Microsoft Is Ending Its Ads Grant for Nonprofits – Here's How to Transition to Google's Ad Grant Program

Is your nonprofit one of the many organizations affected by Microsoft's recent decision to shut down its ad grant program? You're not alone. The change is creating waves across the nonprofit sector — but the good news is that there's a powerful alternative still available: the Google Ad Grant.

In this blog, we’ll explain what’s happening with Microsoft Ads, how the Google Ad Grant works, and how Mosaic eMarketing can help you transition smoothly and start generating real impact with up to $10,000/month in free ad spend.

Microsoft Ads for Social Impact Is Ending in December 2025

Earlier this year, Microsoft announced that it will discontinue its Ads for Social Impact program — its version of an ad grant for nonprofits — by December 31, 2025. While Microsoft Ads (formerly Bing Ads) never matched Google’s scale, many nonprofits relied on it as a supplemental channel to drive traffic, increase donations, and recruit volunteers.

Now, as the program sunsets, nonprofits are being left without a clear next step — unless they look to Google’s long-standing Ad Grant program, which offers broader reach and far more traffic volume.

What Is the Google Ad Grant and Why Does It Matter?

The Google Ad Grant is a program from Google that provides eligible nonprofits with $10,000 per month in free advertising on the Google Search Network. That means your nonprofit can appear in search results when people are looking for causes like yours, events to support, or ways to give back.

It’s not just free ad dollars — it’s free visibility to the world’s largest search audience.

With this program, nonprofits can:

And with Microsoft’s program ending, now is the perfect time to fully tap into Google’s ecosystem — with the right support.

Google Ad Grant Requirements: What You Need to Know

While the Google Ad Grant is an incredible opportunity, it's not a plug-and-play setup. Google enforces strict guidelines to ensure that only eligible and committed nonprofits benefit from the program.

Here’s what your organization needs to qualify:

Eligibility Requirements

Important: Government entities, hospitals, and schools are not eligible.

Application & Setup Process

This process can be time-consuming and tricky — especially with ongoing compliance requirements like:

How Mosaic eMarketing Helps Nonprofits Maximize the Google Ad Grant

At Mosaic eMarketing, we specialize in helping nonprofits not only apply for the Google Ad Grant but also manage and optimize it long-term.

We understand the ins and outs of the program, including how to:

Did you know? Most nonprofits don’t use the full $10,000/month Google makes available. That’s often because campaigns aren’t set up properly or aren’t optimized to perform. With Mosaic’s expertise, we help you maximize your full grant potential — not just a fraction of it.

Microsoft Ads Users: Why You Should Make the Switch Now

If your nonprofit relied on the Microsoft Ads Grant, you’ll need to pivot fast — especially before your current campaigns are paused or shut down at year-end. Waiting until the last minute could result in lost visibility and momentum.

By moving over to the Google Ad Grant now, you give your organization time to:

Mosaic can make this transition seamless — handling the setup, strategy, and management, so your team can stay focused on your mission.

Ready to Get Started?

The end of Microsoft’s Ads for Social Impact program is closing one door — but it’s also opening another. The Google Ad Grant is a smarter, longer-lasting solution with more reach and more potential.

If you're ready to take the next step, we’re here to guide you.

Let Mosaic eMarketing help you set up, manage, and grow your Google Ad Grant.