Payments

Supported currencies

You can set the currency for your Search Ads account to Australian dollar, British pound, Canadian dollar, Euro, Japanese Yen, Mexican Peso, New Zealand dollar or US dollar. All bidding and billing activity will occur in the currency that you select.

Please note: You can only select one currency per account, and once it’s set you can’t change it.

Payment methods

Adding a credit card

Your campaign won’t run until your account includes a valid payment method. You can add your credit card on the Billing page during the campaign setup process.

If a charge to your credit card is declined for any reason, we will pause your campaigns and attempt to charge the same credit card again within 48 hours of the declined transaction. If you add a replacement credit card to your account, we will charge the replacement credit card within 24 hours from the time the credit card information is updated. Once the transaction is authorised, your ads will become eligible to appear in App Store search results again.

Please note that if you plan to run ads on the App Store in multiple countries, you should notify your credit card company to ensure that there will not be any issues processing foreign transactions. Depending on where your ads run, you may see up to five different charges on your billing summary from five separate Apple entities.

Valid credit and debit cards

Search Ads accepts Visa, MasterCard, American Express and Discover. For Discover, we can only accept payment in US dollars, and your account billing currency must be set to the US dollar.

PIN-less and PIN-optional VISA and Mastercard debit cards are also accepted. Note that at this time, we cannot accept Maestro, Visa Plus or Visa Electron brands. Your debit card daily spending limit must be able to cover your campaign charges.

Cards from the following countries are not valid forms of payment: Austria, Chile, Cuba, Ghana, Hungary, Iran, Mauritius, North Korea, Philippines, Singapore.

Other invalid forms of payment include pre-paid cards, gift cards, cashpoint cards and digital wallets such as PayPal and Venmo.

Search Ads does not charge fees for credit card transactions, but credit card providers may charge you foreign transaction fees. Please contact your credit card provider regarding when foreign transaction fees apply. Search Ads will not reimburse or issue credits for charged foreign transaction fees.

Changing a credit card

To update a payment method, add your new card and set it as the primary payment method on your account. Just sign in and:

  • Click your account name at the top right of the page.
  • Click Settings.
  • Toggle to the Billing page.
  • Click on “Edit Card”.
  • Enter your new credit card information, and save it.

Please note: You may only have one active credit card at a time for your account. You can only change your credit card info three times within a 24-hour period.

Billing cycle

Search Ads campaign charges will occur every $500 (U.S.) spent, or every seven days, whichever comes first. When you reach the billing threshold, you’ll receive an email notification at the address you specified when you set up your credit card. You can also view and download your invoices on the Billing page.

Paused campaigns

Pausing campaigns does not delete your account or credit card information. The payment information you added to your account remains secure while your campaigns are paused, and will not be charged until your campaigns are reactivated.

Review transaction history

If you pay by credit card, you can log in to your account and review transaction details anytime. Here’s how:

  • Click your account name at the top right of the page.
  • Click Settings.
  • Toggle to the Billing page.
  • Go to the Invoices section of the page.
  • Click on the specific invoice you’d like to see.

A list of transactions will appear, identifying the campaign and campaign ID the transactions occurred under, along with the number of taps received and the amount billed to your account.

Monthly invoicing

Who qualifies for a line of credit

Some advertisers who meet certain criteria may be approved for an Apple line of credit. Once approved, they’ll receive a monthly invoice for accrued campaign costs (the actual spend for the billing period). Payment remittance will be reflected on the monthly invoice.

Please note that the line of credit approval process takes time to complete, and approval is not guaranteed. If you would like to start a campaign immediately, you can add a credit or debit card as your payment method until the Search Ads team approves and transitions your account to a line of credit.

Line of credit funding is not available in some locations. Contact your Search Ads client partners for more details.

Budget Orders

Pre-approved advertisers who are paying via monthly invoicing may consolidate campaign invoices with budget orders. It simplifies campaign management for you, because at the end of the month, all campaigns tied to the same budget order appear on the same invoice.

A budget order also ensures a cap on the total spend across campaigns over a specified period of time, so you never exceed your total budget. It gives you another way to control your costs, in addition to maximum campaign budgets and maximum daily campaign spend.

Invoicing based on campaign order number

If you don’t have a budget order, you can still consolidate your invoices by the campaign order number.

Promo credit

When you first set up your account, we’ll automatically give you a $100 (U.S.) credit to help you get underway. You’ll see this at the top of the Billing page when you add your card.

To verify that a promo credit has been applied to your account, please visit the Billing page within Account Settings. The date of the last applied credit appears in the Promo Credit section located below your payment method details.

Eligibility

You are eligible for a new account credit if you are a developer and registered account holder on App Store Connect and have at least one app available for sale on the App Store in:

  • Asia Pacific: Australia, Japan, Korea, New Zealand
  • Europe: France, Germany, Italy, Spain, Switzerland, UK
  • North America: Canada, Mexico, US

If your account is set to any currency other than the United States Dollar (USD), the new account credit is converted to the currency you set in your account. The conversion rate is based on Apple’s daily exchange rate.

For more information please refer to the Search Ads Promo Credit Terms and Conditions.

Billing Issues

Billing Errors

If you suspect a billing error in your account, please contact the Search Ads team.

View transactions

To view transaction details for your account:

  • Click your account name at the top right of the page.
  • Click Settings.
  • Toggle to the Billing page.
  • Go to the Invoices section of the page.
  • Click on the specific invoice you’d like to see.

Invoices will include the campaign ID, taps received and the amount billed to your account.

You can also monitor other financial metrics, such as ad group spend and average CPA, from your Campaigns dashboard, and in the Reports dashboard within your Ad Groups dashboard.

Note: The amount on your credit card invoice may differ slightly from your online transaction totals. This is because your credit card is billed according to UTC, while your account uses your selected time zone. To review your account in the same time zone as your billing history, go to the Reports dashboard for the campaign you want to view. Select UTC in the time zone menu in the footer. Your chosen date range may change slightly to reflect UTC time differences. The search terms, age, gender, and location reports are not viewable in UTC.

Why did I receive a charge for $1 (U.S.)?

A $0 or $1 (U.S.) charge on your bill indicates a temporary authorisation request was sent to your card issuer to ensure that your card is valid. The charge should be removed from your account automatically by your bank, usually within 14 days. Search Ads can’t remove it. Contact your card issuer if a temporary authorisation isn’t removed.

Why did I receive multiple charges from different Apple entities?

Charges are processed every $500 (U.S.) or 7 days, according to each legal Apple entity associated with where your ads appeared.

If, for example, you’re based in Australia but run a campaign in the US and UK, multiple charges will be itemized on your billing summary to account for every region where your ads appeared. Depending on where your ads run, you may see up to a total of 5 separate charges at one time, but they won’t exceed your $500 (U.S.) threshold.

Please note that if you plan to run ads on the App Store in multiple countries, you should notify your credit card company to ensure that there will not be any issues processing foreign transactions.

Tax

Overview

Search Ads operates under a regional sales model. See Terms of Service for details.

Your purchase of Apple Search Ads services could be subject to tax in certain countries/regions, including but not limited to, Value Added Tax (“VAT”), Sales and Use Tax, Goods and Services Tax (“GST”), and consumption tax. Apple shall determine and invoice you for such taxes, as required under applicable tax laws.

How tax is applied

Generally, the applicability of tax depends on a combination of factors:

  • Your Business Location, i.e., the country/region where your business is legally registered and you are considered a tax resident of. In many cases, this will be the country/region where your business’ main corporate office, headquarters, or principal business is located, or the country/region that your business lists on official company letterhead.
  • Your tax information, such as valid tax ID, exemption status etc.
  • The billing Apple legal entity, depending on the location of the App Store serving Search Ads for you.

In the event that any tax authority imposes tax compliance responsibility on the customers of Search Ads services including, but not limited to, reverse charge accounting, self accounting and reporting, you shall take full responsibility for such obligation.

If you have questions, consult your tax adviser. Please note, Apple cannot advise customers on tax issues.

Tax exemption

If your business is based in US or Canada, you may declare your business is tax-exempt (if applicable) on the Business Details page in your Search Ads account. You’ll then be prompted to complete an application process through Avalara, and verify your tax-exempt status. Once approved, you'll receive a tax-exemption certificate, which you will need to enter back on your Search Ads Business Details page.

Withholding tax

In the event that any amount payable by you to Apple for Search Ads services is subject to any applicable withholding tax, and that you are required to collect and remit such tax, you shall gross up the relevant payment to Apple, so that after you deduct and remit the applicable withholding tax to tax authority, Apple shall receive the same amount as originally invoiced. If you will apply any applicable withholding tax, please properly indicate on any withholding tax documentation the correct Apple legal entity issuing the specific invoice.

Note that:

  • Apple Distribution International will collect and receive funds from you on behalf of the other Apple legal entities, but may not be the Apple legal entity issuing the specific invoice.
  • “Invoice” refers to the invoices available on your Search Ads online account. It is not the billing summary or statement you receive on a monthly basis.

Additional tax information by business location (country or region)

United States
If your Business Location is the United States, and you have provided a valid exemption certificate, Apple is not required to charge taxes on your Search Ads invoice. If you don’t provide a valid exemption certificate, your purchase of Apple Search Ads services could be subject to sale tax depending on your local and/or state jurisdiction.

Canada
If your Business Location is Canada, and you have provided GST and/or QST numbers as well as a valid exemption certificate, Apple is not required to charge taxes on your Search Ads invoice. Otherwise, your purchase of Apple Search Ads services could be subject to GST/HST/PST/QST depending on your Province.

Japan
If your Business Location is Japan, Japanese Consumption Tax (“JCT”) will be applicable on the Search Ads invoice issued by iTunes K.K. to you. You shall reverse charge any Japanese Consumption Tax that is payable on Search Ads invoices issued by Apple legal entities other than iTunes K.K.

Australia
If your Business location is Australia, Australian GST will be applicable on the Search Ads invoice issued by Apple Pty Ltd to you. It is a condition that you provide your Australian Business Number (“ABN”) to Apple and be registered for GST in Australia to use Search Ads services.

New Zealand
If your Business Location is New Zealand, and you have provided New Zealand Business Number or GST Number, Apple is not required to charge taxes on Search Ads invoices issued to you. You must be registered for New Zealand GST to use Search Ads services.

Taiwan
If your Business Location is Taiwan, and you have provided a valid Taiwan Unified Business Number (sometimes referred to as “Corporate ID,” “Corporate Tax ID” or “VAT ID”), Apple is not required to charge taxes on Search Ads invoices issued to you. You must be an enterprise customer to use Search Ads services.

India
If your Business Location is India, and you have provided a valid GST registration number in India, Apple is not required to charge taxes on Search Ads invoices issued to you. You must be registered for India GST to use Search Ads services. Apple cannot provide guidance on GST or other taxes on Search Ads services availed by You. Whether or not any equalisation levy or GST is payable by you on a reverse charge basis needs to be analyzed by you with your tax advisor, and such taxes, if payable, would be borne by you.

Ireland
If your Business Location is Ireland, Apple Distribution International is required to charge VAT on its Search Ads invoices issued to you.

Switzerland
If your Business Location is Switzerland, Apple Distribution International is required to charge VAT on its Search Ads invoices issued to you, regardless of whether you are VAT registered in Switzerland or not. Apple Distribution International is a VAT registered entity for the purposes of the Swiss VAT regime.

For the following countries:
Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, United Kingdom, United Arab Emirates, Saudi Arabia, Armenia, Belarus, Turkey:

  • If you have provided a valid VAT ID, Apple is not required to charge VAT on Search Ads invoices issued to you. You may have your own VAT compliance responsibilities under your home country’s VAT regime, so you should take steps to understand your compliance obligation in this regard. Apple assumes no responsibility for tax compliance obligations that may exist for Search Ads customers in their home country.
  • If you have not provided a valid VAT ID, Apple Distribution International is required to charge VAT on its Search Ads invoices issued to you per tax laws in your Business Location country. Apple Distribution International is registered for VAT in your Business Location country for the purposes of collecting this VAT.

Other countries or regions not mentioned above

If your Business location is not one of the countries mentioned above, Apple is not required to charge taxes on Search Ads invoices issued to you.

Will tax be added to the max budget I set for my campaign?

Tax will not be accounted for in your maximum budget. You may see any applicable taxes added as a new line on your invoice. Or, if you pay by credit card, they will be included in the charge on your credit card statement.

Understanding the Business Details page

The Business Details page in your Search Ads account is located in your Account Settings, and will be the source we use to determine your tax status. New customers will be asked to complete the Business Details page upon creating an account.

The Business Details page includes:

  1. Legal entity name
    The registered name of your business as written in incorporation document and/or tax returns.
  2. Business location
    The country/region where your business is legally registered and where you are considered a tax resident. In many cases, this will be the country/region where your business’ main corporate office, headquarters, or principal business is located, or the country/region that your business lists on official company letterhead.
  3. Address
    The address where your business is legally registered and you are considered a tax resident of. In many cases, this will be the address where your business’ main corporate office, headquarters, or principal business is located, or the address that your business lists on official company letterhead.
  4. Tax ID
    Your business’s Tax ID number as it appears on your relevant tax registration certificate, including but not limited to:
    • VAT (Value Added Tax) ID (including the two-letter EU member state code at the beginning if applicable)
    • GST (Goods and Services Tax) ID

Credit card customers

The way we charge your account will change to reflect how your budget is being spent in each region. Say you have a $500 (U.S.) budget.

Previously: Charges appear as a single number that reflects all campaigns together every $500 (U.S.) or 7 days.
New: Multiple charges appear because they are itemized to show each legal entity where ads appeared, every $500 (U.S.) or 7 days.

For example, if you’re based in Australia but run a campaign in the US and UK, the charges will be itemized on your billing summary to show every region where your ads appeared. Depending on where your ads run, you may see up to a total of five separate charges on your billing summary at one time, but they won’t exceed your $500 (U.S.) threshold.

Please note that if you plan to run ads on the App Store in multiple countries, you should notify your credit card company to ensure that there will not be any issues processing foreign transactions.

How the tax change affects Line of Credit customers

Separate invoices will be issued by each Apple legal entity. However, we will also issue you an aggregated billing summary, so that you can use to make a single consolidated payment to Apple. Look for details in the Billing page under Account Settings.