Google ads aren’t broken. The game just changed.

Google is still showing ads. They're just showing fewer of yours.

Why?

Because Google's algorithms have gotten smarter—and stricter. Here are three big shifts most people haven’t caught up to:

1. Google Rewards Commercial Intent

If your ads look like they’re just promoting general awareness, you’ll be outranked by those solving urgent, specific problems. “Join Our Easter Service” is less effective than “Find Hope and Community Near You.” Intent matters now more than ever.

2. Your Landing Pages Matter More Than Your Keywords

It used to be about bidding on the right keywords. Now it’s about what happens after the click. Poor user experience, generic content, or slow load times? Google penalizes that by showing your ad less or charging more for each click.

3. Ad Grant Rules Are Tighter Than Ever

Many religious organizations are shocked to find their Google Grant campaigns underperforming—or even suspended. Why? Google requires a 5% click-through rate minimum. Vague, generic ads rarely meet the mark anymore. Worse, they're now de-prioritizing content that appears overly “religious” or lacks a perceived public benefit—something that’s quietly happening in the background of the algorithm.

Even Paid Ads Are Getting Throttled

This part frustrates a lot of leaders: you're paying for ads, and they still aren’t showing. Here’s what’s likely going on:

• Low Ad Rank: Google decides whether to show your ad based on a formula that includes bid, quality, and relevance. If your campaign hasn’t been optimized recently, you’re probably getting buried.

• Restricted Categories: Faith-based content often gets flagged—either as “sensitive” or “controversial.” It's not always manual censorship—it’s the algorithm suppressing what it thinks might not be “advertiser safe.”

What You Can Do About It

Here’s what’s working now for nonprofits, churches, and values-based organizations:

Focus on outcomes, not events. Ads like “Get Help With Grief” or “Support Local Families” outperform “Watch Our Livestream” or “Weekly Bulletin.”

Build better landing pages. Think mobile-first, fast, and focused. One clear message, one clear call to action.

Use conversion tracking. Google favors campaigns that track real results—emails collected, downloads, form submissions—not just traffic.

Blend paid and organic strategy. Don’t put all your trust in ads. Create content that ranks organically and supports your ad strategy.

The Bottom Line

If your Google Ads aren’t working, it’s not you—it’s the system. But that doesn’t mean you’re powerless. The organizations who adapt to this new reality will reach more people, steward their budgets better, and grow their mission with clarity.

Let’s make your message impossible to ignore—even in a throttled ad world.