Google Ad Grants · Verification Loop
Submitting the same information over and over with no resolution is one of the most common frustrations in the Ad Grant process. The cause is almost always a system mismatch — not something you did wrong.
Quick answer
This is almost never caused by you doing something wrong. It's a system synchronization issue between Google for Nonprofits, Percent (TechSoup), the Google Ads account system, and Google's internal policy verification tools.
Why it happens
Reason 1
Even if you think you've finished, one step may still be pending — nonprofit status not fully confirmed, missing documentation, an approval pending manual review, or an incomplete profile in Google for Nonprofits.
Reason 2 · Most common
Google compares your data across multiple systems. Loops often trigger when your legal name doesn't match exactly, address formatting is inconsistent, your website domain differs from your registration, or email addresses vary across accounts.
Reason 3
Google for Nonprofits and Google Ads must both be accessed from the same Google account for verification to link properly. If you're using different accounts for different platforms, the systems won't connect.
Reason 4
Your Google for Nonprofits account and your Google Ads account need to be explicitly linked. If this step was skipped or not completed, Google will keep requesting verification because the connection between the two systems doesn't exist.
Reason 5
Google requires nonprofits to re-verify periodically — usually annually. If your verification has expired or is approaching its renewal date, you'll receive prompts to re-verify your status regardless of prior approvals.
Reason 6
Google's internal policy tools may flag accounts for review if your ads performance drops below policy thresholds (e.g., CTR below 5%) or if account usage patterns trigger an automated compliance check.
How to fix it
Fix 1
Log into Google for Nonprofits and check every item in your dashboard for pending or incomplete status. Look for yellow warning icons, pending review notices, or steps marked incomplete. Don't assume prior submissions were received.
Fix 2
Ensure your legal name, address, website, and email are identical across Google for Nonprofits, Percent, Google Ads, and your official government registration. Even punctuation differences matter.
Fix 3
Use the same Google account (email) to log into Google for Nonprofits and Google Ads. Having multiple team members using different Google accounts to manage these creates synchronization conflicts.
Fix 4
If the loop persists after addressing the above, contact Google for Nonprofits support directly. Provide your organization name, EIN, Google account email, and Customer ID. Ask for a specific explanation of what's preventing verification from completing.
FAQ
Usually not. In most cases this is a system mismatch between platforms — not something you did wrong. The multiple systems Google uses don't always stay in sync automatically.
Google for Nonprofits (main portal), Percent or TechSoup (third-party verifier), the Google Ads account system, and internal policy verification tools. All four must be in sync.
Most loops resolve within a few days once the underlying issue is identified. Loops lasting more than two weeks usually require direct contact with Google for Nonprofits support.
Yes. Google requires periodic re-verification, typically annually. If your verification is approaching its renewal date, you'll receive prompts to reconfirm your nonprofit status.
Generally no — active grant status requires completed verification. Some accounts may continue running temporarily, but unresolved verification issues eventually suspend ad serving.
Read next