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What is the Google Ads Grant?

What is the Google Ads Grant?

What is the Google Ads Grant?2025-06-08T13:40:30+00:00

Understanding the Google Ads Grant Programme

The Google Ads Grant programme represents a significant opportunity for UK charities to expand their digital reach. Through this initiative, Google provides eligible nonprofit organisations with up to $10,000 (approximately £7,500) in monthly advertising credit for text-based ads that appear on Google search results.

This programme allows charities to connect with people actively searching for causes like yours.

Since 2003, Google has awarded billions in free advertising to hundreds of thousands of organisations globally, demonstrating their long-term commitment to supporting nonprofit initiatives.

Strategic Benefits for UK Charities

The Google Ads Grant offers several strategic advantages that can significantly enhance your charity’s digital presence:

Key Insight: The Google Ads Grant is a recurring monthly benefit that automatically renews, provided your organisation maintains compliance with the programme’s guidelines.

We make a living by what we get, but we make a life by what we give.

We make a living by what we get, but we make a life by what we give.

— Winston Churchill

Understanding the Financial Impact

Eligibility Requirements for UK Charities

  • Valid Charity Registration – Hold current registration with the Charity Commission for England and Wales, Office of the Scottish Charity Regulator (OSCR), or Charity Commission for Northern Ireland

  • Functional Website – Maintain a website with substantial information about your organisation’s mission and activities

  • Primarily Noncommercial – Website must serve primarily noncommercial purposes aligned with your charitable mission

  • Policy Compliance – Agree to Google’s programme policies and complete required certifications

Organisations typically excluded from eligibility include: governmental entities, healthcare organisations, and educational institutions including schools and childcare centres.

Application Process

Taking advantage of this opportunity requires following a structured application process:

Google Ads Grant Application Process
1
Confirm Eligibility
1-2 days
2
TechSoup Validation
3-5 days
3
Google for Nonprofits
3-7 days
4
Google Ads Setup
1-2 days
5
Submit Application
5-10 days
Confirm Eligibility
Before beginning the application process, verify your organisation meets the criteria for the Google Ads Grant programme.
Verify your charity registration status with the proper commission
Ensure your website is functional and contains substantial information
Confirm your website serves primarily noncommercial purposes
Review Google's programme policies for compliance
Estimated time: 1-2 days
Obtain TechSoup Validation Token
TechSoup is a third-party organization that verifies nonprofit status for technology companies, including Google.
Create an account on TechSoup.org
Submit your charity registration documents for verification
Complete the TechSoup validation process
Receive your unique validation token
Estimated time: 3-5 days
Register with Google for Nonprofits
Google for Nonprofits is a programme that gives qualified organisations access to Google products and services, including the Google Ads Grant.
Visit the Google for Nonprofits website
Create a Google for Nonprofits account
Enter your TechSoup validation token
Complete the Google for Nonprofits verification process
Estimated time: 3-7 days
Set Up Google Ads Account
Create a Google Ads account that will be linked to your Google for Nonprofits account and receive the monthly advertising credit.
Visit Google Ads and create a new account
Set up billing information (no payment required for the grant)
Use the same email address as your Google for Nonprofits account
Configure basic account settings
Estimated time: 1-2 days
Submit Application
Complete and submit your application for the Google Ads Grant through your Google for Nonprofits account and await approval.
Log in to your Google for Nonprofits account
Navigate to the Google Ad Grants section
Complete the Google Ads Grant application form
Submit your application and await approval
Estimated time: 5-10 days
Application Timeline Overview
Preparation Phase
Steps 1-2
4-7 days
Registration Phase
Steps 3-4
4-9 days
Approval Phase
Step 5
5-10 days
The total application process typically takes 2-4 weeks to complete, depending on verification requirements and the completeness of your submission.
*Having all documentation prepared in advance can help expedite the process. Timeline estimates may vary.

Need assistance with your application? Non-Profit Pulse offers expert guidance through every step of the process.

Understanding the Financial Impact

Eligibility Requirements for UK Charities

  • Valid Charity Registration – Hold current registration with the Charity Commission for England and Wales, Office of the Scottish Charity Regulator (OSCR), or Charity Commission for Northern Ireland

  • Functional Website – Maintain a website with substantial information about your organisation’s mission and activities

  • Primarily Noncommercial – Website must serve primarily noncommercial purposes aligned with your charitable mission

  • Policy Compliance – Agree to Google’s programme policies and complete required certifications

Organisations typically excluded from eligibility include: governmental entities, healthcare organisations, and educational institutions including schools and childcare centres.

Application Process Overview

Taking advantage of this opportunity requires following a structured application process:

Google Ads Grant Application Process
1
Confirm Eligibility
1-2 days
2
TechSoup Validation
3-5 days
3
Google for Nonprofits
3-7 days
4
Google Ads Setup
1-2 days
5
Submit Application
5-10 days
Confirm Eligibility
Before beginning the application process, verify your organisation meets the criteria for the Google Ads Grant programme.
Verify your charity registration status with the proper commission
Ensure your website is functional and contains substantial information
Confirm your website serves primarily noncommercial purposes
Review Google's programme policies for compliance
Estimated time: 1-2 days
Obtain TechSoup Validation Token
TechSoup is a third-party organization that verifies nonprofit status for technology companies, including Google.
Create an account on TechSoup.org
Submit your charity registration documents for verification
Complete the TechSoup validation process
Receive your unique validation token
Estimated time: 3-5 days
Register with Google for Nonprofits
Google for Nonprofits is a programme that gives qualified organisations access to Google products and services, including the Google Ads Grant.
Visit the Google for Nonprofits website
Create a Google for Nonprofits account
Enter your TechSoup validation token
Complete the Google for Nonprofits verification process
Estimated time: 3-7 days
Set Up Google Ads Account
Create a Google Ads account that will be linked to your Google for Nonprofits account and receive the monthly advertising credit.
Visit Google Ads and create a new account
Set up billing information (no payment required for the grant)
Use the same email address as your Google for Nonprofits account
Configure basic account settings
Estimated time: 1-2 days
Submit Application
Complete and submit your application for the Google Ads Grant through your Google for Nonprofits account and await approval.
Log in to your Google for Nonprofits account
Navigate to the Google Ad Grants section
Complete the Google Ads Grant application form
Submit your application and await approval
Estimated time: 5-10 days
Application Timeline Overview
Preparation Phase
Steps 1-2
4-7 days
Registration Phase
Steps 3-4
4-9 days
Approval Phase
Step 5
5-10 days
The total application process typically takes 2-4 weeks to complete, depending on verification requirements and the completeness of your submission.
*Having all documentation prepared in advance can help expedite the process. Timeline estimates may vary.

Need assistance with your application? Non-Profit Pulse offers expert guidance through every step of the process.

Speak to a Charity Specialist

Whether you’re just starting out or already making a difference, we’ll help you unlock the full potential of the Google Ads Grant — from application to optimisation.

Speak to a Charity Specialist

Whether you’re just starting out or already making a difference, we’ll help you unlock the full potential of the Google Ads Grant — from application to optimisation.

Get Started Today

FAQs

Is the Google Ads Grant truly free for charities?2025-05-06T07:39:27+00:00

Yes, Google provides this advertising credit at no cost to eligible organisations as part of their social impact initiatives.

What is the application timeline?2025-05-06T07:40:21+00:00

The application process typically takes 2-4 weeks, depending on verification requirements and the completeness of your submission.

Do we need digital marketing expertise?2025-05-06T07:43:05+00:00

While basic digital marketing knowledge is helpful, Non-Profit Pulse specialises in helping UK charities navigate the Google Ads Grant process, from application through to optimisation.

How can we ensure we utilise the full grant amount?2025-05-06T07:43:34+00:00

Strategic campaign management is essential. Our team can help you develop and implement a plan that maximises your monthly advertising credit.

Can we lose access to the grant?2025-05-06T07:45:43+00:00

Yes. Accounts must remain active and meet performance and compliance requirements. Inactivity or policy violations may result in suspension or removal.

What types of ads can we run?2025-05-06T07:46:09+00:00

The grant is limited to text-only ads that appear on Google Search (not Display, YouTube, or Shopping). Ads must be mission-focused and relevant to your cause.

Can we use the grant alongside paid Google Ads?2025-05-06T07:46:38+00:00

Yes. Many nonprofits run a paid Google Ads account in parallel to access full features like image ads, bidding flexibility, and broader targeting.

Do we have to reapply every year?2025-05-06T07:47:27+00:00

No, but ongoing eligibility reviews apply. You must log in regularly, maintain website and policy compliance, and show active campaign management.

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