Google Ad Grants – Eligibility and Application
Google Ad Grants is a program through which Google supports non-profit organizations in Austria and worldwide. Qualified non-profits receive a free online advertising budget of up to $10,000 per month (approximately $329 per day) for text ads on Google Search. This advertising budget for associations and other nonprofits enables Google advertising for NGOs to attract more donors, volunteers, or awareness for your mission, completely free of charge.
In this article, you will learn step by step how to apply for Google Ad Grants: from the requirements and necessary documents to the two-phase application process. We also warn you about typical pitfalls. (Note: At the end, you’ll find a detailed step-by-step checklist, “Google Ad Grants Austria – From eligibility to successful activation in 21 days,” with detailed tips.)
What is Google Ad Grants?
Google Ad Grants is part of Google for Nonprofits and provides nonprofit organizations with a monthly advertising budget in the form of free Google Ads. Up to $10,000 (approx. €9,200) is available to your organization each month for nonprofit advertising on Google. The ads appear on the Google Search Network (above or below normal search ads) and can be targeted to draw people’s attention to your cause. The program is designed to help drive more traffic to your website, find supporters, and raise awareness of your cause.
Example: A non-profit organization in Upper Austria can use Google Ad Grants to advertise its fundraising campaigns without spending any of its own money. Ads worth up to $10,000 can be placed each month, an enormous potential for effectively using online advertising for non-profit organizations. Important: These are text ads in Google Search, not display or video ads. Google covers the costs as long as the terms and conditions are met.
Requirements: Which organizations are eligible to participate?
Before applying for Google Ad Grants, you should first check whether your organization meets the eligibility requirements. Google sets certain criteria regarding the status and type of organization:
Non-profit status:
Your organization must be legally recognized as a non-profit and be in good standing. This means it pursues charitable, benevolent, or religious purposes and is not profit-oriented. In Austria, this includes, for example, registered associations (with a ZVR number), non-profit foundations, non-profit limited liability companies (gGmbHs), religious communities, non-profit cooperatives (e.g. SCEs), as well as other comparable NGOs based in Austria (e.g. public-law entities with a non-profit purpose).
(Tip: If in doubt, review your statutes or bylaws — a non-profit purpose should be explicitly defined there.)
Not eligible:
Government bodies or authorities, hospitals and healthcare organizations, as well as schools, colleges, or universities are excluded from Google Ad Grants.
(Exception: non-profit foundations or support associations affiliated with such institutions may be eligible.)
Your organization must therefore not be a governmental or for-profit entity, but must clearly belong to the non-profit sector.
Non-discrimination & donation transparency:
Google requires all participating nonprofits to agree to a code of conduct that ensures non-discriminatory activities and responsible handling of donations. In practice, this means that your organization must not pursue discriminatory purposes and must be transparent about how funds are used (e.g. through annual reports). This is usually unproblematic but should be clearly understood internally.
If your organization meets these criteria, there is generally nothing standing in the way of an application. Google for Nonprofits, the umbrella program for Ad Grants, is available in Austria — this is where you will later register your organization. However, before that, a few preparatory steps are required.
Required Documents and Technical Requirements
To successfully apply for Google Ad Grants, you should prepare several documents and ensure that certain technical prerequisites are met. Below is a checklist of the most important documents and website requirements that should be in place before submitting your application:
Proof of Non-Profit Status
Depending on your organization’s legal form, you will need an official registration or recognition document. This may be an extract from a national association or charity register, a foundation register, or a commercial register entry for non-profit entities. The document should be reasonably recent and clearly confirm your organization’s legal existence and non-profit status.
Make sure the document is up to date, as outdated records are a common reason for delays or rejections during the validation process.
Statutes / Bylaws
Prepare your current statutes, bylaws, or articles of association as a PDF. These documents describe your organization’s purpose and activities and are essential for verifying that your mission is genuinely non-profit. Validation partners frequently request this documentation to confirm that your objectives align with charitable purposes.
Tax Authority Confirmation (if available)
If your organization has received an official confirmation or ruling from a tax authority recognizing its non-profit or charitable status (for example, related to tax exemption or donation deductibility), keep this document available.
Such confirmation is not mandatory in all countries, and its absence is not necessarily a disqualifier. However, if available, it strengthens your application and helps demonstrate your organization’s legitimacy.
Bank Confirmation (where applicable)
In some jurisdictions, especially for membership-based non-profits, the validation body may request a bank confirmation letter. This document is typically issued by your bank and should include:
- The official name of your organization
- Your bank account number or IBAN
- Confirmation that an authorized representative is entitled to operate the account
- An official stamp and signature from the bank
This serves as an additional credibility check, confirming that your organization is active and manages funds through an official account. It is advisable to request this document early, as banks may require some processing time.
Own Website with Own Domain
A functional website with a dedicated domain is mandatory for Google Ad Grants. Your organization must be the owner or official operator of the domain (e.g. “your-organization.org”). A social media page alone is not sufficient.
The website should clearly represent your organization, including its name and branding. Ensure that the domain is registered to the organization itself and not to a private individual, as Google will review the website during the application process.
Content Requirements for the Website
Before approval, your website must meet certain quality and trust standards. Pay particular attention to the following:
Clear mission and sufficient content:
Visitors should immediately understand who you are, what your mission is, and what you do. Clearly explain your programs, projects, and activities. Avoid placeholder pages or very minimal content. Ideally, include up-to-date information such as news, events, or impact reports, as well as clear calls to action (e.g. donate, join, volunteer).
Legal notice / organizational information:
Your website should include legally required organizational information according to your country’s regulations (often called “Imprint,” “Legal Notice,” or “About Us”). This typically includes the organization’s full legal name, registration details, address, responsible representatives, and contact information.
A missing or incomplete legal notice can raise trust concerns during Google’s review.
Functional navigation and links:
The website should be clearly structured and easy to navigate. All menu items and links must work correctly, with no broken pages or error messages. Test the site thoroughly before applying. If you have donation or sign-up buttons, ensure they function properly.
No intrusive or commercial advertising:
Third-party advertising on your website is not permitted. This includes display ads, ad networks, or affiliate banners. If your organization sells products or services, it must be clearly explained how the proceeds support your non-profit mission (e.g. a note stating that revenues are used to fund your charitable activities). Commercial activity must never be the primary focus of the website.
HTTPS encryption:
Your entire website must be secured with HTTPS (visible via the lock symbol in the browser). An SSL certificate is mandatory. Websites that are not encrypted or still accessible only via HTTP may be rejected. Ensure all traffic is redirected to the secure HTTPS version.
Mobile usability and loading speed:
While not always stated as strict eligibility criteria, mobile friendliness and fast loading times significantly improve user experience and credibility. Your website should use responsive design and load efficiently on mobile devices. Running basic mobile usability and performance tests in advance is strongly recommended.
Eligibility Review (Validation via Goodstack)
To apply for Google Ad Grants, an organization must first create a Google for Nonprofits account. A key requirement in this process is the verification of the organization’s non-profit status by Google’s official validation partner, Goodstack. Since 2023, Goodstack has been responsible for this validation worldwide; the previously used platform Stifter-helfen (a TechSoup partner) is no longer part of the application process.
Registration takes place directly via Google for Nonprofits, where the application is initiated by selecting “Get started” and submitting the organization for review. Goodstack then reviews the submitted information and typically contacts the organization within approximately 2–14 business days if additional documents or clarification are required. Once Goodstack confirms the organization as a valid non-profit, the Google for Nonprofits account is approved and the organization can activate the desired products (e.g. Google Ad Grants).
Required Documents for Validation
During the Goodstack verification process, documents must be submitted that prove both the organization’s non-profit status and the affiliation of the applicant with the organization:
Proof of non-profit status:
Official registration or recognition documents of the organization are required. These may include a government-issued registration certificate or extract (e.g. from an association, charity, or foundation register) or a tax-exemption certificate issued by a tax authority. The documents must clearly show the organization’s legal name and confirm that it is registered as a non-profit.
(Tip: If the organization is already listed in Goodstack’s database, this may be sufficient. Otherwise, the relevant documentation must be provided.)
Organizations that are not formally registered (e.g. informal initiatives or unregistered groups) unfortunately cannot be validated by Goodstack at this time.
Proof of affiliation with the organization:
Goodstack also requires evidence that the person submitting the application is affiliated with the organization (e.g. as an employee or authorized volunteer). Accepted documents include, for example, an official confirmation letter from the organization, an employment or volunteer agreement, or similar documentation bearing a signature.
In addition, a recent bank document or account statement showing the organization’s name is usually required. All documents must be submitted as unaltered, original PDF files so that Goodstack can verify their authenticity.
Conclusion
In summary, non-profit organizations (as defined above) are eligible for Google Ad Grants provided they create a Google for Nonprofits account and meet all program requirements. As of 2025, validation is carried out exclusively via Goodstack as Google’s official partner; Stifter-helfen is no longer used in the process. All required documentation must be submitted with the application, including proof of legal status and authorization of the applicant.
A professional website that complies with Google’s guidelines is mandatory, and recent changes, such as the new validation process as well as stricter compliance requirements related to conversion tracking and performance, must be taken into account in order to successfully activate the grant and use it sustainably over the long term.