How to Avoid Service Tax for Online Ads in India (Legally)

by Deepak Kanakaraju on November 27, 2015

If you spend money on online advertising in India, you have to pay 14.5% service tax on your ad spends. Because “online advertising” is a service and all services attract a service tax in India. This is an indirect tax, a tax on consumption unlike a tax on income.

avoid service tax india online ads

Online advertising was exempt from service tax for a while from 2012 to 2014 but it has come back again to give digital marketers in India a pain in the __.

So if you are spending Rs.100 on online ads and earning Rs.100 in sales, you are breaking even, right? Actually no. Because you are going to end up spending Rs.114.5 with the taxes on online advertising.

For example, when you spend money on Google AdWords or any other website in India, they will levy you extra 14.5% service tax on your bill.

This number is not shown in your ads dashboard in Google AdWords. You may be thinking that you are spending Rs.100 per conversion but in the end you will pay Rs.114.5 per conversion. (More about Google AdWords payments later in this article).

This Rs.14.5 per Rs.100 service tax goes to the Indian government and they don’t care whether you made a profit or not while running your business. This is tax on spending, not on income or profit.

So here you end up losing money in taxes even if your business has not profited. That’s bad, unfair and unethical.

And if all this is not enough to make you angry, hear this: Print Ads are exempt from service tax! An industry that is mature enough, decades old and suspected of having unaccounted money in circulation of its economy. 🙁

Why Service Tax?

Thinking from the first principles, service tax and VAT are taxes on consumption. Service tax on consumption discourages spending and encourages savings and investment. It is an indirect tax and indirect taxes nearly account for 50% of all taxes collected.

This is actually good for consumers & the nation. People will spend less on restaurants and spas. With the money left over they will save more. Since they will save the money with a bank account, banks will have more cash reserve to loan out money to businesses. And if businesses get credit, they will invest money and create jobs and help grow the economy.

But when businesses spend on services, it is an investment. Not an expense that has to be discouraged. In my opinion, service tax on spends should be exempt for all business entities.

I invest in online ads and I am not spending it. I am building my email list, my brand, my business etc. that will eventually create more jobs and boost the economy.

How to Avoid Service Tax Legally?

So how does a small business or a solopreneur like me avoid service tax on online ad spends? I look for legal ways to avoid paying this tax. Right now, honestly, I am not even making a direct profit from the ad spends. I am still building my brand and other business assets.

The profits are going to come after a few years and at that time I won’t hesitate paying the income taxes. Paying taxes on profit is fair.

So, here’s the work-around: if you buy services from abroad, there is no service tax. (Same goes for exporting services). You can pay people/companies for ads who are not in India and there is no service tax liability.

Many online giants like Google and Facebook – where we would end up spending most of our ad dollars have presence in multiple countries. If you pay Google India, there is a tax. However if you pay Google US, there is no tax.

So all my Facebook Ad Spends in India doesn’t attract a service tax because I am paying in USD using my credit card. The money goes to a Facebook company incorporated outside India.

Paying for Online Ads in $ With Credit Card

If I pay in USD using my credit card, there is a 3.5% currency conversion charge levied by my bank that cannot be avoided. They call it Foreign Currency Markup Fee. First the amount is converted into INR on the existing conversion rates.

facebook ad spend

And then there is a consolidated fee that is charged for all the conversions they made.  There are some credit cards that charge only 2 – 2.5% on currency conversion but they come with annual charges and other hidden costs. Or you have to be a long term loyal customer to get such cards. HDFC Regalia Credit Card has only 2% FCY Markup Fee.

Most of my basic credit cards with little no no annual fees charge 3.5% FCY Markup. (And again the Indian government wants 14.5% of that charge! And there is some more tax on the taxes).

Look at this screenshot from my credit card statement!

taxes on fees - india

That makes it 4% on the currency conversion fees. So if I spend $100, I am spending $104. But it is still a lot less than 14.5%

Facebook Payments in India

As far as I know, Facebook charges for advertising only in USD. You can pay via PayPal, Credit Card and certain debit cards. So there is no issue of service taxes. Read this article to learn more about payment options in India for Facebook Ads.

facebook payment options

However, while creating an account, if you see an option to choose INR or USD, choose USD. I believe Facebook will be rolling out more options for payments in India as they expand in India.

Google AdWords Payments in India

You can avoid the Service tax on Google Adwords spends if your account is in USD. While opening an AdWords account, you will have the option of INR or USD. I always choose the USD payment option and pay using my credit card. This doesn’t attract service tax because you are not paying it to Google India.

adwords no tax india

If you spend in INR, you have options of loading funds in your account with Netbanking payments. That’s the only upside of having an AdWords account based in INR. But you will be charged extra for service tax.

Look at the following screenshot. For Rs.25,000 in ad spend they have deducted Rs.3070.18 in Service Tax.

adwords service tax in india

The service tax was only 14% until recently. Now it has gone upto 14.5%. Swachh Bharat Cess (SBC) it is. India better be clean now!

Here’s the email I got from Google:

This is to inform you that as per the notification issued by the Ministry of Finance, Government of India (Notification No. 21 dated 06 Nov 2015), effective rate of Service tax has been increased from 14% to 14.5% with effect from 15 Nov 2015 on account of levy of Swachh Bharat Cess (SBC).

Due to the said change in India’s Service tax regulations, effective 15 Nov 2015, Service Tax @ 14.5% will be applicable on sale of online advertisement space by Google India Private Limited. This change will take effect for all invoices dated on or after November 15, 2015 raised with respect to sale of online advertisement space.

Notice that it is Google India Private Limited. They are not allowed to charge you in USD. So the payments will go to Google India only when you pay in INR. However if you pay in USD, Google India cannot receive the payments and hence there is no service tax.

Same goes for hosting and email marketing services as well. If you pay in USD to companies in abroad, there is no service tax.

Are You a Publisher?

If you are a publisher (blogger, website owner etc) then you have to charge service tax to your buyers (in India) when they are buying ads on your website. This is applicable only if the total receipts exceeds 10 Lakhs INR in one financial year. (oh, how generous!).

service tax on ads online

(Image Source: HellBoundBloggers)

However, there is no service tax if a foreign company buys ads on your website. Technically, you are exporting a service (online advertising) and there are no service tax for that.

There is no tax for exports because Indian government wants to encourage foreigners to buy from India. This helps us (India) build foreign currency reserves.

As of November 13th, RBI has $352 Billion in foreign currency reserves. If you sell an ad slot for a billion dollars on your website to a company outside India (hypothetically) then RBI’s FCY reserves would go up by another $1 Billion to $353 Billion.

And in turn RBI would give you Indian rupees on the current conversion rates – that gets deposited in your bank. $1 Billion. That would be ~Rs.6,600 Crores.

Service Tax Double Taxation?

If you spend Rs.100 on online ads, you will pay Rs.14.5 service tax on it. However, if you sell a service for Rs.100, you need to charge your buyer another Rs.14.5 in service tax. This is when all transactions happen within India, which in some cases in unavoidable.

Example, if you are a publisher, you spend money on ads and you earn money on ads. However, you will not be double taxed.

Here, there is an option to balance it out.

  • Service Tax that you charge to your buyer while selling a service for Rs.100 is Rs.14.5
  • Service Tax that you pay for every Rs.100 spent on services is Rs.14.5. (On online ads or other business operations)

Which means that your buyer who is consuming the end-product is paying the tax and you are just the middle man.

The service tax that you collect from your buyer is something you can keep for yourself because you have already paid Rs.14.5 service tax in the process of running your business.

To help you understand better, if you are selling a service for Rs.200 (you would collect Rs.29 in taxes from your buyers), and if you have bought services for Rs.100 (you would have paid Rs.14.5 in taxes).

Now you have to pay the excess Rs.14.5 (29-14.5) that you have collected from your buyers. So your total service tax tax obligation is Rs.14.5 (and not Rs.14.5+29 = Rs. 43.5).

So service tax is not doubled taxed. However, if you are selling a product, then you are screwed. You have the charge VAT on your products that goes to the state government, and there is no balancing it out. Consult a financial expert for more advice on it. I am not an expert in this. (Disclaimer is given at the bottom.)

Additional Burden of Compliance

Service taxes on online ads burdens the publishers and advertisers with extra compliance requirements. While you are spending money on services there is no process involved because you are paying extra with the taxes, and the seller of the services takes care of paying the service tax to the government.

However, if you are selling services and collecting service tax from your buyers, you are responsible for going through the red tape and paying the taxes to the service tax department.

That process also costs time and money (like going in a cab, consulting an expert or making phone calls regarding this – which again has service taxes – which you pay from the income you made on which you have already paid income taxes!) 🙁

If service tax for online ads is exempted, webmasters can save time and money, that could otherwise be invested in creating value through our business.

Sign my petition to Arun Jaitley on requesting exemption of service tax for online ads.


So right now, it makes business sense not to buy or sell ads within India. Eventually, the people who designed such a tax system are incentivizing us to make foreign companies richer and Indian companies and service providers poorer.

By now you would have noticed that this post was more of a rant apart from the information provided here. I started it as an informative post but I couldn’t help complaining and some inserting some sarcasm.

There could be factual errors in this article. Don’t rely on this article for business decisions. Consult your Lawyer, CA and do your own research. I have to say that: this article is for entertainment purposes only, just to cover and insure my @$$!

{ 26 comments… read them below or add one }

Piyush Parmar November 27, 2015 at 10:55 am

very good information you share


Hitesh November 27, 2015 at 11:00 am

Thanks, Deepak. Very useful for Digital Marketers and startups!


Tech Support Leads November 27, 2015 at 11:57 am

I am really very happy to read this blog… I used to spends on adwords and everytime theu are deducting 14.5 as ST which really hurts the solepreneur.. But I have aquestion, can i convert my adword account from INR to USD???


Deepak Kanakaraju November 27, 2015 at 12:16 pm

No. You have to open a new adwords account with USD billing. That’s what I am doing for my projects and my clients. Make sure you do not violate their TOS.


Tech Support Leads December 19, 2015 at 11:06 pm

Thanks for the prompt response


Deepak November 27, 2015 at 12:02 pm

Very Interesting.


Sagar Singhal November 27, 2015 at 8:03 pm

This is really a very good article. I see how to save money and it would be wise to have good business relationships with foreignn companies if your want to earn more in India.
I just came to Malaysia for about 2 months on a business trip and it opened my like like a bottle opener.
This article has given me a huge power and energy to make more business relationships with these foreign companies.

Do let me know if there are more ways to make good money by using this opportunity.


Deepak Kanakaraju November 27, 2015 at 2:20 pm

Quick Update: A few people replied to me and pointed me to Section 66A of the finance act which talks about something called “reverse charges”.

It says that you have to pay service tax as a receiver of the service from abroad since you are consuming it in India. But in general service tax liability is always the burden of the seller, not the buyer.

I contacted more than 5 companies who buy services from US, and none of them are paying any service tax on imports. Most of the CAs are also unaware about how to implement reverse charges. There are a lot of conflicting ideas and rules when it comes to this area.

So even if I want to pay service tax on import of service, I don’t know how and many CAs don’t know about it.

I will update this article if and when I get more clarity. For now, the information in the article is 99% accurate 😉


Sohel November 27, 2015 at 7:06 pm

Nice Information for Us. But if We Pay Direct Google US So Indian Tax Department Take any Action ??


GM December 3, 2015 at 12:40 pm

Hi Deepak,

I have talked to my accountant in detail about it and here is what he points out:
1. Fill out form 15CA in case of foreign payment
2. Pay TDS on the same as per DTAA
3. Pay Service Tax

Basic explanation on above steps:

Why fill form 15CA: This year our government made it mandatory to fill out form 15CA and/or 15CB in case of any foreign transaction.

Why deduce TDS: Any import of service falls under section 195 hence it must be paid

Why pay service tax: It goes under reverse charge mechanism so it must be paid to our gov.

If we obtain No PE and TRC certificate, there may be some tax relaxation. But most of the foreign companies do not provide the same.

I may not be exactly accurate as these tax jargon are beyond my understanding and very hard to remember.

So if I pay $100 to a foreign company, the actual spend is $100 + $25 (TDS) + $14.5 (ST) = $139.5 hence it is very difficult to cope up with this situation.

Since there is a huge amount of ambiguity on the above fiasco, most of the people do not comply or fall under “ignorance is bliss” scenario.

Information found on internet is too old like old cases from 2011 but these things changed after 2013.

I generally purchase domain, hosting, fiverr gigs etc. and all these taxes cut my profit. I’ve not done online ads but I am planning to do so but these taxes refrain me to do so. I am looking a legal way out of it.
I would really appreciate if you can put more light on it.

With Regards,


Deepak Kanakaraju December 3, 2015 at 3:36 pm

Hi GM,

Thanks for the information. Now there is more confusion 🙂

I will cross the bridge when it comes.


happy new year 2016 December 18, 2015 at 12:21 am

Thanks for the information. Now there is more confusion


happy valentines day 2016 quotes January 26, 2016 at 9:44 pm

thanks for the info


sinead March 22, 2016 at 11:04 am

Thanks Deepak. Keep investigating these dumb taxes. There is a loop hole the size of an elephant in this !


Arpita April 3, 2016 at 12:48 am

Mr. Deepak, thanks for useful info..when I spoke about the same to other person, he was asking about proof. What can be provided with as proof,which is the rule number.


Arpita April 3, 2016 at 12:50 am

Mr. Deepak, thanks for useful info..when I spoke about the same to other person, he was asking about proof. What can be provided with as proof,which is the rule number. And he is asking govt. notification..where will I get it..


shahbaz anwar April 20, 2016 at 10:22 am

There is aservice tax liability on import of service . You need to pay out under reverse charge mechanism. Reverse charge mechanism initially started with import of services and GTA for a decade ago now having covered many transactions. So service tax on import of services is not a new concept. Perhaps you didnt put a proper facts of case before CAs for such advisory.


Ankish Gandhi April 28, 2016 at 2:07 pm

Service Tax is payable even if we import services.. in this case we would have to pay service tax on Reverse Charge Basis. If payment is made to Google US service tax will paid under RCM (Reverse Charge mechanism) and if payment is made to Google India, the Indian company itself will charge service tax on Forward Basis.


Bikash Mohanty April 29, 2016 at 10:50 am

Dear Deepak,

I am going to start an ecommerce business & your article says that if I choose payment method USD then no service tax will be charged.

Is it works on till date?


gurnoor atwal May 27, 2016 at 6:00 pm

Dear Bikash

If you chose payment method as USD then you will need to pay service tax under reverse charge basis wherein the service receiver pays Service tax to the government. Moreover, you will need to get service tax registration also and file service tax returns on half yearly basis. Also, you will have to deduct TDS for making foreign payments under section 195 of the Income Tax Act and file TDS returns quarterly.
So you will end up paying more and also have to manage administrative expenses for filing the returns


Hemant May 12, 2016 at 10:21 am

It will never workout ! You are saying that if we will purchase the service in $ from outside in India , import of services law will be applicable on that situation and need to pay ST 14.50% for GOVT of India
And that paid taxes with not used for take input of service tax because front party can’t take the input for the same , so total conclusion is zero



Hiren June 2, 2016 at 8:05 am

Perheps you needs to look in to concept of Reverse charge as You need to pay service tax on Reverse charge basis on all Import of service. so you can not escape from this liability. People Not aware is different thing but department aware about this.

further, Better course would be to pay such tax on RCM basis and take credit.



Nergis Parikh June 4, 2016 at 4:17 pm

Hi Deepak, what do you think about the recent equalisation tax of 6% that has to be deducted for the company which makes payments exceeding Rs 1 lakh in the aggregate in a financial year to a non-resident service provider for its services? Does this also apply to individuals?


Pritish Goyal July 7, 2016 at 7:38 pm

Hi, I have a eCommerce, we do lot of advertising on Facebook. Do we need to pay service tax on the payment made to facebook for advertisement under reverse charge mechanism @6%?


Sudhir Singh September 2, 2016 at 2:03 pm

When buying an online advertisement service from a Foreign Company the service tax is exempted only if you are a individual buyer as a business service tax has to be paid on reverse charge basis. So this blog is misleading. Service tax is finally paid by consumer. Since non-residents (individuals or businesses) can not be taxed by indirect tax this tax is to be paid by the consumer in India if the consumer is not an individual.

In addition there is a 6% equalization levy which is again responsibility of business. Here also individuals are exempted.

Thirdly some people preach that you can buy in your personal name on credit card and claim from company. If such transactions are small service tax department will not even bother. If the transactions are substantial please do not do in personal credit cards also. If the consumption by company/business is established there will be more trouble.


Vikky September 26, 2016 at 11:03 pm

Paying in US$ currency will that require an US address for setting up the account ?
If US$ payment with no service tax is fine with Indian address : I would like to know if there are chances of Adword account getting suspended for not following TnC.
Also can I use the same credit card which I paid for INR account & now for US$ as a currency in setting up a new account.

It seems a good way of evading service tax.


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