How Non-U.S. Nonprofits Can Qualify for the Google Ads Grant
Google Ads Grants are a fantastic way for nonprofit organizations to increase their online visibility, attract supporters, and amplify their missions through targeted advertising.
While most nonprofits are aware of the program in the U.S., what many don't know is that non-U.S. nonprofits can also benefit from the Google Ads Grant, provided they meet certain criteria.
In this blog post, we’ll walk you through the steps that non-U.S. nonprofits must take to qualify for the Google Ads Grant, as well as some important details to keep in mind.
What is the Google Ads Grant?
The Google Ads Grant offers qualifying nonprofits up to $10,000 USD per month in free advertising on Google Ads. The ads are shown in Google search results when users search for relevant keywords related to the nonprofit's mission, services, or advocacy. This allows nonprofits to reach people who are searching for causes they care about or need help with, all while working within a budget they might otherwise struggle to afford.
With Google Ads, nonprofits can promote their services, drive traffic to their websites, raise awareness, increase donations, and engage new supporters.
Eligibility Criteria for Non-U.S. Nonprofits
While U.S. nonprofits have a more straightforward path to qualifying for the Google Ads Grant, international nonprofits must meet additional requirements, depending on their location. Here’s a step-by-step breakdown of how non-U.S. nonprofits can qualify:
1. Register as a Charitable Organization in Your Country
To qualify for the Google Ads Grant, your nonprofit organization must be a
registered charity in your country. The specific definition of "charity" varies by country, but typically, the nonprofit must be recognized as a tax-exempt organization by the local government. Google has different eligibility requirements for different regions, and you must meet the local criteria for your country to be considered.
For example, in the UK, nonprofits must be registered with the Charity Commission; in Canada, they need to be a registered
Canadian charity with the Canada Revenue Agency.
Here’s a list of some key requirements for specific regions:
Europe: Nonprofits must be registered in an EU country or an eligible European country and recognized as a charitable organization.
Canada: Registered charities with the Canada Revenue Agency (CRA) qualify.
Australia: Nonprofits must be registered with Australian Charities and Not-for-profits Commission (ACNC).
United Kingdom: Charities must be registered with the Charity Commission for England and Wales or another equivalent governing body for UK charities.
India: NGOs must be registered as Section 8 companies (non-profit companies) or other recognized nonprofit structures.
Check the official Google Ads Grant eligibility page to find specific requirements based on your country.
2. Create a Google for Nonprofits Account
Once your organization is recognized as a charitable entity, the next step is to
apply for a Google for Nonprofits account. This is a free platform that provides access to a suite of Google tools and services, including Google Ads Grants.
To set up a Google for Nonprofits account:
Visit the Google for Nonprofits website.
Sign in with a Google account.Complete the verification process by submitting required documentation that proves your nonprofit status (such as registration documents or tax-exempt status).
Once verified, you can access Google services such as Google Ads, G Suite for Nonprofits, YouTube Nonprofit Program, and more.
3. Sign Up for Google Ads Grants
After your Google for Nonprofits account is approved, the next step is to apply for the
Google Ads Grant.
The application process is relatively straightforward but requires careful attention to detail.
Here’s how you can apply:
Log in to your Google for Nonprofits account.
Navigate to the Google Ads Grants section.
Complete the application form, which may include submitting details like your nonprofit's mission, services, and targeted audience.
Set up your Google Ads account and campaign. Google will review your campaign and may ask you to adjust certain elements (like targeting and ad copy) to meet their policies.
4. Follow Google’s Guidelines and Policies
Google has several policy guidelines that nonprofits must adhere to in order to keep their Google Ads Grant active:
Ad Content: Your ads must relate to your nonprofit’s mission and cannot promote products or services for sale.
Account Activity: Nonprofits must maintain a minimum of one active campaign, a minimum click-through rate (CTR) of 5%, and avoid “abandoned” accounts with no ads running for an extended period.
Landing Pages: Ads must lead to a landing page that is relevant, high-quality, and compliant with Google’s policies.
Failure to meet these guidelines can lead to the suspension of your Google Ads Grant, so it's important to monitor your campaigns regularly and adjust as needed.
Key Considerations for Non-U.S. Nonprofits
Currency Limitations: The Google Ads Grant is generally issued in USD, but international organizations can still use it in their local currencies. Just be aware that some countries may have restrictions on specific payment methods.
Ad Targeting: Google Ads allows you to target your ads geographically.
Non-U.S. organizations can target users based on country, region, or language preferences, ensuring that your ads reach the right audience.
Support and Resources: Google provides support for nonprofits applying for the Ads Grant. While there is an abundance of resources available in English, some countries may have additional support in local languages, so check your Google for Nonprofits account for region-specific information.
How the Google Ads Grant Can Help Non-U.S. Nonprofits
Once approved, the Google Ads Grant offers incredible potential for nonprofits in any part of the world.
Here are some ways international nonprofits can use the grant:
Raising Awareness: By targeting specific keywords related to your cause, you can bring more people to your website who are already interested in the issues you’re tackling.
Attracting Donors: Nonprofits can direct traffic to donation pages, allowing users to learn more about your cause and easily donate online.
Community Engagement: Use Google Ads to engage your local community by promoting events, educational resources, or calls to action.
Advocacy: Promote campaigns or petitions aimed at policy change or awareness-building about specific causes.
Conclusion
The Google Ads Grant is a powerful tool that can help nonprofits—whether based in the U.S. or internationally—achieve their goals and reach more people. For non-U.S. nonprofits, the application process involves ensuring your organization is properly registered as a charity in your country and following Google’s specific guidelines for the program.
Once approved, the possibilities are vast. From raising awareness and recruiting volunteers to driving donations and engaging with your community, the Google Ads Grant can play a pivotal role in advancing your nonprofit's mission.
Make sure to follow all eligibility criteria and maintain an active, high-quality account to maximize the benefits of this incredible program.
If you're ready to get started, reach out to us today and we'll show you how.