Google Ad Grants for Churches: UK Eligibility Guide

In short

Many UK churches and Christian charities qualify. Google's UK rules accept registered charities (Charity Commission, OSCR or NICC), charities recognised by HMRC, exempt charities and churches. You get up to US$10,000 a month of free Google search ads, if you meet the programme's rules.

Google Ad Grants gives eligible charities free advertising on Google search, so people looking for help, a church or a cause can find you. Many UK churches and Christian charities qualify but have never applied. Here’s how it works.

Who is eligible in the UK?

Google’s UK eligibility guidelines accept organisations registered as one of the following:

A charity registered with the Charity Commission (England and Wales)
A charity registered with OSCR (Scotland) or NICC (Northern Ireland)
An organisation with tax exemption from HMRC as a charity, or an exempt charity
Churches

Government bodies, hospitals and healthcare organisations, and schools and universities are not eligible, although their separate charitable or philanthropic arms can be. You’ll also need to verify your organisation through Google for Nonprofits and agree to its terms.

What do you get?

Ad Grants gives up to US$10,000 of in-kind advertising every month, for text ads on Google search. That’s enough to promote services, community projects, courses, food banks, appeals and volunteering opportunities to people searching nearby.

From our team: the churches that get most from Ad Grants advertise what they do for the community, such as a toddler group, food bank or debt advice, not just their Sunday service. That’s what people are searching for.

What rules do you have to follow?

Keep a 5% click-through rate. Accounts that fall below it for two months in a row can be paused.
Own your website. Ads must point to a domain you own, served securely over HTTPS and working well on phones.
Have useful content. Your website needs substantial, original information about your mission and activities.
Show who you are. Your site should clearly state your mission, physical address and charity number.
Keep ads relevant. Campaigns should be set up properly, with at least two sitelinks and location targeting.

If your website isn’t ready, start there. Our guide to getting your church on Google Maps and our church websites service can help.

How do you apply?

Sign up to Google for Nonprofits with your organisation’s details.
Complete verification with your charity, HMRC or church details.
Once approved, activate Ad Grants and accept the programme terms.
Build focused campaigns around what people search for, with clear landing pages.
Check results monthly and keep the account within the rules.

Not sure if you qualify? Our Ad Grants eligibility check is free, and Ad Grants management costs £195 a month if you’d like us to run it for you.

Frequently asked questions

How much is Google Ad Grants worth?

Up to US$10,000 a month of in-kind search advertising, for text ads on Google search.

Can a church that isn't registered with the Charity Commission apply?

Google's UK eligibility list includes churches and charities recognised by HMRC, as well as registered charities. You'll still need to pass verification, so have your charity or HMRC reference ready.

Why do Ad Grants accounts get suspended?

Usually because the account falls below the required 5% click-through rate for two months in a row, or breaks the website or account rules. Regular, careful management prevents most problems.

Sources

Last checked: November 2026. This guide is general information, not legal or financial advice.

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