COVID-19 Ad credits for Google Ads Small and Medium-sized Businesses

Updated on April 20th with additional information on eligibility criteria and ad credit details.

We want to help small and medium-sized businesses (SMBs) stay in touch with their customers during this challenging time. That’s why we’re giving our SMB customers worldwide $340 million in ad credits, which can be used towards future ad spend, until the end of 2020 across our Google Ads platforms. This is part of a larger commitment from Google to support SMBs, health organizations and governments, and health workers on the frontline of this global pandemic.

This page provides additional information and will be periodically updated. As an additional resource to help you manage your business through uncertainty please visit the Google for Small Business site.

Frequently asked questions

What are you doing to help SMBs?

In addition to providing $340 million in ad credits, we’ve also set up a fund that will support NGOs and financial institutions around the world to help provide small businesses with access to capital. This is in addition to the $15 million in cash grants Google.org is already providing to nonprofits to help bridge these gaps for SMBs. We’re also providing $20 million in ad grants to community financial institutions specifically to run public service announcements on relief funds and other resources for SMBs.

Why is Google offering ad credits to small and medium businesses?

Small and medium-sized businesses are the backbone of our communities. They represent about 90 percent of all businesses and more than half of employment worldwide, according to the World Bank. 
COVID-19 has posed a particular challenge to these businesses, who may be facing closures and declining revenue even as they find ways to support and protect their employees. The ad credit is our gesture to show support and solidarity with these businesses as they continue to engage with their customers.

Who is eligible for the ad credit?

Small and medium sized businesses globally, who have spent with a Google Ads account in ten out of twelve months of 2019, and in January and/or February of this year. Eligible customers are those who advertised directly with us or through a partner, and adhere to our advertising policies.

How do you identify a small or medium sized business?

We have a global team that is specifically designed to consult with and support the needs of small and medium sized businesses around the world, and the ad credits will be supporting those businesses. We work with SMBs worldwide from local stores to companies with hundreds of employees and many locations.

If multiple accounts roll up to one manager account, will each account receive an ad credit?

An ad credit will be applied to each eligible customer. If multiple eligible accounts roll up to one manager account, each of the eligible accounts will receive an ad credit. 

How do you identify a partner?

A partner is an advertising agency or third-party that manages Google Ads accounts on behalf of other brands or businesses. 

If a partner advertises their own business on Google Ads, are they eligible?

If the account in which the partner advertises their own business meets the eligibility criteria, they will receive an ad credit in that account.

How will the ad credit work?

This is an ad credit for future Google Ads spend. It will not be applied to billed / invoiced past or current Google Ads spend. These ad credits will be applicable across the Google Ads platform including Search, Display, and YouTube as well as all campaign types.  

Can I receive more than one ad credit?

Each eligible customer will receive one ad credit. If an eligible customer advertises with multiple accounts, or multiple campaign types within an account, only one ad credit will be applied per customer.  

When will eligible customers receive the ad credit?

Starting in late May, we will begin rolling out the ad credit in phases. Over the following months, eligible customers will be notified and will see the ad credit applied in their Google Ads account.

How much are the ad credits?

The ad credit amount will vary by customer based on past Google Ads spend, and the country and currency where the business and Google Ads account is set up. 

How long are the ad credits valid?

This ad credit can be used throughout the year and must be used by 31st Dec 2020. After 31st Dec 2020, the ad credit expires and any unused portion will be removed from your Google Ads account.

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