Google Ad Grants Requirements: 2026 Checklist for Nonprofits
The Google Ad Grants program gives qualifying nonprofits up to $10,000 a month in free Google Search ads. For a DC-area nonprofit trying to reach donors, volunteers, or the people it serves, that is real visibility at no cost.
Getting in is not automatic, though. Google checks your legal status, your website, and later, how you run the account. This checklist covers every requirement, straight from Google's own policy pages, so you can find the gaps before Google does.
Part 1: Is your organization eligible?
To get into Ad Grants, you first need a Google for Nonprofits account. Google's US eligibility rules require that your organization:
Is registered with the IRS as a 501(c)(3), or is a group-exempt organization with proven affiliation to a central nonprofit that has 501(c)(3) status.
Is verified by Goodstack, Google for Nonprofits' validation partner.
Agrees to the Google for Nonprofits Additional Terms of Service.
Who is not eligible
Government entities and organizations
Hospitals and health care organizations (their charitable arms or foundations are eligible)
Schools, academic institutions, and universities (their philanthropic arms are eligible)
Fiscally sponsored organizations that don't have their own 501(c)(3) status
A note for DC-area churches and ministries: Google checks for IRS registration as a 501(c)(3). If your congregation has never applied for an IRS determination, confirm how you appear in IRS records before you apply. And if your program runs under a fiscal sponsor, you'll need your own 501(c)(3) first.
Part 2: Does your website pass?
Google publishes a list of the most common reasons websites fail its review. Its Ad Grants website policy requires:
Domain ownership
Your nonprofit must own and control the domain your ads point to. The domain must host your site directly. It can't redirect to a donation platform, a third-party page, or social media. A .org is not required. Any domain works if you fully own and control it.
HTTPS on every page
Your whole site must load over HTTPS, with no expired certificate and no "mixed content" where images or scripts still load over HTTP.
Substantial, original content
Google specifically flags thin pages, copied content, pages that are mostly links or embedded videos, "under construction" pages, and core information kept in PDFs instead of web pages.
A clear mission
A first-time visitor should quickly understand what you do and who you serve. Google recommends showing your physical address and your EIN or an annual report.
Working navigation and links
Broken links, dead social icons left over from a template, and broken donation buttons are all called out by name.
Speed and mobile
Google points nonprofits to PageSpeed Insights and specifically to the mobile score. It names large images, heavy themes, and too many plugins and scripts as common pitfalls.
Limited commercial activity
A store that sells mission-related items can be fine if you clearly explain how proceeds support your programs. Google AdSense ads on your site, or a site built mainly around affiliate links, are not allowed.
Part 3: Can you keep the grant?
Approval is the start, not the finish. Google's account management policy sets ongoing rules, and accounts that break them can be deactivated.
5% click-through rate. Accounts that aren't exclusively on Smart campaigns must keep a 5% CTR each month at the account level. Miss it for two consecutive months and the account is temporarily deactivated.
Conversion tracking. Your account must track a meaningful action, such as a donation, volunteer sign-up, or email sign-up, and record at least one conversion per month. Page views and time on site can't count as your main conversions.
Smart bidding. Accounts created on or after April 22, 2019 must use Maximize conversions, Maximize conversion value, Target CPA, or Target ROAS on every campaign (unless using Smart campaigns).
Sensible location targeting. Show ads where your services or donors actually are. Google's policy says organizations that mainly serve a local community, like food banks, should show ads only in that area.
At least two sitelinks.
Respond to the program survey. Ignoring it can get your account deactivated.
Google also states that accounts in violation can be suspended without notice. The two rules with the most moving parts are CTR and conversion tracking. We cover how to stay on the right side of both in our guide to Google Ad Grant management.
Quick pre-application checklist
Confirm your 501(c)(3) status with the IRS, or your group exemption.
Make sure you're not a government entity, hospital, school, or fiscally sponsored project.
Register for Google for Nonprofits and complete Goodstack verification.
Check that your domain is yours and does not redirect.
Confirm HTTPS on every page.
Put your mission, address, and EIN where visitors can find them.
Fix broken links and broken donate buttons.
Run PageSpeed Insights on mobile and fix the biggest issues.
Remove AdSense and affiliate-heavy content.
Decide what your conversion will be and set up tracking before launch.
Want help getting approved?
Edge Digital sets up and manages Google Ad Grant accounts for nonprofits and faith-based organizations, and builds websites designed to meet Google's website policy. If you want a second set of eyes on your eligibility or your site, book a free strategy call.
