---
title: Do I have to maintain 5% Click Through Rate (CTR)?
description: The 5% click through rate rule is no longer enforced in Google Ad Grant accounts
---
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October 15, 2026
# Do I have to maintain 5% Click Through Rate (CTR)?
## Short answer: no. The rule is no longer enforced.
The official [compliance page for Ad Grants](https://support.google.com/nonprofits/answer/9314402) states that the 5% Click Through Rate (CTR) rule is in place for Search campaigns, but that Performance Max campaigns are exempt. **However, that information is outdated.** The policy has not been enforced since 2021 and can safely be ignored. It will not cause a suspension.
Which is just as well, since CTR has fallen massively across the Ad Grants program since 2024, and many accounts fall below that level. Healthcare and financial non-profits tend to score especially low. Putting ads onto Google Maps tends to lower CTR substantially... and that's ok!
The 5% CTR rule was originally established back in 2018. Good news is that CTR no longer matters in Ad Grants. By all means refer to the metric to help benchmark your own account against its prior performance, but don't worry if it's low!
Is an agency telling you that the rule is still in place? The 5% CTR rule is the Boogeyman of Ad Grants. It's what agencies try to scare non-profits with to convince them that without their help, the free ads will be lost. Five years since any account was suspended for this reason, yet they're still jumping out to say boo!
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