5 Reasons For Your Google Ad Grant Disapproval

The Google Ad Grants program is run by one of the biggest search engine giants and it’s pretty amazing! The grant offers nonprofits up to $10,000 per month in free ad spend on Google’s ad platform. We know that securing this grant isn’t always the easiest. The first hurdle is to get your nonprofit’s grant application approved by Google.

If you are struggling with a Google Ad Grant Disapproval, this article is for you.

Here are 5 potential reasons your Google Ad Grant application was disapproved.

1. You forgot to fill out the nonprofit survey

Google requires all nonprofits who apply to the grants program to fill out a pre-qualifying survey. The survey is pretty straight forward. It requires some simple details about your nonprofit, such as your charitable ID number and the main point of contact will be for the grant. While this is an easy step, if you miss it it will cost you your nonprofit’s application.

2. You entered your billing information in the set up process

Google’s prompts are fairly intuitive, there is one trick however. When Google prompts you for your nonprofit’s billing information, it’s important to leave this part blank. If you add billing information, Google automatically considers it a non-grant account. In other words, this one error will result in you creating a regular paid Google Ads account for your nonprofit. If you entered your billing information in this step, Google will not consider the final account for the Grant program and you’ll have to start your application over from scratch.

3. You don’t have Google Analytics

Google what? Google Analytics! This is a free, insightful tool that goes hand-in-hand with other G-Suite products. It tracks useful things on your website, like user behaviour. Google Analytics also helps your Google Ads account run by feeding it data. A lot of what goes into Google Ads is machine learning, so it is critical that your account is receiving feedback information from visitors to your website. If you don’t have Google Analytics set up on your website yet, this can be a factor for Google Ad Grant disapproval as you won’t have much meaningful conversion tracking.

4. You don’t have your charitable status listed on your website

This may seem like a negligible detail. In fact, Google does not explicitly mention this in the ad grant application process. However, Google uses this information to verify that your nonprofit legitimately owns the website used for the application. Ensure that you have your nonprofit’s charitable ID number along with full contact details, in the footer of your website. In short, your nonprofit’s contact information must appear on every page of its website. Verify that you have these details on your website before submitting an application, or it will be disapproved before you can say “Hey, Google”.

This is the most common issue when you see “Your ads lead to a website that cannot be approved in its current state”, but check out some other website related issues here.

5. You set up your first Google Ads campaign incorrectly

Finally, the last step to the ad grant application is to properly set up the first campaign within the Google Ads interface. Setting up a campaign is straightforward, but it requires careful attention to detail and compliance with the search engine’s advertisement policies. This means correctly setting geo-targeting, having mission-based ad copy, using conversion tracking and choosing the appropriate URL for ads. Once you publish the campaign (and double check and triple check you have set it up correctly), you will be in the clear to receive the Google Ads Grant stamp of approval.

These are just some reasons why you may have received a Google Ad Grant disapproval. If you’re still having trouble, Google Ads Support can provide some help or reach out to us directly.

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About Conversion Tracking

What is a conversion?

A conversion is defined as any action a user takes on your website that you deem valuable. For some, this is a donation, for others it’s a registration.

Why track conversions?

Tracking conversions is essential to the success of any digital marketing effort. If you don’t understand what actions are leading to growing your impact, you can’t effectively make the right decision to optimize for them.

How we track conversions

Our team will install and implement platforms such as Google Tag Manager and Google Analytics to track and assess these metrics. Our best practices with this valuable data enables us to optimally manage your account.

The Role Of Your Account Manager

What is an Account Manager?

Each one of our clients is matched with a Dedicated Account Manager (AM), who is both your digital marketing expert and main point-of-contact.

What is their expertise?

Upon joining ConnectAd, all AMs go through an extensive training & certification program before managing nonprofit accounts. Additionally, AMs go through further training each week as part of our culture of learning so that they can continue to develop their skill set.

As a result, AMs become proficient in multiple areas of digital marketing to the benefit of our clients.

A $499 Setup Fee May Apply

Before you apply for the Google Ad Grant, nonprofits require:

  1. Access to an approved Techsoup account
  2. Access to an approved Google for Nonprofits account
If you have both of the above, we will waive the $499 setup fee and complete the rest of the Google Ad Grants application process on your behalf. If you already have the Google Grant but lost administrative access or has been deactivated, we will apply this fee toward helping you getting your account back and reactivated.

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