Advertisers using Demand Gen campaigns will soon experience a change in billing. Starting July 15, 2026, campaigns using view-through conversion (VTC) optimization will switch from cost-per-click (CPC) to cost-per-thousand impressions (CPM) billing.
This shift only affects campaigns with VTC optimization enabled. Google states that this update aligns billing with campaign objectives to enhance attribution for impression-based conversion optimization.
Campaigns will transition automatically, but advertisers have the option to opt out by disabling VTC optimization.
It builds upon Google’s earlier introduction of VTC optimization for Demand Gen campaigns, reported in an October 2025.
This update was shared by Arpan Banerjee.