How Google Ad Grants work
If you’ve heard about free Google advertising for charities, this is the programme behind it. Here’s what the grant offers, how to apply and what needs to happen to keep it working.
Google Ad Grant support from Latitude60
What does the grant pay for?
Charities that qualify can receive up to around £7,400 a month in Google Search advertising. Your adverts can appear when someone searches for something connected to your work, taking them to a useful page on your website.
The grant is advertising credit: Google covers the cost of those advert clicks. It isn’t money paid into your charity’s bank account.
You don’t have to repay the credit or buy additional Google advertising. There is no minimum amount you must use, and unused credit does not carry over into the next month. How much you use will depend on demand for the searches you choose and how your adverts perform.
What could it help our charity do?
The most useful starting point is what you want people to do after they find you. For example:
- Bring potential donors to a clear appeal that explains the difference their support would make.
- Help people looking for volunteering opportunities find roles they can apply for.
- Help people discover the services, advice or support your charity provides.
- Promote relevant events, activities, memberships or visitor attractions.
An advert should take someone straight to the relevant page. A person interested in volunteering needs an easy way to see the opportunities and get involved.
Can our charity apply?
We can check the requirements for charities in England, Wales, Scotland and Northern Ireland. Most applicants are registered with the relevant charity regulator. Google also accepts certain other recognised charitable organisations, including churches and charities recognised by HMRC.
Being a community interest company (CIC) on its own is not enough to qualify. Schools, universities, hospitals and other healthcare organisations are generally excluded, although their charitable arms or foundations can qualify.
Your charity also needs a secure, working website that clearly explains what it does. We’ll help identify anything that needs attention before you apply.
How do we apply?
1. Check the charity and website
We look at your charitable status, website and the actions you want visitors to take. Clear information, working links and easy-to-use forms give the advertising somewhere useful to lead.
2. Get verified and request the grant
You apply through Google for Nonprofits. Google uses Goodstack to verify charitable status. We help you prepare the information and work through the application; Google makes the approval decision.
3. Set up the advertising
Once the grant is approved, we write the adverts, choose relevant searches and locations, and set up ways to record useful results. Your charity keeps control of its accounts and gives us permission to manage the advertising.
What do we need to do to keep the grant?
Google expects the account to be looked after. The main requirements for a standard grant account are:
Keep the advertising relevant
Adverts, searches and website pages should match your charity’s work and reach people in suitable locations. Avoid vague searches and remove ones that don’t meet Google’s quality standards.
Attract interest
Across the account, Google requires at least five clicks for every 100 times adverts appear each month: 5%. Falling below this for two consecutive months can lead to suspension.
Record useful results
New accounts must record at least one meaningful action each month, such as a donation or volunteer sign-up. A homepage visit alone doesn’t count. New accounts use Google’s automatic settings to aim for these results.
Keep links working and stay in touch
Adverts need at least two extra links to useful pages. You also need to respond to Google’s programme surveys and messages.
Why get help looking after it?
A grant works best when the adverts, website pages and results get regular attention. We look at which searches bring useful visitors, improve the adverts and help make the next step on your website clearer.
We also check that enquiries, donations and sign-ups are being recorded properly. That gives your team a better picture of what the advertising is doing.
You can manage the grant yourselves if you have the time and skills. Our service is there if you would like someone to handle the day-to-day work and technical support.
What if we already have a grant, but it has stopped?
We can help you understand Google’s notice, review the account and put right any problems before requesting a review. Getting an account working again depends on the reason it stopped and Google’s decision.
Considering it with your team or trustees?
Our trustee guide brings together the possible benefits, costs and questions worth discussing before you decide.
Is a Google Ad Grant right for our charity?
Google’s programme questions and answers
Guide reviewed 26 October 2026.
Want help getting started?
Tell us about your charity and share your website. We can talk through the grant, the application and the support you need.
