# Compliance rules in Google Ad Grants you keep missing

> Maintaining an Ad Grant requires more than just a 5% CTR. Discover the hidden compliance rules that catch out UK charities every month.

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Charity Marketing

# Compliance rules in Google Ad Grants you keep missing

  Maintaining an Ad Grant requires more than just a 5% CTR. Discover the hidden compliance rules that catch out UK charities every month.

  By Kaiser Khan · 15 October 2025 · 5 min read

 Last verified: 15 October 2025

  charitiesGoogle Ad GrantscompliancePPC

        Direct Answer

 Beyond the 5% CTR rule, charities frequently miss requirements for valid conversion tracking, maintaining specific campaign structures, and avoiding overly generic or single-word keywords.

Everyone knows about the 5% click-through rate rule. It is the headline requirement for the Google Ad Grants programme. However, the automated compliance bots look for much more than just CTR. Many charities lose their grants over technicalities they did not even know existed.

## Structural Requirements

Google demands a specific architecture for your account. You must have at least two ad groups per campaign, and at least two unique ads per ad group. Furthermore, your account must utilise at least two sitelink extensions. Failing to meet these structural rules will trigger a suspension warning.

## Tracking and Keyword Restrictions

You cannot bid on single-word keywords (with a few narrow exceptions), nor can you bid on names of other organisations. Crucially, your account must have valid conversion tracking set up, and it must record at least one conversion per month. If your tracking breaks, your grant is at risk.

 Human Perspective

 A health charity called us in a panic last month. Their CTR was stellar—averaging 8%—but they got suspended. A quick audit showed their website developer had accidentally removed the Google Analytics container during an update, breaking their conversion tracking for 30 days. It is often the small technical failures that cause the biggest headaches.

## Key takeaways

- Maintain at least two ad groups per campaign and two ads per ad group.
- Ensure at least two sitelink extensions are active.
- Valid conversion tracking must be maintained continuously.
- Never bid on single-word keywords or competitor names.
Stop worrying about compliance bots and start focusing on your mission. Elite Digital Agency offers comprehensive Google Ad Grants management to keep your account safe and performing.

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  charitiesGoogle Ad GrantscompliancePPC

     KK

  Kaiser Khan

  Founder & Director · Elite Digital Agency

Kaiser Khan is the founder of Elite Digital Agency (Elite Digital AI Solutions Ltd). He specialises in SEO, Answer Engine Optimisation, and AI search strategy for UK businesses and charities.  Author page  ·  mrkaiserkhan.com ↗

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