Google Ads has changed the way it charges advertisers for certain Demand Gen campaigns shown on Google Discover.
Starting July 15, 2026, eligible campaigns using view-through conversion optimization will move from cost-per-click billing to cost-per-thousand-impressions billing, commonly known as CPM.
Under the previous system, advertisers were mainly charged when someone clicked their advertisement. With CPM billing, advertisers will pay whenever their ads receive 1,000 impressions, even when users do not click them.
Why is Google Making This Change?
View-through conversions happen when a person sees an advertisement, does not click it, but later visits the business and completes an action such as making a purchase or submitting a form.
Because these campaigns focus on the impact of ad views, Google is matching the payment model with the campaign’s main goal. Advertisers will now pay for visibility rather than clicks alone.
What Does This Mean for Businesses?
The update may change how quickly advertising budgets are spent. A campaign receiving a large number of impressions could use its budget faster, even if it receives fewer clicks.
Businesses should closely review:
- Advertising spend and daily budget
- Number of impressions
- Cost per 1,000 impressions
- View-through conversions
- Cost per lead or sale
- Overall return on advertising spend
Advertisers should not judge these campaigns only through clicks. They must also check whether people who viewed the ads later became customers.
What Should Advertisers Do Next?
Businesses should review their Demand Gen settings and identify campaigns using view-through conversion optimization. Campaign performance before and after the billing change should be compared carefully.
At iMili Corp, we believe digital growth should be supported by clear data, smart planning and regular optimization. This Google Ads update is another reminder that businesses must actively manage their campaigns instead of allowing automation to spend without proper monitoring.
The CPM model can still produce strong results, but success will depend on quality creative content, accurate tracking, suitable audiences and careful budget control.