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google ads when do you pay

Google Ads When Do You Pay?

Google Ads is a pay per click (PPC) platform, so you only pay for performance, like when someone clicks your ad. However, your card is not charged each time someone clicks, but only when you’ve spent a certain amount that is set by Google. This is the primary payment option that’s used by many advertisers but there are others and I’ve listed them below.

What’s important to know is that Google Ads gives you a lot of control on how you pay and when you pay. And you can easily pause your advertising campaigns and not accrue any more costs.

So here are a number of ways of how you can pay your Google Ads advertising costs.



With Postpay, you pay after you receive the traffic. So you’ll add your debit or credit card and you’re charged after you get clicks. And when you’re charged depends on whether you’re a new advertiser or have been advertising for some time.

As a new advertiser that has just launched, your card is charged when you’ve spent £50. Then this is increased to £200 and then to £350 and finally to £500. So, they increase your limit each time your card is charged successfully.

And from then you’re charged when you’ve received £500 worth of traffic or every 30 days or whichever comes first. For example, if you spend £1000 within a 30 day period, your card will be charged twice.



With Prepay you will  top up your account with any amount you like and then as you get clicks on your ads, the money is deducted from your balance.

This is used by fewer advertisers, but is an effective way to control your advertising spend, unlike Postpay which can accrue costs quickly.

You can use your credit or debit card to top up your account.


Monthly Invoicing

For large advertisers and agencies that spend a lot of money in Google Ads, applying for invoicing is a good option. This is especially important for agencies that manage multiple accounts and so can simplify things by having one invoice at the end of the month.

So, with invoicing you’re billed once a month at the end and receive an invoice from Google. You then make payment by bank transfer, and you’ll find the bank details in the email and the reference number to include.

It’s important to use the correct reference number so that your payment is quickly identified, which is usually the next working day.



I hope this article has helped you to understand the payment options in Google Ads and when you pay. So, you have a number of options to choose from and your choice will depend on factors like whether you’re a new or existing advertiser, whether you’re an agency or small business and so on. Make sure you choose the most suitable for your business.


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Want help reducing your advertising costs by managing your ads effectively? I can help and as a Google Ads consultant and freelance PPC expert I’m happy to guide you in this. Use the form below to contact me to discuss.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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