Google Ad Grants gives eligible nonprofits up to US$10,000 a month in Google Search advertising, at no cost. For a Canadian charity, that can mean thousands of new donors, volunteers and program participants a year. It also comes with strict rules, and many accounts lose the grant because they fall below the required click through rate or break keyword policies. Searches around the topic are valuable too: “charity” averaged about US$23 per click in Canada. This guide explains who qualifies, how to apply and how to keep the grant active.
Who is eligible in Canada
- Registered charities in good standing, verified through Google for Nonprofits.
- A high quality website with substantial content about your mission, secured with HTTPS.
- Agreement to Google’s nonprofit terms.
Government entities, hospitals, schools and academic institutions are generally not eligible, though some have separate programs. Check current eligibility in Google for Nonprofits before applying.
The rules that keep the grant active
| Requirement | What it means in practice |
|---|---|
| Minimum 5% account click through rate each month | Pause low performing keywords and write specific ads |
| At least one meaningful conversion tracked | Donations, volunteer sign ups, program applications or newsletter sign ups |
| No single word keywords | “donate” or “charity” alone are not allowed, except approved exceptions |
| No very generic keywords | Keywords must relate to your mission |
| Keywords with Quality Score 1 or 2 removed | Review keywords monthly |
| Mission based ads | Ads must promote your mission, programs or ways to help, not commercial products |
| Account structure | Multiple ad groups and ads per campaign, with sitelinks |
| Active management | Log in and make changes regularly |
We build and run Google Ads campaigns measured on calls, forms and booked jobs, not clicks.
Google updates these rules from time to time, so check the current Ad Grants policy before each campaign change.
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. Email follow up with donors and volunteers needs CASL consent, though registered charities soliciting donations have a specific exemption for fundraising messages.
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?
Registered charities in good standing can apply through Google for Nonprofits, subject to Google's eligibility rules.
What is the Ad Grants CTR requirement?
Accounts must keep at least a 5% click through rate each month.
Can I use single word keywords with Ad Grants?
Generally no, except approved exceptions.
Do Ad Grants accounts need conversion tracking?
Yes. At least one meaningful conversion must be tracked.
Why do charities lose their Ad Grant?
Usually low CTR, missing conversion tracking, policy violations or an inactive account.
Can Ad Grants promote fundraising events?
Yes, when ads relate to your mission and send people to relevant pages.
Are hospitals and schools eligible?
Generally not for Ad Grants, though separate programs may exist.
Can charities also run paid Google Ads?
Yes. A separate paid account is not bound by grant limits.
Does CASL apply to charities?
Registered charities have a specific exemption for fundraising messages, but other commercial messages still need consent.
