Google Ad Grants compliance checklist

Your organization (optional)

0 of 23 in place

Performance

0/2

Account-level click-through rate stays at or above 5% each month.Check the account's CTR for the last full month. Two months in a row below 5% can lead to temporary deactivation. Accounts running only Smart campaigns are exempt.
No active keywords have a Quality Score of 1 or 2.Keywords view, add the Quality Score column. An automated rule can pause them for you.

0/5

Conversion tracking is set up for meaningful actions, such as donations, sign-ups, registrations or ticket sales.Required for accounts created since January 2018 and for any account using Smart Bidding.
The account records at least one conversion every month.Conversions column, last full month.
The conversion rate is believable: conversions don't nearly equal clicks.A very high conversion rate usually means something is miscounted.
Time on site and homepage visits are not counted as primary conversions.If you track them, set their category to Other and exclude them from Conversions.
Every campaign uses conversion-based Smart Bidding: Maximize conversions, Maximize conversion value, Target CPA or Target ROAS.Required for accounts created on or after April 22, 2019, unless the campaign is a Smart campaign.

0/2

No single-word keywords, other than your own brand terms, recognized medical conditions and Google's listed exceptions.Filter the Keywords view for single words and pause them.
No overly generic keywords that don't show what the searcher wants, such as "free videos" or "today's news".A below-average landing page experience is a good sign a keyword is too generic.

0/3

Every campaign has at least two ad groups, each built around a tight set of related keywords and matching ads.Ad groups view.
The account has at least two sitelink assets.Assets view, Sitelinks.
Location targeting matches where people will actually use your services, not everywhere.Campaign settings, Locations. A local food bank targets its area; a national charity raising donations targets where its donors are.

0/6

Your organization owns and controls the domain your ads point to, and it doesn't redirect to another site or a third-party page.
The whole site loads over HTTPS, with no mixed-content warnings.
Donation links work and go to a secure page dedicated to donations.
Your mission, activities and identifying details (such as address and charity ID) are clear on the site.
Pages load quickly, work well on phones and have no broken links.PageSpeed Insights and a broken-link checker help here.
No AdSense or other third-party ads; any sales are limited, mission-related and explained.

0/2

The annual Ad Grants program survey has been answered.It goes to the account's login email addresses. Make sure notification emails reach someone who reads them.
Ads also follow standard Google Ads policies, which apply to every Ad Grants account.

0/3

Not written Ad Grants rules, but they prevent the most common problems we see fixed too late.

Advertiser verification details, including phone numbers used in ads, are current and verified.Good practiceA failed verification can restrict every ad in the account at once.
Someone reviews the account at least monthly: CTR, conversions, search terms and any policy notifications.Good practice
Conversion tracking is rechecked after any website, form or donation-platform change.Good practice

Your rating

Tick each item that’s in place or doesn’t apply to you, and mark “Not sure” for anything you’d need to check.

Checked against Google’s help pages in September 2026. Google updates these rules without notice, so confirm anything critical there.