For most non-profits, the mission is clear, but the marketing budget is… well, modest.

Imagine if you had $10,000 USD (approx. $16,500 NZD) every single month to tell your story, recruit volunteers, and find the people who need you most.

That isn’t a “too-good-to-be-true” scenario; it’s the Google Ad Grant.

At Empire9, we love seeing digital tools used for good. If you’re a registered charity, this grant is essentially a permanent “free credit” for Google Search ads. We’re here to explain everything you need to know about how it works and how to get started.

What is the Google Ad Grant?
The Google Ad Grant is a program that provides eligible non-profits with up to $10,000 USD per month in “in-kind” advertising. This means you don’t get the cash in your bank account, but you do get to show up at the top of Google search results when people look for keywords related to your cause.
Whether someone is searching for “how to help local animal shelters” or “mental health support near me,” your organisation can be the first thing they see.

Does My Organisation Qualify for the Google Ads grant?
Google wants to ensure this money goes to legitimate, mission-driven organisations. To be eligible in 2026, your non-profit must:
• Hold a valid charity status: In New Zealand, this means being a registered charity with Charities Services.
• Have a high-quality website: Your site needs to be secure (HTTPS), load quickly, and clearly explain what you do.
• Not be a “restricted” entity: Unfortunately, government bodies, hospitals, and most schools/universities don’t qualify (though their philanthropic arms often do).
• Join Google for Nonprofits: This is the gateway. You’ll need to verify your organisation through Google’s partner, Goodstack (formerly TechSoup).

What Can You Actually Do With $10,000 a Month?
A common myth is that you can only use the grant to ask for donations. While fundraising is a great use, the grant is often even more effective for:
• Volunteer Recruitment: Target people searching for ways to give back in your specific city.
• Service Awareness: Ensure people in crisis or need can find your resources instantly.
• Newsletter Growth: Drive traffic to educational blogs (like this one!) and capture email sign-ups.
• Promoting Events: Fill the seats at your next gala or community workshop.
• Optimising for “Shop Visits”: A new feature for 2026 allows you to track if your ads are driving physical foot traffic to your charity shops or community centres.

The “Catch”, you ask? Keeping Your Grant Active…
Google doesn’t just hand over the keys and walk away. To keep the $10,000 flowing, you have to maintain a healthy account. This is where many non-profits get stuck. The main rules include:
• The 5% CTR Rule: Your ads must maintain a minimum 5% click-through rate. If your ads aren’t relevant to what people are searching for, Google may suspend the account.
• No Single Keywords: You can’t just bid on the word “charity.” You need to use “long-tail” keywords like “charity for ocean conservation NZ.”
• Conversion Tracking: You must prove the ads are doing something useful, like tracking a form submission or a button click.
It is also worth noting that the grant is mainly limited to Search ads. If you want to run display or other types of Google Ads, you will have to spend in addition. Recently, with the grant, you can also create Performance Max campaigns, although the features are limited to Search and Maps. However, this option is still a great addition for attracting store visits.

Applying for a Google Ad grant:
1. Register for Google for Nonprofits: Get your verification token from Goodstack.
2. Submit Your Website for Review: Google will check that your site meets their “High-Quality Website” policy.
3. Activate Ad Grants: Once approved, you’ll set up your first campaign.

Why Strategy Matters More Than the Money
Having $10,000 to spend is great, but it’s only “free” if it’s working for you. If you’re driving thousands of people to a page that doesn’t load or a form that’s broken, you’re wasting a massive opportunity.
At Empire9, we specialise in making sure non-profits don’t just have the grant, but actually use it to change lives. From setting up complex tracking to writing ad copy that resonates, we help you treat the grant like the strategic asset it is.

Need a bit of help? Call the Empire.
Navigating the application and maintaining that 5% CTR can feel like a full-time job. If you’d rather focus on your mission than on “negative keyword lists” and “conversion bidding,” we’re here to help. Slide into our DMs or get in touch.
We’re all about helping you dominate your corner of the internet, and we have special rates for non-profits that are focused on doing good for the community.