Free checklist · 10 points · 2 pages

Is your nonprofit leaving up to €120,000/year in free advertising on the table?

Google Ad Grants gives eligible nonprofits $10,000 every month in free advertising. 97% of Portuguese nonprofits have never used it. This checklist shows, in 10 questions, where your account is breaking down.

Reading time: 4 minutes Audit depth: 10 criteria Cost: Free

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What you will check

5 of the 10 points previewed below. The other 5 are revealed in the PDF.

01

Do you have your own domain (not .wordpress.com or .wixsite.com)?

Google rejects applications using free subdomain hosts. Immediate eligibility failure.
02

Is the organisation validated through TechSoup PT (NIF + IPSS or public-utility status)?

TechSoup PT is the mandatory gateway for Google for Nonprofits in Portugal. No validation, no grant.
03

Is your Google for Nonprofits account approved and Ad Grants activated?

These are two separate steps. Having Google for Nonprofits approved does not mean Ad Grants is live.
04

Is conversion tracking running in GA4 or on the site?

Without recorded conversions, Google flags the account inactive after 60 days and pulls the credit.
05

Do you have at least 2 active ads per ad group?

Hard rule. Accounts with single-ad ad groups are at risk of suspension.
06

CTR ≥5% over the last 3 months (Google audit)?

Google audits CTR monthly and suspends accounts that miss the threshold for 2 consecutive months.
07

Are there ≥2 sitelinks per campaign?

Quality requirement. Without sitelinks, ad position drops and CTR rarely hits the minimum.
08

Is the negative keywords list maintained and current?

Without negatives, credit burns on irrelevant queries. Impossible to hit utilisation targets.
09

Is geo-targeting limited to Portugal (not worldwide)?

Default worldwide = credit spent on clicks that don't convert. Largest source of hidden waste.
10

Are you using ≥30% of the $10,000 monthly grant?

Portuguese average = 3.3%. Accounts below 30% rarely justify management time. Above, returns compound.

Get the full PDF with all 10 points, the why behind each, and what to fix first.