What happens when I reach my billing threshold in Google Ads?

When you reach your billing threshold in Google Ads, it means your account has accumulated charges up to a certain amount based on your ads' activity (like clicks or impressions). Google Ads uses this threshold to determine when to charge your payment method.

Here's what happens when you hit the billing threshold:

Payment Triggered: Google will charge your payment method once your accumulated charges reach the billing threshold. This may include any previous charges that haven't been paid yet.

Billing Threshold Reset: After the payment is processed, your billing threshold will be reset, and the cycle starts again. If you continue to run ads and reach the threshold again, Google will charge you again.

Billing Cycle: The threshold system is different from a fixed monthly billing cycle. If you frequently reach your threshold, Google might automatically increase it over time. This is done to reduce the frequency of payments.

Automatic Payments: For most accounts, once you reach your billing threshold or the end of the month, Google Ads will charge you using the payment method you've set up.

If No Payment is Made: If Google Ads is unable to process the payment due to an issue with your payment method, your ads will stop running, and you'll need to resolve the payment issue before ads can resume.

If you're on a monthly invoicing setup, the billing process works slightly differently, and you're billed at the end of the month, regardless of the threshold.