To be eligible, one has to be a registered charity with Revenue Canada and, surprisingly, an NGO. Straight from the horse's mouth:
- Organisations must be a Canadian Registered Charity, a Canadian Federal Nonprofit or a Canadian Provincial Nonprofit.
- Have a functioning website with substantial content
- To be considered for inclusion in the Google for Nonprofits programme, Canadian organisations must register an account with TechSoup Canada, the regional arm of TechSoup Global. You can review your organisation's current status at techsoupcanada.ca. Please note that we only allow one Google for Nonprofits member per organisation registered with TechSoup Canada.
- You are required to actively manage the AdWords account by logging in monthly and making at least one change to your account every 90 days, based on review of your account performance. Your account is subject to automatic pausing or cancellation without notification should you fail to make any changes in your account for over 90 days.
- Your ads must reflect the mission of the approved non-profit organisation and your keywords must be relevant to the non-profit’s programmes and services. Strictly commercial advertising is not allowed through this programme. If you intend to promote products or services, 100% of the sales and/or proceeds must support your programme. (i.e., no "Buy Now" ads)
- A daily budget set to $329 USD, which is equivalent to about $10,000 per month
- A maximum cost-per-click (CPC) limit of $2.00 USD
- Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat or property donations and related keywords are not allowed.
- Your Google ads cannot link to pages that are primarily links to other websites.
- Your website cannot display Google AdSense ads or affiliate advertising links while participating in Google Ad Grants.
- Only run keyword-targeted campaigns
- Only appear on Google search result pages
- Only run text ads
Sources / More info: Google Grants, Pro