Top 5 Myths About The Google Ad Grant
- Mike Ceresney
- Aug 29
- 2 min read
The Google Ad Grant is one of the most powerful yet misunderstood tools available to non-profits. Too often, organizations miss out because of common misconceptions about how it actually works. Let’s set the record straight.
Myth 1: The Google Grant is a One-Time Gift
Reality: The Google Grant isn’t a lump sum of $10,000 that you spend once and it’s gone. It’s an ongoing monthly allowance of up to $10,000 in ad credit that renews every single month — as long as your account remains active and compliant.
Myth 2: You Need to Reapply Every Year
Reality: Once approved, you don’t need to keep reapplying. The grant is not temporary. As long as your account meets Google’s requirements (such as maintaining compliance and performance standards), the grant continues indefinitely.
Myth 3: You Can Pause or Turn the Grant On and Off
Reality: The grant isn’t designed to be paused or switched on and off like other ad budgets. It’s a year-round program. When used consistently, it builds sustainable traffic, awareness, and advocacy over time — something that can’t be achieved by starting and stopping.
Myth 4: The Grant Will Eventually Expire
Reality: The Google Ad Grant does not have an expiration date. Once your non-profit is approved and your account is compliant, the $10,000 replenishes automatically every month, forever.
Myth 5: The Grant is Temporary Funding from Google
Reality: Some organizations assume the Google Ad Grant is like other grants that have a fixed term. In fact, the program has been running for over two decades, and Google has shown no sign of discontinuing it. It’s designed to provide ongoing, sustainable advertising support for non-profits worldwide.
Final Word
The Google Ad Grant is a long-term opportunity — not a one-time handout. When properly managed and kept in compliance, it provides $10,000/month in free Google Ads spend, indefinitely. For non-profits, this means reliable, sustainable traffic to fuel awareness, advocacy, and action for years to come.
Book a no-obligation call today and discover how the Google Ad Grant can help your mission grow.