Your Grant gives you $10,000 a month.Most nonprofits spend $300 of it.
There are two cases. If your Grant is approved but spending less than it could, the free assessment finds what is limiting delivery. If you have not applied, the readiness check shows whether your site is ready before you invest time in the application.
Why Grants stallWhat is the Google Ad Grant?
Google Ad Grants is Google's donated advertising program for nonprofits. Eligible 501(c)(3) organizations receive up to $10,000 per month in search advertising — your mission appears in Google results when people search for the help, services, or causes you serve.
It's real ad budget, not a discount: there's no billing, no credit card, and nothing to repay. But the ceiling is a maximum, not a promise. Delivery depends on real search demand, account quality, and program rules — including keeping a 5% click-through rate — which is why most Grant accounts spend only a fraction of what they could.
- Monthly ad budget
- Up to $10,000, donated
- Annual value
- $120,000 per year
- Who qualifies
- Eligible 501(c)(3) nonprofits
- The catch
- 5% CTR and policy rules
Numbers describe the program's ceiling and rules, not guaranteed results. Actual delivery varies by mission, search volume, and account quality.
What the free assessment actually looks like
You complete a short intake and give us account access for review, which you can revoke at any time. We prepare a written report and walk through it with you on a 30-minute call. We base the report on what is happening in your account, not a generic checklist.
We read your search terms first
The queries Google actually matched you to say more than any configuration review. Most stalled Grants aren't misconfigured — they're aimed at queries nobody types, or they send real demand to pages that can't convert it.
We compare organic position with Grant spend
Queries where you already rank #1 or #2 usually do not need paid clicks. Positions 3–10 are where the Grant can extend reach without buying traffic you already get free.
We show what to fund — and what to stop
You get a short, ordered list for your account: negative keywords to add, campaigns to build around pages ranking in positions 3–10, landing pages to fix, and recent content to add to campaigns.
Guides for both sides of the gap
For Grant holders: why approved accounts stall and what a real diagnosis looks like. For pre-Grant teams: the rules, the application, and the readiness work that comes first.
Why your Grant is approved but not spending
For Grant holders: the constraints behind the $300-vs-$10,000 gap, and how to tell a compliance problem from a growth problem.
Read moreWhat a useful assessment actually examines
For anyone weighing an audit: how spend, setup, organic position, landing pages, recency, and negative keywords shape the recommendation.
Read moreWhat counts as a meaningful conversion
For teams stuck at the $2 bid cap: which conversions unlock Smart Bidding — and why pageviews never will.
Read moreGoogle Ad Grant requirements
For pre-Grant teams: what Google checks before approval, what the program demands after — and the readiness bar most checklists skip.
Read moreHow to apply, step by step
For first-time applicants: TechSoup validation, Google for Nonprofits, activation — realistic timelines and where approvals stall.
Read moreBefore you apply
For sites not ready yet: the content, measurement, and conversion fixes to make first, in the order that matters.
Read morePatronage builds AI-enabled marketing operations.
Patronage helps teams put strong strategy into practice. We connect web development, SEO, paid search, and campaign automation so your team can research, launch, measure, and improve its work. You make the decisions. We help turn them into live campaigns and clear results.
Patronage stays deliberately small and hands-on, and works with brands, agencies, and nonprofits. For Grant holders, that means senior attention on your account: an honest diagnosis first, and a plan your team can actually act on.
More about PatronageWant to talk it through first?
No billing access, no commitment. Whether your Grant is stalled or you're still deciding when to apply, the first conversation is the same: what your account and site can support, and what to fix first.