Google Ad Grant eligibility comes down to three things: your organisation is a genuine registered charity in your country, you have a proper website, and you're not one of the organisation types Google excludes. Get those right and you can access up to US$10,000 every month in free Google Search ads — indefinitely, as long as you stay compliant.
Most charities that get rejected fail on a technicality, not because they're "not charitable enough." This guide walks through each requirement so you can tell — before you spend a day on the application — whether you'll qualify.
What the Google Ad Grant actually is
The Ad Grant is part of Google for Nonprofits. Approved charities get a Google Ads account funded with up to US$10,000 per month to run text ads on Google Search — the results people see when they search. It's real advertising money you don't pay back; it just can only be spent on search ads under a specific set of rules.
It is not a cash grant, and it's not the same as the paid Google Ads businesses buy. That distinction matters, because the grant comes with performance rules a normal advertiser never has to meet. If you want the deeper trade-offs, see our guide on whether the Ad Grant is really free.
The three core eligibility rules
- Valid charity status in your country. You must hold current, valid charitable status — for example 501(c)(3) recognition in the US, registration with the Charity Commission in England & Wales, or the equivalent registration wherever you operate. You'll also agree to Google for Nonprofits' terms.
- A real, secure website. Google requires a functioning website that clearly describes your mission and activities, with substantial unique content — and it must be secure (HTTPS / an SSL certificate). A one-page placeholder or a "coming soon" site won't pass.
- You're an eligible organisation type. Some categories are excluded outright (below), no matter how charitable the work is.
Who is not eligible
Google explicitly excludes several organisation types from the Ad Grant, even when they do genuine public good:
- ✕ Government entities and organisations
- ✕ Hospitals and healthcare organisations
- ✕ Schools, academic institutions and universities (Google runs a separate programme for educational institutions)
The important nuance
An excluded institution is different from a charity that supports it. A hospital can't get the grant — but an independent, separately registered charitable foundation that raises money for that hospital often can, on its own charity status. If you're a "friends of" or foundation entity, you may still qualify.
Is your website ready?
The website is where most borderline applications are won or lost. Before applying, check that yours:
- ✓ Loads on HTTPS (padlock in the browser)
- ✓ Clearly states who you are, your mission, and what you do
- ✓ Has substantial, original content — not thin or copied
- ✓ Doesn't run heavy commercial advertising or exist mainly to sell things
- ✓ Has clear, honest calls to action (donate, volunteer, get help)
How country validation works
The Ad Grant runs in over 100 countries, but each country decides what counts as a charity and how status is confirmed. Google uses a validation partner — most commonly Percent — to verify your registration before you reach the Ad Grant itself. This is why the path looks slightly different in the UK, Australia, Canada, India or Singapore.
If you're outside the US, our country guides map the specifics — for example, Google Ad Grants for UK charities. Once validated, you're through Google for Nonprofits and can activate the Ad Grant.
60-second self-check
Ticked all four? You're very likely eligible — the next step is the application itself, which is more fiddly than hard.
Frequently asked questions
Is the Google Ad Grant available in my country?
Google for Nonprofits and the Ad Grant are available in over 100 countries. Each country defines what counts as a valid charity and uses a validation partner (usually Percent) to confirm your status, so the exact route differs by country.
Do schools or hospitals qualify for the Google Ad Grant?
No. Government entities, hospitals and healthcare organisations, and schools, academic institutions and universities are not eligible. A separate charity that supports one of these may qualify on its own registered charity status.
What happens after we're approved?
You build campaigns and then keep the account compliant — most importantly a 5% click-through rate and Google's keyword rules. Accounts that drift out of compliance get paused. See why Ad Grant accounts get suspended.
Not 100% sure your charity qualifies?
Send us your details and we'll confirm your eligibility in your country — free, and with a straight answer either way. If you're in, we can set the whole thing up and manage it for you.
Check my eligibility — free →Aquarise helps charities apply for and manage the Google Ad Grant. We are not affiliated with Google. Programme rules are set by Google and change — confirm the latest at google.com/grants.