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How Google Is Supporting SMBs & Charities During COVID-19

April 27, 2020
written by Amber Dawson
How Google Is Supporting SMBs & Charities During COVID-19

Google have released funds to help SMBs and non-profits. Find out whether your business is eligible and how to claim it here.

Google has announced that they’re giving $340 million in ad credits to SMBs to help them during this global pandemic. There’s also a Google Ads Grant available all year round for non-profits to take advantage of. The grant gives charities an advertising budget of $10,000 a month.

Both of these initiatives can be the difference between businesses sinking or swimming during this time.

Here’s everything you need to know about applying.

The free $10,000 that non-profits should take advantage of

As a non-profit in today’s climate, you need a marketing strategy if you want to get your message out to the millions. For charities trying to support those in need, particularly during these trying times, it can feel like an impossible feat. These organisations are often built on foundations of goodwill and human spirit, rather than infinite funds and resources.

Advertising on Google is a great way to spread the word to those looking for help. So, Google will list ads for non-profits essentially for free.

Google Ad Grants isn’t a reaction to COVID-19 – you can apply at any point. But more than ever, initiatives such as these can make a world of difference to those suffering at the hands of the pandemic. This funding, available to all registered non-profits, can have a big effect on those in need, whether there’s a global crisis or not.

Google Ad Grants work the same as way as advertising on Google does. Those searching for non-profits will be served your message, helping to gain awareness and engagement. If you qualify, you get $10,000 in-kind Google Ads advertising – every month. You have to manage your grant yourself or hire a PPC agency to do it for you, but you don’t have to find the funds for the advertising budget.

“If you are tight on marketing budget, then don’t be afraid to manage your grants account in house. Google provides plenty of online tutorials and step by step guides on how to create and manage your account. They also have a dedicated team to provide non-profits with one-to-one guidance and advice”

Sophie Logan – PPC Manager at Adzooma

Under this program, Google offers free access to paid Google features and tools to enable them to find new volunteers and contributors. Moreover, they are specially designed with non-profits in mind and help to accelerate the awareness of such important businesses.

To apply:

  1. Head to
  2. See if you’re eligible to apply
  3. Sign in using your Google account
  4. Fill in the application form
  5. Wait to see if you’re accepted

“You can use the grant to help a donation drive, to provide information about your opening times or to generally spread awareness about your cause. I have previously seen it be used to promote the opening of a new community centre, and another non-profit used it to provide information about how individuals could volunteer for their organisation. These organisations benefited greatly from being able to appear in Google Search results, which they struggled to do so organically.”

Sophie Logan

$340m in ad credits for small businesses

In an attempt to help small-to-medium businesses (SMBs) stay in touch with their customers during COVID-19, Google has freed up $340 million worth of ad credits. These are to be used on future ad spend until the end of 2020. The credits are valid across all of Google’s advertising platforms and the amount you get depends on your previous ad spend as well as the country and currency in which you are set up.

This offer falls as part of a bigger commitment by Google to aid SMBs, health organisations, governments and frontline health workers during the crisis. The pandemic has reached every corner of the world, and Google recognises the tremendous impact on businesses it is having, as the world’s population is forced to stay at home. Over half of global employment is through SMBs as they make up 90% of all business. Supporting them, along with charities, battles against closures and plummeting revenues. Moreover, these ad credits will help to keep people in jobs and protect employee salaries.

To be eligible, businesses need to have a Google Ads account that has spent money within 10 of the 12 months of 2019, and in the first two months of 2020. You can have advertised directly with Google or through a partner. The ad credit is per customer rather than per account.

The ad credit will be applied to qualifying accounts starting in late May. This will be done in phases over the following months and users will be notified when the credit has been applied to their account.

This helping hand can help to generate awareness of brands at a time when they need it most, as well as support them when the world emerges from its hibernation period and is ready to function once more.

“It’s great to see corporations such as Google doing something to help support SMB’s. Whilst these are trying times for many businesses, once life does return to normal these businesses will want to do what they can to get back out there, and Paid Advertising is a great short term way for them to be able to do so.”

Sophie Logan

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