Have a live website with substantial content.

Once approved, all you need to do is select a Google Ads Grant account or a Google AdWords Express Grant account. If you want as many options available to you and don’t mind diving into settings to customize your ads, a Google Ads Grant account is your choice. If you simply want to insert your logo, message, and any other content and let Google take care of the rest, Google AdWords Express is your option.

After selecting an account type, you create a new ad campaign, insert your desired content, and set your ad(s) live to the public. You can find great how-to guides for setting up your account, here. The Google Ad Grants website has everything you need from getting started with your application, resources to guide you through creating your ad campaigns, and more, all of which can be found, here. (Seriously, it’s great. I would recommend that you bookmark it.)

Well, you might be thinking “that all sounded great right up until need I need to determine which account is what, and what setting does what, and what a “substantial amount” of content means.” Don’t worry, we can help you with that. In fact, we can take care of it all.

Things to Keep in Mind

Before getting started with Google Ads (for public or nonprofit use), it is important to have a functioning, easy-to-use website with a substantial amount of content. Your ad(s) don’t mean anything if your website’s content does not excite viewers to act on your mission(s) and goal(s).

All of the ads that come from your monthly grant fund will only be able to include text. No images or videos can be placed within your ads. You can choose to pay for ads that include media, however, some of the best ads can be created with just text.

Any ad you publish must be appropriate. Now, this seems like common sense, but some ads walk a fine line. A good rule of thumb: if you wouldn’t show it to your grandmother, it shouldn’t be on your ad. Period.

Worship Times

So, this grant program sounds promising, but you aren’t sure that you have the time to try and set everything up, or the time for day-to-day maintenance, or the technical aspect of just getting the ads created sounds like more work than its worth, even if it is $10,000. Here at Worship Times, we realize how intimidating and time consuming this process can be. Don’t worry, we’ve got your back. Our team has years of experience designing, developing, and analyzing ad campaigns through Google Ads.

We can walk you through the entire application process, set up your account for you, design and publish your ad campaigns on a regular schedule, manage communications with Google, and we can create monthly reports examining your ads’ performances and simply tell you what is working and what is not. Most importantly, you never have to shift your focus off of your work. Keep inspiring those in your community and around the world. We can take care of it all. Here is a quick guide – created by a partner of ours – for everything about the Google Ad Grant program and all of the services that we offer for you.

We want to assist you in any way that we can, whether it be with the process of creating a website that is functional, easy-to-use, and shares your mission, from branding and social media marketing, or helping your create and manage your new ad campaign. How much time is worth $10,000 in free advertising and visibility each month?



Let us help you get started on your journey! Get started with us today and we’ll help walk you through the process!


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