Google has had a generous initiative to provide free advertising for non-profit organisations for many years, but a straw-poll Azam Marketing has conducted over the last month has shown that, even within the online marketing profession, 87% of people have not heard of it. As Hubspot have said, it is the “biggest missed opportunity in non-profit marketing”!

Google’s program is called Ad Grants and is basically a nonprofit edition of AdWords, Google’s online advertising tool. Google Ad Grants enables nonprofit organizations to promote their missions and initiatives on Google search result pages through a whopping $10,000.00 each month in free AdWords advertising spend.

The infographic and video below provide introductions to the program:


Nonprofit organizations can apply for the grant from Google as long as they fall within the organization eligibility requirements outlined by Google. The ads are displayed in the same search results as the paid advertisers

Watch Google’s video promoting the program here:


To be eligible for Google Grants an organization must:

  • Hold current and valid charity status (for example, in the UK you must be registered with the respective Charity Commission for your nation, or in the US you must have a current 501(c)(3) status)
  • Acknowledge and agree to Google Grant’s required certifications regarding how to receive and use donations obtained from the grant
  • Have a website that is both functioning and provides adequate detail on your nonprofit