🚫 Don’t Risk It: Why You Should Never Use a Google Ad Grant to Promote a For-Profit Business

Google Ad Grants can be an absolute game-changer for nonprofits. With up to $10,000 a month in free advertising on Google Search, your organization can reach new supporters, donors, and volunteers like never before. But there’s a catch—a big one—and ignoring it can cost you your grant forever.

Let’s talk about a common (and dangerous) mistake: using your Google Ad Grant to drive leads to a for-profit business, even if you’re using a non-profit URL for your grant.

📌 First, What Is the Google Ad Grant?

Google’s Ad Grant program offers eligible 501(c)(3) nonprofits up to $329 per day in in-kind advertising on Google Search. These ads help nonprofits:

• Raise awareness about their cause

• Recruit volunteers

• Promote events

• Encourage donations

But the key word here is nonprofit.

🚫 What You Can’t Do

You cannot use a Google Ad Grant account to:

• Promote commercial products or services for a business

• Link to pages that generate revenue for a for-profit entity

• Funnel traffic to affiliate programs, partner shops, or retail outlets

• Send users to a personal coaching, course, or consulting business (unless it is 100% nonprofit-owned with proper disclosures)

If you’re caught using the grant for anything that even appears to promote a for-profit enterprise, Google can—and likely will—suspend or permanently revoke your account.

🧨 What’s at Stake?

Losing a Google Ad Grant isn’t like getting a slap on the wrist. It’s often permanent. Google has strict compliance guidelines, and once you’re flagged for policy violations, especially serious ones like misusing funds to benefit a for-profit, it’s extremely difficult (if not impossible) to get reinstated.

This means you could lose:

• All future access to the Google Ad Grant program

• A critical source of visibility for your nonprofit

• Trust with Google and your community

✅ What You Can Do

• Use the grant to highlight your mission, stories, programs, and impact.

• Drive traffic to donation pages, volunteer signups, or educational content.

• Promote free resources or events offered by your nonprofit.

• If your nonprofit does sell products (e.g. merchandise or tickets), ensure it’s clear the proceeds directly support your mission—and avoid language that sounds like commercial advertising.

⚠️ Even Innocent Mistakes Can Cost You

You might not mean to violate the rules. Maybe you’re trying to help a board member’s side hustle. Or you're linking to a partner site without realizing it’s a for-profit venture. Regardless of intent, Google holds your organization responsible.

💡 Pro Tip: Keep Business and Nonprofit Efforts Separate

If you also run a for-profit business or program, create entirely separate websites, branding, and digital marketing strategies. Never use your Google Ad Grant to promote anything outside your nonprofit’s mission.

In Summary

The Google Ad Grant is a gift—a powerful tool to fuel your mission. But it comes with strict boundaries. Don’t jeopardize your access by trying to use it for commercial gain.

Keep it ethical. Keep it compliant. Keep your grant.