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.
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, the budget limit has been raised to $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.
What is the bid limit?
All Google Ad Grants accounts are limited to a $2.00 USD cost-per-click (CPC) bid. Ignore all messages in your account that recommend raising your CPC because these tips are meant for paid accounts.
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.
Can I use any of the bidding tools in my account?
Your Google Ad Grants account can only use manual bidding options. As a result, any feature that automatically changes CPC bids can't be used. Here are a few examples of tools that can't be turned on:
- Automatic bidding
- Conversion Optimizer
- Bid ideas on the Opportunities tab