Applying for the Google Ad
Real-life Scenarios and How To Fix Them
Quick Google Ad
Google Ad Grant
What is the Google Ad Grant?
$10,000 USD per month in in-kind search advertising to promote your nonproﬁt
501(c)3 with a good website
Schools and higher education institutions
Hospitals and healthcare organizations
Common Problems +
Problem #1: Someone at your organization has
already registered with TechSoup / Google for
Solutions: Recovering passwords – if you can do this easily, this is actually a pretty
● If you have the passwords at your organization, use those to log in and add your
email to your organization’s account.
● If you don’t, you’ll have to request access from TechSoup or Google support.
They’ll send you instructions to verify your role in your organization and regain
Problem #2: You’ve already set up a paid account for
Solution: This is actually not a problem! You’re allowed to run a paid Google
Ads account and a Google Ad Grant account simultaneously.
Things to watch out for:
● Circumventing systems errors
● Zombie paid ads that are eating up a budget without purpose
● Not getting stuck in campaign creation mode
Problem #3: Google rejected your Ad Grant
application, but you’re pretty sure you’re qualiﬁed
Solution: Try, try again!
The reason we recommend applying for TechSoup ﬁrst is because in our
experience, they do a more thorough job vetting than Google. Try applying
with TechSoup ﬁrst, then re-doing your Google for Nonproﬁts application.
Problem #4: I can’t activate my Google Ad Grant!
Solution: You may have to request a new link.
They don’t mention it anywhere in the emails or on their website, but the
links Google sends to activate your Ad Grant do expire. The most common
error we run into is people taking too long to activate the Grant and letting
the link expire. If this happens to you, note your customer ID and send
Google Support a request for a new link.
Here’s how to ensure a smooth application process
● Check within your organization ﬁrst – are there existing accounts you should be
aware of? Do you have the necessary passwords?
● If you’re starting from the beginning, complete the steps in order – TechSoup,
then Google for Nonproﬁts, then activate the Google Ad Grant.
● Once you receive the conﬁrmation from Google, you should act on it quickly,
since the links expire. Remember, it’s free money – there’s very little damage
you can do!
● Make sure you read and understand the program requirements. When in doubt,
give it a shot and if you get stuck, you can always reach out to a professional!