Why Google Ad Grant Accounts Get Suspended

Plenty of charities are thrilled to be approved for the Ad Grant — and then confused weeks later when the ads stop. A Google Ad Grant suspended or deactivated account is almost always a compliance issue, not a punishment. Google has steadily tightened enforcement, and it now expects grant accounts to be managed like real paid campaigns, not left to run untouched.

The good news: every reason below is preventable, and most deactivations are reversible once the underlying issue is fixed.

1. Falling below the 5% click-through rate

This is the big one. Ad Grant accounts must maintain a click-through rate (CTR) of at least 5% each month. Miss it for two consecutive months and the account is deactivated. A normal business ad account never faces this — 5% is a demanding bar that punishes broad, low-relevance keywords and weak ad copy.

2. Breaking the keyword rules

• ✕ Single-word keywords (like "donate" or "charity") are not allowed, except for a short list of approved exceptions
• ✕ Overly generic keywords that aren't tied to your mission
• ✕ Keywords with a Quality Score of 1 or 2 must be paused or removed — Google actively checks for these

Keyword strategy is where compliance and performance meet: the same discipline that keeps you compliant also lifts your CTR.

3. Weak account structure

Google requires a minimum account structure, and thin accounts get flagged:

• ✓ At least two active ad groups per campaign
• ✓ At least two active ads per ad group
• ✓ Active sitelink extensions at the account level
• ✓ Valid conversion tracking (via GA4) on at least one meaningful action

4. Going dark

Accounts must show signs of life: log in at least once a month and make meaningful changes at least every 90 days. An account left completely untouched can be deactivated for inactivity — even if everything else is compliant.

How to get reinstated

1. Find the cause. Deactivations trace back to a specific rule — CTR, keywords, structure, tracking or inactivity. Diagnose before you touch anything.
2. Fix it properly. Rebuild the offending part — restructure campaigns, replace poor keywords, add tracking — so it won't immediately trip again.
3. Request reactivation through the correct Google channel, with the account genuinely compliant.
4. Keep it healthy. Reinstatement only sticks if the ongoing discipline is there — which is exactly what trips up busy charity teams.

The pattern behind all of this

Every suspension reason above comes down to one thing: the Ad Grant needs ongoing, knowledgeable management. For a charity without a dedicated ads person, that's a recurring monthly job that's easy to drop — which is why we recommend planning for management from day one, not after the first pause. If you're only just starting out, check whether you qualify first.