Google is notifying some advertisers that they must transition away from paying for Google Ads via credit or debit card by July 31 or face account suspension.
The big picture. The move is part of Google’s effort to steer high-spend advertisers toward more automated payment methods better suited for scaling ad investment.
Details. Impacted advertisers will only be allowed to use bank-based payment options going forward:
Cards will no longer be accepted for these accounts, which Google says provides “flexibility” and “control” benefits for high-growth spenders.
Why we care. While this creates a system for more frictionless, automated monetization for Google, this could lead to account suspension and cashflow issues for advertisers.
The catch. While more automated, the change eliminates a popular payment option that provides cashflow flexibility via cards for some advertisers.
Who is affected. Google is notifying impacted “high-growth” accounts throughout 2024, though criteria like spend thresholds are unclear. Manager accounts must also update billing centrally.
The email & reaction. Jeremy Brandt founder of We Buy Houses shared the email he received:
Brandt isn’t happy with this update:
What they’re saying. “The Monthly Invoicing billing method is best suited for your account(s) given the flexibility it provides high-growth customers,” Google told impacted advertisers.
Ginny Marvin, Google Ads Liaison, posted about the update on X:
What’s next. July 31 is the deadline for impacted advertisers to update billing methods before facing potential ad account suspensions.