How to Get $10K a Month in Free Google Ads (Yes, Really)

Did you know your nonprofit might be eligible for up to $10,000/month (USD) in free Google Ads? No, it’s not a scam. It’s called the Google Ad Grants program, and it’s one of the best-kept secrets in the world of nonprofit marketing.

Unfortunately, it’s also a bit of a maze to navigate. That’s where we come in—but let’s start with the basics.

Who Qualifies (and Who Definitely Doesn’t)

Before you get too excited, here’s the fine print:

Your nonprofit must be:

  • Registered with the Canada Revenue Agency as a charity or

  • Incorporated federally or provincially as a non-profit and

  • Verified through Google’s partner platform, Goodstack

You’ll need to upload your registration docs, prove you’re real, and wait 3–5 business days for Goodstack to bless your application.

Who’s out of luck:

  • Government organizations

  • Hospitals and healthcare providers

  • Schools and universities

If you fall into one of those categories, we’re sorry—but Google has other plans for you.

The Application Process (Not as Bad as Your Last Board Meeting)

Here’s the step-by-step:

  1. Check your paperwork – You’ll need proof of registration and non-profit status.

  2. Get verified through Goodstack – It’s free, but you do need to jump through a few hoops.

  3. Have a decent website – Not just “it exists.” Google requires your site to meet specific quality and security guidelines.

  4. Set up your Google Ads account – Yes, before you apply. Structure matters.

  5. Apply via Google for Nonprofits – Then wait 2–10 business days while Google does their thing.

Now What? Turning That $10K Into Actual Impact

Once you're approved, the real work begins. Google isn’t just handing you $10K in cash—it’s giving you free ad spend, which is only useful if you know what to do with it.

You’ll want to:

  • Structure campaigns by service, program, or initiative

  • Pick keywords that make sense (and won’t burn your budget on irrelevant clicks)

  • Track conversions like donations, newsletter signups, or volunteer applications

  • Optimize regularly or risk losing the grant altogether

Where Charcoal Comes In

We’ve helped nonprofits successfully apply, launch, and manage their Google Ad Grants accounts—without making it feel like another full-time job. Here’s how we can help:

✅ Application Assistance

We’ll walk you through the Goodstack verification and Google submission process, step by step.

✅ Website Evaluation

If your site doesn’t meet Google’s standards, we’ll let you know—and help you fix it.

✅ Ongoing Ad Management

Whether you want a little help getting started or someone to run your campaigns for you, we’ve got options.

The Google Ad Grant is a solid opportunity—but it does come with a few hoops. If you want a hand with any part of the process (or all of it), we’re happy to help.

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