Free ad credits in the UK: what each platform offers (2026)

Most ad platforms offer credits to some new UK advertisers, but very few publish a fixed offer that everyone can claim. Google Ads and TikTok have the clearest new-advertiser programmes, LinkedIn, Meta and Pinterest target offers at selected accounts, and Amazon has run UK promotions with fixed end dates. Amounts change and vary by account, so the only reliable place to check is inside your own ad account. And most credits aren’t really free: you usually have to spend your own money first to unlock them.

This guide covers what we could confirm for each platform, where to find your offer and the catches to check before you claim. We’ve only included details from each platform’s own pages unless we say otherwise, and we don’t list promo codes. Last checked 3 November 2026.

UK ad credits at a glance

Google Ads

Google runs promotional offers for new advertisers, and sometimes for existing advertisers who try a new feature or restart a dormant account.

• Who qualifies: new accounts must be under 14 days old when the offer is redeemed, have a valid payment method and not have advertised before under another account for the same business.
• How it works: you spend a set amount, or complete an action, within a set time. Google then checks eligibility, which can take up to 35 days.
• What it covers: the credit can’t cover costs from before it’s applied, or the spend you needed to make to unlock it. Once it’s used, your normal billing carries on, so keep an eye on your budget.

A real example: when we opened a new UK Google Ads account in October 2026, the sign-up flow showed “Spend £400, get £400” with a December deadline. Yours may be different, so treat that as an example rather than a promise.

TikTok

TikTok’s new advertiser incentive programme lists the UK as an eligible region, both for TikTok Shop sellers and for other advertisers. Offers usually take one of two forms:

• Spend to unlock: spend a set amount within a window to earn a credit.
• Percentage off: a share of each ad charge is deducted automatically, up to a cap.

TikTok’s own examples are in US dollars, such as spend $100 to get $50, and it says actual offers vary. Advertisers who’ve used TikTok Ads Manager before, accounts very similar to existing advertisers and new accounts under a Business Center that has already had the coupon may not qualify. Find your offer under Ads Manager > Tools > Payments > Promotions, and register as soon as you see it, because TikTok warns that it may disappear.

Separately, TikTok has a campaign rebate for invited new advertisers, which pays credits if a trial campaign misses its target. You have to follow its recommended settings and leave the campaign unedited during the trial.

LinkedIn

LinkedIn usually emails coupon codes to selected advertisers, some for new accounts and some for existing ones. If you haven’t had one, LinkedIn says you don’t meet the requirements for that offer. Ad credits can also appear in Campaign Manager when an account qualifies, with a tracker showing your progress towards the eligible spend.

Under LinkedIn’s coupon terms, an offer can only be used once, can’t be combined with other offers or swapped for cash, and may require a minimum spend. You pay anything above the credit. See what LinkedIn ads cost in the UK to judge how far a credit would go.

Meta (Facebook and Instagram)

Meta’s coupon terms say it distributes coupons to selected advertisers with accounts in good standing. We couldn’t confirm a public new-advertiser offer for the UK. Meta’s help pages say credits don’t cover costs from before they were added. The terms add that coupons have no cash value and can’t be used for social issue, election or political ads. If you’re offered one, check the expiry date in your billing settings.

Pinterest

Pinterest’s credits and coupons depend on eligibility and are listed under Billing > Promotions, with their terms and expiry dates. Credits are only applied after you have a paid and processed bill, and can take up to two billing cycles to appear. There’s also a credit for advertisers who connect a Shopify store and are either new or haven’t advertised for 90 days, though Pinterest doesn’t state the amount on that page.

Amazon Ads

Amazon runs time-limited promotions for sellers. One UK promotion offered £75 in ad credits to sellers new to Sponsored Products, and ended in October 2025. Credits expired 30 days after being applied, and you paid for clicks before the credit applied. Check Seller Central for current offers, including its new seller incentives.

Microsoft Advertising

We couldn’t find a published UK offer. The new-customer credits we found were limited to the US, so check the sign-up flow or ask Microsoft’s support team. Microsoft Ads can still be a cheap source of extra leads without a credit, and it’s often quick to add if you already run Google Ads.

Reddit and Snapchat

We couldn’t confirm a UK offer on either platform’s own pages. Coupon sites quote figures in US dollars, and they often disagree with each other. Check your own ad account before relying on any of them.

Five catches to check before you claim

1. You usually spend first. “Spend £400, get £400” means finding £400 before you see any credit, and sometimes waiting weeks for it to arrive.
2. The clock starts quickly. Offers can depend on a new account and a short deadline, so don’t open an account until you’re ready to run ads properly.
3. It’s often one chance. Most offers are for first-time advertisers. Opening a second account for the same business to claim again can break the rules and cost you the credit.
4. Credits expire. Unused credit is normally lost, and it can’t be swapped for cash. Plan the budget to use it before the deadline.
5. Your bill carries on. When the credit runs out, normal charges continue. Set a budget you’re happy to keep paying, or a reminder to review it.

How to make a credit worth having

• Get tracking working first. Without conversion tracking, a credit buys clicks you can’t judge. Our free tracking checker is a quick first test.
• Choose the platform before the offer. Pick the channel that suits your business, not the one with the biggest credit. Our Google Ads vs Meta ads guide can help.
• Work out what the required spend should return. Use our ad budget calculator, and read what Google Ads and Meta ads cost in the UK.
• Judge results as if there were no credit. Otherwise a campaign can look profitable only while Google or Meta is paying for it, then lose money when the credit ends.

Worked example: imagine you spend £400 and get a £400 credit, and each new customer costs £50 in ads and brings in £60 of profit before ad costs. The £800 of ads wins 16 customers and £960 of profit. You’re £560 ahead on your £400, but once the credit has gone you make only £10 per customer. If customers cost £70 instead, you’d make a one-off gain from the credit, then lose £10 on every customer afterwards.

Frequently asked questions

Are ad credits really free?

Rarely. Most require you to spend a set amount first, and some only reward a specific action. They’re better thought of as a discount on your first campaigns, with conditions attached.

Which ad platform gives the best credit in the UK?

There’s no fixed answer, because offers vary by account and change often. Google Ads and TikTok have the clearest new-advertiser programmes. Check each platform’s promotions page, then choose based on where your customers are, not on the size of the credit.

Can existing advertisers get ad credits?

Sometimes. Google says it can offer credits for trying new features or restarting dormant accounts, and LinkedIn sends some coupons to existing advertisers. Look on your account’s promotions or billing page.

Can I open a new account to get another credit?

It’s not worth the risk. Google’s offers exclude businesses that have already advertised under another account, and TikTok can exclude accounts that look very similar to existing advertisers.

Should an agency set up my account if I want the credit?

It can, but make sure the account is in your name and that the offer is claimed before any deadline. Ask who pays for the required spend, and remember that management fees are separate from the credit.

Do ad credits cover VAT?

Don’t assume so. Check the terms of your offer, because Google’s coupon terms say credits can’t be used for taxes and fees. Ask your accountant how to treat them in your books.

In short

Google Ads and TikTok have the clearest UK new-advertiser credits, LinkedIn, Meta and Pinterest offer them to selected accounts, and Amazon runs time-limited seller promotions. Amounts vary, so check the promotions page in your own account. Most credits need you to spend first, expire quickly and only work once, so get tracking ready, choose the right platform first and judge your results as if the credit weren’t there.

Want help making the required spend pay back? See our Google Ads for small businesses service, or compare options in our list of the best Google Ads agencies for small businesses.

Sources

Each platform’s own documentation and terms. We’ve left out unverified coupon-site figures. Last checked 3 November 2026.

• About Google Ads promotional offers, Google Ads Help
• Terms and conditions for online advertising promotional credits, Google
• New advertiser incentive program, TikTok
• Terms and conditions of new advertiser campaign rebates, TikTok
• Coupon code and ad credit eligibility, LinkedIn Marketing Solutions Help
• LinkedIn advertising coupon code terms, LinkedIn
• Ad credit coupon terms and conditions, Meta
• About Meta ad credits, Meta Help Centre
• Billing coupons and credits, Pinterest Help
• Amazon Ads creators promo code terms, Amazon Ads

Got a credit and want it to pay back? Let’s chat about your first campaigns.