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Ad Grant Eligibility
Does your nonprofit qualify for the Google Ad Grant?
The requirements, the exclusions, and the edge cases — plus how to apply. If you qualify, the grant is worth up to $120,000 a year in free Google Search advertising.
Most US 501(c)(3) nonprofits qualify for the Google Ad Grant once validated for Google for Nonprofits — the main exclusions are hospitals and healthcare organizations, schools and universities, and government entities. If you qualify, the grant is worth up to $10,000/month in free Google Search advertising. Kinsey Street confirms eligibility and files the application free for management clients.
Eligibility checklist
- Valid 501(c)(3) status. Your organization holds current US charity status (equivalent charity registration applies in other supported countries).
- Google for Nonprofits validation. Your organization registers for and passes Google for Nonprofits validation — the gateway to the Ad Grant.
- A working, secure website. A functional site on your own domain, served over HTTPS, with substantial content that clearly reflects your mission.
- Agreement to program policies. You accept Ad Grants policies — non-commercial use, required click-through rates, keyword standards, and honest representation of your organization.
Who is excluded
- ✕Governmental entities and organizations.
- ✕Hospitals and healthcare organizations. (Charitable arms of healthcare organizations may be assessed separately.)
- ✕Schools, academic institutions, and universities. Philanthropic arms of schools — like a school foundation — are eligible, and Google runs separate programs for education.
Not sure where you land?
Edge cases are common — fiscal sponsorships, faith-based organizations, healthcare-adjacent charities, school foundations. We'll tell you in one call whether you qualify, and if you do, we handle the entire application free for management clients. Schedule a call or see what management includes.
FAQ
Eligibility, answered
Which organizations qualify for the Google Ad Grant?
In the US, organizations that hold valid 501(c)(3) charity status and are validated for Google for Nonprofits generally qualify. The organization also needs a functional, secure (HTTPS) website with substantial content that reflects its mission, and must agree to the Ad Grants program policies.
Which organizations are NOT eligible for the Ad Grant?
Governmental entities and organizations, hospitals and healthcare organizations, and schools, academic institutions, and universities are not eligible for Google Ad Grants. Philanthropic arms of educational institutions (such as school foundations) are eligible, and Google offers education-specific programs separately.
Does the Google Ad Grant cost the nonprofit anything?
The grant itself is free — Google provides up to $10,000 per month in Search advertising at no charge, with no spend of the nonprofit's own money required. Nonprofits typically only pay for professional management if they choose to outsource it, which is what Kinsey Street provides from $249/month.
How do we apply for the Google Ad Grant?
First, register and get validated for Google for Nonprofits. Then activate Ad Grants inside the Google for Nonprofits console, complete the eligibility assessment for your website, and set up the account under the program's rules. Kinsey Street handles this entire process free for management clients.