Google Grants: How to Keep Your Account in Good Standing

Google Ad Grants provide eligible nonprofits with up to $10,000 per month in free Google Ads to increase awareness, attract volunteers, and drive donations. However, many organizations struggle to maintain compliance, leading to account suspensions or underperformance.

Why Google Ad Grants Matter for Nonprofits

The Google Ad Grants program is a powerful (and often underutilized) resource for nonprofits. It offers eligible organizations up to $10,000 per month in free Google Search advertising, helping them raise awareness, attract donors, recruit volunteers, and drive meaningful action—all without touching their marketing budget. With properly structured campaigns, nonprofits can show up in search results when people are actively looking for causes, services, or support they provide. For organizations working with limited resources, Google Ad Grants can be a game-changing opportunity to expand their reach and amplify their mission online.

This guide will walk you through the key rules, best practices, and strategies to ensure your Google Grants account remains in good standing while maximizing your ad performance.

1. Understanding Google Ad Grants Eligibility & Compliance Rules

To participate in the Google Ad Grants program, nonprofits must meet specific eligibility requirements and maintain compliance. Failing to follow these rules can result in temporary or permanent suspension of the grant.

1.1 Eligibility Requirements

To qualify for a Google Grant, your nonprofit must:

• Be registered as a charitable organization in an eligible country.
• Hold valid nonprofit status (e.g., 501(c)(3) in the U.S.).
• Enroll in Google for Nonprofits and be verified by TechSoup.
• Agree to Google’s non-discrimination and donation receipt policies.
• Have a functional website with substantial, high-quality content.

Pro Tip: If your nonprofit is not eligible, explore other funding options like Google Ads credit programs or Meta’s social impact advertising grants.

1.2 Key Compliance Rules to Follow

Google strictly enforces compliance rules to ensure nonprofit ads align with best practices. The most important requirements include:

• $2.00 Maximum CPC Bidding (unless using Smart Bidding strategies).
• 5% Click-Through Rate (CTR) Requirement (accounts falling below for two consecutive months may be suspended).
• Conversion Tracking Must Be Enabled (to measure valuable actions like donations or sign-ups).
• No Single-Word Keywords
• At Least Two Active Ad Groups Per Campaign
• At Least One Responsive Search Ad Per Campaign.
• Geo-Targeting Must Be Set Up (ads must serve locations relevant to your nonprofit).

Pro Tip:Google Ad Grants accounts are reviewed monthly—ensuring compliance is an ongoing process, not a one-time setup.

2. Best Practices to Keep Your Google Grants Account Active

Beyond compliance, optimizing ad performance helps maximize your nonprofit’s reach and impact.

2.1 Set Up Smart Bidding Strategies

Since the default $2.00 CPC bid cap limits ad visibility, Smart Bidding helps optimize for conversions. Use:

• Maximize Conversions (if you have enough conversion data).
• Maximize Clicks (if traffic generation is your goal).
• Target ROAS (if tracking revenue-based conversions, such as donations).

2.2 Improve Click-Through Rate (CTR) to Avoid Suspension

Maintaining a 5% CTR is essential to avoid account suspension. Here’s how to improve CTR:

• Use long-tail, high-intent keywords (e.g., “volunteer for animal rescue in Chicago” instead of “volunteer”).
• Write compelling ad copy with strong calls to action (e.g., “Donate Now & Change Lives”).
• Utilize ad extensions (sitelinks, callouts, and structured snippets) to increase visibility.

2.3 Focus on Conversion Tracking

To remain compliant, Google requires active conversion tracking. Set up:

• Donation tracking (via Google Analytics or Google Tag Manager).
• Newsletter sign-ups as a secondary conversion.
• Volunteer application submissions to measure engagement.

2.4 Optimize Landing Pages for User Experience

Google will flag ads leading to poor-quality landing pages. Ensure that:

• Pages load quickly and are mobile-friendly.
• Content is clear, valuable, and mission-driven.
• There are clear calls-to-action (CTAs) (e.g., “Donate,” “Sign Up,” “Get Involved”).

Pro Tip: A/B test different landing page designs to improve conversion rates and ad performance.

3. How to Prevent Google Grants Account Suspension

Many nonprofits lose their Google Ad Grants access due to avoidable mistakes. Here’s how to ensure long-term compliance:

3.1 Stay Active & Regularly Update Your Ads

• Log in at least once a month to review performance.
• Make meaningful optimizations (adjust bids, refine keywords, update ad copy).
• Remove low-performing ads and keywords that fail to meet the CTR requirement.

3.2 Avoid Restricted Advertising Practices

Google does not allow Google Grant accounts to:

• Run purely commercial ads (e.g., selling services without a nonprofit mission).
• Use single-word keywords in campaigns.
• Use overly generic targeting (ads must have location-based relevance).

3.3 Regularly Check for Google Policy Updates

Google frequently updates its ad grant policies. Stay informed by:

• Subscribing to Google for Nonprofits newsletters.
• Following Google’s Ad Grants Help Center.
• Joining nonprofit digital marketing communities.

Pro Tip: Set a monthly compliance audit to review CTR, keyword performance, and conversion tracking.

4. Maximizing the Impact of Your Google Ad Grants

To ensure your nonprofit makes the most of the $10,000 ad grant, consider these advanced strategies.

4.1 Structure Campaigns for Mission-Based Impact

Create separate campaigns for:

• Awareness: Drive traffic to educational content or blog posts.
• Engagement: Focus on volunteer sign-ups and petitions.
• Donations: Target high-intent donors with compelling calls to action.

4.2 Monitor & Optimize Performance Monthly

Set a schedule to:

• Pause low-performing keywords and replace them with better-performing terms.
• Check search terms reports to refine negative keywords.
• Test new ad variations to improve CTR and engagement.

Pro Tip: Even though the grant provides $10,000/month, many nonprofits don’t use the full budget due to poor campaign structure—regular optimizations help maximize ad spend.

Final Thoughts: Keeping Your Google Grants Account in Good Standing

Google Ad Grants is an incredible free resource for nonprofits, but staying compliant and optimizing ad performance is crucial. By following the program’s rules, improving CTR, and setting up proper conversion tracking, nonprofits can drive meaningful results without losing their grant eligibility.

If your nonprofit needs help optimizing its Google Grants account, Danielle can help fine-tune your campaigns, ensuring maximum impact while staying fully compliant with Google’s policies!