Updated: Google and Facebook Launch Ad Credits to help Small Businesses

Many businesses are looking to reduce outgoings during these uncertain times in order to put them in a stronger position to weather the storm. At the same time there is a requirement to drive more new business and maintain clear communication with existing customers and partners. Marketing is more important than ever but Marketing spend is under more scrutiny than ever before.

The worlds two largest advertising platforms have recently announced initiatives to help small to medium businesses to continue to advertise during these trying times. Google and Facebook (who both make most of their money from organisations advertising on their platforms) have released few details to date but here is what we know so far:

Google Ad credits for Google Ads Small and Medium-sized Businesses

Google have said that they are “giving SMBs worldwide $340 million in ad credits, which can be used at any point until the end of 2020 across our Google Ads platforms”. This is separate to the Google Grants for non-profit organisations which have been running for years.

Who is eligible?

Small and medium businesses, who advertise directly with Google with accounts which have been “active since the beginning of 2019”. Update 21/04/20: In order to be eligible you need to have spent money on Google Ads in 10 months of 2019 and in January and/or February of 2020.

How can you apply?

There is no way to apply for these credits, you just need to sit tight and wait to be contacted. This contact will take the form of  notifications within your Google Ads account “in the coming months”. If you’re an Optix client we’ll keep an eye out for these notifications and let you know when we spot them.

What format will the credits take?

The Google credits will be valid for Google Ads platform including Search, Display, and YouTube. They will be valid until the end of 2020. Update 21/04/20: Each eligible advertiser gets 1 ad credit. What that credit is worth will vary by customer. Google doesn’t release specific details of the calculation, instead specifying that it’s based on historic Ad spend levels, plus their country and currency, according to Search Engine Journal.

Update 21/04/20: Updated details and FAQs from Google can be found here.

Facebook Small Business Grants Program

Facebook have said that they are “offering $100M in cash grants and ad credits to help during this challenging time”. The also have a resource hub to help Marketers to keep in touch with customers, host online events etc.

Who is eligible?

There’s not much detail yet but you can sign up for more information, when it is released, here. All we know so far is that 30,000 eligible small businesses in over 30 countries where Facebook operates will be supported.

How can you apply?

At the time of writing you cannot apply but Facebook say that they will start taking applications in the “next few weeks”. If you’re an Optix client we’ll contact you as soon as we know more to help you apply, if you’re eligible.

What format will the Grants take?

Facebook’s offering covers cash grants as well as ad credits. There’s not much detail yet but we would expect the ad credits to be valid for Facebook spend in 2020 in alignment with Google’s offering. The cash grants may take the format of a lump sum as they have been positioned to help with rent costs, operational costs etc.


We’ll send out an update once we know more about these grants so check back here and follow us on Twitter and LinkedIn to stay up-to-date.

Thomas Haynes

Thomas Haynes is a Digital Marketer with 12 years experience. He specialises in SEO and is the Head of Digital at Optix Solutions

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