Limits to budget and bids

With the Ad Grants program, there are limits to the bids and budgets in your campaigns. These limits, detailed below, are automatically implemented when your account is activated.

Budget limit

What is the budget limit?

All Google Ad Grants accounts are limited to a monthly budget of $10,000 USD, which comes out to a daily budget of $329 USD.

If your account has been accepted into the GrantsPro program, now closed for applications, the budget limit is $40,000 USD per month.

How does the budget get split between campaigns?

Even if you have multiple campaigns, the budget for the account is still $329 USD per day, and you should split this budget between the campaigns. You can split the budget equally or give a larger budget to campaigns that are more important for your goals.

Note: Even though you'll be able to technically add higher budgets in your account, the actual spend for the whole account will automatically be capped at $329 USD.

How can I make sure that my budget is spent effectively?

Here are a couple of tips for making sure that your budget is used effectively:

  • Give a larger share of the budget for campaigns that are more important to your advertising goals.
  • Use keywords and ads that are specific to your organization, your goals, and your website. Keeping your ads and keywords relevant can improve your Quality Score, keeping costs down. Learn more about Quality Score and the effect of relevance on cost.​​
    • All optimizations must be done in accordance with Ad Grants' updated policies, coming into effect from Jan 1 2018. It includes the requirement that account CTR must remain >5 and keywords with a Quality Score of under 2 must be removed. Read more about Ad Grants updated policies

Bid limit

What is the bid limit?

The maximum cost-per-click (CPC) limit is $2.00 USD for manual or automatic bidding. The only exception is if you enable the conversion-based smart bidding strategies of either Maximize Conversions, Target CPA, or Target ROAS. These strategies automatically sets bids focused on your conversion goals and may higher than $2.00 USD if appropriate to your account goals.  Conversion tracking must be applied accurately and may not be set as a view of a landing page to benefit from these strategies in Ad Grants.  Note that non-conversion-based Smart Bidding strategies are capped at $2.00 USD CPC.  

What can I do if my keywords appear to need higher bids?

If it seems that your keywords need more than the $2.00 USD bid amount to compete, try improving your keyword quality and Quality Score, which should result in lower CPC costs.

Learn more about Quality Score and how it can affect your keyword's bids.

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