Be found when someone plans this weekend
Museums, theaters and heritage sites compete for a decision made a few days ahead: what to do this weekend. The grant lets you compete for that decision every week without touching the program budget.
Is this page about your organization?
Written for
- Museums and galleries
- Theaters, orchestras and festivals
- Heritage sites and historic buildings
- Community arts and education programs
What you need in place
- A registered nonprofit in the EU, US, UK, Canada, Australia or Switzerland.
- A working website that people can act on: donate, sign up, apply, book or get in touch.
- At least one of those actions worth measuring.
Hospitals and healthcare organizations, schools and universities, and government entities are excluded by Google. Organizations without a functioning, converting website are excluded by AdGranted, because the campaigns would have nowhere to send people.
What people already search for
Weekends get planned in a search box a few days ahead.
- museum exhibitions this weekend
- theatre tickets tonight
- art workshops for kids
- heritage sites near me
- what's on this weekend
What the campaigns would aim at
- Ticket bookings for what is on now
- Memberships and patron sign-ups
- Workshop and school-program bookings
Each action is set up as its own conversion where your website allows it, so you can see which searches lead to which.
The grant inside a cultural program
The weekend decision has a deadline
Locals and visitors plan culture by searching: exhibitions this weekend, things to do with the kids, concerts tonight. The intent is immediate and the searcher is often close by. Your campaign meets that query with what is on and a booking page while the decision is still open.
Each new show brings its own searches
Each show needs its own landing page, and the searches for it start before opening night. The account is built so the structure stays put while the program moves through it. A new show needs new ad text, which you or Ongoing Grant Management can add without a rebuild.
The visit is where the relationship starts
Memberships, patron schemes, school programs and heritage appeals each have their own searches, quieter and further apart than the weekend crowd. Those gifts and memberships outlast a bad-weather season in a way ticket sales do not, and the account can be steered toward the searches that bring them.
Who pays for what
Google provides the grant
$10,000.
Up to this much a month in Google search advertising credit.
Google provides the credit and makes the approval decision. How much of it your campaigns use depends on search demand, your website and how relevant the campaigns are.
AdGranted provides the launch
€850.
One-time, excl. VAT, for AdGranted Launch.
Eligibility and website review, application and activation support, campaign strategy and build, conversion tracking and a reporting dashboard, launch, 30-Day Launch Stabilization and handover.
If Google ultimately does not approve or activate your Google Ad Grant, the applicable Launch fees are refunded under the Launch terms.
Your organization
Provides the information and access, completes Google’s verification, makes the website changes the review asks for, confirms the facts, and gives the go-ahead before any campaign runs.
After handover you can manage the account yourself or continue with Ongoing Grant Management for €300/month, excl. VAT.
What happens next
- Free qualification quiz
- Onboarding
- Eligibility and website review
- Google approval
- Campaign build
- Launch
- 30-Day Launch Stabilization
- Handover
The parts under AdGranted’s control move through a defined process. Google review, verification, required website corrections and other external dependencies can affect the overall timeline.
Next weekend is being planned now, and so is the one after.
ALSO ASKED · CULTURE
01We sell tickets and merchandise. Does that count as commercial activity?
It does, and there is no flat ban on it. Google permits limited commercial activity as long as the site stays principally focused on the nonprofit mission and the selling connects to what you do: an event ticket, a fundraising shop. It turns into a problem when the commerce dominates the site or has nothing to do with the mission. Third-party advertising is treated more strictly: ad networks on your pages, and affiliate links whose job is to push visitors elsewhere, are a fail rather than a suggestion.
GOOGLE'S RULE · CHECKED AUG 2026
02Are schools and universities eligible?
Generally no: schools, colleges, universities and academic institutions are one of the categories Google excludes, and it is the exclusion that surprises the most applicants. The exception that matters is structural: a separately registered charitable or philanthropic arm, such as a university foundation or a school trust with its own registration, is assessed as its own organization rather than ruled out by what it is attached to. Google's current wording is where that line actually sits.
GOOGLE'S RULE · CHECKED AUG 2026
03Are single-word keywords banned?
Non-exempt ones are. Google publishes an exception list that includes your own brand terms, recognized medical conditions, acronyms, and words such as charity, charities, donate, donation, ngo, nonprofit, volunteer and volunteering. Overly generic keywords are not permitted either, and any keyword showing Quality Score 1 or 2 has to be paused or removed.
GOOGLE'S RULE · CHECKED AUG 2026
Seven paths through Google Ad Grants. Find yours.
The free quiz asks about your organization, your website, and where the grant stands today. It then names the path that fits: a straight launch, website work first, a stuck application to unblock, an active account to improve, a suspended one to assess, a self-managed route, or groundwork before any of it.
Your plan arrives by email.
Discover your Google Grants path