When companies make payments to other parties, they are liable to deduct TDS from the payee and pay to the government. Only the remaining amount will be paid to the recipient. But in the case of Google Ads (and Facebook Ads too), we can't really deduct the TDS. Google expects us to make the full payment to Google and pay the TDS to the government as an additional cost. However, Google gives us an option to submit our TDS certificate to Google every quarter and claim a refund as "Ad credits" to the Google Ads account.
This article gives step by step instructions on completing the process to claim the TDS refund from Google in India.
The process to apply and claim TDS refund for Google Ads in India involves the following steps:
1. Make full payment for your Google Ads invoice to Google, without deducting any TDS amount.
2. Calculate the TDS amount (2% for Google Ads) and pay to the government and also file the TDS returns accordingly. While filing the TDS returns, use the PAN Number of Google (AACCG0527D).
3. Download the TDS certificate (FORM NO. 16A) from the Income Tax website
4. Follow the below steps to submit the FORM 16A to Google and claim the TDS refund
5. Google will refund the TDS amount as Ad credits to the same Google Ads account.
When calculating the TDS amount, do not include the GST amount. TDS needs to be calculated only on the actual invoci amount excluding GST. . If required, use the registered address of Google where applicable (Google India Pvt. Ltd., No.3, RMZ Infinity, Tower E, Old Madras Road, 4th & 5th Floor, Bangalore - 560 016).
Make sure you have logged in using the Google account that matches the Google Ads account for which you are requesting a refund. Then go to https://support.google.com/google-ads/answer/2375370?hl=en
On the above page, choose your country. If you have logged in, the country may be selected by default. Since this article is talking about claiming TDS refund for Indian Google Ads accounts, these steps are applicable only to the country India.
Now scroll down to the bottom of the page and read the text under the heading "Sending Tax Deducted at the Source (TDS) certificate", you will see the "by email" link, leading to https://support.google.com/google-ads/contact/billing_none.
WARNING: Do not go directly to this link. It won't work and you will be misguided to various help topics.
In the next page, you will see the title "Billing Issues". Don't worry about the misleading page title. You are in the right place to claim your TDS refund from Google Ads.
Make sure you have the correct email address populated in the email field. If you have logged in using your Google account same as your Ads account, the correct email address will be prepopulated for you.
Also, select the correct Google Ads account from the next dropdown. If you have multiple accounts, make sure you are choosing the right one. This is the account to which the TDS refund will be credited.
You also have to fill out a "Summary of the issue". Don't worry too much about this but just enter some statements saying "I am looking for TDS refund for the TDS amount I filed for my Google Ads account".
Now comes the most important part. You need to attach all of your TDS certificates (FORM 16A). Don't miss any of your certificates. If you submit very old certificates, Google may reject them. As to Google's TDS refund policies, you have to submit the TDS certificates and claim the TDS refund immediately after each quarter. However, Google may still accept the refund requests for a few more months even after the stipulated time.
Finally, click the "Submit" button.
Now your TDS refund request is submitted. You will get an instant automated email from Google mail id "[email protected]" with the following content:
We’ve opened a case for you
Thanks for reaching out.
Our team will begin working on your support request right away, so you won’t have to do anything else—you’ll be sure to hear from us as soon as we have an update. You can find the case ID for your request in this email’s subject line. In the meantime, please feel free to check the Google Ads Help Center for answers to your questions.
Thanks for advertising with Google! We look forward to helping you.
The Google Ads Team
You are all set. Just wait a couple of more days for your TDS refund to arrive in your Google Ads account. Google may send you further communication via email or phone regarding your refund request. If you are asked for any further details or documentation, respond to such emails and provide all the necessary details. As per Google's documentation, it may take 5 to 10 days for your refund to get credited into your Google Ads account,