COVID-19: What Google’s Ad Credits For Small Businesses Meant And What They Teach

In spring 2020, the World Health Organization declared COVID-19 a global pandemic, and businesses everywhere faced closures, shifting customer behavior and uncertain budgets. In response, Google announced a support package for small and medium-sized businesses (SMBs) worth hundreds of millions of dollars, including a large pool of free Google Ads credits. The program has ended, but it is still a useful case study in how to handle advertising during a crisis. Here is what the program was and what it teaches.

Google offered free ad credits to help SMBs stay visible

These Google advertising credits were designed to ease the cost of staying in touch with customers during a difficult time. Eligible SMBs could apply them to their Google Ads accounts, and credits had to be used by the end of 2020. Unused credits were removed automatically. Google also directed funding to health organizations, government agencies and health workers on the front line of the crisis.

Why the credits mattered to advertisers

Steady, honest communication with customers is key to preserving relationships in an uncertain time. Businesses rely on paid advertising, their websites and email to establish trust with new and current customers. With ad credits to offset costs, owners did not have to switch off their PPC advertising campaigns just when customers needed information most.

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Only established advertisers qualified for the credits

The credits were available to small and medium-sized businesses that had advertised directly on Google, or through Google Partners, since the beginning of 2019 and that complied with Google’s terms. Eligible advertisers were notified through account notifications. Businesses that opened new Google Ads accounts after that date did not qualify. When the program launched, Google had not yet said how much each advertiser would receive or when the credits would appear, and the rollout took time.

The credits worked across Google’s ad channels

Credits could be applied across a wide range of Google advertising, including Search, Display and YouTube, and across campaign types. That flexibility let advertisers choose where they would get the most value, whether that meant answering urgent customer questions on Search or staying visible on video.

What the crisis taught advertisers about pausing ads

The pandemic made clear that switching off all advertising can mean losing visibility when demand returns. Search behavior shifted quickly, and advertisers that watched their data and adapted their messages were able to respond faster. Some lessons remain useful for any downturn:

• Review your campaigns instead of switching them all off. Cut the weakest spend and keep the campaigns that still deliver.
• Update your ad copy and landing pages to match what customers need now, such as new hours, delivery or online options.
• Use accurate conversion tracking so you know what is working while conditions change.
• Keep your Google Business Profile current, since customers rely on it for hours and service changes.
• Build a cash cushion and a flexible budget plan so you can adjust quickly.

Plan for the next disruption before it arrives

Crises come in different forms, from economic downturns to supply problems to sudden shifts in demand. A well-organized account, clean tracking and a clear understanding of which campaigns make you money make it easier to respond. If you want help reviewing your Google Ads account and making your budget work harder, our team can help.