Everything You Need to Know About the Google Ad Grant Program (and How MLCworks Can Help)

What Is the Google Ad Grant?

The Google Ad Grant is one of the most powerful (and often underutilized) tools available to nonprofit organizations. Through this program, eligible nonprofits can receive up to $10,000 per month in free Google Search advertising to promote their mission, programs, and fundraising efforts.

That’s $120,000/year in free ad spend—if you know how to use it.

But here’s the catch: the Google Ad Grant program comes with very specific eligibility requirements, a detailed application process, and ongoing campaign rules that, if not followed correctly, can lead to your grant being paused or revoked. That’s where MLCworks comes in.

Who Qualifies for the Google Ad Grant?

To be eligible for the Google Ad Grant, your nonprofit must meet the following criteria:

✅ Hold valid nonprofit status
In the U.S., that means 501(c)(3) status.
Other countries require similar local validation.

✅ Be registered with Google for Nonprofits
You must first apply and be approved through Google’s nonprofit portal.

✅ Have a high-quality website
Your website must be secure (HTTPS), load quickly, be mobile-friendly, and reflect your organization’s mission and content clearly.

✅ Agree to Google’s Ad Grant policies

This includes proper keyword targeting, no commercial ads, maintaining a 5% CTR, and active monthly management of the account.

Ineligible organizations include:

❌ Government entities

❌ Hospitals or healthcare institutions

❌ Schools, academic institutions, or universities

What Can You Use the Google Ad Grant For?

The Google Ad Grant can be used to:

• Drive more traffic to your nonprofit website
• Promote specific programs, services, or events
• Increase volunteer sign-ups
• Boost donations and fundraising campaigns
• Raise awareness about your mission and impact

Imagine appearing at the top of Google search results when someone types:

“support youth mental health”
“donate to hurricane relief”
“volunteer opportunities near me”
“services for the visually impaired”

That’s the power of well-managed Google Ad Grant campaigns.

How MLCworks Can Help You Apply & Maximize the Google Ad Grant

At MLCworks, we specialize in helping nonprofits apply, activate, and succeed with their Google Ad Grant campaigns.

Here’s how we help from start to finish:

Why Work with MLCworks?

We’re more than a Google Ads agency. We’re a strategic growth partner for nonprofits—with deep expertise in:

• Digital marketing for mission-driven organizations
• Full-funnel strategy from awareness to donation
• Campaign storytelling that converts
• Google Ad Grant compliance and ad policy management

Our team has helped nonprofits across sectors increase donations, grow volunteer bases, and reach more people with their services. We understand the nonprofit world, and we know how to make limited budgets work harder.

Ready to Put $10,000 a Month in Free Ads to Work for You?

If you’re a nonprofit looking to grow your impact, the Google Ad Grant is one of the most cost-effective ways to reach the right people at the right time.

Let MLCworks help you apply, activate, and thrive.

Reach out today to get started with your Google Ad Grant strategy.