Google Ad Grants is the currently documented option for nonprofits seeking donated search advertising; Microsoft’s Ads for Social Impact grant is not accepting new applications. Google offers eligible organizations up to $10,000 USD per month in in-kind Google Search ads. Microsoft’s live page describes its pilot as paused, while a Microsoft Advertising support response in July 2026 says it ended in December 2025. Those are not equivalent, currently available offers.
Google Ad Grants vs. Microsoft Ads for Social Impact at a glance
| Decision point | Google Ad Grants | Microsoft Ads for Social Impact / Bing |
|---|---|---|
| Availability | Google describes an active program for eligible organizations. Google Ad Grants FAQ | Microsoft’s live page says the pilot is paused; a Microsoft Advertising staff response says it ended in December 2025 and new applications are not accepted. Microsoft program page; Microsoft support response |
| Grant amount | Up to $10,000 USD per month in in-kind search advertising. This is a ceiling, not cash or guaranteed delivery. Google Ad Grants FAQ | A 2025 Microsoft guide described grants starting at $3,000 USD per month. That is historical information, not a currently available offer. Microsoft nonprofit technology guide |
| Ad inventory | Text-based Search ads on Google.com. Separate paid Google Ads can provide additional formats and features. Google Ad Grants FAQ; Google Ads Help | The historical offer covered search on Bing and native placements across Microsoft Audience Network properties. Current availability is not established. Microsoft nonprofit technology guide |
| Eligibility information | Applicants must qualify as nonprofits, meet website requirements, and follow program policies and terms. Google Ad Grants FAQ; Google program terms | The 2025 guide described the grant as limited to US nonprofits. This does not establish current eligibility because applications are unavailable. Microsoft nonprofit technology guide |
What Google’s $10,000 monthly grant means
It is advertising credit, not a cash award
The Google Ad Grant provides eligible organizations with up to $10,000 USD per month in in-kind Search advertising. It does not pay out cash, guarantee that ads will spend the full amount, or assure a particular number of clicks, impressions, donations, or signups. Google says there is no spend requirement, and unused monthly budget does not roll over. Google Ad Grants FAQ
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Actual delivery depends on the campaign and available searches
Google says campaign spend can vary with bids, keyword competition, ad quality, targeting, and search volume. Its budget guidance describes the $10,000 monthly limit as equivalent to a $329 USD daily budget and notes that local-currency conversions are approximate; the monthly figure remains the program limit, not a promise of daily delivery. Google budget guidance
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The grant covers a defined ad format
Grant-funded ads are text-based Search ads on Google.com and may appear independently or below paid ads. They do not include every Google Ads format: Google identifies remarketing, image ads, and video ads as features available through a separate standard paid Google Ads account. Google Ad Grants FAQ; Google Ads Help
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Can nonprofits still apply for Bing or Microsoft ad credits?
Not according to the available current Microsoft information. The live Ads for Social Impact page calls the pilot paused and invites organizations to register for updates. A Microsoft Advertising support response dated July 7, 2026 says the program ended in December 2025 and new applications are no longer accepted. Because Microsoft’s page uses “paused” while its support response says “ended,” the most useful practical conclusion is that new applications are unavailable; the wording does not establish whether or when the program will return. Microsoft Ads for Social Impact page; Microsoft support response
Older terms should not be treated as a current offer. Microsoft’s 2025 nonprofit technology guide described grants starting at $3,000 USD per month for search and native advertising and said the offer was limited to US nonprofits at that time. That guide is historical context only. Microsoft nonprofit technology guide
Who is a practical fit for Google Ad Grants?
Organizations that meet the program conditions
Google requires an eligible nonprofit, a high-quality website that meets its website policy, and compliance with the program’s policies and terms. Eligibility depends on organizational status and location, so check Google’s current country-specific requirements rather than assuming every charity or nonprofit qualifies. Google’s terms also give it discretion over applications and participation. Google Ad Grants FAQ; Google program terms
Teams able to operate and measure campaigns
A grant supplies ad inventory, not campaign strategy or impact measurement. A nonprofit still needs relevant keywords and landing pages, a way to track meaningful actions such as donations or volunteer registrations, and ongoing account management to remain compliant. Google points organizations to certified professionals who may help with program requirements and account management; check current credentials, scope, fees, and any commercial relationship before hiring one. Google Ad Grants professionals
Google reports that it has awarded over $10 billion to over 115,000 nonprofits across 51 countries since 2003. These are Google’s cumulative program figures, not an independent measure of campaign results or a forecast for an individual organization. Google Ad Grants program page
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to choose and what to do next
- Confirm location and eligibility. Review Google’s current nonprofit requirements, website policy, and program terms before planning around the grant. Google Ad Grants FAQ; Google terms
- Decide what the ads should accomplish. Define an action—such as a donation, volunteer signup, or information request—and ensure the website can support and measure it.
- Assess operating capacity. Determine who will build campaigns, monitor compliance, and review results. If the organization needs outside help, Google’s professional directory is a starting point, not an endorsement of any particular provider. Google Ad Grants professionals
- Monitor Microsoft’s official update page if its grant matters to your plans. Do not put Microsoft grant credits into a budget or launch plan unless Microsoft confirms that applications have reopened. Microsoft Ads for Social Impact page
For eligible nonprofits ready to run and measure search campaigns, Google Ad Grants is the actionable grant program in this comparison. Microsoft’s historical Bing-related grant terms may explain older articles, but they do not describe an offer open to new applicants now.
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