What Google checks on an Ad Grants account, and what gets it suspended.
We measured 706 accounts and $41.8M of grant spend. The thing that decides the outcome is not what the industry says it is
Two months below 5% and Google can suspend the account. CTR is decided by search terms
Maximize clicks caps you at $2.00. Conversion strategies do not — and that is the single strongest change we measured
Set $329 a day on every campaign — and do not expect it to lift results
Conversions must be configured and recording — on the account and in every domain you advertise
One-word keywords break the policy, with a short list of exceptions. Duplicates cost you money
Search campaigns only, responsive ads only — plus Performance Max since 2024
Every domain you advertise must be approved, secured with SSL and genuinely about the phrase
Two ad groups per campaign, one active ad per group — and never more than 50 keywords in a group
You cannot target all countries. Local targeting is the most underused lever in the program
Keywords below 3 must go. But Google issues no score at all for 97.5% of keywords
Four sitelinks, one structured snippet, two callouts. Pause disapproved ads instead of leaving them
The account has to stay active and produce results. Not every Google recommendation is worth applying
Twenty minutes on what you’re up against and where to start, no strings attached.
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