Identify what actually stopped
Before changing campaigns, establish whether the whole account is deactivated, one campaign is limited, one ad is disapproved or an active account is simply getting very few impressions. Each state has a different fix.
Use account notifications, Policy Manager and status details. If the account is active and eligible, use a delivery diagnostic instead of filing a suspension appeal for a problem Google has not labelled as a suspension.
Read the named policy before making changes
Google can deactivate Ad Grants accounts for programme requirements such as account structure, performance, conversion tracking, bidding or programme engagement. Standard Google Ads policy violations can also suspend an account.
Do not guess from an old checklist. Open the current notice and current policy page, identify the affected requirement and record which campaigns, ads, keywords, conversions or website pages need correction.
Related guide: Google Ad Grants not spending or getting impressions? Start here.
Check the recurring Ad Grants requirements
Current Google policy includes proper location targeting and at least two unique sitelinks. Accounts that are not exclusively Smart campaigns must maintain 5% account-level CTR each month; missing it for two consecutive months can trigger temporary deactivation.
Google also requires mission-relevant keywords, pauses or removal of Quality Score 1 or 2 keywords, and valid conversion tracking under the applicable account rules. Newer accounts are required to use conversion-based Smart Bidding after the initial data-gathering allowance described in Google’s bidding guidance.
Treat conversion tracking as a policy issue, not only analytics
For accounts covered by the conversion requirements, Google expects meaningful conversion tracking and at least one conversion per month. Easy page views or other low-bar actions should not be promoted into the main conversion total merely to satisfy a dashboard.
If tracking is missing, duplicated or implausible, repair the implementation and test the actual user path before asking Google to reinstate the account.
Check the website and final URLs
Website policy can affect activation and continued participation. Test important destinations on mobile and desktop, including forms and external donation flows. Fix broken redirects, expired appeals, misleading content or domains the nonprofit does not control.
If a specific ad or asset was disapproved, correct the destination or claim that caused the issue and use the review action offered for that item. Rebuilding unrelated campaigns does not fix a website-level policy problem.
Request reinstatement only after the correction
Google’s compliance guidance directs grantees to bring the account back into compliance and then request reinstatement. Prepare the Customer ID, the notice you received, what was changed and any relevant dates. Keep the explanation specific to the named issue.
Do not create a replacement Google Ads account to bypass a suspension. If Google needs you to edit a blocked account as part of the process, follow the route in the notice or official support flow rather than attempting a workaround.
If reinstated but delivery remains at zero, change the diagnosis
An account can be reinstated yet still take time to serve, or have a separate reach, bidding, targeting or conversion problem. Once the account is active again, stop treating every zero-impression day as a suspension issue.
Check campaign eligibility, search coverage, geography, goals, negatives and bidding in order. If the account remains active but nothing serves after the ordinary checks, contact Ad Grants support with the evidence you have already collected.