The Google Ad Grant comes with specific compliance requirements that, if not met, can result in account suspension. Understanding these requirements before you apply will save you significant frustration later.
The 5% Click-Through Rate Requirement
Your Google Ad Grant account must maintain a minimum 5% click-through rate (CTR) across all campaigns on a rolling 30-day basis. This is the most common reason accounts get suspended. It means that for every 100 times your ads are shown, at least 5 people must click on them.
The practical implication: you cannot run broad, generic keywords like “church” or “religion” — these get millions of impressions but very few clicks. Your keywords must be specific and relevant.
Quality Score Requirements
Every keyword in your account must have a Quality Score of 3 or higher. Quality Score is Google’s rating of the relevance of your keywords, ads, and landing pages. Keywords with a Quality Score of 1 or 2 will cause compliance issues and must be paused immediately.
Conversion Tracking Requirement
Your account must have valid conversion tracking set up. A conversion can be a form submission, a click on your phone number, a visit to your directions page, or any other meaningful action a visitor takes on your site.