Google Ad Grants account creation guide


This short video explains participation guidelines and tips for how to succeed in the program. 

Welcome to Google Ad Grants


To enroll in Google Ad Grants, your account must meet the criteria defined below and all program policies.

Complete the following steps exactly to set up your account. Otherwise, you may need to start over and create a new account.   

Step 1 of 5: Create your Ad Grants account


When you create your Ad Grants account, you'll need to use the same user name for your Google for Nonprofits account. For example, if you signed up for Google for Nonprofits using, you must use the same user name for your Ad Grants account.

  1. Click the Get started button below.

    Get started
  2. Either enter the username and password for an existing Google Account or create a new account.
  3. In the "Enter your email" box, enter your email address.
  4. Under "Country," select the country where your organization is located.
  5. Under "Time zone," select your time zone.
  6. Under "Currency," select US Dollar.
  7. Click Save and continue.

Do not enter credit card details or any other billing information when creating your Google Ads account for Google Ad Grants. If you enter credit card information and your campaigns run, you will be responsible for paying any charges accrued.

Step 2 of 5: Create a campaign

  1. On the "Campaigns" page, click +New campaign.
  2. Under "Campaign type," click Search Network.
  3. On the "Search Network" tab, click Create your campaign without a goal.
  4. Under "Setup details," click Continue without selecting any checkboxes.
  5. Enter a campaign name.  A campaign name can remind you what the campaign is about. For example, "Drive donations" or "Recruit volunteers."
  6. Under "Networks," unselect the checkboxes for Include Google search partners and Include Google Display Network.
  7. Under "Locations," select the relevant locations to show your ads, such as selecting Enter another location and entering the name of a city in the search box.
  8. Under "Languages," select the languages you want to write ads in.
  9. Under "Bidding," select Maximize conversions in the drop-down menu.
  10. Under "Daily budget," enter 329 USD or less. You'll have $329 USD per day to use across all of your campaigns.
  11. Under "Sitelink extensions," click the down arrow next to "Select and create campaign-level sitelink extensions."
  12. Click +New sitelink extension.
  13. Enter 2 unique text sitelinks, such as “Donate to help refugees." Sitelinks take people to specific pages on your site (not your homepage), such as your calendar of events, one of several programs, or your donate page. When someone clicks on your sitelinks, they skip right to what they want.
  14. Click Save.
  15. Repeat steps 11 - 14 to add another sitelink extension. Two sitelinks with different URLs are required.

Step 3 of 5: Create ad groups with keywords

  1. Under "Set up ad groups," enter a name for your ad group. An ad group shows the same ads for a closely related set of keywords. For example, each exhibit in a museum would likely merit its own ad group so the ad references that exhibit.
  2. Under "Default bid," enter $2.00.
  3. Enter or paste keywords. Keywords are terms that people search for on Google, so add phrases that you want to show your ad for if someone types it into For example, "where to donate clothing" and "memberships to environment alclubs."


    Your keywords must reflect your nonprofit’s programs and services. Using generic keywords such as "news," "video," or "children" isn't allowed because they're not relevant enough for a good user experience.

  4. Click +New ad group.
  5. Repeat steps 1 - 3 to add another ad group and a set of closely related keywords.


    At least 2 ad groups are required because each ad group will show unique ads, which should be relevant to the set of keywords you choose. For example, if someone searches for "where to donate clothing" on, your ad should be specific to the keywords in your ad group and say something related like "donate clothing to a local shelter".

  6. Click Save and continue.
  7. Under "Create ads," click +New ad to create at least 2 active ads for each ad group.
  8. Click Done.
  9. Click Save and continue to review your campaign.

Step 4 of 5: Set up conversion tracking

With Google Ad Grants, you must track conversions properly - use this guide to set it up.

How to set up conversion tracking

  1. Click the gear icon in the top-right corner.
  2. Under "Measurement," click Conversions.
  3. Click the blue, circular plus button.
  4. Choose Import if you have Google Analytics and follow the directions to link accounts. If you don't want to use Google Analytics, select Website.
  5. Under "Conversion name," enter a name for the conversion you want to track, such as “Donations” and “email sign-up."
  6. Under "Category," select a description for your conversion action from the drop-down menu. For any goal that includes a monetary value, select Purchase/Sales.
  7. Under "Value," select how to track the value of each conversion. Select Don’t use a value for non-financial conversions like “email sign-up." Use different values for each conversion to track donations or sell goods or services.
  8. Next to "Count," select how to count these conversions. If you're not sure, select Every.
  9. For donation-related goals, select 90 day conversion window.
  10. The other requirements have default answers, so you can leave them as they are or customize them.
  11. Click Create and continue.
  12. Create additional conversion actions as appropriate for your organization's goals.  

How to set up a website conversion tracking tag

To set up website conversion tracking for the first time, you or your website developer will need to add 2 code snippets to your website: the global site tag and the event snippet.

  1. The global site tag sets new cookies on your domain, which will store information about the ad click that brought someone to your site. Please get consent where legally required.
    1. First, copy your global site tag and paste it between the <head> tag and </head> tag on every page of your website.
    2. Follow these instructions to add the tag to your website.
  2. The event snippet tracks actions that you defined as a conversion.
    1. Select Page load (for example, a thank-you page after a person donates) or Click (for example, a button to confirm the person completed an action).
    2. Copy the snippet from the box to paste it between the <body> tag and </body> tag on the webpage with that conversion action.
  3. Follow these instructions to add it to your website.


    To track how much someone donated, customize your tag to track transaction-specific values.

Once your account starts generating clicks, your account will be reviewed for accuracy.

Step 5 of 5: Submit your account for review

Make sure that your account meets all of the account setup criteria before you submit your account for review.

  1. In the top-right corner of your account, locate your account ID by clicking the person icon.

    Your Google Ads account ID is in the format of xxx-xxx-xxxx.

  2. Sign into Google for Nonprofits.
  3. Select the checkbox for Ad Grants enrollment and submit your account ID.

Your account will be reviewed to make sure it complies with policies and you'll receive an email within 10 business days.

Was this article helpful?
How can we improve it?