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

Updated on May 26th with additional information on the ad credit application to eligible Google Ads customers. Check back here for further updates on which countries have launched.

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

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 third-party 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.

Can I apply for the ad credit?

There is no application process and no action to take. Once the ad credits are launched they are automatically applied to Google Ads accounts per the above eligibility criteria. Unfortunately no exceptions will be made and ad credits cannot be transferred, split or refunded. See the FAQ below: “How do I know if I will receive an ad credit?” for countries where we have launched.

How do I know if I will receive an ad credit?

Ad credits will first be automatically applied to eligible Google Ads accounts with a billing address in New Zealand on May 27th 2020. A notification email will be sent to the primary account contact for customers in launched countries who received an ad credit. If your country is not yet listed here, please check back over the coming weeks as we continue to launch in more countries.

Why is Google applying the ad credits in phases?

Applying these specialized credits to Google Ads accounts required building new infrastructure. Launching in phases ensures the ad credits are applied seamlessly to accounts globally, across languages and currencies, and is intended to provide the best customer experience.

How much is the ad credit?

The ad credit amount will vary by customer based on past Google Ads spend, the billing address of your country, and currency of the Google Ads account. Each eligible customer will receive one credit up to a maximum amount of what is equivalent to $1,000 USD. We focused on reaching our small business customers broadly with an ad credit as a gesture to show our support and solidarity with these businesses as they continue to engage with their customers.

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.

If I’m an eligible customer receiving the credit, where will I see the credit in my account?

Eligible customers can see the applied credit on the “Promotions” page of the Google Ads account by clicking the tools icon at the top of the page, then under “Billing” select Promotions. The amount used per billing cycle can be viewed on the Transactions page in your account.

If I manage multiple accounts through a manager account, as a third-party partner or direct client, where will I see the credits for my eligible accounts?

Users of manager accounts with eligible customer accounts (linked directly or through other manager accounts) will be able to see information about which customers received a credit on the “Notifications” page in the manager account.

In addition, the admins of the manager accounts that directly manage eligible client accounts will receive a notification email after the credits are auto-applied. A summary of which accounts received a credit and the respective amounts will be included as part of the email. If the manager account has eligible accounts with different billing address countries, then multiple confirmation emails may be sent as we launch in phases to more countries.

If I’m using consolidated billing, how will I see the ad credit in my billing documents?

In your next billing cycle, you will see the credits that were applied reflected in your invoice and CSV file. Note that if the credit is larger than the amount spent by the receiving account in that billing cycle, only the amount of the credit that was used in that billing cycle will be reflected. Learn more about accessing your documents from a manager account here.

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

An ad credit will be applied per eligible client. If multiple eligible customers roll up to one manager account, one credit will be applied to each eligible client.

If a third-party 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 any Google Ad spend prior to receiving the ad credit, including 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.

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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