Meta Ads soon will become more expensive (by at Least +2%)

Meta has announced another change: new “location fees” will soon be introduced and added on top of advertising budgets.

Starting July 1, the following surcharges may be applied after ad delivery in several European markets:

1. United Kingdom: 2%
2. France: 3%
3. Spain: 3%
4. Italy: 3%
5. Austria: 5%
6. Turkey: 5%

These surcharges are intended to cover Digital Services Taxes (DST) that several European countries have introduced for digital platforms.

Until now, Meta has absorbed these costs itself, but going forward they will be passed on to advertisers.

What advertisers should know

• These surcharges will not be deducted from the campaign budget;

• They will be added on top of advertising costs after ads are delivered;

• Standard taxes (such as VAT) will still apply to the total amount.

This means advertising costs may increase even if campaign performance remains the same. As a result, it becomes even more important to ensure that every advertising euro works as efficiently as possible.

One of the most effective ways to achieve this is by improving the quality of the data you provide to Meta’s algorithms for campaign optimization.

Higher-quality event, product, and customer data enables:

• smarter optimization;
• less wasted budget;
• higher returns from the same advertising spend.
  
  
  There is no currently no information on whether location-based allowances will be applied to the Baltic states.