Google Ad Grants for Canadian charities: eligibility, rules and how to keep it
Google Ad Grants gives eligible nonprofits up to US$10,000 a month in Google Search advertising, at no cost. For a Canadian charity, the grant can help people find donation, volunteer and program pages. The available advertising credit does not predict how many supporters or participants you will gain. It also comes with strict rules, and accounts can be temporarily deactivated for performance, conversion-tracking, keyword or other policy issues. As a broad search-market reference, “charity” is among the more expensive search terms per click in Canada for paid advertisers. That is not what an Ad Grants recipient pays or a forecast of grant performance. This guide explains who qualifies, how to apply and how to keep the grant active.
Who is eligible in Canada
- Canadian organizations meeting Google for Nonprofits’ registration criteria, including CRA-registered charities, tax-exempt nonprofit operating entities, federal nonprofit corporations and provincial nonprofits, subject to verification.
- A high quality website with substantial content about your mission, secured with HTTPS.
- Agreement to Google’s nonprofit terms.
Government entities, hospitals and healthcare organizations, schools, academic institutions and universities are excluded from Google for Nonprofits. Qualifying charitable arms or foundations associated with healthcare organizations and philanthropic arms of educational organizations may be eligible. Check current eligibility in Google for Nonprofits before applying.
How to apply
- Request a Google for Nonprofits account and complete the organization verification process.
- Check that your HTTPS website meets the Ad Grants website policy.
- In Google for Nonprofits, choose Get started under Google Ad Grants, enter your website and complete the welcome-video step.
- Submit the activation request and follow the decision email. Google provides the Ad Grants account during activation; do not create a separate Google Ads account for this application.
Use Google’s current activation instructions if the interface changes.
The rules that keep the grant active
| Requirement | What it means in practice |
|---|---|
| Monthly account CTR | Maintain at least 5%, except for accounts using only Smart Campaigns; two consecutive months below the threshold can trigger temporary deactivation |
| Valid conversion tracking | Track meaningful actions such as donations or volunteer sign-ups. Accounts created from January 1, 2018, or using conversion-based Smart Bidding, must record at least one conversion monthly |
| Single-word keyword restrictions | Most are restricted, but Google expressly lists “donate” and “charity” among its exceptions; check the current exception list and other applicable policies |
| No very generic keywords | Keywords must relate to your mission |
| Low-quality keywords | Pause keywords with Quality Score 1 or 2 and review relevance and landing-page quality |
| Mission-based ads | Ads and keywords must match your primary mission and relevant programs or services; review fundraising sales against the website and advertising policies |
| Account structure | Use relevant geographic targeting and at least two unique sitelink assets |
| Active management and program participation | Review performance and policy notices, and respond to required program surveys |
We plan and run Google Ad Grant management for charities and nonprofits in Toronto and across Canada, scoped in writing after a free review.
For accounts created on or after April 22, 2019, Google requires conversion-based Smart Bidding for campaigns unless they use Smart Campaigns. See Google’s account management policy and single-word keyword exceptions before changing a campaign.
Campaigns that work for charities
- Programs and services: people searching for the help you provide.
- Volunteering: “volunteer opportunities [city]” and cause specific searches.
- Donations: specific giving searches, such as monthly giving or tribute gifts, sent to a fast donation page.
- Education: questions about your cause answered with useful content.
- Events: fundraising events and campaigns.
Landing pages matter as much as ads
- One clear action per page: donate, volunteer, register.
- Fast, mobile friendly donation forms.
- Show your charitable registration number and how donations are used.
- Tax receipt information for Canadian donors.
Beyond the grant
Many charities combine Ad Grants with a small paid Google Ads account, which is not bound by grant limits, for high value campaigns. Assess follow-up by its content and purpose. CASL’s section 6 exemption applies to messages sent by or on behalf of a registered charity whose primary purpose is raising funds for that charity. Other commercial messages generally need a valid consent basis, identification and an unsubscribe mechanism unless another exception applies.
Want the grant set up or rescued? See our Google Ad Grants management, nonprofit marketing, nonprofit email marketing and nonprofit CRM services.
Frequently asked questions
How much is the Google Ad Grant?
Up to US$10,000 a month in Google Search advertising for eligible nonprofits.
Are Canadian charities eligible for Google Ad Grants?
Yes. CRA-registered charities can apply, and Google’s Canadian criteria also include specified nonprofit entities and corporations. Verification, program exclusions and Ad Grants activation requirements still apply.
What is the Ad Grants CTR requirement?
Accounts other than those using only Smart Campaigns must maintain at least 5% account-level CTR monthly. Two consecutive months below the threshold can lead to temporary deactivation.
Can I use single word keywords with Ad Grants?
Most single-word keywords are restricted. Google’s exceptions include donate, charity, volunteer and certain other terms; check the current list and applicable advertising policies.
Do Ad Grants accounts need conversion tracking?
Set up valid, meaningful conversion tracking. Accounts created from January 1, 2018, or using conversion-based Smart Bidding, must also record at least one conversion each month.
Why do charities lose their Ad Grant?
Policy breaches, missing required conversions, sustained low CTR where the rule applies, or failure to meet program participation requirements can lead to deactivation. Check the account notice, correct the specific issue and request reinstatement where available.
Can Ad Grants promote fundraising events?
Yes, when ads relate to your mission and send people to relevant pages.
Are hospitals and schools eligible?
Hospitals, healthcare organizations and educational institutions are excluded from Google for Nonprofits, but qualifying healthcare charitable arms or foundations and educational philanthropic arms may be eligible.
Can charities also run paid Google Ads?
Yes. A separate paid account is not bound by grant limits.
Does CASL apply to charities?
Messages sent by or on behalf of a registered charity can be exempt from CASL section 6 when their primary purpose is raising funds for that charity. Other commercial messages generally need consent, identification and an unsubscribe mechanism unless another exception applies.