Ad quality

The Google Ad Grants programme provides Google Ads advertising on Google search result pages at no cost to eligible non-profit organisations. In response to studies that showed that Ad Grants ads were disproportionately of a lower quality than standard, paid ads, we maintain a quality filter on Ad Grants in the Google search ads auction. This filter helps keep the quality of Ad Grants in line with standard ad quality, so that Ad Grantees can continue to enjoy advertising at no cost and have a great product experience.

How this affects your ads

The Ad Grants quality filter is based, in part, on the general ad quality level of the standard ads in the country where you're showing your ads. If your ads are of relatively low quality, the quality filter will prevent your ads from participating in the auction, no matter how high you raise your bid.


  • The same auction-time measurements of ad quality used in Ad Rank (expected click-through rate (CTR), ad relevance and landing page experience) are used to see if your ad passes the quality filter. Having below-average quality with one factor doesn't necessarily mean that your ad will be restricted from the auction.
  • The filter doesn't directly impact your actual cost-per-click (CPC).

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