Keep up with the Ad Grants rules every week

What Google asks of a grant account

Google Ad Grants gives eligible nonprofits free ads on Google Search, and every account has to follow Google’s Ad Grants policies. The main ones: a click rate of at least 5% across the whole account each month, at least one meaningful conversion a month, no keywords with a Quality Score of 1 or 2, few single-word keywords, at least two sitelinks, and locations that fit the area you serve. Two months in a row below 5% can get the account deactivated.

Google also sends a program survey from time to time, and answering it is part of staying in the program. The rules change now and then. This summary is as of October 2026.

The Monday check

Once Google Ads is connected and you agree to a schedule, Grantkeeper runs a read-only check every Monday morning at a time you choose. It looks at this month’s click rate and conversions, keywords with a Quality Score of 1 or 2, single-word keywords, the bidding strategy and today’s spend. When something needs attention, you get two short sentences: what it found and what it suggests.

An early-month dip is a warning, not a failed month, and the check says so. It also names what it did not check. Last month’s final numbers, sitelinks, locations, network settings, conversion tracking and your landing pages are a separate look, and a missing number is reported as unknown, never as zero.

Fixing what it finds

When a keyword scores 1 or 2, or a single word slips in, Grantkeeper can pause it as soon as you ask, one keyword, ad, ad group or campaign at a time. It can draft a more specific keyword or a new ad to replace it, and those drafts start paused. It cannot switch anything on, raise a budget, remove anything or touch billing.

A disapproved ad, a deactivated account and an account with no traffic are different problems. Grantkeeper tells you which one you have, fixes the issue Google named and points you to the right appeal or reinstatement route. No one can promise that Google will reinstate an account.

Applying for the first time? Grantkeeper checks your records against Google’s eligibility rules, then helps with Google for Nonprofits, the Goodstack verification, a review of your website and the Ad Grants application, using your real registration details. Google decides who is approved.