The Google Ad Grant gives eligible nonprofits up to US$10,000 a month in free search ads. Canadian organizations can get it. You do not have to be a registered charity, and you are not verified through TechSoup anymore. Many guides still get both of those wrong.
We reviewed Google’s eligibility page for Canada on September 21, 2026.
What the Ad Grant is
The grant is ad credit, not cash. Google gives your organization up to US$10,000 each month to spend on text ads in Google search results. When someone searches for "food bank near me" or "volunteer in Montreal", your ad can show at the top.
A few things to know:
- The ads are text only and appear on Google search.
- The credit resets every month. What you do not use is gone.
- It does not end, as long as you follow the program rules.
- It is separate from the "$500 in free ads" offer Google shows to new paying advertisers. That is a different program.
Who qualifies in Canada
Google's Canada page lists four kinds of organization that can join Google for Nonprofits. You need to be one of these:
- A charity registered with the Canada Revenue Agency (CRA).
- A nonprofit operating entity with tax exemption.
- A federal nonprofit corporation.
- A provincial nonprofit.
You must also be verified by Goodstack, which is the partner Google uses to confirm nonprofits, and agree to Google's terms for nonprofits.
Charity or nonprofit: does it matter?
This is the most common point of confusion. Several Canadian guides say you need a CRA charity number ending in RR0001. Google's page does not say that. Registered charities are one of four eligible types. Nonprofit corporations, federal or provincial, are on the list too.
What changes is the paperwork. A registered charity can point to its listing with the CRA. A nonprofit corporation will likely be asked for its incorporation papers instead.
If you are not sure which type you are, check your letters patent or articles of incorporation, or ask your accountant.
Who does not qualify
Google excludes three groups, in Canada and everywhere else:
- Government bodies and agencies.
- Hospitals and healthcare organizations.
- Schools, colleges and universities.
There is one exception worth knowing. The charitable arm of a hospital or school can qualify. A hospital foundation is a common example.
How verification works, step by step
- Apply to Google for Nonprofits. Go to Google for Nonprofits and start an application. Use an email address on your organization's domain if you can.
- Get verified by Goodstack. Google hands your details to Goodstack. They check that your organization exists and that you are allowed to act for it. They may ask for documents.
- Wait for approval. Follow document requests and status updates in your account.
- Turn on Ad Grants. Once you are in Google for Nonprofits, you activate Ad Grants from your account. Google reviews your website at this point.
- Build your first campaigns. The grant has rules for how the account is run. You need to follow them from day one.
Many older guides tell you to register with TechSoup Canada first. That was the old process. Google's page now names Goodstack. If a guide tells you to start at TechSoup, it has not been updated.
What to have ready
Gather these before you apply. It saves days of back and forth.
- Your legal name, exactly as registered.
- Your CRA registration number or your corporation number.
- Proof of status: a CRA listing, letters patent or articles of incorporation.
- A contact person who can show they work for or sit on the board of the organization.
- An email address on your own domain.
- A live website on a domain you own, with HTTPS.
- A clear mission statement on that website.
What your website must meet
Google checks your site before it turns the grant on. The short version: you must own the domain, the site must load over HTTPS, it must clearly say who you are and what you do, and it cannot be mostly ads or sales.
Read our website requirements checklist for the full details.
A thin or outdated site is the most common reason a charity stalls at this step. If your site is a single page, or says "coming soon", fix that first.
Can you lose the grant?
Yes. Google can pause or remove the grant if the account breaks program rules. The main ones:
- Maintain a monthly account click-through rate (CTR) of at least 5%: at least five clicks for every 100 times an ad is shown. Google exempts Smart campaigns from this requirement.
- Avoid overly broad and single-word keywords, except for Google’s permitted exceptions.
- Track real actions on your site, such as donations or sign-ups.
- Use relevant geographic targeting and at least two distinct sitelinks.
- Use at least two ad groups per campaign, with related keywords and ads.
- Complete the annual program survey.
- Log in and manage the account. Dormant accounts get closed.
These requirements were checked on September 25, 2026 in Google's policy compliance guide and CTR requirements, including the Smart campaigns exception.
None of this is hard, but it does take a few hours a month. Decide who will own it before you apply.
Questions we hear often
What is the $10,000 Google grant? It is up to US$10,000 a month in free Google search ads for eligible nonprofits. It is ad credit, not money in your bank account.
Is this the same as the $500 Google Ads credit? No. The $500 offer is a promotion for new paying advertisers. The Ad Grant is a separate program only for nonprofits.
Does it cost anything to apply? No. Google for Nonprofits and the Ad Grant are free. You only pay if you hire someone to run the account.
Do we need a new website to qualify? Not always. You need a site that meets Google's website policy. Many older sites fail on basics like HTTPS or a clear mission. Check yours against the policy before you apply.
Not sure your website would pass?
We build nonprofit websites with the Ad Grant rules in mind from the first page. Book a 15-minute call and we will look at your current site with you.