Google Ad Grants for Wellington Charities:
Get +-$16,000 Month in Free Search Advertising
Your charity could have +-$16,000 NZD a month in free Google advertising.
Most Wellington charities don't know this funding exists. Many that do find the setup impossible. And the ones that have it often lose it — because Google suspends accounts that don't meet their Mission-Based Policy requirements without much warning.
That's where I come in.
NEW FOR 2026:
Google now builds your Ad Grant account for you. Do not create a standard Google Ads account yourself during the application process, or you risk being charged real money instead of using the grant credit.
What is the Google Ad Grant?
Google gives registered charities up to $10,000 USD (around $16,000 NZD) every month in free Google Search advertising. No catch, no repayment — it renews automatically as long as you stay compliant.
It means your charity can appear at the top of searches like "emergency housing Wellington" or "where to donate in Wellington" — for free. You can use it to find donors, recruit volunteers, promote events, or simply make sure people in crisis can find you when they need you most.
Do we qualify for the Google Ad Grant?
The most common question I get is about eligibility. Roughly 90% of Wellington's 2,266 registered charities qualify. In New Zealand, the criteria are clear but strict. To qualify for the +-$16,000 month credit, your organisation must:
Hold valid status with NZ Charities Services (Registered Charity).
Have a live, secure website (HTTPS) with substantial content about your mission.
Complete verification through TechSoup New Zealand (Goodstack).
Note: If you are a government entity, a hospital, or a school, you generally do not qualify, though your separate philanthropic foundations often do.
How do I apply for Google Ad Grants in NZ?
The application isn't a single form; it’s a three-stage technical process.
Request a TechSoup Validation Token: This is the "ID card" that proves your nonprofit status to Google.
Register for Google for Nonprofits: The umbrella account that manages your digital funding.
Submit the Ad Grant Pre-Qualification: This includes a mandatory mission survey and a training quiz.
Why was my Google Ad Grant suspended?
If your account has stopped running, it is almost certainly due to a compliance violation. Google’s automated systems deactivates accounts that:
Fail to maintain a 5% minimum Click-Through Rate (CTR).
Lack GA4 Conversion Tracking (you must prove the ads are driving actions).
Use "Generic" or "Single-word" keywords.
Have a "Low Quality" landing page experience.
Is the Google Ad Grant actually free?
Yes. Google provides a $10,000 USD monthly credit (roughly $16,000 NZD). It is not a cash payment; it is a credit that covers the cost of your text-based search ads. It automatically renews every month as long as your account stays compliant with their 2026 policies.
Why aren't more charities using it?
Because the Google Ad Grants compliance rules are genuinely unforgiving and most small charities don't have anyone technical enough to manage them.
Google enforces a 5% minimum click-through rate. Drop below that for two consecutive months and your account is automatically deactivated. On top of that, you need GA4 conversion tracking properly linked to your Google Ads account, you can't use single-word or generic keywords, and not logging in for 30 days can trigger a pause.
Most agencies that know how to handle this charge rates that eat most of the grant's value. I charge differently.
What I do
I handle the whole thing — TechSoup and Google for Nonprofits verification, account setup, keyword strategy, GA4 conversion tracking, and ongoing management to keep your CTR above 5% and your account safe.
If your account has already been suspended, I can assess what happened and get it reactivated.
Setup: $1,200–$1,800 (one-off) Monthly management: from $800
That's roughly 5% of the grant's value to protect the other 95%.
Why work with me?
I'm Mitch Alison — a Wellington local with 20+ years in digital strategy, including time at Google working on the AI models that became Gemini. I've led campaigns for Wellington Women's Refuge, Alzheimers NZ, Blind Citizens NZ, and NZTA (Ghost Chips).
Not an agency. No markup, no account manager chain.