Google Ad Grant FAQ for Nonprofits: 24 Questions Answered Simply
Struggling with your Google Ad Grant? These 24 FAQs will guide your nonprofit through common pitfalls, campaign strategy, and conversion tracking for real results.
You’ve received the Google Ad Grant. Now what?
If you're a small or mid-sized nonprofit, you might be wondering how to actually make it work. How do you avoid suspension, why aren’t your ads showing and what should you be measuring?
This FAQ-style guide is here to help you get full value from your Google Ad Grant without needing a full-time marketing team.
Why did my Google Ads stop showing?
Your ads may stop if your keywords are too broad, campaigns are too simple, or landing pages aren't relevant. Google needs your account to be structured clearly with targeted, helpful ads.
What happens if my CTR drops below 5%?
If your click-through rate (CTR) stays below 5% for two months, your grant can be suspended. Keep your headlines sharp and your keywords aligned with what users are actually searching for.
What should I do if my ad is disapproved?
Most disapprovals are caused by policy violations or broken links. Check the reason, fix the issue, and resubmit the ad. It's usually a quick fix once you know what triggered it.
How do I set up conversion tracking?
You'll need to define meaningful goals (like form submissions or email signups) and set them up using Google Ads, Analytics, or Tag Manager. This is required to keep your grant.
Can I use pop-ups on my website?
Yes, but use them wisely. Constant donation pop-ups that follow users across the site may be flagged as poor user experience. Keep your pop-ups mission-driven and respectful.
Should every ad campaign promote my Donate page?
No. Google Ad Grants are for awareness, education, and advocacy. Ads that focus only on donations may violate grant terms. Use storytelling content to build trust first.
Is it okay to target all countries?
No. Broad geo-targeting may waste your ad budget and trigger irrelevant traffic. Stick to your region, or areas where you have programmes or support communities.
How many ad campaigns should we run?
Aim for 4 to 8 campaigns with multiple ad groups. This structure helps with relevance and gives you more control over how each topic performs.
What’s one easy mistake we can fix today?
Pause keywords with a Quality Score of 1 or 2. These low-performing terms hurt your account's health and waste your ad budget.
Why does my landing page design matter?
If your site loads slowly or is hard to navigate on mobile, Google penalizes it. A clear, mobile-optimized page improves ad visibility and conversions.
What if my CTR stays low?
You may need to test new ad copy or rethink your keywords. Aim for specific, long-tail search terms that reflect user intent, not generic words.
How often should we update our ads?
At least once a month. Regular updates help you stay compliant and improve performance. Rotate headlines, descriptions, and test new messaging.
Do we need to spend the full $10,000?
No. Most nonprofits spend far less. What matters is how well your campaigns perform, not how much you use.
What is considered a “conversion”?
Conversions are tracked actions like newsletter signups, downloads, event registrations or volunteer interest forms. Set up at least one meaningful conversion.
Should we remove keywords that aren’t working?
Yes. If a keyword has no clicks or impressions after weeks, pause or delete it. A leaner, focused account performs better.
Can we use Ads Grant like a paid ad account?
Not exactly. This is purpose-driven advertising. Focus on stories, impact, and education, not just calls to action.
Do we need to log in every month?
Yes, it's a good habit. Regular check-ins and updates show Google that your account is active and under supervision.
What is the annual survey and why does it matter?
Google sends a yearly survey to all grantees. If you ignore it, your account could be suspended. Put a calendar reminder in place.
Is there a way to measure ROI?
Yes. For example, spending $300 of ad value to get 60 email signups could lead to 6 donors at $50 each. That’s $300 raised and a bigger engaged audience.
What happens if we’re suspended?
Suspensions are usually reversible. Fix the issue (like low CTR or missing conversion tracking), then submit an appeal through your account dashboard.
Can we advertise jobs or sell products?
No. Google prohibits commercial content. Ads must focus on your mission, services, or educational content, not jobs or ecommerce.
How do I know if a keyword is too broad?
If your keyword is just one word or too generic, like "help" or "donate", it's likely too broad. Use specific terms that match your content or programme goals.
Does mobile optimization really matter?
Absolutely. Most searches now happen on mobile. Use a fast, responsive design and test your pages regularly.
Can you give a real example of success?
The Google Ad Grant isn’t just about clicks, it’s about connection. If you structure your campaigns around trust, clarity, and your mission, it can become one of the most valuable digital tools in your nonprofit toolkit!
Ready to take your nonprofit to the next level? Explore more tips, tools, and resources at NonprofitToolkits and start making an even greater impact today!