If you are asking what Google Ads management costs, the honest answer is that there are two separate costs, and most people only budget for one. This guide breaks down both, so you know what to expect before you hire anyone.
The two costs
- Ad spend. This is the money you pay Google when people click your ads. It goes to Google, not to the agency.
- Management fee. This is what you pay the person who builds, runs and optimizes your campaigns.
How much ad spend do you need?
We recommend at least $1,500 per month in ad spend, and more in competitive industries. The right number depends on your industry, because every industry has a different cost per click. A click for a plumber, a law firm and an online clothing store can cost very different amounts. Your budget has to be large enough to buy enough clicks to learn from. If it is too small, Google never gets enough data to optimize, and results stay slow and unreliable.
We provide a specific budget proposal for your industry, based on your goals and your market.
What does management cost?
Our fee is a percentage of ad spend, on a sliding scale from 20% down to 10%. The percentage drops as your budget grows. There is a $1,000 per month minimum service fee. For some accounts we can offer a flat monthly fee, which we discuss in your proposal. We confirm the exact fee before you start.
What management includes
We build, launch and manage every campaign type on Google Ads and Microsoft Advertising: Search, Shopping, Performance Max, Display, Video and Demand Gen. That covers keyword research, ad copy, conversion tracking, bid and budget management, negative keywords and regular optimization.
What is not included
Ad creative is normally supplied by you. If you want us to create it, graphic design and video editing are separate services at a separate cost.
How long until you see results?
Expect about 3 months for reliable results. The first 4 to 6 weeks are for collecting data and early signals, such as click quality and cost per lead. By month three there is enough data to scale what works.
Do you need a long term contract?
No. We work month to month. We do strongly recommend staying at least 3 months, though. Campaigns need that long to collect enough data to learn. Stopping earlier is counterproductive, because you pay for the learning period and leave before the results come.
How to compare quotes
- Ask whether the fee is a flat rate or a percentage of spend.
- Ask who actually manages your account.
- Ask how conversions will be tracked and reported.
- Ask about contract length and cancellation.
- Be careful with any promise of guaranteed results.
Not sure where your budget should start?
Request a free audit and we will tell you honestly what we would do.