What happens when a user clicks on an ad?

• A. An advertiser bids the amount they are willing to pay for a click
• B. The advertiser's bid is charged to their account immediately
• C. The user is charged for the click
• D. The ad is paused after a click

Answer: (A)

When a user clicks an ad, the advertiser is charged for that click. The amount is the actual cost per click (CPC) determined by the auction, which takes into account the advertiser’s maximum CPC bid, the competitors’ bids, and the ad quality. The bid sets the ceiling you’re willing to pay, but you don’t necessarily pay that full amount—the final CPC is often lower and is driven by the auction. Billing happens on the advertiser’s payment method according to the account’s billing schedule, not instantly per click.