Step 2

Ad Grants Part 1 – Pre-qualification

To enrol in the Google Ad Grants program you’ll need to create a Google Ads account, complete a short survey and watch a training video.

What Are The Google Ad Grants?

The Google Ad Grant gives eligible nonprofits $10,000 per month (approx. £100k annually) in free advertising credit on the Google search platform. Ads appear at the top of relevant search results and drive prospective donors and volunteers to your website.

Search Results Adopt An Animal
*Example of a search for “adopt an animal”

These days the most popular way to find information is to search online by typing key phrases into search engines. Search engine algorithms then interpret the search query and compare it with their website database to display the most relevant search results.

Generally speaking there are two principal types of results – organic and paid. Organic results are what the algorithms consider the best match given the search phrase – improving these positions is known as SEO or Search Engine Optimisation.

Paid results appear above the organic searches and are charged on a pay-per-click basis. The Google Ad Grant gives nonprofits up to $10,000 (roughly £8,000) a month of free ad credit so you can appear at the top of people’s searches on the biggest search engine (Google). By appearing top of the search results for queries related to your nonprofit, your website receives more web traffic which in turn leads to more donations and volunteers.

Looking to find out more about how the Google Ad Grants work?

Frequently Asked Questions

Some of the common queries and issues charities have when completing Part 1 of the Google Ad Grants program. 

How Can Fix Issues With My Application?

The best thing to do is visit the Google Ad Grants Troubleshooter and enter the issues that you are having. The troubleshooter will then direct you to a guide for how to fix the issue. 

Is My Organisation's Website Eligible?

Your website will pass if you meet all the Google Ad Grants website criteria. Generally speaking, the higher the quality of your website the more likely you will pass. For guidance check out our ultimate Google Ad Grants eligibility checklist and our post on how to make your website eligible.

In short, your website will need to meet the following:

  • Robust and clear description of your organisation and mission
  • Substantial and unique website content
  • Updated events and information
  • Clear navigation
  • Clear calls to action
  • Load quickly
  • Not contain broken links
  • Be secured with HTTPS

Before submitting your pre-qualification, we recommend focussing on ensuring your website functions well (ie. secured with HTTPS, no broken links) and that you have a clear mission statement which is prominent on your homepage. From our experience, the Ad Grants team are more lenient on the other criteria.

If you’re looking for more information, see the full website policy. Note that if your request is declined, the Ad Grants team will provide feedback on what needs to be changed.

How Can I Check My Application Status?

Under your Google For Nonprofits account, you’ll see a section labelled Google Ad Grants. Under this section your application status will be displayed. This is also where error notifications will be displayed with links to guides on how to fix the issue. 

My Application Was Declined, What Do I Do?

Under your Google For Nonprofits account, you’ll see a section labelled Google Ad Grants. Under this section your application status and error notifications will be displayed. Under the error notification you should find links to guides on how to fix the issue. Follow the steps on the linked guides and consult the Website Policy Requirements to resolve the issue. Once resolved, you can resubmit your account for review using step 6 above. 

How Long Does This Process Take?

Most pre-qualification requests are processed within 5 working days. 

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