**About ad Grants eligibility, application process and status

This article covers information about Ad Grants eligibility, application process, as well as how to check a customer’s Ad Grants status.   

How to check a customer’s ad grants eligibility?

If the customer is asking how they can check their Ad Grants eligibility, you should lead the customer to complete the following:

  1. Open the Google for Nonprofits ‘Eligibility Guidelines’ help center article- https://support.google.com/nonprofits/answer/3215869?hl=en&ref_topic=3247288
  2. Read the requirements for participation in the Google for Nonprofits program at the top of the page.
  3. Scroll through the article to locate the customer’s country of registration.
  4. Press the downward arrow on the right-hand side of the relevant country’s card. 
  5. Read the relevant country’s eligibility requirements.

How do customers apply for the ad grants program?

In order to sign up for the program, there are two paths for nonprofits to follow depending on which country they are based in. These flows include:

  • Google for Nonprofits (G4NP): If their country is part of the G4NP program, they would apply for that program first and then, when accepted, enroll for their affiliated programs (including Ad Grants).
  • Grants-only: If their country is not part of the G4NP program, the nonprofit would apply to Ad Grants directly through their website and application.

How do I know which flow is correct?

See the list of nonprofit product offerings by country. If the country you're looking for is in "Google Apps for Nonprofits" column, nonprofits in that country would use the Google for Nonprofits (G4NP) sign-up flow. All other eligible countries would use the Grants-only flow.

Learn more about the sign-up flows below after determining which flow is correct:

Expand all

Google for nonprofits (G4NP) sign-up flow

Applying for Google Ad Grants in your country is a two-step process. First, you need to apply to the Google for Nonprofits program. Once approved, you must log back into your Google for Nonprofits account to sign up for Google Ad Grants. See below for further details.

  1. See if you're eligible for Google for Nonprofits.
    1. Not all nonprofit organizations are eligible for the Google for Nonprofits program. Please read the eligibility guidelines before applying to see if your nonprofit is likely to be approved.
  2. Fill out the application form.
    1. Tip! You'll need to know your charity ID when filling out the Google for Nonprofits application form.
  3. Wait for a decision.
    1. Most applications can be reviewed within a few seconds of submission. If your application requires a closer look, you'll receive a decision within two business days. While you're waiting, you can sign in to your Google for Nonprofits account at any time to check the status of your application.
  4. Sign up for Google Ad Grants.
    1. Once your organization has been approved for Google for Nonprofits, you can begin signing up for products such as Google Ad Grants. Learn how to sign up for Google Ad Grants and follow all of the steps in the Account Creation Guide to create an AdWords account with Ad Grants-specific settings.
  5. Wait for a decision.
    1. After you've submitted your AdWords Customer ID, you'll receive a decision within 5 business days. If your AdWords account was set up correctly using the Ad Grants Account Creation Guide, you'll get an email telling you that your account has been activated. If your AdWords account contained any errors, you'll get an email with instructions on how to correct the errors before we can activate it.​
Grants-only sign-up
  1. See if you're eligible.
    1. Not all nonprofit organizations are eligible for the Google Ad Grants program. Please read the eligibility guidelines for your country before applying to see if your nonprofit is likely to be approved.
  2. Apply for Ad Grants.
    1. Fill out and submit the application form for your country. Here's what you need:
      1. *Proof of charity status -- You'll need to provide either a charity ID number or documents proving your valid, up-to-date charity status. See the requirements for your country.
      2. *A correctly configured AdWords account -- Follow all of the steps in the Account Creation Guide to create and submit an AdWords account with specific settings for an Ad Grants account. Make sure to use the link from the guide to create your account because it allows you to skip adding billing information.
      3. *Your ten-digit AdWords Customer ID -- Make sure to use this format: XXX-XXX-XXXX.
      4. *Your country’s application form
  3. Wait for a decision.
    1. Most applications will be reviewed within 5 business days of submission. If your AdWords account was set up correctly and meets our guidelines, you will get an email telling you that your account has been activated. If your AdWords account contained any errors, you will get an email with instructions on how to correct the errors before we can activate it.

How to check a customer’s ad grants status?

If it is a new Ad Grants account, and it was set up correctly using the Ad Grants Account Creation Guide, ask the customer to check their email for an email telling them that their account has been activated. If the customer’s AdWords account contained any errors, ask the customer to check their email for an email with instructions on how to correct the errors before the reviewers can activate it. 

If it is not a new Ad Grants account, tell the customer their compliance status by:

  1. Open the Ad Grants Policy Compliance dashboard- https://dashboards.corp.google.com/google::_70616ee4_bdda_4af6_a341_ae209c9d2d33
  2. Input the customer’s internal CID
  3. Review the CID’s compliance status in the following areas:
    1. Account Management Policy- https://support.google.com/grants/answer/117827?hl=en
    2. Mission Based Policy- https://support.google.com/grants/answer/4410314?hl=en&ref_topic=3500093
  4. Provide the client their Ad Grants status according to the internal CID’s compliance status found in the Ad Grants Policy Compliance dashboard.

Escalation processes

After following the steps, if you have remaining questions about Ad Grants eligibility, application process and status, escalate:

  • GS: Consult it with the Search Pod
  • GCC: Consult to Search (L2 only) > Search - General Issues

Additional resources

Last reviewed: 07/2019

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