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

• If you leave or change roles, you or your organisation must transfer this responsibility to someone else within the organisation. 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 organisation monitors frequently.
• We will ask you to share feedback about your Google Grants experience and the impact of the programme on your organisation 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 organisation require our review and approval before they can be promoted through your AdWords account.
• If your organisation'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 organisation when visitors click on the ads, please notify us today.

Your AdWords Campaigns: Your ads must reflect the mission of your organisation and your keywords must be relevant to your 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 programmes.
• 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 an 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 US$10,000 per month cap, you may be eligible to apply for a US$40,000 per month cap with additional services. Learn more about the eligibility requirements and access the application.