What is the difference between a Paid Google Ad account vs. a Google Ad Grant account?

In Google Ads, both a paid ads account and an ad grant account look very similar (you can have both). Currently, there are only two ways to differentiate between your accounts: through account creation/setup, or in the billing summary in your Google Ads account.

For a paid ads account, account creation is quite easy. All you essentially need to do is head to Google Ads and sign in or create an account using a Gmail email address.

Ad Grant accounts, however, go through a lengthy application process. It starts with the creation of a Google for Nonprofits account. This account is used to activate the ad grant, which can be started under the products tab. When an ad grant activation request is approved on a Google for Nonprofits account, the Customer ID# (10 digit Google Ads account number) will appear in the same product box the activation request was submitted through. When signing on to Google Ads, if the CID# of the account you have in front of you aligns with the CID# found in your Google for Nonprofits, the account you have in front of you is your ad grant account.

The other means for differentiating is through the billing section that can be found through signing into your Google Ads account. To find the billing section, select 'Tools & Settings' at the top of the account, and click on 'Summary' under Billing. Once in the billing section, a paid ads account will list payment setup or a debit/credit card, which is required in order for payments to be processed. In contrast, an ad grant account will say 'This payments account is not billed', since the grant is free to use.

This is important to check as it will ensure you are utilizing the proper account and avoiding any charges for paid ads. If PWI is managing your grant, please provide us with the proper account CID#. If you have any questions or need further clarity, please contact nonprofit@projectworldimpact.com.