Google implements jurisdiction-specific surcharges for ads served in certain countries, impacting advertisers worldwide.
Why we care. These new fees, such as Canada’s DST fees, will increase advertising costs for businesses targeting audiences in affected jurisdictions, regardless of the advertiser’s location.
In figures:
- Canada Daylight Savings Time charge of 2.5% starting October 1.
- Additional charges apply to ad impressions or clicks generated in specific jurisdictions.
How it works:
- Supplements are added to monthly invoices or statements as separate items.
- For automatic payments and monthly billing, fees are added at the end of the month.
- Manual or prepay accounts may incur fees after payments are spent.
Between the lines. Google cites “regulatory operating costs” and compliance with digital services tax legislation as reasons for the new fees.
What to watch:
- Impact on advertising budgets and ROI of campaigns targeting relevant jurisdictions
- Potential extension of similar fees to other countries
Bottom line. Advertisers need to closely monitor their campaign settings and target placements to effectively manage these new costs.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing services through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.