Compliance Isn't Optional
The Google Ad Grant gives your nonprofit $10,000/month in free search advertising. But Google doesn't just hand out that money and walk away. They have a detailed set of compliance requirements, and they actively monitor accounts to make sure grantees follow them.
If your account falls out of compliance, Google will suspend your grant. You'll stop receiving free ad spend until you fix the issues and request reinstatement. Some nonprofits have lost months of advertising because they didn't realize they were out of compliance until it was too late. A Google Ad Grant compliance audit can catch issues before Google does.
The Key Compliance Requirements
Here are the major compliance rules every Google Ad Grant account must follow:
Maintain A 5% Click-Through Rate (CTR)
Your account must maintain at least a 5% CTR each month. If it drops below 5% for two consecutive months, Google will suspend your grant. This is one of the most common reasons nonprofits lose their grants. Learn more in our guide to reaching the 5% CTR threshold.
Use Valid Conversion Tracking
You need at least one valid conversion action reporting conversions each month. Acceptable conversions include donations, email signups, volunteer form submissions, and other meaningful actions. Page views alone don't count. See our full guide on why conversion tracking matters for your Google Ad Grant.
No Single-Word Keywords
Single-word keywords are not allowed (with a few exceptions like branded terms). All keywords must be at least two words. This prevents broad, low-quality targeting.
No Overly Generic Keywords
Keywords must be relevant to your nonprofit's mission. Generic terms like "free stuff," "news today," or "best videos" will get flagged. Every keyword should connect clearly to what your organization does.
Keyword Quality Score Of 3+
Any keyword with a quality score of 1 or 2 must be paused or removed. Quality scores below 3 indicate poor relevance between your keyword, ad, and landing page.
Geo-Targeting Required
Your campaigns must have geographic targeting set. You can't run ads globally without targeting — you need to specify the countries, regions, or areas where your nonprofit operates.
At Least 2 Ad Groups Per Campaign
Each campaign needs a minimum of two ad groups, and each ad group needs at least two active ads. This ensures you're testing different messaging and keeping your account structured.
At Least 2 Active Sitelink Extensions
Your account must have at least two sitelink ad extensions active. Sitelinks add additional links below your main ad and improve click-through rates.
Website Requirements
Compliance isn't just about your Google Ads account — your website matters too. Google requires:
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✓SSL certificate (HTTPS) — Your site must be secure
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✓Substantial, mission-related content — No thin pages or placeholder text
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✓Own your domain — You can't use a free subdomain (e.g., yourorg.wordpress.com)
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✓No broken links — All pages your ads link to must work properly
What Happens If You Get Suspended
If Google suspends your grant, your ads stop running immediately. You'll receive an email notification explaining what needs to be fixed. The process to get reinstated looks like this:
How To Stay Ahead Of Compliance
The best approach to compliance is proactive monitoring, not reactive fixes. Here's what we recommend:
The Bottom Line
Compliance is the foundation of a successful Google Ad Grant account. It's not glamorous, but it's what keeps your $10,000/month flowing. The nonprofits that treat compliance as an ongoing practice — not a one-time setup — are the ones that keep their grants running year after year without interruption. If you'd rather not manage it yourself, consider working with a specialist Google Ad Grant agency or taking a Google Ad Grant training course to build the skills in-house.
Not Sure If You're Compliant?
We'll audit your account and flag every compliance issue — before Google does.
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