Google provides eligible nonprofits with up to $10,000 per month in free search advertising. But here’s the catch — many nonprofits struggle to fully utilize their grant due to compliance challenges, technical requirements, and evolving platform policies.

At Nexus Direct, we work with nonprofits of all sizes to help them maximize their Google Ad Grants — and we consistently ensure organizations spend the full $10K. If you’re not hitting that mark, here’s why — and how to fix it.

1. Your Ads Aren’t Aligned with Google’s Quality Standards

Google requires Ad Grant accounts to meet strict standards for keyword relevance, ad engagement, and landing page quality. If your ads aren’t structured properly or fail to convert, your spending potential will be limited.

Solution: Optimize campaigns with high-intent keywords, compelling ad copy, and strong call-to-action landing pages. Not sure how? We can take care of that for you.

2. Your Click-Through Rate (CTR) Is Below 5%

Google mandates a minimum 5% CTR for Ad Grant accounts. If your ads aren’t getting enough clicks, Google will pause your campaigns — meaning no impressions and no ad spend.

Solution: Regularly refine keywords, test multiple ad variations, and analyze engagement rates to improve CTR. SEO also plays a huge role in increasing ad rank and visibility — see #4 for more details.

3. You’re Not Using Smart Bidding Strategies

One of the biggest myths about Google Ad Grants is that you’re stuck with a $2 max bid per click — but that’s not true if you use Smart Bidding. This feature allows Google to automatically adjust bids for better performance, ensuring you compete effectively in auctions.

Solution: Enable Smart Bidding (such as Maximize Conversions) to increase visibility and drive higher-value traffic. We’ve seen this change alone DOUBLE the amount of ad spend utilized in just 30 days.

4. Your Website Is Hurting Your Ad Performance

Even if your ads are well-optimized, your account may underperform or get flagged if your website doesn’t meet Google’s compliance standards.

Common Website Issues That Hurt Ad Rank:

SEO is also critical for ad ranking. Google determines ad relevance based on how well the landing page aligns with the ad copy. If your landing page content doesn’t closely match your ad content, your ad won’t rank as high and may appear less frequently — or not at all — for targeted keywords.

Solution: Ensure your website is secure, mobile-friendly, and optimized for conversions. Google rewards relevant, high-quality landing pages with better ad rankings. Before launching campaigns, we use various tools to audit and improve our clients’ websites — and you should too.

Pro Tip: Make sure your ads and landing pages use similar wording and keywords to reinforce page relevance and improve rankings. The stronger the alignment, the more Google will favor your ad and increase its visibility.

5. You’re Not Tracking Conversions

Google prioritizes campaigns that drive meaningful actions — such as donations, volunteer sign-ups, and event registrations. Without conversion tracking, you’re missing key optimizations that could improve results.

Solution: Ensure your Google Analytics and Google Ads accounts are connected and conversion tracking is enabled. This helps Google recognize high-performing ads, ensuring they reach the right audience more frequently.

6. You’re Not Actively Managing Your Account

Google expects ongoing optimizations and account maintenance. If you’re not regularly updating campaigns, testing improvements, or checking compliance, you’ll struggle to spend the full grant.

Solution: Treat your Google Ad Grant like an active marketing channel rather than a “set it and forget it” tool. If you don’t have the time or expertise, we can manage it for you — ensuring compliance, strategy adjustments, and maximum ROI.

Ready To Receive $120,000 in Free Search Ads This Year?

Don’t leave free money on the table! Nexus Direct specializes in Google Ad Grant management, ensuring nonprofits stay compliant while maximizing ad spend every single month. Plus, we help convert that traffic into fundraising success.

Let’s Chat! Email us at to see how we can optimize your Ad Grant, amplify your mission, and drive more engagement.

Up Next: Stay tuned for our deep dive into the most common Google Grant mistakes — and how to fix them!