Click-Through Rate (CTR): Nonprofits must maintain a 5% CTR on their ads. If a nonprofit fails to meet this threshold for two consecutive months, their account may be temporarily deactivated.

Conversions: Set up and track conversion goals (e.g., donations, sign-ups) through Google Analytics and link this to their Google Ads account.

Monthly Activity: Nonprofits must log in at least once a month and make meaningful changes to their campaigns at least every 90 days to show they are actively managing their ads.

Keyword Bids: Ads must have a maximum bid of $2.00 per click, though using Google’s Smart Bidding strategies