My Google Ad Grant account is suspended - what should I do?
Is your Google Ad Grant account suspended? Don't worry. As a specialist Google Ad Grant agency, we've helped many charities get their Google Ad Grant back up and running. This guide will help you get back on track and maximise your ~£8,000 monthly advertising budget.
Let's dive in…
Identify the suspension reason
First, pinpoint why your account suspension happened:
- Check your email for a notification from Google Ads
- Log into your Google Ads account and look for the red banner at the top
Common reasons include:
No account activity for 30 days
Click-through rate (CTR) below 5% for two consecutive months
Use of single-word or generic keywords
Website issues like slow loading speed or missing nonprofit information
If you do have the login details for your Google Ad account, don't worry. Try logging into your Google For Nonprofit account first and take things from there.
Often you can inherit a suspended account if activity has been dormant. If it is not clear why the account was suspended, skip to the contact step below and Google will be able to help you.
If you get stuck, please get in touch with us and we can help you get back on track.
Fix any compliance issues in your Google Ad Grant account
Once you have identified the issue, it is time to fix it.
Google Ad Grant Policy Violations
Remove single-word keywords unless they're exempt
Pause keywords with quality scores below 3
Ensure all ads link to your approved nonprofit website
Website Problems
Use Google PageSpeed Insights to test your homepage speed - aim for above 50/100
Add a clear nonprofit statement in your footer (e.g., "Registered UK charity no. 12345")
Low Click Through Rate (CTR)
Pause underperforming campaigns or keywords
Rewrite ad copy with strong calls to action
Inactivity
Log in and make at least one change to your account
UK-Specific Compliance for Google Ad Grants
Verify your Charity Commission registration is active and visible on your website
Ensure your site uses HTTPS encryption
Update your Google for Nonprofits profile annually
Make sure you have completed the verification process in Google Ads once your account is live
Submit a Reactivation Request
Use Google's reactivation form (aka the most useful form we've found)
Provide your 10-digit Google Ads Customer ID, charity number, and website URL
Explain how you resolved the issue
We’ve found this form to be the best way to get a constructive response from the team at Google. Don’t worry if you feel you don’t have sufficient technical details or background knowledge, explaining your situation in plain English is normally enough to get things moving.
After Submission
Expect a response within 3-10 business days
Avoid multiple submissions or repeated contact attempts
Once reactivated, review and re-enable compliant paused items
Prevent Future Suspensions
Log in weekly to check alerts and performance and set monthly reminders to:
Review keyword quality scores
Test website speed and compliance
Audit CTR and pause underperforming ads
Complete Google's annual program survey
Advanced Google Ad Grant Optimisation Strategies
One you have your account back up and running consider some of these more advanced optimisation strategies to get the most from your Google Ad Grant activity
Improve CTR
Use Google Keyword Planner for niche UK cause-related keywords
Put in place geo-targeting to focus on UK audiences
A/B test localised ad copy
Track Performance
Set up Google Analytics 4 conversions for donation completions, volunteer sign-ups, etc.
Create a shared dashboard for real-time visibility. We use Looker Studio for this. Things into spend, top keywords, and bounce rates
Maximise Budget
Allocate 70% of budget to high-intent keywords
Enable Enhanced CPC bidding to prioritise potential donors
Google Ad Grant Management: Team Collaboration Tactics
You don’t have to do everything yourself! Take a look at the list below to see how you can spread the work between your colleagues and agency partners:
Assign quarterly compliance audits across teams:
Fundraising: Review donation page URLs in ads
Communications: Update ad copy for new campaigns
IT: Check website speed and HTTPS status
Project management: Schedule time to track policy changes, keyword reviews, and monthly reports
Support with your Google Ad Grant
Google Ad Grant is a great tool but it takes some investment in your time and expertise to get the most from it.
Take advantage of our free 30-minute consultation if you would like help with a specific issue or check out Google's free resources for Google Ads.
By addressing violations, maintaining regular checks, and implementing these advanced strategies, you'll keep your Google Ad Grant active and maximise its value for your charity's mission.
