Google Ad Grant Compliance
If your nonprofit is running ads through the Google Ad Grant, there’s one number you can’t afford to ignore: 5%.
That’s the minimum click-through rate (CTR) Google requires to keep your account active and eligible. Fall below it for too long, and your ads could be paused—or your grant could be revoked.
In our main guide on how nonprofits can use Google Ad Grants effectively, we shared how Soulheart helped Hope Force International exceed the 5% CTR threshold month after month. This article is your practical blueprint to do the same.
What Is CTR and Why Does It Matter?
Click-through rate (CTR) is the percentage of people who see your ad and actually click on it.
Formula:
CTR = (Clicks / Impressions) × 100
So if 100 people see your ad and 6 click on it, your CTR is 6%. In Google Grant terms, that’s a win.
Why is 5% the magic number? Because it shows that your ads are:
Relevant to the audience
Aligned with real search intent
Providing value
If your CTR drops below 5% for two consecutive months, Google may pause your account, no matter how noble your cause.
5 Battle-Tested Strategies to Stay Compliant
At Soulheart, we’ve managed Google Grant accounts across multiple industries. Here are the five core strategies we used to help Hope Force International consistently exceed 5% CTR.
1. Use Intent-Focused Keywords
Not all keywords are created equal. Focus on keywords that reflect urgent or specific needs related to your mission.
Example:
Good: “how to prepare for a flood”
Bad: “disasters”
Use long-tail keywords and phrases people are actively searching, not broad terms that generate impressions but no action.
2. Write Headlines That Earn the Click
Your headlines are your first impression. Make them helpful, specific, and emotionally relevant.
Examples:
“Get Your Water Chart”
“Train for Disaster Relief”
Avoid vague or overly general phrases like “Learn More” or “Click Here.”
3. Match Ads to Landing Pages
If someone clicks on an ad about hurricane preparedness and lands on a generic homepage, they’re gone.
Each ad group should point to a page designed to:
Fulfill the promise of the ad
Be mobile-friendly
Offer one clear call to action (download, sign up, apply)
4. Run A/B Tests and Prune Poor Performers
Don't guess—test.
We regularly A/B test:
Headlines
Description lines
Display URLs
We also pause any ad groups that underperform, and rotate in stronger alternatives based on data.
5. Monitor Weekly and Adjust Fast
Don’t wait until the end of the month. We check performance weekly to catch drops early and respond quickly.
Set up Google Analytics and conversion tracking so you can:
Measure what really matters (not just clicks)
Make informed tweaks without guesswork
What Happens When You Stay Compliant
When Hope Force International began their campaigns, they started below the benchmark. But by applying these strategies, we helped them achieve:
April CTR: 5.66%
May CTR: 5.00%
Sustained compliance: All while scaling spend and subscriber growth
They didn’t game the system—they served their audience better. And Google rewarded them for it.
Need Help Navigating Grant Compliance?
We’ve walked this road before, and we’d love to help you do the same.
👉 Download the Hope Force Case Study
👉 Book a Free Strategy Call
Let’s turn compliance into clarity—and your mission into measurable results.
Let’s keep in touch.
