An advertiser based in Germany, the US, or the UAE doesn’t pay Türkiye’s digital services tax directly. Their invoice still grows when their ads reach people in Türkiye. Both Google and Meta pass the tax on as a surcharge, and what triggers it is where the ad is delivered, not where the advertiser is registered.
In 2026, the Türkiye picture changed on both platforms. Google cut its Türkiye surcharge in January, and Meta introduced one in July.
The Rates at a Glance
The table below combines Google’s jurisdiction-specific surcharges page with the six countries listed on Meta’s location fees page.
| Country where the ad is delivered | Google Ads surcharge | Meta location fee (from July 1, 2026) |
|---|---|---|
| Türkiye | 4.5% (down from 7% on January 1, 2026) | 5% |
| Austria | 5% | 5% |
| United Kingdom | 2% | 2% |
| France | 2% | 3% |
| Spain | 3% | 3% |
| Italy | 2.5% | 3% |
The two platforms don’t charge identical rates in every country. An advertiser who plans a single “European surcharge” number for both platforms will be slightly off in France and Italy.
Why Türkiye’s Rate Moved
Türkiye’s Digital Services Tax (DST) has applied to revenue from digital advertising and online intermediation since 2020. The entity paying the tax is the platform, not the advertiser. A presidential decision published in the Official Gazette on December 25, 2025 cut the rate from 7.5% to 5% for 2026, and to 2.5% from January 1, 2027.
| Item | Previously | Currently |
|---|---|---|
| Digital services tax rate | 7.5% | 5% from January 1, 2026; 2.5% from January 1, 2027 |
| Google Ads Türkiye surcharge | 7% | 4.5% from January 1, 2026 |
| Meta Türkiye location fee | Not applied | 5% from July 1, 2026 |
Neither Google nor Meta absorbs this tax. Both pass it to advertisers as a surcharge on spend delivered in Türkiye. Google has been doing this since November 2020. Meta began passing on the surcharge starting July 1, 2026.
Google reflected the 2026 cut on the same day, lowering its surcharge by the same 2.5 points. As of September 14, 2026, neither Google nor Meta has announced what its Türkiye rate will be once the 2027 cut takes effect.
Where the Surcharge Shows Up
On both platforms, the surcharge is not added to campaign-level spend or cost columns. It appears as a separate line on invoices and in the billing section. Google notes that surcharges are subject to any applicable taxes, such as VAT, in addition to the surcharge itself.
Because campaign reports exclude it, platform-reported ROAS and CPA are always slightly more optimistic than the invoice. The difference is not an error; it comes directly from the surcharge line.
| Example monthly account | Google Ads | Meta Ads |
|---|---|---|
| Dashboard spend | 100,000 TL | 100,000 TL |
| Country surcharge rate | 4.5% | 5% |
| Surcharge amount | 4,500 TL | 5,000 TL |
| Invoice base (before VAT) | 104,500 TL | 105,000 TL |
| If dashboard ROAS is 4.0, actual ROAS with fee | ≈3.83 | ≈3.81 |
These amounts exclude VAT and other taxes. Which taxes apply depends on the invoicing entity and the advertiser’s tax status.
Estimating a Blended Surcharge for Multi-Country Campaigns
Most international advertisers don’t run Türkiye-only campaigns. A campaign that targets several countries pays a different surcharge on each country’s share of delivery, so the effective rate depends on where the budget actually lands.
The practical approach is to pull spend by country from the platform’s location report and weight each country’s rate by its share.
| Country | Share of Meta spend | Meta location fee | Weighted contribution |
|---|---|---|---|
| Germany | 50% | 0% | 0% |
| Türkiye | 30% | 5% | 1.5% |
| France | 20% | 3% | 0.6% |
| Blended fee | 2.1% |
This number shifts whenever the algorithm moves budget between countries. A campaign that drifts toward Türkiye because CPMs there are lower will also drift toward a higher surcharge. The lower CPM should be judged after the fee, not before it.
What to Watch Before 2027
Türkiye’s tax rate halves on January 1, 2027. Google’s 2026 behavior suggests its surcharge may follow, but no date or rate has been published yet. Advertisers building 2027 budgets for Türkiye can use the current rates and revisit both help pages in December and January.
Quick Take
The surcharge looks small in isolation. In low-margin e-commerce, a 5% fee can push a profitable campaign to breakeven. With Meta’s July launch, both major platforms now show a split between campaign dashboard cost and actual invoice cost in Türkiye. Using a fixed correction factor in your reports clarifies budget conversations from the start.