To qualify for Google Ad Grants, a not-for-profit organisation must first be recognised as a valid charity within Australia, typically holding a current Charity Tax Concession Status (CTCS) or being listed as a Deductible Gift Recipient (DGR) by the Australian Taxation Office (ATO). Additionally, the organisation must agree to Google’s required certifications regarding non-discrimination and the receipt and use of donations. It’s important to note that government entities, hospitals, and medical groups, as well as schools, academic institutions, and universities, are not eligible for Google Ad Grants. However, philanthropic arms of educational organisations may qualify.
Once these eligibility criteria are met, the organisation needs to apply for the Google for Nonprofits programme. After acceptance into this programme, they can then enrol in the Google Ad Grants programme specifically. The application process involves verifying the nonprofit status, submitting the necessary forms through the Google for Nonprofits website, and setting up a Google Ads account following Google’s specific guidelines for Ad Grants accounts. These guidelines include, but are not limited to, setting up campaigns targeting specific keywords, creating high-quality ads, and maintaining active account management to meet the performance standards required by Google. Compliance with these rules is essential for both obtaining and retaining the Google Ad Grants.