Google Ads real cost calculator
The panel amount differs from what your business pays. Regulatory operating cost is added to the Google Ireland invoice, followed by reverse-charge VAT and withholding tax. Enter your budget to see the difference.
The amount you plan to spend in Google Ads.
Revenue you expect per lira of advertising spend.
Actual monthly cost
TRY 12,018
In the panel TRY 10,000 spent; multiplier 1.20.
- Media spend
- TRY 10,000
- Regulatory operating cost (4.5%)
- TRY 450
- Invoice amount
- TRY 10,450
- Withholding tax (15%)
- TRY 1,568
- VAT (20%)excluded from cost because it is deductible
- TRY 2,090
Your target 4 means the multiplier needed to maintain the same profit after actual costs is
4.81
The calculation is for businesses resident in Türkiye advertising through Google Ireland invoices. Rates reflect the rules at the start of 2026; consult your accountant for an individual assessment. The calculation is explained in chapter four.
What the calculation items mean
- What is the regulatory operating cost?
- Google adds this item for advertisers in Türkiye: 4.5% since 1 January 2026, on top of media spend. TRY 10,000 therefore becomes a TRY 10,450 invoice.
- Who pays reverse-charge VAT?
- For services from Google Ireland, the Turkish recipient declares and pays 20% of the invoice through VAT-2. If deductible it is not a final cost; otherwise it is.
- How much withholding tax applies, and who owes it?
- The stated rate for internet advertising is 15%, owed by the Turkish payer on the invoice amount and paid by withholding declaration. It is a direct, non-deductible cost in this calculation.
- What does TRY 10,000 of panel spend cost my business?
- About TRY 12,018 with deductible VAT: 10,000 media, 450 regulatory cost and 1,568 withholding. Without deduction, add 2,090 for TRY 14,108. Multipliers are approximately 1.20 and 1.41.
- Should I adjust target ROAS accordingly?
- Yes. Panel ROAS omits actual costs. Multiply the target by the relevant cost factor to preserve the same profit; the calculator also shows the adjusted target.
Rates reflect 2026 rules; last reviewed . Consult your accountant for an individual assessment.
Stay informed about the series
Rates change with regulations. We email when the calculator is updated or a new book is published, and nothing else.
The calculation is explained in chapter four
The book explains which items go in which returns, with invoice examples and questions for accounting.
Explore book 1