Google Ad Grants for churches: who qualifies and how to use it

Google Ad Grants gives qualifying nonprofits up to $10,000 a month in search ads on Google at no cost. Churches can use it to reach people nearby who are searching for a church, a youth group, a support group or a place to volunteer. Before a church can use the grant, it has to meet one eligibility rule that many churches don't meet. This post explains that rule, how to apply and what churches usually advertise.

Can churches get Google Ad Grants?

Yes, if the church is recognized by the IRS as a 501(c)(3) tax exempt organization. Google's help page on this names churches specifically. Churches are considered tax exempt automatically and aren't required to apply to the IRS for recognition, but Google says organizations that aren't registered with the IRS and aren't listed in the IRS's online database of tax exempt organizations aren't eligible for Google for Nonprofits.

That leaves three situations:

• The church has its own IRS determination letter. It can apply directly.
• The church is covered by a group exemption through its denomination. Google says these churches may still be eligible. They need their own EIN and documents showing the group exemption number and their affiliation with the central organization.
• The church never applied for recognition and isn't part of a group exemption. It isn't eligible for Google for Nonprofits until that changes. The IRS notes that many churches apply for recognition anyway, because it assures donors that their gifts are deductible.

You can check whether your church is listed by searching for its name or EIN in the IRS Tax Exempt Organization Search tool.

How to apply

1. Request a Google for Nonprofits account. Google's verification partner, Goodstack, checks your organization against official records using your EIN. Google says verification usually takes 2 to 14 working days.
2. Make sure your website meets the Ad Grants website policy. The ads have to point to a domain the church owns, served over HTTPS, with original content about your mission, working links and pages that work on a phone. Google also asks for your address and your EIN or an annual report on the site.
3. Once your organization is approved, request Google Ad Grants from inside your Google for Nonprofits account. Google reviews the request and your website before the ads can run.

What churches usually advertise

Ad Grants ads are text ads on Google search, and they work best when they answer a specific search from someone in your area. Common campaigns for churches include:

• Service times and a plan your visit page for people who are new to the area
• Youth groups, children's programs and vacation Bible school
• Recovery, grief and support groups
• Food pantries, community meals and other outreach
• Volunteer opportunities
• Christmas, Easter and other special services

Each of these needs its own page on your website, because the ad sends people to a specific page and that page has to answer what they searched for.

The rules that keep the account active

The grant comes with ongoing requirements, and an account that falls short can be paused.

• A 5% click-through rate. Across the whole account, at least 5% of the people who see the ads have to click on them each month. Two months in a row below that can lead to the account being deactivated until it's fixed.
• Conversion tracking. The account has to track meaningful actions, such as a plan your visit form, an event registration, a volunteer signup or a donation, and record at least one a month.
• Automated bidding. Campaigns have to use one of Google's conversion based bidding strategies.
• Specific keywords and locations. Google doesn't allow single word keywords, apart from a few exceptions such as your church's name, or keywords that are too general. The ads should also be shown in the area where people can attend or use your programs.
• Program surveys. Google sends Ad Grants accounts a program survey, and not responding can lead to the account being deactivated.

Should your church manage it or get help?

Some churches run their own Ad Grants accounts, and Google offers free training. The work takes time every month: checking the click-through rate, adjusting keywords, writing new ads and making sure conversions are being recorded. If nobody on staff or among your volunteers has time for that, an agency can take it on.

SiteHike sets up and manages Google Ad Grants for churches and nonprofits, and we also build church and nonprofit websites with Google's website policy in mind. The details are on our Google Ad Grants management page, our church marketing page covers the rest of what we do for churches, and you can see a recent church build in our Church at Bergen case study.