On June 16th, Google announced the that small and medium-sized businesses will be receiving ad credits for Google Ads. Google is providing this advertising aid to help small businesses struggling because of the COVID-19 pandemic. Google views the ad credit as a “gesture to show support and solidarity” with businesses negatively impacted during these uncertain times. Thousands of businesses, including many of our clients, have received this credit—hence, we’ve created this guide to answer all your questions.
Who is Getting the COVID-19 Ad Credit?
Simply having a Google Ads account is not enough to be eligible for the credit. On a global scale, Google is offering the credit to small and medium-sized businesses who have spent any amount with a Google Ads account in at least ten out of 12 months during both 2019, and the first two months of 2020. For example, if you spent money on Google Ads for nine months of 2019, but you also spent ad money in January of 2020, you would be eligible. To get the ad credit, you could have advertised directly with Google, or through a third-party partner such as SunCity Advising. To be eligible, your ads must have adhered to Google’s advertising policies over the 14 month span. To obtain the credit, your business must be located in one of the following countries:
- United States
- New Zealand
- United Kingdom
How Does Google Pinpoint a Business as “Small or Medium Sized?” It’s currently unknown as a matter of fact how Google identifies this. It’s believed that monthly ad spend plays a part. If your business is spending less than $20,000 on Google Ads, then you are likely considered as a small or medium-sized business in Google’s eyes.
How Much is the Google Ads Credit Worth?
The ad credit you receive is based on past Google Ads spend, your business’s location, and currency used. The maximum amount you can receive is one credit worth $1,000. It is more common however, for small businesses to receive $300 to $750 due to lower ad spend. The credit cannot be used for ad bills from the past—it is valid for ads ran from now until the end of 2020 (December 31).
How to Check if You’ve received the Ad Credit
If you’re eligible for the COVID-19 credit, then you will see a banner at the top of your Google Ads dashboard. It should say “You’ve been granted ad credits toward future spend for COVID-19 relief.” To see your credit dollar amount, either click the “View Credit” button, or navigate to “Billing & Payments” and click promotions. If you’ve been awarded the ad credit, you will see this message:
“The COVID-19 relief ad credit has been automatically applied to your account & will immediately begin crediting your future spend (your account activity after the “Date redeemed” below)
If your account is currently showing ads
You’re all set. You’ll see the amount of the credit already used in the “Spent from promotion” column below and on your Transactions page.
Any unspent credit will roll over to the next billing cycle, until you’ve used it all or it expires on December 31, 2020. The credit can’t be transferred to another account.
If your account is not currently showing ads
The credit will apply as soon as you start running ads again. Until then, this page and your Transaction page will show no usage of the credit.”
If you see this message, then congrats! You can begin to use the ad credit to make progress towards accomplishing your marketing goals immediately. The promotions page will also tell you how much your ad credit is worth. A status box will appear at the bottom of the page indicating your credit dollar amount, status, and percentage of credit spent. If you are ineligible due to not buying ads in 10 of the 14 months, or from not adhering to Google’s advertising policies, then unfortunately you cannot appeal Google’s qualification decision.
Use Your Google Ads COVID-19 Credits Effectively
Your advertising credits can be used for Search, Display, App, and YouTube ads. Even if you don’t qualify for ad credits, now is an advantageous time to invest in PPC ads, whether it’s on Google, Facebook, or even less utilized advertising platforms like Pandora. If you are uncertain which ad platform or campaign type to implement, request a PPC proposal from SunCity Advising to learn how we can help your business with both advertising strategy and execution.
Grayson Turley, SEO Specialist
Grayson Turley is an SEO specialist with an emphasis on local ranking and page speed optimization. With a background in both marketing and finance, Grayson has increased marketing ROI for many satisfied clients. SunCity Advising specializes in developing high performing websites, including services in SEO, paid media advertising, social media, email marketing and other digital marketing solutions.