How billing works
You add a payment method to your Google Ads or Meta account. As your ads get clicks, the platform charges that method, either automatically as costs build up or through monthly invoicing for larger accounts. The searcher who clicks pays nothing.
Two separate costs
- Paid to Google, Microsoft or Meta
- Charged per click or impression
- Flows through your ad account
- Stops when you pause ads
- Paid to whoever runs the ads
- A flat fee or a share of spend
- Covers strategy, setup and upkeep
- Set by your agreement
Ask any agency to keep these apart. Google should bill your ad spend to your own card in your own account. That way you see every dollar Google charges.
Clicks you do not pay for
Google says it filters invalid clicks, such as clicks from bots or repeated accidental clicks, and does not charge for them. When it finds invalid clicks after billing, it credits the account. You can see invalid click counts in your reports.
Competitors clicking your ads
Owners often worry that rivals click their ads to drain the budget. Google's systems filter much of this. If you see suspicious patterns, like many clicks from one area with no calls, check the invalid click reports and tighten your location settings.
Good example. A dental office pays Google directly for ad spend on its own card and pays its agency a separate flat fee. It sees both clearly every month.
Bad example. A dental office pays an agency one blended amount and never sees how much reached Google.
Read ad spend vs management fees. Our PPC management fee starts at $1,000 a month, and your ad spend goes straight to Google from your account.