Image representing Google Ads Grants for Not for profit organisations in Australia in 2025. Wooden blocks with 'NFP' and 'PPC' on green background. Tablet with Google search homepage. Coffee in green cup and three sappling plants, representing growth. Up to $13,000 AUD for NFPs accessing Google Ads Grants in 2025. Future Marketing. Marketing freelance agency for NFPs.

FREE Google Ads For Not-For-Profits

Published April 27, 2025

Unlocking the Power of Google Ad Grants for Australian Not-for-Profits

How NFPs Can Get Up To $13,000 FREE Google Ads Credit Per Month!

Visibility is paramount for not-for-profit organisations striving to make a difference. But budgets can often be limited and competition on the major digital marketing channels, like Google Ads, can be high and relatively expensive.

However there is a solution for Not-For-Profits (NFPs) to enter the Google Ads space without having to put forward large budgets.

Google Ad Grants offers a valuable opportunity for eligible Australian NFPs to amplify their online presence without incurring heavy advertising costs.

What is Google Ad Grants?

Google Ads Grants provides eligible NFPs with up to $10,000 USD per month (approximately $13,000 AUD) in in-kind advertising on Google Search. This initiative enables organisations to display text-based ads on Google search results, connecting with individuals actively seeking information related to their cause and services.

Benefits of Google Ads for Australian NFPs:

Enhanced Online Visibility: Appear in Google search results when potential supporters search for topics related to your mission.
Increased Engagement: Drive more traffic to your website, leading to higher chances of donations, volunteer sign-ups, and awareness.
Cost-Effective Marketing: Utilise substantial advertising funds without impacting your organisation’s budget.
Data-Driven Strategies: Leverage Google Analytics to monitor ad performance and refine campaigns for better results.
Test The Google Ad Waters (for free!): Utilise Google Ads Grants to see if Google Ads could be beneficial for your organisation, without having to commit to a notable budget right away.

Google Ads Grant Eligibility Criteria For Australian NFPs

To qualify for Google Ads Grants in Australia, your organisation must:

Be registered with the Australian Charities and Not-for-profits Commission (ACNC).
Hold valid charity status as recognised by the Australian Taxation Office (ATO).
Have a functional website with substantial content that aligns with Google’s website policy.
Agree to Google’s required certifications regarding nondiscrimination and donation receipt and use.

Note: Government entities, hospitals, and educational institutions are not eligible, though philanthropic arms of educational organisations may qualify.

How to Apply For A Google Ads Grant

The steps below are required by Google to register and prove eligibility of your organisation.

Future Marketing can take care of these for you, relieving the hassle and stress involved when venturing into new ground with Google.

Register with Google for Nonprofits: Begin by enrolling your organisation in the Google for Nonprofits program
Apply for Google Ad Grants: Once registered, you can apply for the Ad Grants program through your Google for Nonprofits account.
Set Up Your Google Ads Account: Create a Google Ads account following the specific guidelines for Ad Grants recipients.
Launch Your Campaigns: Develop targeted ad campaigns that align with your organisation’s goals and comply with Google’s policies.

Recommendations for Australian Nonprofits

To make the most of your Google Adwords Grants account:

Implement Smart Bidding: If your campaigns are focused on driving specific actions (like donations or sign-ups), consider using Smart Bidding strategies to optimise for these conversions.
Set Up Conversion Tracking: Ensure that you have proper conversion tracking in place. This is essential for Smart Bidding to function effectively, as it relies on conversion data to make informed bidding decisions.
Regularly Monitor and Optimise: Even with automated bidding, it’s important to regularly review your campaigns to ensure they’re meeting your objectives and to make necessary adjustments.

There are a few more nuances and ongoing account performance metrics which need to be adhered to keep your account and campaigns eligible, but thankfully Future Marketing can take care of this for you.

How Can Future Marketing Help Unlock A Google Ads Grant For Your NFP?

Google Adwords Grants represents a powerful opportunity for Australian not-for-profits to gain vital online visibility, drive engagement, and grow their impact, without having to put forward media spend.

But getting the most from the grant requires careful setup, ongoing management, and a clear strategy focused on conversions, not just clicks.

Future Marketing, can help Non-Profits unlock the full potential of Google Ad Grants.

Grant application.
Google Ads account set-up.
Campaign creation.
Performance tracking set-up.
Ongoing account eligibility and performance monitoring.

If you would like to find out more or need assistance with the application process or managing your Google Ads campaigns, feel free to reach out for expert guidance tailored to your organisation’s needs.

Simply complete the form below and I will contact you within 24 hours to go through Google Ads Grants for you NFP.