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Understanding COVID-19 Google Ads Credits for Small Businesses

Andrew Gregory
Jun 16, 2020

Summary / TL;DR

Google announced a set of ad credits to support small businesses and organizations through the difficulties they face due to COVID. The credits are available to organizations that have been advertising on Google's platforms.

Details are not yet finalized, but more information will become available in the coming weeks and months as they roll out the timeline and details for the promotion.

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Google Supporting Essential Workers

Google is committing to support a relief effort around COVID. Google is committing over $800M USD to support small and medium-sized businesses (SMBs), health organizations, health workers, and governments during the COVID-19 crisis. Google has specifically designated $340M USD in ad credits to alleviate the strain on small businesses during the COVID-19 pandemic.

Over the next couple of months, Google will be automatically applying COVID-19 ad credits to eligible SMBs’ Google Ads accounts. New Zealand, Australia, Taiwan, Italy and Germany have already seen ad credits applied to Google Ads accounts, and more countries (including the U.S.) are expected to be receiving their ad credits soon.

How Do the Ad Credits Work?

Google’s COVID-19 ad credits are for future Google Ads spend. This means that you will receive an ad credit of a variable amount up to a max $1,000 USD in your Google Ads account this summer. This ad credit can be spent across the Google Ads platforms before December 31, 2020. This includes the Search, Display, and Youtube platforms, and will be usable in all campaign types. There is no application process – if your business is eligible, you will receive an ad credit within your current Google Ads account! The amount your account receives is based on your previous Google Ads spend, and cannot be used on past or present bills.

How and When Will I Get the Ad Credits?

Small businesses who have spent money with a Google Ads account in ten out of the twelve months of 2019 and in January and/or February of 2020 are eligible to receive one COVID-19 ad credit on their account. Google is rolling out the ad credits in stages to ensure that the promotion is run smoothly. This means we don’t have exact dates for when the ad credits will appear in your Google Ads account, but we do know that Google is expecting to have all ad credits applied by midsummer. When the ad credit is applied to your Google Ads account, the primary account owner will receive an email notification. You will also be able to see the ad credit in your Google Ads account under the Promotions page. To access this page, click on Tools & Settings, then Promotions under the Billing tab.

Also, don’t worry if your business uses a marketing agency to handle your advertising. You’ll still receive an ad credit to your account! For further questions, see Google’s support page about the COVID-19 ad credits.

Many small and medium-sized businesses are struggling to make ends meet with limited resources and cautious customers. That’s where Google’s COVID-19 ad credits promotion steps in, to help support your business through this time. Have questions about digital marketing? Contact us at [email protected] to learn more!

Andrew Gregory
Author Name
Andrew Gregory / President & Founder
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