Google Ads have made a change to their payment options, if you or your Google Agency were on the receiving end of the message below you might be wondering what the implications are?

Notification From Google Ads Payments

“We are reaching out to provide you with an important update to your account(s): the billing options for your Google Ads account(s) are changing. Your account(s) have specific payment options and will only be allowed to use bank-based payment methods, which does not include credit or debit cards.

Accepted forms of payment include check or wire transfer via the Monthly Invoicing billing method (recommended), or via Direct Debit for those choosing to remain on the Automatic Payments billing method (if available in your region).

Because you currently pay via a form of payment no longer accepted, the payment method on your Google Ads account listed below will need to change:”

A change restricting Google payment options to bank-based methods, excluding credit and debit cards, can significantly impact an online advertiser in several ways:

Cash Flow Management

Credit and debit cards often provide a buffer by allowing deferred payment. Removing this option forces advertisers to have the necessary funds readily available in their bank accounts. Advertisers may face cash flow issues, especially if they are accustomed to using credit to manage short-term liquidity.

Credit Card Rewards and Benefits

Many advertisers use credit cards to accumulate rewards, cashback, or travel points.

Losing out on these benefits can be seen as a financial loss or missed opportunity, especially for high-spending advertisers.

Risk Management

Credit cards offer a layer of protection and easier dispute resolution compared to direct bank transfers. 

Advertisers might feel less secure about the safety of their transactions and the ability to resolve any unauthorized payments or disputes. Google can after all make mistakes. 

Small and Medium Size Businesses will feel this change the hardest.

Small Businesses often rely on credit lines from credit cards to finance their advertising campaigns. This change could disproportionately affect SMEs, limiting their ability to advertise effectively due to tighter cash flow constraints.

Here are two strategies to help navigate the problem of Google no longer accepting Credit Cards or Debit Cards on some advertiser accounts.

• Advance Planning: Advertisers will need to plan their budgets more meticulously to ensure funds are available when needed.

• Alternative Financing: Exploring other financing options, such as business lines of credit or loans, to maintain flexibility. For e-commerce businesses seeking additional funding for advertising we recommend working with WayFlyer.

For an introduction to WayFlyer please submit this form.