Ad Grants Policy Requirements

Q: What is the minimum CTR required for Google Ad Grants?

You must maintain at least 5% account-wide CTR measured over a rolling 30-day period. Falling below this threshold results in account suspension until compliance is restored. Aim for 7–8% as a safety buffer.

Q: What is the maximum CPC bid limit for Ad Grants?

The maximum cost-per-click is $2.00 across all campaigns. This limit applies to manual CPC, Maximize Clicks, and Maximize Conversions bidding strategies. Google enforces this automatically at the campaign level.

Q: How much can I spend per day with Ad Grants?

Maximum daily budget is $329, which equals approximately $10,000 monthly. Google may spend up to 2x your daily budget on high-traffic days, but total monthly spend never exceeds $10,000.

Q: What website requirements must I meet for Ad Grants?

All landing pages must use HTTPS, be mobile-optimized, load in under 3 seconds, and contain professional, accurate content. Required elements include clear mission statement, contact information, privacy policy, and functioning navigation.

Q: Do I need conversion tracking for Ad Grants?

Yes, at least one conversion action must be configured. Acceptable conversions include donations, volunteer applications, program registrations, newsletter signups, contact forms, and event registrations.

Q: What happens if I don't complete the annual survey?

Your account will be suspended if the survey is not completed by the deadline, typically 2–4 weeks after notification. The survey is sent annually, usually in January or February.

Q: Which campaign types are allowed in Ad Grants?

Search campaigns are the primary type. Performance Max is also allowed but should be monitored closely for compliance. Display, Video, Shopping, and Remarketing campaigns are not available for Ad Grants accounts.

Q: What should I do if my account CTR drops below 5%?

Take immediate action: Pause keywords with CTR below 2%, add negative keywords to improve relevance, improve ad copy, and ensure tight alignment between keywords, ads, and landing pages. Address this within days to avoid suspension.

Understanding and adhering to Google Ad Grants policy requirements is essential for maintaining your account and maximizing your $10,000 monthly advertising budget. This comprehensive guide covers all compliance requirements, monitoring strategies, and best practices to keep your Ad Grants account in good standing while driving meaningful results for your nonprofit.

Core Ad Grants Policy Requirements

Account-Wide Click-Through Rate (CTR) Requirement

Minimum Threshold: 5% account-wide CTR measured monthly Measurement Period: Rolling 30-day average across all campaigns Consequence of Non-Compliance: Account suspension until CTR requirement is met Monitoring Frequency: Check weekly to avoid surprises at month-end

CTR Calculation:

Clicks ÷ Impressions × 100 = CTR percentage
Includes all active campaigns in your Ad Grants account
Paused campaigns do not count toward CTR calculation
Historical data beyond 30 days does not affect current compliance

Maintaining Compliance:

Pause underperforming keywords (below 2% CTR) immediately
Focus on high-intent keywords that drive engagement
Write compelling ad copy that encourages clicks
Ensure tight relevance between keywords, ads, and landing pages

Single-Word Keyword Prohibition

Policy: No single-word keywords allowed in any campaign Applies To: All match types (broad, phrase, and exact match) Exceptions: None – all keywords must contain two or more words

Compliant Keywords:

✅ “cancer research”
✅ “volunteer opportunities”
✅ “donate food”
✅ “homeless shelter”

Non-Compliant Keywords:

❌ “cancer”
❌ “volunteer”
❌ “donate”
❌ “shelter”

Common Violations to Avoid:

Organization type terms: “nonprofit,” “charity,” “foundation”
Cause names: “education,” “literacy,” “poverty”
Service types: “counseling,” “training,” “assistance”
Generic terms: “help,” “support,” “community”

Maximum Cost-Per-Click Limit

Maximum Bid: $2.00 per click across all campaigns Enforcement: Automatic at campaign level; cannot be exceeded Strategy: Use full $2.00 bid strategically for high-value keywords Bidding Options: Manual CPC, Maximize Clicks, Maximize Conversions (all subject to $2.00 cap)

Bid Management Best Practices:

Set competitive bids for high-intent conversion keywords
Use lower bids for awareness and educational keywords
Monitor auction insights to understand competitive landscape
Adjust bids based on keyword performance and conversion data

Daily Budget Allocation

Maximum Daily Budget: $329 per day (equivalent to $10,000 monthly) Spending Flexibility: Google may spend up to 2x daily budget on high-traffic days Monthly Cap: Total monthly spend never exceeds $10,000 Budget Strategy: Can allocate less than maximum based on capacity and goals

Website Quality Standards

HTTPS Requirement: All landing pages must use secure HTTPS connections Mobile Optimization: Website must be fully functional on mobile devices Load Speed: Pages should load in under 3 seconds for optimal performance Content Quality: Professional, accurate, and regularly updated content required

Required Website Elements:

Clear organizational mission and contact information
Privacy policy and terms of service
Functioning navigation and internal links
Professional design and user experience
Accurate program descriptions and impact information

Campaign-Level Policy Requirements

Geo-Targeting Compliance

Allowed Targeting: Target specific countries, regions, cities, or radius around locations Service Area Alignment: Should target areas where organization actually provides services Broad Targeting Permitted: Can target beyond immediate service area for awareness campaigns Multiple Locations: Can target multiple geographic areas within single campaign

Ad Content Policies

Accuracy Requirement: All claims must be truthful and substantiated Appropriate Language: Professional tone without excessive capitalization or punctuation Trademark Compliance: Cannot use other organizations’ trademarks without permission Restricted Content: Must follow Google Ads policies for nonprofits

Prohibited Ad Content:

Misleading claims about organizational impact or effectiveness
Inappropriate use of tragedy or crisis in advertising copy
False urgency or manufactured scarcity tactics
Deceptive calls-to-action or misleading landing pages

Landing Page Policies

Relevance Requirement: Landing pages must match ad copy and keyword intent Quality Standards: Pages must provide value and function properly Commercial Content Limits: Cannot be primarily commercial or for-profit focused User Experience: Clear navigation, fast loading, and mobile-friendly design

Conversion Tracking Requirements

Minimum Requirement: At least one conversion action configured per account Meaningful Tracking: Conversions should represent valuable organizational actions Implementation: Use Google Analytics goals or Google Ads conversion tracking Regular Monitoring: Ensure tracking continues to function properly

Acceptable Conversion Actions:

Online donations and giving
Volunteer application submissions
Program registration and enrollment
Newsletter signups and lead generation
Contact form submissions
Event registrations

Annual Survey Requirement

Survey Compliance

Frequency: Annually, typically in January/February Notification: Email notification sent to account admin Deadline: Must be completed within specified timeframe (usually 2-4 weeks) Consequence: Account suspension if survey not completed by deadline

Survey Content:

Organization information updates
Ad Grants usage and effectiveness
Impact metrics and success stories
Program satisfaction and feedback
Continued eligibility confirmation

Best Practices:

Set calendar reminder for annual survey period
Keep organizational information current throughout year
Document Ad Grants impact for easy survey completion
Complete survey promptly upon receiving notification

Restricted Campaign Types and Features

Allowed Campaign Types

Search Campaigns: Primary campaign type for Ad Grants accounts Performance Max: Allowed with monitoring for compliance impact Display, Video, Shopping: Not available for Ad Grants accounts

Restricted Features

Remarketing: Not available in Ad Grants accounts Customer Match: Not available in Ad Grants accounts Similar Audiences: Not available in Ad Grants accounts Dynamic Search Ads: Not recommended due to CTR control challenges

Monitoring and Maintaining Compliance

Daily Monitoring Tasks

CTR Quick Check: Review account-wide CTR in dashboard Policy Notifications: Check for any Google Ads policy alerts or warnings Campaign Status: Ensure campaigns are running without delivery issues Budget Pacing: Monitor daily spend and budget utilization

Weekly Compliance Review

Keyword Performance: Identify and pause keywords with CTR below 2% Ad Copy Approval: Ensure all ads are approved and running Search Terms Analysis: Review search terms and add negative keywords Landing Page Functionality: Test landing pages for technical issues

Monthly Comprehensive Audit

Account CTR Verification: Confirm account-wide CTR above 5% Keyword List Review: Remove or modify any single-word keywords Bid Strategy Assessment: Ensure all bids comply with $2.00 maximum Website Quality Check: Review landing pages for compliance with quality standards Conversion Tracking Verification: Test that all conversion tracking is functioning

Policy Violation Responses

Warning Notifications

First Warning: Email notification of policy violation with corrective action required Timeframe: Typically 7-14 days to resolve violation Action Required: Address specific issue mentioned in notification Follow-Up: Confirm resolution and request account review if needed

Account Suspension

Cause: Failure to meet 5% CTR requirement or other serious policy violations Notification: Email explaining suspension reason Resolution: Must address underlying issue before reactivation Reactivation: Submit account for review once compliance restored

Suspension Response Steps:

Review suspension notification for specific violation
Identify root cause of compliance issue
Implement corrective measures (pause low CTR keywords, fix policy violations)
Verify account meets all requirements
Request account reactivation through Google support

Account Cancellation

Permanent Removal: Severe or repeated policy violations may result in permanent loss of Ad Grants Appeal Process: Limited appeal options for account cancellations Prevention: Maintain consistent compliance to avoid escalation

Best Practices for Long-Term Compliance

Proactive Compliance Management

Regular Monitoring: Establish consistent review schedules Documentation: Keep records of compliance checks and optimizations Team Training: Ensure all team members understand policy requirements Automation: Use alerts and automated reports for early warning of issues

Building Compliance Buffers

CTR Target: Aim for 7-8% account CTR to provide buffer above 5% minimum Keyword Quality: Maintain high standards for keyword addition and retention Continuous Optimization: Regular testing and improvement of campaigns Performance Tracking: Monitor trends to address declining performance early

Staying Current with Policy Changes

Google Updates: Monitor Google Ad Grants announcements and policy updates Community Resources: Participate in nonprofit advertising forums and groups Professional Development: Attend webinars and training on Ad Grants best practices Documentation Review: Periodically review official Google Ad Grants policies

Common Compliance Mistakes to Avoid

CTR Management Errors

Ignoring Early Warnings: Waiting until month-end to address declining CTR Adding Too Many Keywords: Quantity over quality approach that dilutes CTR Neglecting Negative Keywords: Allowing irrelevant traffic that doesn’t click Poor Ad Copy: Generic or irrelevant ads that don’t encourage clicks

Keyword Policy Violations

Single-Word Oversight: Accidentally adding prohibited single-word keywords Brand Terms Only: Relying solely on organization name variations Overly Broad Terms: Generic industry keywords that don’t drive relevant traffic Inconsistent Review: Failing to audit keyword lists regularly

Technical Compliance Issues

Broken Landing Pages: Links that lead to error pages or broken experiences Mobile Problems: Pages that don’t function on mobile devices Slow Load Times: Website performance issues affecting user experience Conversion Tracking Failures: Broken or misconfigured conversion tracking

Conclusion

Maintaining compliance with Google Ad Grants policies is essential for protecting your access to $10,000 in monthly free advertising. Success requires understanding all policy requirements, implementing systematic monitoring processes, and taking proactive action to address issues before they result in warnings or suspension.

The key to long-term compliance is building sustainable practices that maintain high performance standards while staying well above minimum requirements. Focus on quality over quantity, monitor performance consistently, and optimize campaigns based on both compliance metrics and organizational impact.

Remember that compliance is not just about avoiding account suspension—it’s about building effective campaigns that drive meaningful results for your nonprofit’s mission. Accounts that maintain strong compliance typically also achieve the best performance and greatest impact from their Ad Grants investment.

Ad Grants Policy Requirements – FAQs

What is the minimum CTR required for Google Ad Grants?

You must maintain at least 5% account-wide CTR measured over a rolling 30-day period. Falling below this threshold results in account suspension until compliance is restored. Aim for 7–8% as a safety buffer.

Are single-word keywords allowed in Ad Grants?

No, single-word keywords are prohibited across all match types. All keywords must contain two or more meaningful words. Examples: ✅ “cancer research” is allowed, ❌ “cancer” is not allowed.

What is the maximum CPC bid limit for Ad Grants?

The maximum cost-per-click is $2.00 across all campaigns. This limit applies to manual CPC, Maximize Clicks, and Maximize Conversions bidding strategies. Google enforces this automatically at the campaign level.

How much can I spend per day with Ad Grants?

Maximum daily budget is $329, which equals approximately $10,000 monthly. Google may spend up to 2x your daily budget on high-traffic days, but total monthly spend never exceeds $10,000.

What website requirements must I meet for Ad Grants?

All landing pages must use HTTPS, be mobile-optimized, load in under 3 seconds, and contain professional, accurate content. Required elements include clear mission statement, contact info, privacy policy, and functioning navigation.

Do I need conversion tracking for Ad Grants?

Yes, at least one conversion action must be configured. Acceptable conversions include donations, volunteer applications, program registrations, newsletter signups, contact forms, and event registrations.

What happens if I don’t complete the annual survey?

Your account will be suspended if the survey isn’t completed by the deadline (typically 2–4 weeks after notification). The survey is sent annually, usually in January or February.

Which campaign types are allowed in Ad Grants?

Search campaigns are the primary type. Performance Max is also allowed but monitor closely for compliance. Display, Video, Shopping, and Remarketing campaigns are not available for Ad Grants accounts.

What should I do if my account CTR drops below 5%?

Take immediate action: Pause keywords with CTR below 2%, add negative keywords to improve relevance, improve ad copy, and ensure tight alignment between keywords, ads, and landing pages. Address this within days to avoid suspension.

Can I use my organization’s name as a single-word keyword?

No, even brand terms must follow the two-word minimum rule. Instead of “charity,” use “charity name” or “charity programs.” Avoid single words like “nonprofit,” “foundation,” or your cause name alone.

What geo-targeting is allowed for Ad Grants?

You can target specific countries, regions, cities, or radius around locations. Target areas where your organization provides services, though broader targeting is permitted for awareness campaigns. Multiple locations can be targeted in one campaign.

What content is prohibited in Ad Grants ads?

Prohibited: Misleading claims about impact, inappropriate use of tragedy/crisis, false urgency, deceptive CTAs, trademark violations, and excessive capitalization. All claims must be truthful, substantiated, and use professional tone.

How often should I check my account for compliance?

Daily: CTR quick check and policy notifications. Weekly: Keyword performance review and search terms analysis. Monthly: Comprehensive audit of CTR, keywords, bids, website quality, and conversion tracking.

What happens if I receive a policy warning?

You’ll receive an email with 7–14 days to resolve the violation. Address the specific issue mentioned, implement corrections, and request account review if needed. Failure to resolve may result in suspension.

Can my Ad Grants account be permanently cancelled?

Yes, severe or repeated policy violations can result in permanent account cancellation with limited appeal options. Maintain consistent compliance through regular monitoring and proactive management to avoid escalation.

What are common single-word keyword violations to avoid?

Common violations include organization types (“nonprofit,” “charity”), cause names (“education,” “poverty”), service types (“counseling,” “training”), and generic terms (“help,” “support”). Always use 2+ word phrases.

How do I build a compliance buffer for my account?

Target 7–8% CTR (not just 5%), maintain high keyword quality standards, continuously optimize campaigns, add only high-performing keywords, and monitor performance trends to address issues early.

Are Dynamic Search Ads recommended for Ad Grants?

Not recommended. While technically allowed, Dynamic Search Ads make CTR control challenging and can create compliance risks. Stick with standard search campaigns for better control over compliance metrics.

Ensure ongoing Ad Grants compliance with Ad Grants Pilot, which provides automated compliance monitoring, policy violation alerts, and optimization recommendations to keep your account healthy and effective.