Google Ads COVID-19 Relief: What You Should Know

It’s no secret that small and medium-sized businesses have taken a significant hit during the coronavirus pandemic. Fortunately, there’s some help out there in the form of Google Ads COVID-19 relief. Google has committed to handing out $340 million in Google Ads credits to help small and medium-sized businesses with their PPC campaigns.

At a time when many companies applied for but never received any PPP loan relief from the government, Google’s actions provide a lifeboat to companies trying to navigate the pandemic floodwaters. Small and medium-sized businesses (SMBs) that qualify for Google Ads credits have until December 31, 2020 to use them.

The ad credit automatically offsets future spend with Google and no action is required on the part of SMBs. According to Google, “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.”

What is Google’s Motivation To Do This?

Google clearly wants to stimulate PPC spending which dropped in some industries when the quarantines began. While industries like healthcare could lean on telehealth to remain competitive, other industries weren’t so fortunate. Some industries scaled back their PPC campaigns as the shutdowns took place. Other industries maintained or even increased their ad spending.

When many companies scaled back their marketing efforts, that obviously affected Google. As a result, they want to get companies back on track. “This is smart on Google’s part”, says Dan Gemp, CEO of Dreamscape Marketing. “For those companies hesitant to spend money on marketing during the pandemic, these credits encourage them to return to their PPC campaigns. As things get better, both Google and these companies will be in better shape.”

Who Qualifies for Google Ads COVID-19 Relief?

Google has designated the following types of businesses will receive Google Ads credits:

  • All SMBs that participated in Google Ads for at least 10 months in 2019 and the first two months in 2020.
  • All SMBs that participated in Google Ads through either Google or a digital marketing company.
  • All SMBs that participated in Google Ads & complied fully with Google’s advertising guidelines.

What Does Google Consider a Small or Medium-Sized Business? 

What constitutes a small business is often a matter of interpretation. While the government may have one idea, private business may have another entirely.

Google sees SMBs as anything from local stores to businesses with multiple locations and hundreds of staff members. Qualifying companies will see COVID-19 ad credits show up in their Google Ads accounts.

How Does Google Ads COVID-19 Relief Work?

Any business receiving Google Ads credits is free to apply them to any future Google PPC campaign through December 31, 2020. This includes:

  • Search ads
  • Display & remarketing ads
  • YouTube ads

Do I Have To Contact Google To Get Google Ads COVID-19 Relief?

Actually, you don’t claim the credit from Google. If your business is eligible, Google will notify you that relief credits are available through notifications. Therefore, it’s incumbent on companies to watch their Google Ads notifications closely or ask your SMB marketing agency in the coming months to see if Google Ads credits are coming their way. 

How Much Money Will You Get Through Google Ads COVID-19 Relief?

The credit amount from COVID-19 Google Ads varies due to a variety of factors. Therefore, your company won’t get the same amount of relief as a business next door. Google has state that the relief amount depends on:

  • How much a company has spent on Google Ads in the past
  • A company’s location

Google Ads COVID-19 Relief is An Excellent Way to Jumpstart Your PPC Campaign

Don’t let quarantines and shutdowns determine your business’ future. Google COVID-19 relief is your opportunity to keep your PPC campaign alive and well. 

Naturally, you’ll need to partner with a digital marketing firm with the experience and knowledge to help your PPC campaign succeed. Dreamscape Marketing has worked with more than 500 healthcare & small business clients. Let our PPC experts put your Google Ads credits to the best use. Call us today at [direct] and let’s discuss how to use Google Ads COVID-19 relief to your best advantage.