Account management policy

We want you to be successful.  A well maintained account is critical to making meaningful connections with website visitors. 

Account structure

A well-structured account is imperative to show your audience the right ad at the right time. 

  • Ad Grants accounts must have:
    • Specific geo-targeting to show ads in locations where users will find your nonprofit's information and services useful. 
      • For example, if you primarily serve your local community, geo-targeting should be focused on your town or local area.  If you are a museum that would like visitors from across the country to visit, you could have one campaign geo-targeted to the country with keywords that indicate your community's name, such as 'art museums in Toronto' while most of your campaigns would show ads near Toronto.  If you offer information, you'd likely show ads throughout your country.  If you do humanitarian relief in Nepal but your donors are in the US, show ads in the the US. Rarely is it relevant to show ads worldwide. 
    • At least 2 active ad groups per campaign each containing a set of closely related keywords and 2 active, unique text ads
    • At least 2 unique sitelink ad extensions

If you cannot meet the requirements above, you may use AdWords Express, which automatically structures your account.

If your account is deactivated, bring your account into compliance and request it to be reinstated.


[Not applicable for AdWords Express accounts]

All Ad Grants AdWords accounts must maintain a 5% click-through rate (CTR) each month (at the account level, not necessarily each keyword). If the CTR requirement isn't met for 2 consecutive months, your account will be temporarily deactivated. You may request reinstatement after bringing your account into compliance with these suggestions.

When you check your account-level CTR and see that the Total: filtered keywords row is at least 5% CTR or greater for the last 7 days that your account was active, you may request reinstatement.  

If you cannot meet the requirements above, you may use AdWords Express, which automatically structures your account.

Conversion Tracking 

[Not applicable for AdWords Express accounts]

[This information has moved from Limits to Bids and Budget and the  Account Creation Guide]

If you choose to use a conversion-based bidding strategy like Maximize Conversions, Target CPA, or Target ROAS or if your Ad Grants account was created since January 1, 2018, you must have conversion tracking set up properly. 

Conversion tracking reflects your website goals, which varies by organization.  Examples of conversion goals include donations, purchases, ticket sales, membership fees, email sign-ups, volunteer sign-ups, new membership form completions, information request submissions, calls to your organization, or time spent reading content on your website.  

This policy does not require a specific number of conversions or a specific type of conversion to be set up.  You can choose the (often multiple) goals that best reflect the desired actions of your website visitors with the following two requirements:

  1. Your homepage, your ads' landing pages, and other frequently visited web pages may not be used for Destination goal types in Google Analytics or Website goal types in your Ad Grants account directly. 
    • If you'd like to track awareness and educational goals related to viewing content on your site, we recommend that you use Google Analytics' Smart Goals' or Duration goal of at least 2 minutes on site instead (but do not duplicate these).
  2. If you track a conversion involving a monetary value, such as a donation, sale, or membership fee, you must use the conversion category of 'Purchase/Sale'.  Only conversions involving a monetary value should use this category.

This conversion tracking guide offers tips and trouble-shooting guidance on how to set up conversion tracking based on your organization's goals.

If you cannot meet the requirements above, you may use AdWords Express, which automatically structures your account.

If your account is deactivated, you may request it to be reinstated after you’ve adjusted your account to bring it into compliance.

Third party management

Google Ad Grantees are permitted to work with third-party account managers.  Find Ad Grants Certified Professionals.

Ad Grants program engagement

We’re always looking for ways to improve the Ad Grants program, and we’d like to hear about your organization’s needs and how we can help support you. We'll send an annual Ad Grants program survey and require your response to participate in the program.

To receive notifications, review your in-product notifications and make sure that the email address used for notifications is opted into receiving emails from us. If your account is deactivated, you may request it to be reinstated after you’ve responded to the survey.


Any account found in violation of program policies is subject to automatic suspension without notification. Google reserves the right to grant or deny an organization's application or participation at any time, for any reason, and to supplement or amend these eligibility guidelines at any time.



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