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GrantsPro Returns For Google Ad Grants

by Robert Coats on June 6, 2014

The much loved GrantsPro program is back!

The program had a soft-launch back on Thursday May 29th but we are officially allowed to discuss it now so here are the details.

What Is GrantsPro?

The GrantsPro program is an extension on the standard Ad Grants program from Google that increases the current $10,000 per month in free AdWords advertising an additional $30,000 per month, for a total of $40,000 per month in free AdWords advertising.

Suffice to say, a nonprofit can do a lot of good with that kind of AdWords advertising budget. But to get to the GrantsPro level, you really need to be doing good with the existing $10,000 per month Ad Grant first.

GrantsPro Eligibility

To be eligible to apply for GrantsPro, Grantees must meet these requirements:

  • Have installed conversion tracking and be successfully tracking at least one conversion. The conversion cannot simply be a page view of your homepage, but be tracking a substantial action such as a newsletter or volunteer sign-up.
  • Have effectively spent the standard Google Ad Grants monthly budget (at least $9900) for at least two different months over the last six months (the two months do not need to be consecutive).
  • Maintained an account level clickthrough-rate (CTR) of 1% or higher over the past 6 month period.
  • Submit an online application detailing how you will use the increased advertising grant money.
  • Be in good standing with the Google Ad Grants program and abide by our program policies and guidelines.
  • Have a dedicated member of the organization who manages the account at minimum on a weekly or bi-weekly basis.
  • Must complete an annual survey and agree to share impact or conversion data.

New GrantsPro Requirements

  1. You must have and maintain an account-level clickthrough-rate (CTR) of 1%. This is to ensure that Grantspro recipients are effectively using their free advertising grant money.
  2. You’ll need a dedicated member of the organization who manages the account at minimum on a bi-weekly basis. Standard Ad Grantees must sign in at least once a month to abide by our Active Account Management policy, but Grantspro recipients are required to demonstrate more engagement with their account.
  3. All GrantsPro accounts will be subject to review on a quarterly basis. If an account doesn’t continue to meet the GrantsPro eligibility requirements, the account may be subject to having its budget decreased to the standard Google Ad Grants spend limit of $10,000 per month.

These new requirements also apply to existing GrantsPro accounts and emails have gone out notifying grantees with existing GrantsPro accounts of these new requirements.

If you are a nonprofit and need an introduction to

Applying For GrantsPro

Similar to the previous GrantsPro program, applications are being accepted and reviewed on a rolling basis and the Ad Grants team will respond to applicants within 30 days of submission. However, unlike the previous version of GrantsPro, Google is no longer requiring grantees to take a quiz. However, Google is putting more emphasis on reviewing the application essays and quality of account, etc. Yes, the application does include essay questions but these are ones that your organization should be able to answer already. Such as:

  • List your top 3 goals for your organization.
  • How has Google Ad Grants impacted your organization thus far?
  • How will you spend the increased budget?

Of special note, space is limited and Google may not be accepting every nonprofit who applies but it is great to have the GrantsPro program back.

If you need information about the Google Ad Grants program or need help in maximizing your Ad Grant to be eligible for GrantsPro, get in touch with us today. 425-405-0690


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