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Ad Grant Guides
Without The Fluff.
What we actually find inside nonprofit Google Ads accounts, and what to do about it. Written for the person who has to run the account, not for other marketers.
Latest
Three Guides
Worth Your Hour.
Eligibility
Is your nonprofit eligible for the Ad Grant?
Legal status, country and website. Most rejections are the website — and that is the only one of the three you can fix in a week.
Compliance
Single-word keywords, and the exceptions
Ad Grants ban single-word and overly generic keywords. The two exceptions, the Quality Score 3 rule, and how to find every breach in five minutes.
Bidding
The $2.00 bid cap, and how to remove it
Manual bidding caps Ad Grant clicks at $2.00. Smart Bidding lifts it — but only after conversion tracking is genuinely working.
Compliance
The 5% click-through rate rule, explained properly
Miss 5% click-through rate for two months and the grant is gone. What is measured, the structural cause, and the seven fixes that work.
Compliance
How to get an Ad Grant account reinstated
Reinstatement is a demonstration, not an argument. What to fix before filing, what the appeal should say, and where to file it.
Compliance
Your Google Ad Grant account is suspended
The five things that actually suspend an Ad Grant account, how to tell which one hit you, and what to do in the first hour.
Ad Grant
Why most Google Ad Grants never spend past $2,000
The four structural problems in almost every underspending Google Ad Grant account, and the order they have to be fixed in.
Ad Grant
The Google Ad Grant policy checklist
Every Google Ad Grant rule that can pause your account, in plain language, with what a compliant account actually looks like.
Ad Grant
Conversion tracking a board will believe
How to set up GA4 events so nonprofit reporting maps to donations and programme outcomes instead of pageviews.