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Google Ads Grants Guide for Canadian Charities

This is a Google Ad Grants Guide for Canadian Charities which describes what Google Ad Grants are, how Canadian Nonprofits can get Google Ad Grants, and how they can best use it.

What Are Google Ad Grants?

Google Ad Grants is a program Google has in which it provides up to $10,000 each and every month in free ads to eligible charities.  As of this writing, that is around $12,600 CAD per month.  That is a lot of free advertising your charity could take advantage of.  This can be used month after month, year after year with no expiration date so it can be quite valuable.

Who Can Qualify for a Google Ad Grants?

Nonprofits, NGOs, and charities can qualify for Google Ad Grants in 67 countries including Canada.  Many Canadian charities have already received Google Ad Grants and are receiving the $10,000 in free advertising each month.  Most Canadian charities will qualify for a Google Ad Grant.  The Google Ad Grants program does not pit various charities against each other for a fixed amount of grant funding.  Instead as long as your organization meets the program rules, you will be approved for the Google Ad Grant regardless of how many other charities also get the grant.

A Canadian charity will need to be registered as a charity with the Canada Revenue Agency in order to qualify for a Google Ad Grant.  In addition, there are a few types of organizations that are restricted from taking part in the Google Ad Grants program so just make sure that you do not fall into any of the 3 types of organizations listed below:

  1. The organization cannot be a university, school, or academic institution (although philanthropic arms of educational organizations are eligible)
  2. The organization cannot be a hospital or health care organization (although charitable arms or foundations associated with healthcare organizations are eligible)
  3. The organization cannot be a governmental entity

So as you are a registered nonprofit and are not a school, hospital, university, or governmental entity, you should be able to qualify.  There are a number of other assorted requirements such as that you have a website on your own domain, but these are usually not an issue.

How Can Canadian Charities Apply for a Google Ad Grant?

Applying for a Google Ads Grant is a complex, multistep process.  You can start the process by going to Techsoup Canada and creating an account which Google uses to verify that you are eligible for a Google Ad Grant.

Once you have the Techsoup account set up, you can request a validation token for Google for nonprofits.

You will then create a Google for Nonprofit’s account and click “Activate Products” and click “Get Started” under Google Ad Grants.  You then can fill out and submit the application form.  You will also want to set up you Google Adwords account at this point.  The process can take a little time until you get an approval.

This was a summary of the process, but if you get stuck or if you want experts to submit the application for you, we can help.  Grant Republic specializes in helping nonprofits acquire Google Ad Grants and Manage them effectively to get the most from these ads.

How To Manage the Google Ad Grant Effectively

Once you approved for the Grant then comes the really complex work of building out your Google Ads account, setting up ad extensions, adding keywords to bid on, setting up conversions to track in Google Analytics, and continuing to improve the account results over time.  This part of the process is much the same for Canada charities as it is for charities, NGOa, and nonprofits in other countries.  Grant Republic specializes in helping nonprofits in Australia and elsewhere take advantage and get the most of the Google Ad Grants program.  We can make your ad  campaigns much more powerful and we are quite affordable.  Contact us today for more information and a free quote.

This Google Ad Grants Guide for Canadian charities was written to give you an overview of Google Ad Grants.  There is a many more useful articles on our website which go into more detail about some of the topics covered in more detail.  If you need additional assistance in acquiring or managing a Google Ads Grant, please reach out to us.  We are a Google Partner and specialize in helping charities in Canada and America with their Google Ad Grants.