As of January 01, 2026, the Google and Meta they adopted a new billing model for paid adsThe change directly affects how investments are billed and requires more attention to media planning to avoid surprises in the final cost.
In this article, we explain what has changed, how this impacts practice, and how Kaizen is working to ensure transparency and control for its clients.
What has changed in how advertising is charged?
Previously, many advertisers only considered the set amount as the campaign budget. With the new update:
All charges will now include the campaign price plus taxes.
The invoice, payment slip, or bill will already include the taxes.
In Ads Manager, the displayed value continues to be only the campaign budget, excluding taxes.
In other words, the value shown on the platform is not exactly the final amount charged.
Impact on postpaid accounts
For accounts with postpaid paymentThe change goes beyond the final price. Taxes also begin to have an influence:
O bid/offer configured in the ads
O daily spending limit
This means that, even while maintaining the same budget, financial consumption may be higher than expected.
What does this mean in practice?
In practice, the total amount invested may exceed the initially planned budget.
Example:
If the defined monthly investment is R$1.000the final cost can reach approximately R$1.138,30, taking into account the incidence of taxes.
This difference can have an impact on:
Financial planning
Monthly investment forecast
Media cost control
Therefore, strategic monitoring becomes even more essential.
How is Kaizen dealing with this change?
To ensure safety, predictability, and transparency, the Kaizen team is acting proactively:
Reviewing each client's media budgets
Adjusting spending limits when necessary.
Aligning the total estimated value (budget + taxes)
Avoiding any kind of surprise in billing.
Our focus is to ensure that performance continues to be prioritized, without compromising financial control.
Transparency and planning remain a priority.
Changes to platforms are part of the game in digital marketing. The most important thing is to have close, strategic, and transparent management to adapt the plan without negative impacts.
If you have any questions or would like to review your media plan in light of this update, our team is available to help you align everything clearly and securely.
Do you need help making this decision with confidence?
Kaizen acts as a strategic partner for companies seeking real performance, with methodology, data, and a focus on measurable growth.
Talk to our experts and understand how to apply these criteria in practice, according to the reality of your business.
