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 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 that it 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 two 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 week, 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 such as Maximise Conversions, Target CPA or Target ROAS, or if your Ad Grants account was created on or after 1 January 2018, you must have conversion tracking set up properly. 

Conversion tracking reflects your website goals, which vary by organisation.  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 organisation 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 and 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' Duration or Pages/Screens per session goal types instead.
  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 troubleshooting guidance on how to set up conversion tracking based on your organisation'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 that it 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 programme engagement

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

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


Any account found in violation of programme policies is subject to automatic suspension without notification. Google reserves the right to grant or deny an organisation'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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