The Google Ad Grants for UK charities programme is exactly the same grant US nonprofits get — up to US$10,000 per month in free search advertising — but the route in is slightly different because your charitable status is confirmed against UK, not US, registers. If you're registered with the Charity Commission (or the Scottish or Northern Irish equivalents), you're most of the way there.
This guide covers what UK charities specifically need, the validation step that trips people up, and what happens after you're live.
Do UK charities qualify?
Yes — provided you meet Google's general rules, adapted to the UK:
- ✓ Registered as a charity in the UK — with the Charity Commission for England & Wales, OSCR in Scotland, or CCNI in Northern Ireland (or otherwise recognised charitable status, e.g. HMRC/CASC in some cases)
- ✓ A functioning website on HTTPS that describes your mission and work
- ✓ You are not a government body, NHS/healthcare organisation, school or university
The same exclusions apply as everywhere: state schools, NHS trusts and councils can't claim the grant. But a registered charity that supports them usually can. If you're unsure where you fall, start with our Ad Grant eligibility guide.
The UK validation step
Before you reach the Ad Grant, Google verifies your charity status through its validation partner, Percent. For UK charities this means matching your organisation to your Charity Commission / OSCR / CCNI registration. Two things smooth it out:
- Use your exact registered name and number. Mismatches between your Google account details and your public charity register entry are the most common cause of validation delays.
- Make sure your register entry is current. An out-of-date address or a lapsed filing on the public record can stall verification.
The setup path, end to end
| Stage | What happens |
|---|---|
| 1. Google for Nonprofits | Request an account; your UK charity status is validated via Percent. |
| 2. Ad Grants activation | Enrol in the Ad Grants product and set up a Google Ads account under the grant. |
| 3. Technical setup | Install GA4, define conversions (donations, sign-ups, enquiries), structure campaigns and ad groups. |
| 4. Launch & comply | Go live with compliant campaigns and maintain the 5% CTR and keyword rules month to month. |
What UK charities can realistically use it for
The grant only funds Google Search text ads, so it works best for demand that already exists as searches: people looking for the help you provide, ways to donate, volunteering, campaign information, or your services. It won't fund display banners, YouTube or social ads. Used well, it's a steady, free channel that brings the right people to your site every day — see what "free" really means here.
Where UK applications get stuck
- ! Name/number mismatches between the Google account and the charity register
- ! A thin or non-HTTPS website that fails Google's content and security checks
- ! Getting approved, then losing the grant weeks later by dropping below the 5% CTR — see why accounts get suspended
Applying from the UK? We'll handle the whole route.
From Charity Commission validation to a live, compliant account, we set up and manage the Google Ad Grant for UK charities end to end — so you skip the fiddly bits and keep the grant working. Book a free, no-obligation consultation.
Get set up in the UK →Aquarise helps charities apply for and manage the Google Ad Grant. We are not affiliated with Google. Programme rules are set by Google and change — confirm the latest at google.com/grants.