Regroup Media

How To Apply For The Google Ad Grant - Step By Step Guide

We are going to assume you already understand what the Google Ad Grants are and the tremendous value they can bring to an organization. In this step-by-step guide, we will show you how to apply for the Google Ad Grants. We will cover all eligibility criteria and provide you with helpful resources to aid your application process.

Apply To The Google For Non-Profits Program

If you do not have a Google For Non-Profits account please create one here

If you don't know if your organization has a Google For Non-Profits account try checking your email inbox for a confirmation letter from Google For Non-Profits. 

If you have an account but don't have the password you can reset it below.

Ad Grants Eligibility Requirements To Meet Before You Apply

To activate your Google Grant account you must meet eligibility requirements for your organization, Your website, and your Google Ads account. If you are unsure if you meet all eligibility criteria you can simply apply for the grant if you are rejected you will be shown a list of reasons why your application was denied. You can refer back to this guide to fix any issues before you reapply.

Website Eligibility Requirements

There are 11 criteria your website must meet before you can use it as your Google Ad Grant landing page. Some of the suggestions below are easy to implement with very little web development experience some are not. Before you make major changes to your website consult with your web developer and make sure your website has a recent backup saved. 

1. You must own your own website

When a user clicks your ad they must land on a website that your organization owns. That means you can not direct them directly to YouTube, Facebook, or a partner organization's website.​

2. Your website must be clear about its mission and activities 

You should include your mission statement on your home page. Explain what your organization does to achieve its mission and what makes your Non-Profit Unique. Avoid vague language you want people to understand exactly what you do within 5 seconds of landing on your website. 

3. You need up-to-date substantial content on your website.

This requirement is vague so try and apply a common-sense approach. If a user clicked on your website would they find enough information to keep them interested? Make sure any information displayed is up to date, don't promote events or initiatives that are no longer relevant. 

4. Clear Website Navigation

Make sure your website has a header that can direct users to your most important pages. Your homepage should also contain links when relevant. 

5. Clear Call To Action

On your homepage ideally above the fold, you need a button that asks your users to do something. Popular CTAs (Calls to action) can be: - Donate Now  - Subscribe To Our Newsletter  - Download Our Industry Report On your homepage ideally above the fold, you need a button that asks your users to do something. Popular CTAs (Calls to action) can be:

- Donate Now

- Subscribe To Our Newsletter

- Download Our Industry Report

This is important to track conversions, you want to know if people that come to your website through your Google Grant Ads are actually performing the actions you want them to and If you have a CTA visible as soon as someone clicks on your website they will be more likely to convert. 

6. Unique Website Content

You must have original content on your website created by your organization. Do not copy content from other websites. Create content that speaks to your work and actions as a nonprofit and follow a common-sense approach. 

7. Website Load Speeds

Your website needs to load quickly on both desktop and mobile devices. You can test your page speed on Page Speed Insights you will also get a list of recommendations to improve your site performance. You want your performance score to be above 50 on both mobile and desktop but you should aim for higher. Most websites can see substantial benefits by Using Next-Gen Images, Implementing Lazy Loading, and Reducing Unused Plugins. You may want to consult with your web developer if believe you have issues with load speed. 

8. Broken Links

If you have broken links on your home page or too many broken links on your website you may be denied the grant. Use a Broken Link Check Tool or install a broken link plugin on your web host to find and fix your broken links. 

9. Secure Your Website With HTTPS

HTTPS is an encryption protocol that prevents malicious activity like hacking on your website. If your website uses a popular Webhosting platform like WordPress or Wix there is a good chance you already have your website secured with HTTPS. To check if your website is currently using HTTPS please use the tool linked below. If your website is not secured please consult your web developer on how to secure your site.

10. Disclose your charity registration number in the footer. 

 Make sure your website footer is visible on every page of your website this is the default setting generally. In the footer of your website you should include: Example: Davids Animal Conservatory is a 501(c)(3) Nonprofit registred in the USA Under EIN: 99-9999999

- The name of your non-profit

- Your charitable status. 

- Where your non-profit is registered 

- Your EIN or equivalent registration number 

11. Create A Google Analytics 4 account and link it to your website. 

Google Analytics serves many functions and it is required when using an ad grants account. There are two types of Google analytics properties you can use:

1. Google Analytics 4 (GA4)

2. Universal Analytics (UA) 

GA4 is the latest analytics product google has released. It can capture more detailed information by default and it is replacing the old version of google analytics. Installing GA4 requires slightly more work it is worth it!. Google is shutting down its Universal Analytics software starting in 2023. It is very important that you take the time now to install the new version of Google Analytics (GA4) so that any work you put into setting up your analytics account will last beyond 2023. 

Commercial Activity Eligibility Requirements

Your website is allowed to sell products and services but you must clearly define how the money will be used to benefit the organization. Your organization must serve the public in some way non just those that pay for a service. 

Get Your A Free Ad Grant Eligibility Checklist

Apply For Your Google Ad Grant Account

Navigate to your Google for nonprofits dashboard you can find the link through the email you used to register. 

Click the "Get Started" button under the Google Ad Grants tab to begin your application. You will be taken to the ad grants application homepage. 

Complete The Ad Grant Eligibility Form

You will need to fill out the information about your nonprofit, confirm you meet the website eligibility criteria listed above, and describe how you will use the ad grant. The application should take around 10 minutes to complete. Once you complete the form return to the ad grants home page, confirm you have completed the form using the checkbox, and submit your application. 

How long do I have to wait to receive my Google Ad Grant?

After submitting your Google Ad Grants application form a human reviewer will make sure your website and nonprofit are compliant with all eligibility criteria. The review typically takes 3 business days. 

If you do not yet have a Google For Non-profits account the whole application process will on average take 3-4 weeks. 

What To Do After You are approved for the Google Ad Grant?

Congratulations, you have successfully received your grant, you can access your google ads account by signing into Google Ads with the Google account you used in the form. Now you have a few options for account setup and management.

1. Setup the account yourself

You can follow our step-by-step video and article guides for best practices for ad account setup and management. 

2. Have the account set up by a pro and manage it yourself.

Have your account professionally set up, get your account running faster, and get training on how to manage the account yourself. 

3. Have the account fully managed by a professional.

Google has found that accounts fully managed by professionals get on average 8x more clicks.

What Results Can You Expect From The Google Ad Grant?

Interested in working with us?

Regroup Media is Digital Marketing Agency that specializes in Google Ad Grants. All of our account managers are Google certified professionals with multiple years of PPC and digital marketing experience.