Step 1: Request a Google for Nonprofits Account
To begin, your organization must first qualify for the Google for Nonprofits program. This provides access to various Google tools, including the Ad Grants.
Eligibility generally requires holding valid charitable status in your country and maintaining a functional, informative website.
Click the animation on the right >>>
Step 2: Wait for Verification
Once you’ve submitted your info, Google teams up with a verification buddy (like Percent or Goodstack) to make sure everything checks out with your nonprofit status and that you’re really connected to the organization.
This usually takes about 2 to 14 business days
Keep a close eye on your email inbox during this time. They might reach out if they need a little extra info or some more documents from you. So, stay tuned!
Step 3: Activate Google Ad Grants
So you’ve gotten the green light for Google for Nonprofits – high five! Now it’s time to switch on the Google Ad Grants magic.
When you’re logged into your Google for Nonprofits account, you’ll want to find the section where you can “activate products.” Look for Google Ad Grants in that list. It should have a button that says something like “Get started” or “Activate.” Give that a click!
You might need to answer a few quick questions about how you plan to use the ad grants to help spread the word about your amazing work. Once you’ve filled that out, just hit submit. The Google team will then take a look, and this part usually takes around 3 business days.
Exciting stuff, right? You’re one step closer to reaching so many more people!
Step 4: Welcome to Your Ad Grants Account!
If your Ad Grants activation is approved, you’ll get an email invitation to your very own Google Ads account – this is where the ad magic happens! Make sure to accept this invite and also another one for the Google Payments billing profile (don’t worry, you won’t be charged!). Once you’ve accepted, you can log in and agree to Google’s terms. Now you’re officially in the Ad Grants world!
Alone we can do so little; together we can do so much.
Alone we can do so little; together we can do so much.
— Helen Keller
FAQs
The full process typically takes 2–4 weeks, depending on how quickly your eligibility is verified and whether your website meets Google’s requirements.
Yes — setting up a Google for Nonprofits account is the first step. Once approved, you can apply for the Google Ads Grant through your account.
Yes — if your campaigns don’t meet Google’s ongoing requirements (such as minimum click-through rates, proper structure, and active management), your account may be suspended. Regular optimisation is key.
Yes — but managing Google Ads campaigns effectively takes time and expertise. Many organisations choose to work with specialists to ensure they maximise the value of the grant.
Unused funds do not roll over — but there is no penalty for using less than the full amount. The focus should be on quality and impact, not simply spending the entire grant.
