You're trying to apply free speech to dealings with a private company. They're not a government though. You get your service from Google, et al, at their pleasure. If you break their terms, they're well within their rights to show you the door. Don't like their terms, use another company or DIY.
We can chase the discrimination and protected-class-advantage rabbit down its hole, but really, this comes down to what Google (et al) considers criminal incitement to violence, which is a proven [1] exception to first amendment rights. Google doesn't have to prove things that far, but denying these violent racists their business is a good way to avoid becoming complicit.