Step‑by‑Step Guide to Stay Compliant & Improve Performance
If you’re running a Google Ad Grants account for your nonprofit and have noticed that your CTR (Click‑Through Rate) has dropped below the required 5%, you’re not alone — and it’s a serious issue that needs immediate action. This article breaks down exactly why CTR matters, what Google requires, and how you can fix it before your account gets penalized. (Google Support)
🔎 What is Google Ad Grants & Why CTR Matters
Google provides eligible nonprofits up to $10,000 per month in FREE advertising through the Google Ad Grants program. These funds allow you to show search ads to people searching for terms related to your mission or services. (Google)
However, Google has strict compliance rules to make sure the ads are relevant and useful to users. One of the most important metrics is Click‑Through Rate (CTR) — the percentage of people who see your ad and click it.
👉 Google requires all Ad Grants accounts to maintain at least a 5% CTR each month, measured at the account level. If your account falls below this threshold for two consecutive months, Google may temporarily deactivate your Ad Grants account. (Google Support)
📉 Why Your CTR Might Be Dropping
There are several common reasons why your CTR could slip:
- Your ads aren’t relevant to the keywords you’re targeting
- You’re attracting broad, low‑intent search traffic
- Low‑performing ads or keywords are dragging down your average
- Landing pages don’t match the ad message or aren’t compelling
- No strategic optimization over time
The result? Fewer clicks, more impressions, and a CTR that trends downward. However, you can fix this with targeted optimization steps.
🚀 How to Fix a Low CTR in Your Google Ad Grants Account
Here are practical, step‑by‑step strategies you can implement right now:
1. Start With Branded Keyword Campaigns
If your nonprofit has brand recognition, create campaigns that target your organization’s name or mission keywords (e.g., “ASP Security nonprofit”). These branded terms are much more likely to attract clicks because users already recognize and trust your name. (Above X Digital)
2. Audit Your Keywords & Ads in Google Ads
Use the Search Terms report inside Google Ads:
✔ Go to Keywords → Search Terms
✔ Sort by CTR
✔ Identify keywords with low CTR
✔ Pause or remove low‑CTR keywords
This helps your account only serve ads that are more likely to be clicked — boosting your overall CTR. (Google Support)
3. Improve Your Ad Copy
Your ad text matters. Use:
- Clear headlines
- Strong calls to action
- Keywords that match the user intent
- Benefits the user cares about
Ads that are relevant and compelling get clicked more often.
4. Use Ad Extensions to Boost Engagement
Add sitelinks, callouts, and structured snippets to make your ads bigger and more informative. These often increase visibility and clicks.
Google requires at least two sitelinks per account as part of compliance, and these extensions naturally improve CTR. (Whole Whale)
5. Refine Landing Pages
If someone clicks your ad and lands on a page that doesn’t match expectations, they’ll bounce — and your quality metrics suffer. Make sure landing pages clearly reflect the content and keywords in your ad.
6. Track & Optimize Continuously
CTR and performance change over time:
✔ Log in weekly
✔ Adjust low‑performing ads
✔ Pause irrelevant keywords
✔ Refresh ad copy
This ongoing optimization is essential to stay above the 5% threshold. (HawkSEM)
⚠️ What Happens If CTR Stays Below 5%?
According to Google’s Ad Grants policy:
- Your account must maintain a minimum 5% CTR each month
- If it falls below this for two consecutive months, your account can be temporarily deactivated
- You’ll need to fix compliance issues and request reinstatement from Google once metrics improve. (Google Support)
✨ Final Tips for Google Ad Grants Success
Here are a few bonus tips:
✅ Use negative keywords to filter out irrelevant impressions
✅ Ensure your landing pages are fast & mobile‑friendly
✅ Track meaningful conversions (e.g., donations, signups) to unlock Smart Bidding strategies
✅ Regularly review search terms and keyword relevance
Consistency is key — regular optimization is what keeps your account compliant and performing well. (HawkSEM)
🧠 Conclusion
A CTR below 5% doesn’t mean disaster — but it does mean you must take action quickly. By refining your keywords, improving ad copy, targeting relevant searches, and staying on top of your campaigns, you can boost engagement, maintain compliance, and maximize your $10,000 per month Google Ad Grants budget.
Need help audits, setup, or professional management? My team and I specialize in Google Ad Grants optimization