How to get up to US$10,000 per month in Google Ad Grants in Canada
Google Ad Grants offers eligible nonprofits up to US$10,000 per month in in-kind Google Search advertising. It is not a cash grant, and actual ad delivery is not guaranteed.
Here is how Canadian nonprofits can check eligibility, apply and build a compliant Search campaign. Google reviews each application and its requirements can change, so check the official guidance before you begin.
are you eligible to get the Google Ad Grant?
In Canada, Google lists CRA-registered charities, tax-exempt nonprofit operating entities, federal nonprofit corporations and provincial nonprofits among eligible categories. Your organization must meet Google’s requirements and complete nonprofit verification.
Government entities, hospitals and healthcare organizations, and educational institutions are generally excluded, although certain charitable or philanthropic arms may qualify. Check Google’s current Canadian eligibility rules for details and exclusions.
Apply and verify your nonprofit
Request an account through Google for Nonprofits and complete the nonprofit verification process with Goodstack. Follow the instructions supplied during your application and provide the requested organization details.
Historical screenshot below: this older TechSoup registration form is not the current Google for Nonprofits application process.
Verification and review times vary. Use an email address your organization monitors and respond to requests for additional information. See Google’s verification guidance.
get enrolled in Google for Nonprofits
Once your organization is approved for Google for Nonprofits, sign in to view the products available and select Google Ad Grants. Follow the current activation steps in your account.
Historical screenshot below: Google no longer asks applicants to follow this old TechSoup token screen as the current verification process.
Google reviews the request and may ask for more information. Approval is not automatic, and the Ad Grants activation is a separate step after Google for Nonprofits approval.
Ad Grants supports eligible Search advertising; it is not a way to guarantee placement on Google Maps. See our guide to setting up a Google Business Profile for local visibility.
activating your Google Ad Grant
After Google for Nonprofits approval, choose Activate for Google Ad Grants and follow the current instructions. Google’s setup flow may ask you to create or identify an Ads account and submit it for review.
Google’s activation troubleshooting guide specifies that a new grant account must use US dollars and must not contain billing information. Follow the current instructions carefully, and check the guide if you already have a paid Ads account. Processing times and requirements can change.
getting your campaign running
Once activated, choose a campaign setup that fits your experience and follow Google’s current campaign guidance. Start with a clear goal, such as volunteer applications or event registrations, and use landing pages that help visitors take that action.
- Choose relevant keywords and add negative keywords when searches are unrelated.
- Group ads around distinct programs or services and write clear, accurate messages.
- Use relevant location targeting and the assets required by the program.
- Measure meaningful conversions and review performance regularly.
We also set up and manage Google Ads campaigns for organizations that would like support.
audience targeting for search ads
Audience options can differ by campaign type and account. Review the options available in your grant account and Google’s current policies before adding an audience. Do not assume that remarketing features available in a standard paid Google Ads account are available to every Ad Grants account.
Start with relevant search terms and landing pages, then test any eligible audience settings against your organization’s goals and privacy practices.
final approval and launch
After submission, monitor your Google for Nonprofits account and email for the review outcome. If approved, Google provides up to US$10,000 a month in in-kind Search advertising; actual delivery depends on factors such as demand, campaign quality and eligibility. Unused credit does not roll over.
maintenance and red tape
Use location targeting relevant to the people who can benefit from your organization, at least two unique sitelink assets, and valid conversion tracking as required. Accounts not exclusively using Smart campaigns must maintain a 5% account-level click-through rate each month; two consecutive months below that threshold can trigger temporary deactivation.
Review Google’s current Ad Grants account policies, including conversion and bidding requirements, and respond to program surveys when requested. Monitor results and make changes that help your campaigns rather than changing a keyword simply to meet an arbitrary schedule.
key takeaway about getting your ad grant in Canada
- Review Google’s Canadian eligibility requirements for your organization.
- Apply for Google for Nonprofits and complete Goodstack verification.
- Once approved, activate Google Ad Grants using the current account instructions.
- Build relevant Search campaigns and measure meaningful outcomes.
- Maintain compliance with Google’s current Ad Grants policies and review results regularly.