If your nonprofit meets all eligibility requirements and is poised to apply for the Google Ad Grant program, follow these fundamental steps:

  • Enroll in Google for Nonprofits:

    • A prerequisite for applying to the Google Ad Grants program is an active Google for Nonprofits account. If you're already enrolled, you can skip this step. Otherwise, access the application through Google for Nonprofits.

    • Enrolling in Google for Nonprofits necessitates providing your tax ID number, contact details, and other pertinent information about your nonprofit.

    • During the initiation of Google for Nonprofits, you'll also register your organization with Google's technology verification partner, Percent. Simply click the "Get Started" button on Google for Nonprofit's homepage and furnish the requested details. Google will then forward your information to Percent for the completion of the registration process.

  • Ensure Google Analytics Installation on Your Website:

    • While Google Analytics serves your website's data tracking needs, its installation is mandatory before applying for Google Ad Grants.

    • Implement Google Tag Manager on your website and configure conversion tracking goals. Identify significant actions you want your audience to undertake while on your site, such as donations or newsletter sign-ups. These goals will inform your analytics strategies and offer insights into conversions for pages that effectively encourage visitor action.

  • Submit Your Website and Account for Review by the Google Ad Grants Team:

    • Upon approval of your Google for Nonprofits account, proceed to apply for the Google Ad Grants program. Submit your website for review by the Google Ad Grants team, who will assess your eligibility by evaluating your web presence and content readiness. This typically concludes within three business days.

    • Following approval, Google will furnish further instructions for setting up a basic Google Ads account, which also requires submission for review.

    • During the application process, you'll be presented with the option of a "Smart Campaign" or a "Classic" Google Ads account. To access the full suite of tools and options, opt for the "Classic" account, as the "Smart Campaign" offers a more basic version of Google Ad Grants. With this step completed, you're prepared to craft your Google Ad Grants management plan.