Is There GST on Google and Facebook Ads in NZ? (2026 Guide)

When budgeting for a digital marketing campaign, many local businesses fail to account for taxation. Because Google and Meta (Facebook and Instagram) are offshore tech companies, there is widespread confusion regarding how New Zealand tax laws apply to their services.

Here is a clear breakdown of how Google and Meta handle Goods and Services Tax (GST) in 2026, why your invoices might look different depending on the platform, and how to stop leaking 15% of your ad budget due to incorrect account setups.

Does Google Ads charge GST in New Zealand?

Yes. Google applies a standard 15% Goods and Services Tax (GST) to all Google Ads accounts registered with a New Zealand billing address.

GST is applied directly to your total ad spend for the billing cycle, rather than being deducted from your daily campaign budget. For example, if you set your daily budgets to spend exactly $1,000 over the course of a month, Google will charge your payment method $1,000 for the clicks plus an additional $150 for GST.

Because Google provides valid tax invoices that comply with Inland Revenue (IRD) requirements, GST-registered businesses simply claim this 15% back as a standard business expense in their regular GST returns.

Does Facebook (Meta) charge GST in New Zealand?

This is where many businesses get caught out. Because Meta bills from its offshore entity in Ireland, it operates under New Zealand's "remote services" tax legislation. How you are taxed depends entirely on how your Meta Business Manager is set up.

Scenario A: You have entered your NZ GST number (0% GST) If you have provided your valid New Zealand GST number in your Meta billing settings, Meta treats your account as a Business-to-Business (B2B) transaction. Under IRD rules, Meta will "zero-rate" your supply. This means they charge you 0% GST. You do not pay the 15% tax, and therefore you do not need to claim it back.

Scenario B: You have NOT entered your NZ GST number (15% GST) If your account has a New Zealand billing address, but you have not entered your GST number, Meta assumes you are a consumer. In this scenario, they will add 15% GST to your advertising costs.

However, because your GST number is missing from the account, Meta issues a standard consumer receipt rather than a compliant B2B tax invoice. This means you are paying the 15% tax, but your accountant legally cannot claim it back from IRD. You are effectively paying a 15% penalty on all your advertising simply because your account settings are incomplete.

How to add your GST number to Google and Meta

To ensure your invoices are legally compliant and your tax reporting is seamless, you must add your New Zealand GST number directly to your billing profiles on both platforms.

For Google Ads:

1. Log into your Google Ads account.
2. Click the Tools and Settings icon and navigate to the Billing section.
3. Select Settings.
4. Scroll down to Tax Information and click the pencil icon to edit.
5. Enter your valid NZ GST number and click Save.

For Facebook and Instagram (Meta Ads):

1. Log into your Meta Business Manager.
2. Go to Payment Settings, then select Tax Info.
3. Enter your legal business name and your GST number exactly as they appear with IRD.
4. Ensure your business address is explicitly listed as New Zealand and click Save.

Meta will not retrospectively change old invoices. If your account is not set up correctly right now, you cannot claim the GST back on your past ad spend, so it is vital to check this before your next billing cycle.

Does GST apply to promotional credits?

No, GST is not applied to the free clicks generated by introductory offers. If you are a new advertiser claiming a Google Ads promotional credit, the free credit covers your actual click costs. Because no money is changing hands for the credited amount, there is no taxable supply. However, you will still be charged standard 15% GST on the initial cash spend required to qualify for that promotion.