Analytics & Digital MarketingNewsNonprofitThought Leadership

[Updated] Enrol in Google for Nonprofits to keep your Ad Grants Account

By October 17, 2019 November 1st, 2019 No Comments
Man Reading the Definition of Charity

Enrol into Google for Nonprofits to keep your Google Ad Grants Account active.

In case you missed Google’s notification or are not aware of Google Ad Grants

Google has recently changed their eligibility guidelines for this program. Google Ad Grants became part of a larger program called Google for Nonprofits where Ad Grantees now have access to more tools to support them in their not for profit organisation’s missions.

Since writing this article, Google has made more changes to its Ad Grants program. You can read our summary on the latest changes here. 

What is Google Ad Grants?

Google Ad Grants is a program that allows qualifying Not For Profit organisations receive $10,000 USD in in-kind AdWords advertising every month. It works just like Google AdWorks online advertising.  In our experience working with our Not For Profit clients, we have seen many success stories where our clients have been able to utilise this program to send their message across the web efficiently and effectively to reach out to many donors. 

We have written a blog article about what the Google Ad Grants program is and how you can utilise it to benefit your Not For Profit Organisation.

What does this mean to current Ad Grantees?

Your Ad Grants account will be suspended after 31 March 2017 if you do not register with Google for Nonprofits.

Here’s a quick summary of how you can enrol into Google for Nonprofits:

  1. Check your eligibility.

For Australian Not For Profit Organisations, your organisation must be income tax exempt (ITE) as defined by the Australian Charities and Nonprofits Commission (ACNC) AND you need to register with Connecting Up in order to validate your organisation’s status for Google.

You also need to :

  1. Apply for a Google for Nonprofits account.

Once you’ve obtained your validation code from Connecting Up, fill in the membership form to obtain an account with the Google for Nonprofits Program. You can find the membership form here. 

This process may take up to 20 business days.


  1. Link your Ad Grants account with a Google for Nonprofits account

Here’s a step by step guide from Google on how to link these accounts together:

  1. Sign into your Google for Nonprofits account
  2. Click the ‘Sign Up Now’ button
  3. Click ‘Enrol’ under ‘Google Ad Grants’
  4. Enter your Adwords customer ID (same as your current Ad Grants account)
  5. Enter the referral code ‘adgrants2017’ and complete the form
  6. Click ‘Enrol’.

How does this affect you if you are not a current AdGrantee?

Not much. You just need to apply for a Google for Nonprofit account and choose the Google Ad Grants program that is right for you. Currently there are two.

If you have limited time to manage your Ad Grants account, we suggest you enrol into Adwords Express. Otherwise, enrol into AdWords where you have access to powerful tools to create, target and optimise your campaigns.

You can find out more about the Google Ad Grants program here (

Alternatively, if you are too busy to manage the process and would like guidance on how to get  through the process then get in touch. We do this for many of our clients already and could easily help guide you through the process and deliver the outcome for you.