The account-level rate is an average, and an average hides where it came from. This is the ask that takes it apart: which campaign, which ad group, and which search terms are collecting impressions without clicks.
Worth running before the month closes rather than after, because the moves that change a monthly average quickly all work on the same half of the fraction — fewer impressions, from better-matched searches — and they need days left to work in.
What comes back
- The rate per campaign and per ad group, with the account average beside it, so the ones below it are obvious.
- The search terms with the most impressions and the fewest clicks, which is the list the negatives come from.
- Ad groups where the ads do not match the keywords, which is the slower fix and the one that lasts.
- What it would change, as a proposal, with the weakest thing first.
One month below the threshold is not what the policy names: it is two consecutive months, and then temporary deactivation with reinstatement by request. That much is documented at support.google.com/nonprofits. What Google does about a PARTICULAR account is still its own to say, which the agent is built not to predict and neither does this page.
Questions people ask
Our rate is fine overall. Worth running?
Yes, quarterly. A healthy average with one campaign at 1% is a campaign that is not working and an average that will eventually follow it.
What if the weakest campaign is the important one?
Then it is a rewriting job rather than a pausing one, and it is worth knowing that before the rate forces the decision.
Can this run on a schedule?
It is a prompt an expert sends, so it runs when somebody sends it — which in practice means putting it in the calendar for the third week of the month.