Google Ad Grants · Rejection & Reapplication
A rejection doesn't mean you're ineligible. In most cases, it means one specific thing needs to be fixed — and most rejection reasons are correctable.
Key fact
Google reviews several areas before approving an account: nonprofit verification, website quality, organization eligibility, account setup, and policy compliance. A problem in any one area can trigger a rejection — even if everything else is perfect.
Rejection reasons
Reason 1
Fix: Log into Google for Nonprofits and check for any pending or incomplete verification steps. Ensure your organization information exactly matches your official nonprofit registration. Contact Percent support if you're stuck in the verification process.
Reason 2 · Very common
Fix: Add a clear mission statement to your homepage. Ensure substantive content throughout the site. Fix all broken links. Add a privacy policy page. Remove excessive ads or affiliate links. Make sure your site clearly serves your nonprofit's stated mission.
Reason 3
Fix: Check whether your organization type falls into an excluded category: government, hospital, political, financial institution, or religious promotion. If your type is eligible but you were still rejected, contact Google for Nonprofits with documentation of your status.
Reason 4
Fix: Do not create a new Google Ads account independently for a grant application. The grant account is created through Google for Nonprofits enrollment. If you already created a separate account, contact Google for Nonprofits support to link or replace it correctly.
Reason 5
Fix: Ensure your organization name, address, website URL, and EIN are identical across your application, your Google account, your Percent/TechSoup profile, and your official government registration. Even small formatting differences cause rejections.
Reason 6
Fix: Add a privacy policy, terms of service, and a clear "About" or mission page to your website. Google requires these pages to be accessible and accurate. Your contact information must also be clearly visible.
What to do next
Step 1
Read the rejection email carefully. Google usually specifies at least the general category of the issue. If the email is vague, log into Google for Nonprofits and look for status messages or pending items that indicate what needs attention.
Step 2
Address the root cause before reapplying. A partial fix will result in the same rejection. If the issue was your website, make the required changes and verify all requirements are met before submitting again.
Step 3
Reapplications are submitted through the same Google for Nonprofits portal. There is no penalty for reapplying. You do not need to restart the Percent verification if it was already successfully completed.
Step 4
If the rejection reason isn't clear from the email, contact Google for Nonprofits support before reapplying. Submitting again without understanding the issue wastes time and may result in the same outcome.
FAQ
Yes. Most rejection reasons are correctable. Fix the specific issue, then reapply. There's no penalty for reapplying after making corrections.
No — unless your organization type is fundamentally ineligible (government, hospital, political). In almost all other cases, rejection is fixable.
No mission statement, thin or low-quality content, broken links, missing privacy policy, excessive commercial ads, or a site primarily focused on fundraising rather than mission content.
Typically 1–5 business days for initial review. Website quality checks that require manual review can take up to 2 weeks.
Yes. We help nonprofits diagnose rejection reasons, fix website issues, and navigate the verification process. Contact us for a free eligibility review.
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