Ad Grant accounts may not run single-word keywords, and may not run keywords Google considers overly generic. Both rules trip up nonprofits constantly, usually because the offending keywords arrived through Google's own suggestions.
The single-word rule
Any keyword consisting of one word is disallowed. "Donate" is out. "Cancer" is out. "Volunteer" is out. It does not matter how relevant the word is to your mission.
There are two documented exceptions:
- Your own brand name. If your organisation is called Harbourside, you may bid on "Harbourside".
- Recognised medical conditions. A single-word condition name is permitted where it is genuinely the name of the condition.
That is the whole list. "Charity", "nonprofit", "shelter" and "homeless" are not exceptions, however central they are to what you do.
The overly generic rule
This one is harder because it is a judgement, not a word count. Google disallows keywords that do not indicate what the searcher actually wants. Its own examples include things like "free videos", "e-books", "today's news" and "jobs".
The practical test: read the keyword and ask whether you can tell what page should come next. If "free resources" could equally lead to a fundraising toolkit, a legal advice sheet or a colouring book, it is too generic. If "free legal advice for renters" only leads one place, it is fine.
Two words is a floor, not a target. "Charity donate" is two words and still hopeless — generic, unclear intent, and it will sit at a low Quality Score. The keywords that work in grant accounts are usually four to six words.
The Quality Score 3 rule
Ad Grant accounts must not run keywords with a Quality Score below 3. This is the rule that quietly catches accounts, because Quality Score moves on its own as data accumulates — a keyword that was fine in March can breach in June without anyone touching it.
Add the Quality Score column to your keyword view and sort ascending. Anything at 1 or 2 has to go, or has to be fixed by moving it into a tighter ad group with matching ad copy.
How to find every breach in five minutes
- Google Ads → Keywords → Search keywords.
- Add columns: Quality Score, Impressions, Clicks, CTR.
- Sort by Quality Score ascending. Everything under 3 is a breach.
- Download the list to a spreadsheet and sort by word count. Anything at one word is a breach unless it is your brand or a condition name.
- Scan the two-word keywords by eye for the generic ones. This is the part no filter does for you.
What to replace them with
Do not just delete and stop. A deleted keyword is lost reach; the point is to replace intent with intent expressed more precisely.
| Breaches policy | Works instead |
|---|---|
| donate | donate to animal shelter [city] |
| volunteer | weekend volunteer opportunities [city] |
| help | emergency food assistance [city] |
| charity | youth mentoring charity [region] |
| free resources | free carer support guide [condition] |
The replacements also have far better click-through rates, because the ad can finally match the query — which protects you against the 5% CTR rule at the same time.
Where the bad keywords come from
Almost always one of three places: Google's own "Keyword ideas" panel, which does not know about Ad Grant policy; an agency that set the account up quickly and never revisited it; or somebody adding whatever the search terms report showed without checking the rules.
Fixing the list once solves today. Deciding who reviews new keywords, and against what, solves next quarter — and that is the part a reinstatement reviewer looks for if it ever comes to that.
The short version
Two words minimum, brand and medical conditions excepted. Nothing so vague you cannot name the landing page. Nothing below Quality Score 3. Check monthly, because Quality Score drifts even when you do not.
The rest of the rulebook is in the Ad Grant policy checklist.