Google just announced new taxes to Google ads that will be passed on to advertisers. The new taxes listed in the most recent announcement are to start in October of 2021 and will be applied to anyone who is running ads in India and Turkey. These new tax liabilities are just the latest in a series of taxes that have begun to accrue for both international as well as domestic advertisers, and Google will indeed be passing these expenses along to you!

So far the international tax additions apply as follows :

• Austria – A 5% DST fee
• France – A 2% Regulatory Operating Cost
• India – A 2% Regulatory Operating Cost
• Italy – A 2% Regulatory Operating Cost
• Spain – A 2% Regulatory Operating Cost
• Turkey – A 5% Regulatory Operating Cost
• UK – A 2% DST Fee

Its not just international

In February of 2021 Maryland became the first US State to institute a digital ad tax that will apply to Google Ads. The law is slated to go into effect this year and is estimated to bring in over $250M in revenue for Maryland Schools. Currently the Ad tax will only apply to larger tech companies whose advertisements generate over $100M/annually, but this new tax is a slippery slope and I can see this being applied to regular advertisers more often as that revenue generation slides way down.

If you are an advertiser who runs ads across the globe you may be interested to know how these new changes will effect your overall budget. If you running ads internationally, these new taxes will be applied to your bill.  You can view these charges on. your monthly bill in the billing section of Google ads to help you determine how much of your overall ad budget is being affected by these changes.