A Step-by-Step Guide to Applying for a Google Ads Grant Account for Australian Non-Profit Organisations

Google Ads Grant Account Guide

Are you an Australian non-profit organisation looking to boost your online presence and drive more traffic to your website? The Google Ads Grant program might be just the solution you need.

Google offers eligible non-profits up to US$10,000 per month in free Google Ads advertising, helping you reach a broader audience and accomplish your mission more effectively.

In this guide, we’ll take you through the process of applying for a Google Ads Grant account as an Australian non-profit organisation.

Google grant account

1) Check your Eligibility 

  • Be a Registered Non-Profit:

     Your organisation must hold valid charity status, be registered with the Australian Charities and Not-for-profits Commission (ACNC).
  • Create A Connecting Up account:

    Register your organisation and get a validation token required for the Google Grant account. This token will give you access to other benefits as well.
  • Acknowledge and Agree to Google’s Non-Profit Terms: 

    Familiarise yourself with Google’s non-profit eligibility requirements and the program’s policies.
  • Governmental and Healthcare Entities:

    Government entities, hospitals, medical groups, and schools aren’t eligible. However, philanthropic arms of educational institutions may qualify.

2) Set Up a Google for Non-profits Account

  • Visit the Google for Non-profits Website:

    Head to the Google for Non-profits website (https://www.google.com/nonprofits/) and click on “Enrol now.”

  • Sign in or Create a Google Account:

    Sign in using your existing Google account associated with your organisation or create a new Google account.

  • Confirm Eligibility: 

    Follow the prompts to confirm your non-profit’s eligibility based on your location and registration details.

3) Enrol in the Google Ads Grant Program

  • Access Your Google for Non-profits Account:  

    Once you’ve confirmed your eligibility, log in to your Google for Non-profits account.
  • Click on “Get Started”: 

    On your organisation’s dashboard, find the “Google Ads” section and click “Get Started.”
  • Review the Google Ads Grant Details:

    Read the provided information about the Google Ads Grant program to understand its benefits and limitations.
  • Agree to the Program Policies:

    Review and agree to Google’s required program policies, including compliance with the “Mission-Based Campaigns” policy.

4) Create a Google Ads Account

  • Access the Google Ads Account Creation: 

    Click on the “Enrol in Google Ads” button to initiate the account creation process.

  • Fill in Account Details: 

    Provide the necessary information, including your organisation’s name, website, location, and currency preferences.

  • Choose Campaign Settings:

    Opt for the “Search” campaign type and select “Standard” campaign settings. This includes a US$329 daily budget limit.

  • Create Your First Campaign:

    Develop your first campaign with relevant keywords and compelling ad copy that aligns with your organisation’s mission.

5) Manage and Optimise Your Campaigns

Congratulations! Once your Google Ads Grant account is approved, you can commence your campaigns.

We recommend monitoring and optimising your campaigns regularly to ensure they effectively promote your non-profit’s objectives. Remember, you’re required to maintain a minimum 5% click-through rate (CTR) to retain your grant.

If you require assistance with the grant application process or want to get the most out of your grant, please do not hesitate to contact us. We are here to help.

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