Choosing a pricing model

This page contains information about the pricing models you can choose for virtual machine (VM)-based products. Review the information to decide on a pricing model for your product.

You can choose one of the following pricing models for your product:

  • Free: Customers only pay for the Google Cloud resources that they use, such as the cost for running VM instances. If you are offering your product free of charge, skip to Adding your pricing model in Partner Portal.

  • Bring your own license (BYOL): Customers pay you directly for the product itself, and are billed separately for the Google Cloud resources that they use. You are responsible for making sure that your customers are using a valid license for your app.

  • Usage-based pricing: Customers pay for your software based on measurements that you choose, called metrics, such as the amount of RAM used by a VM product.

For any pricing model you choose, you can also offer a free trial of your product.

After you have decided on your pricing model, you must add it to your solution in Partner Portal so that it can be processed.

Bring your own license (BYOL) pricing

If you want to bill customers yourself, you can choose a Bring your own license (BYOL) pricing model. You must provide a way for your customers to get a license from you, typically through a website. Cloud Marketplace asks that customers get your license ID before deploying a BYOL product. After the deployment, you are responsible for validating the license ID entered by the partner.

Google will bill the customer independently for infrastructure usage costs of running the product.

If you want to use a BYOL pricing model, skip to Adding your pricing model in Partner Portal.

Usage-based pricing

VM products are priced by usage, so customers pay for your software based on measurements that you choose, such as the number of vCPUs used.

If you want to set up a usage-based pricing model, we recommend deciding on the model as early as possible and submitting it for processing. It can take up to two weeks to process your pricing model, but you can continue setting up your product with Google Cloud Marketplace while the model is being processed.

Defining your pricing structure

For usage-based pricing, select one of the following options:

  • Fixed pricing: Charge a single hourly rate for your product. Customers are charged based on the length of time the product is used, in increments of minutes.

  • Resource-based pricing: Charge a rate based on the resources in the product. Depending on their workloads, users can choose the number of vCPUs and the RAM that they can add to their VMs. For products with heavy computation needs, users can also add GPUs to their VMs.

    You can charge by the number of vCPUs, size of the system's memory, number of GPUs, or a combination of these options.

    If you choose resource-based pricing, for each type of resource, choose one of the following models:

    • Flat rate: Set a per-unit price for resources. For example, you can set a price for every vCPU used in the product.
    • Tiered: Set a price by tiers. For example, you can set one price for 1 to 5 vCPUs, another for 6 to 10 vCPUs, and so on.

Google bills users on a monthly basis for software and infrastructure use.

Adding your pricing model to Partner Portal

After you have decided on your pricing model, you can add it to Partner Portal. We recommend completing this step and submitting your pricing for processing as early as possible.

You can't modify your pricing model while it's under review.

The direct link to Partner Portal is:

In the list of solutions, click the name of your solution.

Next to Licensing & Pricing, click Edit. Follow the steps for the pricing model you want to use:


  1. Select BYOL.

  2. In the License Acquisition URL field, enter the URL that customers must use to get their license.

  3. To submit your pricing model, click Submit price model.


  1. Select Free.

  2. Click Submit price model.

Fixed price

  1. Select Fixed price.

  2. Add the Solution price / hour that you want to charge customers for using your product.

  3. Click Submit price model.

Resource-based pricing

  1. Select Resource-based pricing.

  2. Click Add another to begin adding metrics to your product.

  3. Add the following information about each metric:

    • Price by: The unit that this metric measures. It can be either the number of CPUs, the amount of RAM, or the number of GPU dies used for the product. If you want your pricing to account for more than one of these units, you can accomplish this by adding additional metrics.

    • How should the solution be charged?

      • Flat per-unit cost: The flat cost, per unit of measure per hour, for this metric.

      • Tiered rates: The cost per hour, which varies across multiple tiers of usage. For example, you can set one price for 0 to 128 GB of RAM per hour, another price for 129-256 GB of RAM per hour, and so on.

  4. To set up a pricing tier, click Add tier, and add the lower limit for the tier. By default, the first tier starts at 0. The upper limit of each tier is updated when you add the lower limit of the next tier.

  5. Repeat the above steps for every metric in your pricing model.

  6. When you are ready to submit your pricing model for processing, click Submit price model.

(Optional) Offering trial software

If you want to offer a trial of your software to Google Cloud users, fill out the Google Cloud Marketplace solution trial intake form. You must specify:

  • The trial period, for example, 30 days.
  • The maximum credit, in USD, that the trial is limited to.

Customers can choose any of your pricing plans, and the trial credit applies to the plan that they choose.

The trial ends when the customer reaches the credit limit, or at the end of the trial period, whichever comes first. For example, if you offer a 15-day trial with a maximum credit of $100, the trial ends when users reach the $100 limit, or at the end of 15 days.

At the end of the trial period, customers are charged based on the pricing plan that they chose. If the customer changed their plan during the trial, they are charged based on their new plan.

If your product's pricing is usage-based, we recommend a trial credit limit that is twice the cost of the usage that you expect.

Updating the price of products after launch

If it's been at least 60 days after your pricing model has been published and approved, you can update the price of your product.

To update the price of your product, follow these steps:

  1. Fill out a pricing sheet.
  2. Fill out the Price Change Request form to send the request to the Operations team.
  3. The Operations team will reply within two business days to confirm receipt of your form, or ask any necessary follow-up questions.

It takes about one week for a price update to take effect. If you are decreasing your price, your price decrease does not require any additional waiting period. If you are increasing your price, it takes an additional 45 days from the Operations team's confirmation of receipt of your request for the price increase to take effect. This time window includes 15 days to draft and send a message to active users, and 30 days for users to review the price change.