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About the Google Ad Grants programme

Google Ad Grants

Google Ad Grants provides free Google AdWords advertising – up to $10,000 USD per month – on Google search result pages, to eligible non-profit organisations. The programme is designed to help organisations extend their public service messages to a global audience to make a greater impact on the world.

Eligible organisations

The programme is open to organisations based in these countries.

Programme limits

Ad Grants recipients build and manage their own AdWords accounts similar to paying advertisers and have a number of options within the following limits:

  • A daily budget limit of $329 USD, which is equivalent to about $10,000 USD per month
  • A maximum cost-per-click (CPC) limit of $2.00 USD, or you may enable the Smart Bidding strategy called Maximise Conversions, which automatically sets bids to help get the most conversions for your campaign while spending your budget. Maximise Conversions may bid higher than $2.00 USD if appropriate to your account goals. Note that other Smart Bidding strategies are capped at $2.00 USD CPC.
  • Only include keyword-targeted campaigns
  • Only include text ads that appear on Google search result pages, in positions below the ads of paying advertisers.

Learn more about how to apply for the Ad Grants programme.

AdWords Express option

AdWords Express is a smart, automated version of AdWords that requires minimal, ongoing maintenance. It automatically manages where and when your ads show on Google so you can focus on doing what you do best: running your non-profit business.

If you've been accepted to the Ad Grants programme and don't feel like your organisation has the time or expertise to manage your account, you can create an AdWords Express account.

If you choose to create an AdWords Express account for Ad Grants, you'll share the daily $329 budget with your existing Ad Grants account.

Learn more about the AdWords Express option for Ad Grants.

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