How Nonprofit Organizations Can Maintain Compliance With Google Ad Grant Requirements


Previously, we introduced the Google Ad Grant and its benefits for nonprofit organizations looking to maximize their marketing efforts and leverage their $10,000 per month grant to increase the effectiveness of their fundraising campaigns, attract prospective donors, and recruit volunteers who support their mission. 

To get the most out of the Google Ad Grant, it’s important to shed some light on the eligibility and compliance process and understand the technicalities that come along with it.

Remember, you can reach out to the experts at 9Marketing, a certified Google Partner, to help streamline the process. So, let’s get to it.

What is the Ongoing Google Ads Grant Compliance Requirement?

Upon getting accepted into the Google Ads program, it is essential to maintain and improve your Google Ads account so it adheres to the Google Grant eligibility requirements. Below are some of the requirements you will need in order to stay on top of to maintain your account:

  1. Your ads must consists of a 5% clickthrough rate (CTR)
  2. You must log into your Google Ads account at least every 30 days
  3. Update your ads, keywords, and other aspects of your Google Ads account at least once every 90 days
  4. Ensure completion of the annual survey that is sent to you by Google
  5. Set up conversion tracking on your website and have at least one conversion per month

Failure to comply with these ongoing requirements may lead to an account suspension and your grant may be revoked.

Allow 9Marketing to oversee the entire Google Grants application and management process to ensure you stay in the program and that your Google Ads account is optimized to the greatest extent. 

With professionals like 9Marketing there to help on every step of the way–you can finally sit back, relax, and focus on running other parts of your organization! 

For a more in-depth look into the requirements around Google Ad Grants, and to ensure your account does not get suspended, make sure to thoroughly read the Google Ad Grants Policy Compliance Guide

Below are the Google Ad Grant requirements that stand out the most:

Account Performance

  • Maintain a 5% clickthrough rate (CTR) each month
  • Report at least 1 conversion per month

Account Structure

  • Campaigns must contain 2 ads per ad group
  • There must be at least 2 ad groups per campaign
  • Accounts must have 2 sitelink ad extensions at minimum 
  • Complete the annual program survey


  • Quality score for keywords must be higher than 2
  • Single-word keywords are not permitted
  • Stay away from overly generic words

Account Activity 

  • Google Ads accounts must be logged into at least every 30 days
  • Updates and changes must be made to an organization’s Google Ads account at least once every 90 days
  • Only domains owned by your organization and submitted to Google can be advertised. Ads that send people to your organization’s social media pages or third party websites are not permitted. 

Getting Your Website Ready for Google Ads

One main piece to the Google Ads puzzle is ensuring your website is set up and ready to go. Having a website will lead to greater results in terms of your Google Ads accounts and the ad allocation offered by the Google Ad Grant. 

Google Grants has its own parameters of what it recognizes as quality ads and allows organizations to run ads that contain a Quality Score of 3 or higher. This score can be achieved through additional content and pages with more quality content. 

Additionally, your website’s user-friendliness is highly essential. Some key points to keep in mind:

  • Does your site load fast on mobile devices? 
  • Is there a significant amount of content on your website?
  • Are the webpages focused on one specific topic?
  • Do you have a blog that will attract visitors to your site?
  • Do you have several authoritative and detailed pages that provide useful insight and information to readers?

If your answer is no to any of the above questions, it’s time to consider hiring the experts at 9Marketing to make sure your website meets these standards. 

Contact 9Marketing today and take your marketing efforts to the next level!

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