Grantee Responsibilities: AdWords is an online, advertiser-managed program. Your active participation is required, and includes understanding and following the guidelines outlined on this page, logging into the AdWords system, and ensuring your Google ads and keywords are relevant, accurate, and timely.

• If you leave or change roles, you or your organization must transfer this responsibility to someone else within the organization. You must also notify us about this change.
• The email address associated with your AdWords account must be one that you or someone in your organization monitors frequently.
• We will ask you to share feedback about your Google Grants experience and the impact of the program on your organization via surveys and other communications.

Extent of your Google Grant: Your ads must link to the URL included in your application. You must submit any significant changes of your primary site (or any URL that links to your Google ads) for our review before they are promoted via your AdWords account.

• Other websites belonging to your organization require our review and approval before they can be promoted through your AdWords account.
• If your organization's focus, website content, and/or URLs change significantly for any other reason, please notify us about the change.

IMPORTANT: If your website currently features Google AdSense and / or other non-Google ads that generate revenue for your organization when visitors click on the ads, please notify us today.

Your AdWords Campaigns: Your ads must reflect the mission of your organization, and your keywords must be relevant to your programs and services.

• Strictly commercial advertising is not allowed through this program. If you intend to promote products or services, 100% of the sales and/or proceeds must support your programs.
• Your Google ads cannot link to pages that are primarily links to other websites.
• Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat, or real estate donations and related keywords are not allowed.

Example of a Mission-Based Ad:

Example of Ad Not Based on Mission:

Google Grants Bid and Budget Caps: There is a limit to keyword bidding and up to $40,000/month maximum in ad spend through Google Grants.

• You cannot bid more than $1.00 per click for any keyword.
• Your monthly ad spend will be capped at $10,000.
• If your account consistently reaches the $10,000 per month cap, you may be eligible to apply for a $40,000 per month cap with additional services. Learn more about the eligibility requirements and access the application.