The Ultimate Free Resource Library for Nonprofits & Startups
Author
Date
Get Free Templates & Resources
Google Ad Grants gives eligible NPOs up to US$10,000/month in free Google Search advertising. The trade-off: strict eligibility, website standards, and ongoing rules—especially the 5% CTR threshold.
Use this guide to qualify, activate, and stay compliant long-term, with a practical workflow your team can run weekly.
Quick Takeaways
Yes, SA NPOs are eligible via Google for Nonprofits; validation is handled by Goodstack.
Budget: US$10k/mo (≈ US$329/day account level). PMax campaigns for Ad Grants can show on Search & Google Maps (with location assets + Business Profile).
Website must pass domain ownership, HTTPS, substantial mission-aligned content, clean UX, and no AdSense/excessive third-party ads.
Must-keep rules: specific geo-targeting, ≥2 sitelink assets, ≥5% CTR (if not exclusively Smart Campaigns), valid conversion tracking with ≥1 conversion/month (for newer/Smart-bidding accounts), and Smart Bidding for accounts created on/after 22 Apr 2019.
Keywords: no single-word or generic terms (with a small exception list like donate, volunteer, nonprofit/nonprofits, charity/charities, ngo/ngos). Pause QS 1–2 terms (set an automated rule).
Eligibility: can SA NPOs get Google Ad Grants?
Short answer: Yes. South Africa is supported under Google for Nonprofits (GfN), and Goodstack verifies your organisation before you can activate Ad Grants. Ineligible categories include government entities, hospitals/healthcare organisations, and schools/universities (philanthropic arms may qualify).
Accepted SA registration types (per Google’s SA page):
Registered Section 18A Non-Profit Organization
Public Benefit Organization
Nonprofit Organization
Nonprofit Company operating on a non-profit basis for the public benefit
Nonprofit Trust
Verification timeline: typical 2–14 business days to validate in GfN, then you can activate Ad Grants.
Budget headline: Ad Grants provides US$10,000/month and the setup guide instructs setting US$329/day across campaigns.
Not sure if you qualify? Book a free 15-minute eligibility check.
Website requirements you must pass before activation
Google reviews your website during activation. You’ll need to meet all of the following:
Owned domain: You control content and settings. Additional domains must be approved via the Ad Grants additional website domain(s) process.
HTTPS site-wide: No mixed content; active, valid SSL.
Substantial, original, mission-aligned content: Clear mission and activities, trustworthy info, clean navigation, no broken links, mobile-friendly, and fast loading.
Content/behaviour restrictions: Limited commercial activity only where it supports your mission; no AdSense/excessive third-party ads; donation flows must be secure and functional.
Activation steps (inside GfN):
Verify HTTPS in the Ad Grants flow
Watch Google’s welcome video
Submit activation (review typically ~3 working days).
Account rules that trip up most NPOs (and how to comply)
CTR rule: Maintain ≥5% account-level CTR monthly (applies if you’re not exclusively using Smart Campaigns). Two consecutive months below 5% → temporary deactivation until fixed.
Geo & assets: Use specific geo-targeting and have ≥2 unique sitelink assets active in the account.
Keywords (mission-based policy):
No single-word keywords (exceptions include donate, donation, volunteer, nonprofit/nonprofits, charity/charities, ngo/ngos, plus your own brand).
No overly generic keywords (e.g., “free videos”, “today’s news”).
Pause QS 1–2 keywords (set an automated rule).
Bidding: Accounts created on/after 22 Apr 2019 must use conversion-based Smart Bidding (Maximise Conversions / Maximise Conversion Value / tCPA / tROAS). (Smart campaigns are allowed and have different rules.)
Campaign types: Search is core. Performance Max is allowed and can serve on eligible Search inventory and Google Maps placements (Maps requires location assets + Business Profile).
Pro tip: Keep an automated rule to pause keywords with CTR <4% and QS 1–2 to guard against the 5% account requirement. Google’s CTR help doc recommends filtering against high-impression, low-CTR terms first.
Conversion tracking: what’s required (and what doesn’t count)
Valid tracking is required (see Google’s Ad Grants Conversion Tracking Guide). For accounts created on/after 1 Jan 2018 or any account using conversion-based Smart Bidding, you must record ≥1 conversion/month. “Time on site” and “homepage visits” may exist as goals only if excluded from primary Conversions and categorised as Other.
Meaningful conversions Google calls out include donations, purchases, ticket sales, membership registrations, email sign-ups, volunteer sign-ups, applications, petitions, calls, and similar.
Where to set it up: Follow the Ad Grants activation/measurement resources in the Help Centre.
Implementation tip: Track newsletter sign-ups (double-opt-in), volunteer form submits, and donation completes as primary conversions; treat soft engagement metrics as secondary (excluded from “Conversions”).
Setup: fastest compliant build (step-by-step)
Join Google for Nonprofits → get verified by Goodstack.
Activate Ad Grants in GfN (HTTPS check → video → submit; review typically ~3 days).
Create campaigns
Start with Search (and optionally add PMax for Search/Maps coverage) with specific geo and Maximise Conversions/Value bidding.
Structure
1 campaign per goal (Donate / Volunteer / Programmes).
2–4 tightly themed ad groups per campaign; one RSA per ad group; 2+ sitelinks at account level.
Install conversions (donations, volunteer forms, newsletter sign-ups). Verify they’re firing and counting.
Protect compliance
Add negatives; pause QS 1–2; prune low-CTR terms; keep geo tight; confirm ≥2 sitelinks present.
Budgeting note: The setup guide instructs setting US$329/day (the daily equivalent of the grant). If your account currency isn’t USD, Google’s UI will show a local-currency equivalent, subject to exchange rate changes.
The >5% CTR playbook (practical workflow)
Split by intent
Brand: your org + programme names.
Mission/Service: e.g., animal rescue volunteer johannesburg.
High-intent “give/act”: donate, donation, volunteer (these sit on Google’s exception list).
Ad assets
Sitelinks: Donate, Volunteer, Programmes, About/Impact.
Add callouts (e.g., Tax-deductible, Section 18A receipts), and location assets if you want Maps reach via PMax.
Weekly routine (30–45 minutes)
Sort Search Keywords by Impressions → pause sub-5% CTR terms first.
Mine Search Terms → add negatives; promote clear wins into their own ad groups.
Check account CTR (last 7–14 days) and confirm ≥1 conversion/month continues to record.
Stuck under 5%? Smart Campaigns are exempt from the CTR rule; you can temporarily run Smart while you tighten Search structure and negatives, then switch back once CTR stabilises. (The CTR policy applies to accounts not exclusively using Smart Campaigns.)
Conclusion
Ad Grants can reliably drive donations, volunteers, and email sign-ups for South African nonprofits—if you nail the fundamentals. Start with eligibility and a pass-ready website, activate your grant, then build a clean account structure around clear goals. Keep geo-targeting tight, maintain ≥2 sitelinks, and measure what matters. Run the weekly CTR workflow to prune low-performers, mine search terms, and safeguard your ≥5% CTR and ≥1 conversion/month. With this system in place, you’ll sustain compliance and turn US$10k/mo of in-kind ads into real-world impact.
Key Points
Validate in GfN via Goodstack before Ad Grants.
Website audit first: HTTPS, owned domain, strong content/UX, no AdSense.
Set up Search (and PMax) with specific geo, Smart Bidding, and ≥2 sitelinks.
Mind the policies: 5% CTR, ≥1 conversion/month (for new/Smart-bidding accounts), no single-word/generic keywords; pause QS 1–2.
Use the weekly CTR loop to stay compliant long-term.
Full Ad Grants setup in a week — request a callback.
Frequently Asked Questions (FAQs) About Civil Society Organisations
1. What makes philanthropy in South Africa unique?
Philanthropy in South Africa is unique due to its deep roots in the philosophy of Ubuntu, which emphasizes generosity and interconnectedness. This has created a strong culture of individual and community giving. Today, this is blended with a growing trend towards strategic philanthropy, where donations are treated as investments designed to achieve measurable, long-term social impact rather than just short-term charity.
2. What is the role of Corporate Social Investment (CSI) in South African philanthropy?
Corporate Social Investment (CSI) is a major force in the South African philanthropic landscape, with companies investing billions of rands annually (approximately R12.7 billion in 2024). It goes beyond compliance, with a significant focus on education, which receives nearly half of all CSI spend. CSI also includes non-cash donations like employee volunteering and pro bono services, playing a crucial role in funding and supporting the NPO South Africa ecosystem.
3. How is strategic philanthropy changing funding for NPOs in South Africa?
Strategic philanthropy is shifting how funding for NPOs works by moving beyond simple donations. It focuses on models like impact investing South Africa and venture philanthropy, which seek measurable social returns. This means philanthropic capital is now used more as a "catalyst" to de-risk innovative social enterprises, provide long-term mentorship, and attract larger, more conventional investments, ultimately helping NPOs achieve greater scale and financial sustainability.
4. What are the most effective ways for individuals to engage in philanthropy in South Africa?
Individuals can engage in South African philanthropy in several effective ways. Beyond direct donations, high-impact engagement includes skills-based volunteering, where professionals offer their expertise (e.g., legal, financial, marketing) to NPOs. Another powerful method is collective giving, where resources are pooled with others through informal groups like Stokvels or formal online crowdfunding platforms, amplifying the impact of smaller individual contributions.
