Managing your Smart campaigns through COVID-19

We want to help you feel confident that your advertising is set up appropriately during COVID-19. Here are some best practices on how to use Google Ads Smart campaigns to help your business through this time.

Evaluate your need for advertising 

  • If your business is temporarily closed, pause your campaigns and update your Business Profile in Google My Business.
  • If your business is still open but this isn’t the best time to be advertising, pause your campaigns. 
  • If your business is still open, make the most of your advertising spend by following our tips below.

You can turn your campaigns on again quickly when the time is right for your business.

Learn more about pausing your campaign

Tips for your campaign

Consider your budget 

When it comes to your budget, we know that every penny counts. If your budget is limited right now, but you’re still getting calls or website visits from your ads, consider lowering your budget, but leave your campaigns active to help drive as many people to your business as possible. 

If you’re seeing improved results from your ads, consider increasing your budget – even for only a few days – to capture even more business. 

Learn more about updating your budget

Make sure that your Google Ads reflect your offerings

If your business has shifted focus, make sure that you modify your ad text to keep your customers updated. This could include: 

  • New offerings like takeaway, delivery or curbside pick-up
  • Updated business hours, or special hours for certain groups
  • Measures being taken to keep employees and customers safe
  • New online shops, products, classes or ordering capabilities
  • Free delivery or updated delivery times
  • Special offers or discounts
  • Gift card purchases 

If you have a Google My Business account, make sure that you adjust your opening hours and services on your Business Profile, so that customers looking for you on Search and Maps can also stay up to speed on changes.

Tip: Update your website to reflect these changes too. It can help reassure your customers that your business is open, and that the products and services that they see in your ads are still available.

Adapt your tone

  • Be extra mindful about how certain words might make people feel. Reevaluate your use of words like 'protection', 'checkup', 'prevention' or 'virus'. 
  • If your campaign is international, follow local terms that have been used to reference COVID-19 and regional disruptions. 

Learn more about updating your ad text

Write more ads

Having more than one ad can help your business attract a wide range of customers, without any added cost to your current budget. Try having one ad that focuses on a particularly popular item, service or feature, and another ad that highlights your overall business.

Learn more about writing more ads for your campaign

Review your images

  • Assess the appropriateness of images that show large gatherings of people or close human interaction. 
  • Rethink any images that might be unsettling right now, like images of people that are sick or unhappy.

Learn more about updating your ad images

Edit your location settings

Most people aren’t travelling long distances right now. If customers typically visit you at your physical location, update your location settings so that your ads only show near your business. 

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