Google Ads · Status at source date: Scheduled billing change
Google raises ad surcharges in France and Italy to 3% from January 2027
From 1 January 2027, Google’s Regulatory Operating Cost for ads served in France rises from 2% to 3% and Italy’s rises from 2.5% to 3%. The change covers Google Ads, YouTube reservations and Display & Video 360.
What changed
The surcharge appears on the invoice or statement for ads served in the country, regardless of where the advertiser is based. Google lists 1 January 2027 as the effective date. The public help pages do not state when the announcement was first published.
What the increase adds to a media plan
For €10,000 of eligible ad spend served in France, the surcharge rises from €200 to €300. That adds €100 to the invoice. For the same spend served in Italy, it rises from €250 to €300, an increase of €50. The example isolates the surcharge before any applicable taxes or other charges.
If a €10,000 campaign delivers only €4,000 of eligible spend in France and €2,000 in Italy, the two countries account for €180 in surcharges at the new rates. Use the country split in delivery reports to estimate each charge separately. A campaign’s billing address or target list alone does not tell you how much it delivered in either market.
Where to reconcile the charges
In Google Ads, compare the jurisdiction line items on the invoice or statement with Billing transactions and delivery by user location. Google also describes how the charge is added for YouTube placements bought on a reservation basis.
In Display & Video 360, the surcharge is based on the media cost of impressions served in the affected country. Report Builder has Regulatory Operating Costs metrics in USD, partner currency and advertiser currency. Check the budget treatment for the deal or revenue model you use. Google says YouTube Instant Reserve insertion-order budgets exclude these surcharges.
Why it matters for advertisers
Budget using the spend that actually serves in France and Italy. A campaign that runs across several countries can have a different surcharge from one that delivers entirely in either market.
What to check next
- Estimate January costs using eligible spend served in France and Italy separately.
- Keep the surcharge separate in client forecasts and compare the first invoices that include January delivery.
- For DV360, reconcile the invoice with the Regulatory Operating Costs metric in the relevant reporting currency.
Sources & contributor credit
- Official billing guidance · Checked Google Ads Help
Confirms the France and Italy rates, the 1 January effective date and billing for YouTube placements bought on a reservation basis.
- Official billing guidance · Checked Display & Video 360 Help
Confirms both rate changes and explains how the surcharge is calculated and shown in invoices and Report Builder.
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