Google Ads Management Pricing

How Much Are Google Ads Management Fees?

Google Ads management pricing and fees can vary quite a bit between management companies.

Before we go over them, it is important you understand the difference between ad spend and management fees. Ad spend is what you will pay directly to Google. When people click on your ads you get charged by Google. That is different than management fees, which is what you pay a company to manage your account.

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Below you will find some common pricing models Google Ads management companies will use.

Percentage Of Your Google Ad Spend

This is simple for agencies to use. They simply charge a percentage of what you spend in Google Ads. For example, let’s say you spend $5,000 a month. The management company you use charges 20%. You will pay them $1,000 in management fees.

This pricing structure usually has a sliding scale where the more you spend, the smaller the percentage you pay is. An example pricing structure might look like this:

Tier 1 – Spend between $500 and $1,999 and the percentage you pay is 20%

Tier 2 – Spend between $2,000 and $4,999 and the percentage you pay is 15%

Tier 3 – Spend between $5,000 and $9,999 and the percentage you pay is 10%

Jumpfly uses a pricing strategy like this. Read more about Jumpfly pricing

There is a downside to this. It does a poor job of factoring in the actual management. It’s purely price driven. Let’s go over an example.

Let’s say you start off the first couple of months spending $1,000 a month. You like the results so you decide to throw another $1,500 a month towards the budget. You are now spending $2,500 a month, which puts you in the next tier (reference tier examples above). Your management fee just went from $200 a month to $375.

Often times, the only thing the management company had to do was increase your daily ad spend. Just because you decided to spend more does not mean there is a ton of extra work the management company needs to do.

This is why this model does not always make sense for you; the client.

Hourly Pricing

This is far less common with Google Ads management agencies. You will find hourly rates are typical with freelancers.

Fixed Rate Google Ads Management Pricing

This is where companies give you a custom, fixed price based on your feedback and what you want to do with your Google Ads account. It is not simply based on your ad spend. Management companies will factor in your ad spend, but it is not the only factor.

Other considerations with this model can include your business type (lead gen vs eCommerce), the campaign types you want to run (Search, Display, Remarketing, Youtube, etc) and the number of campaigns.

This is the type of Google Ads management pricing we follow. Our average monthly management fees for clients tend to be in the $300 – $500 range. For white label ppc clients, this number is even lower.

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Google Ads Setup Costs

Some management agencies will have setup costs. If you don’t have a Google Ads account already, then you can expect to pay a one-time setup fee. This is common.

What if you already have a good Google Ads account running?

Some agencies will waive a setup fee if they think it is in good enough shape to work with. Many of the larger agencies will charge you a setup fee no matter what. Often times, this is there way of increasing the total management fee they charge you for the first two to three months. They require this setup fee for all new clients.

Our approach with existing accounts is simple. If we think what you have running is good enough to work with, then we waive any setup fees. If we think your campaigns are beyond repair, then we will quote you a setup fee.

Additional Google Ads Management Fees

I’ve seen a few companies advertise add-on fees. They present a basic monthly fee for Google search ads. Sometimes they limit the number of campaigns or keywords they will give you.

For example, they may give you a management pricing quote of $500 a month for up to 2 search campaigns and 100 keywords. If you want to add a remarketing campaign, then there is an extra fee. If you want to increase the number of keywords you want to target, then there is an extra fee.
If you want to add a display campaign, then there is an extra charge. If you want…. you get the idea!

Just make sure you understand whether or not the company you are in talks with has this type of Google Ads management pricing structure.

In my opinion, this is a very short-sided pricing structure. It starts off with the wrong mindset. It puts costs well above what is best for the client. Ideally, you want a Google ads partner who gives you a solid quote to manage the account and then does whatever it takes to improve it. If that means testing new campaign types and adding new keywords, then so be it.

This pricing structure puts more emphasis on trying to nickel and dime for additional work. The additional work should already be “baked” into the original quote.

Small business PPC management fees can range quite a bit. Hopefully that helps give you an idea of some of the different Google Ads management pricing models and fees.

Our Google Ads Management Approach

Effective Management Is Key

Effective Google Ads campaign management is the most important aspect of running any successful Google Ads account. Without properly and consistently managing a Google Ads account, performance will eventually decline, wasted ad spend will increase and sales will suffer.

There are simply too many “moving parts” (competitor landscape changes, changes in Google Ads features & functionality, industry changes, new account data to analyze, necessary testing, etc.) that need to be managed in order to maintain a successful campaign.

Begin With The End In Mind

Our goal is to exceed the goals and objectives you have for your Google Ads campaigns.

There are many KPIs to monitor and improve upon (clicks, CTR, quality scores, etc), but the main objective is to increase sales or targeted leads while maintaining your desired ROI or CPA goals, respectively.

We find that the best way to do this is to use a “begin with the end in mind” approach to managing your Google Ads campaign. This helps to ensure that optimization of your account is focused, measured and done with a clear understanding of what the main objective is. We will do all that is required in order to improve upon this main objective.

Why Choose Our Google Ads Management Service

The Value Of Google Ads Experience

With over a decade of Google Ads management experience, your account will be in excellent hands.

Having worked on well over 1,000 Google Ads accounts over the years, we’ve learned what works and what does not work. You get to leverage this experience and knowledge when you partner with us. My very first Google Ads campaign management gig came in 2011. It was for a paintball company. I was new to paintball and to learn more about the sport, I had to play.

I had bruises before and I thought I may have had a welt or two as a kid. I was wrong! It wasn’t until I had a fun day of paintballing that I figured out exactly what a welt was.

You are not simply acquiring a service. You’ll be getting a new member of your team.

Consistent Communication

You will have access to us throughout the day. We can communicate with your team via Slack, email, phone, Zoom, collaboration software, or whatever works best for you! We don’t have rigid times to meet or require you to stick to a pre-established communication protocol.

It is very common for our clients to reach out to us whenever they have questions and we typically respond that same day. If you need to hop on a quick call to discuss something, we can typically do so on that same day or within 24 hours.

Better Google Ads Management Value

Too many large Google Ads agencies charge fees that simply are not commensurate with the service they provide. We can offer better value and a much lower price. They have higher overhead costs than we do. They have a larger staff to pay. All in all, they simply have higher costs to cover. Thus, they have to charge a relatively higher management fee in order to cover those costs.

If you decide to go with a larger Google Ads agency, just know that a relatively higher percentage of that fee is going towards covering general business expenses and overhead. Less of your fee is going towards the actually management of your Google Ads account.

We use a custom Google Ads pricing and fee structure. This means we evaluate your current Google Ads account and offer you a flat-rate for monthly management. For new Google Ads accounts, we will quote you a flat-rate based on our initial discussions and research.

Just because you decide to spend more, doesn’t mean we charge more.

What We Do To Improve Performance

Our Google Ads management service is ever-evolving. It is not evergreen and we don’t take the same approach with every new partner. Every account is unique and we treat them as such. Having said that, there are several approaches that any sound management team should take with Google Ads. Below is a non-exhaustive list of what comes with our Google Ads service.

1. Conversion Tracking: Having proper conversion tracking in place is paramount to the success of your Google Ads campaigns. Without it, management becomes difficult. If you are an eCommerce business, then we will ensure revenue is being tracked and we can show you accurate revenue and ROAS performance data. If the goal of your Google Ads campaigns are to generate leads, then we will make sure we are tracking all phone calls, form submissions and any other lead type you may have.
2. Testing: Continually testing new ads, bidding types, landing pages, keywords and other areas we see may be beneficial to performance. We will have ideas and assumptions about what we believe will improve campaign performance. The best way to see if those assumptions will result in better results is to test them and let the data have the final say.
3. Ad Copy Optimization: We love getting creative with ad copy and finding that “secret sauce” that compels people to click and buy!
4. Data Analysis: Consistently analyzing data and performance and use this to make specific adjustments to the campaigns. Again, we do this while always keeping the end goal in mind.
5. Monitor: Monitor campaign performance and make changes regularly.
6. Keyword Research & Analysis: Not all keywords are created equal. In some cases the most popular terms will only get you so far. We will continuously do research and analysis on existing keyword performance and find new keywords that may help improve overall performance.
7. Keyword Bidding: We will fully manage bidding. This can include analysis of several bid options and testing different bidding strategies to find what works best for different keywords. For some accounts and campaigns it makes sense to use Google’s Smart bididng options such as Target CPA or Target ROAS. For other campaigns, it may make sense to stick with enhanced manual bidding. We don’t employ a one-size-fits all approach to bidding for different accounts and campaigns. Each client account is unique and we approach our bidding strategy accordingly.
8. Budget Optimization: We will consistently monitor your Google Ads advertising budget. If you have a budget target you want to maintain, then we will maintain it. If you are okay with flexible budgets at the campaign level, then will optimize these campaign budgets to make the absolute most of your overall ad spend.
9. Remarketing: If you don’t have remarketing running yet, we might suggest testing this. Running remarketing ads with an offer is a good way to convince people to come back and complete a conversion (sale or lead).
10. Ongoing Process: Once you start a PPC campaign, it should be ever evolving and adapting to changes in both 1) your specific niche and 2) the PPC industry. We will make sure to stay on top of search result patterns and performance.
11. Ideas: Looking for new ideas and features within Google Ads that may help to improve overall performance. This can include competitive research, industry research, testing new Google Ads features, etc.
12. Landing Page/Website Review: Reviewing the site and offering suggestions on how some changes or “tweaks” may improve overall Google Ads performance. In some cases, we may suggest you create new landing pages. We also build custom landing pages for Google Ads and provide this service if needed.
13. Google Ads Reporting: Provide reporting – You can determine frequency and what is included in the reports. We typically send monthly reports to clients
14. Communication: We maintain an open line of communication and provide ourselves on always being available for our clients. We can easily be reached via email, phone or any other forms of communication that work for you.

If you want to learn more about our approach and pick our brain, then just reach out. I would be happy to chat with you.

Efficiency and Automation Keep Costs Down

So, how do we keep our PPC management fees so reasonable without cutting corners? Two key words: efficiency and automation.

We focus our energy on the areas that drive the biggest results—think 80/20 rule. By zeroing in on the most impactful optimizations and leveraging Google’s powerful AI-driven algorithms, we let technology do the heavy lifting. This enables us to keep a watchful eye on the metrics that matter (bids, keywords, quality scores) while minimizing wasted effort. Instead of spending hours every day manually adjusting hundreds of bids, we harness automation to quickly respond to changes in real time—leaving us free to focus on strategic improvements that actually move the needle for your business.

This approach is especially beneficial for small and medium-sized businesses with limited marketing budgets. Rather than adopting a bloated, “do everything” agency model, we’re all about running lean and mean. We don’t pad our services with costly, unrelated add-ons like web development or email blasts—our sights are firmly set on optimizing your Google Ads campaigns for maximum efficiency and results.

By streamlining our processes, staying nimble, and letting advanced tools work smarter (not harder), we’re able to pass those savings directly back to you. That’s how we keep PPC management effective—and affordable.

Questions to Ask About PPC Management Pricing and Transparency

When you’re considering hiring an agency to manage your Google Ads, it’s important to get clarity on how their pricing and billing actually work. Not all management structures are alike, and some can hide key details that impact your budget and results. Here are some smart questions to keep in mind as you discuss billing with potential agencies:

• Where exactly is my money going?
  Ask for a clear breakdown showing what portion of your monthly payment goes to actual Google Ads spend versus management fees for the agency. This helps you see if most of your investment is working for you or simply covering agency overhead.
• Will I have access to my own Google Ads account?
  You should always own and have full access to your Google Ads data. If an agency balks at this or keeps you in the dark, that’s a red flag. It’s your data, and you have the right to review performance, costs, and historic campaigns at any time.
• How is campaign performance reported?
  Find out if you’ll receive regular reports showing metrics like cost per click, spend per keyword, and conversion data. Transparency here shows the agency is confident in their results and honest in communicating them.
• What happens if I want to change my ad budget?
  Agencies should be upfront about how changes in your budget will affect both your ad spend and their fees. Can you scale up or down without penalties or hidden charges?
• If I move to another agency, how will my data be transferred?
  Ensure there’s a process for you to take your historic data with you, should you decide to switch providers. If they can’t or won’t facilitate a smooth handover, you’re at risk of losing valuable insights (and paying for another agency to relearn everything from scratch).

These questions aren’t just about dollars and cents—they’re about making sure you partner with someone who puts your business first and gives you real ownership over your campaigns. Transparency and access should be the baseline, not a bonus.

What Steps Should You Take Before Choosing a Google Ads Management Partner?

Picking the right Google Ads management partner is a bigger deal than most people realize—and unfortunately, there’s no shortage of companies more interested in chasing your dollars than your results. Here are a few commonsense moves to help make sure you partner with a competent, trustworthy agency (and not someone who’s just watched a few YouTube tutorials):

• Check Reviews and Reputation: Run a quick search for the agency’s name along with their city and the word “reviews.” See what actual clients are saying—Google, Facebook, and industry sites are all fair game. If you find a trail of negative feedback, or no reviews at all, consider this a red flag.
• Look for a Transparent, Physical Presence: If you can’t find a business address or team details on their website, or if their “about us” page is nothing but fluff, take notice. A reputable agency is clear about who they are and where they operate.
• Research Experience: Browse their LinkedIn profiles or company pages. You’re looking for a track record of real experience, not just buzzwords.
• Understand Their Pricing and Offerings: Legitimate agencies typically publish their pricing structure, or at least provide clear information about how rates are determined. If rates are shrouded in secrecy, be prepared to ask direct questions.
• Shortlist and Ask Questions: Once you’ve narrowed down candidates, get on the phone. Ask about their experience with businesses in your industry type, their approach to strategy, and how they report results. Take notes and trust your instincts—if it feels off, it probably is.

A little research upfront goes a long way in avoiding headaches (and wasted ad spend) down the road.

The Importance of Transparency in Pricing and Reporting

When choosing a Google Ads management agency, transparency in both pricing and reporting should be non-negotiable. If you aren’t crystal clear on what portion of your payment is actually going toward ad spend versus what’s covering the agency’s management fee, it’s almost impossible to understand the true value you’re getting—or spot unnecessary markups. For example, it’s not unheard of for some agencies to bundle both fees together, leaving clients in the dark about what’s actually being spent on clicks and what’s lining the agency’s pockets.

Here are a few things to watch out for:

• Breakdown of Costs: Insist on seeing the full breakdown: how much is actually going to Google for ads, and how much the agency is charging for their services. If the agency can’t show you those numbers or balks at giving you access to your own Google Ads account, that’s a massive red flag. It’s your data and your investment—you deserve to see the details.
• Access to Your Account: You should always have direct access to your Google Ads account. This way, you can verify spend, campaign performance, and ensure your data is safe should you choose to switch agencies in the future. Agencies that work behind a “curtain” can leave you at a disadvantage, especially if you want to take your data and results elsewhere.
• Comprehensive Reporting: At a minimum, expect regular, detailed reports that outline impressions, clicks, conversions, costs, and cost per click by keyword, campaign, and ad group. These reports should line up with your ad spend and even match your credit card statement, so you’re always confident nothing is being hidden.
• Budget Flexibility: Be wary if the agency can’t clearly explain how changes to your ad budget will affect both your media spend and their fees. You want the flexibility to scale your campaigns or rein things in without jumping through hoops—or wondering where your money is going.

Ultimately, agencies that provide clear, itemized billing and robust, frequent reporting are the partners most invested in your long-term success—not just boosting their bottom line. Transparency keeps everyone accountable, ensures trust, and helps you avoid agencies that nickel-and-dime or obscure your data. Demand it from the start, and you’ll have a much healthier relationship—and better results—from your Google Ads investment.

Questions to Ask About PPC Management Pricing and Transparency

When you’re considering hiring an agency to manage your Google Ads, it’s important to get clarity on how their pricing and billing actually work. Not all management structures are alike, and some can hide key details that impact your budget and results. Here are some smart questions to keep in mind as you discuss billing with potential agencies:

• Where exactly is my money going?
  Ask for a clear breakdown showing what portion of your monthly payment goes to actual Google Ads spend versus management fees for the agency. This helps you see if most of your investment is working for you or simply covering agency overhead.
• Will I have access to my own Google Ads account?
  You should always own and have full access to your Google Ads data. If an agency balks at this or keeps you in the dark, that’s a red flag. It’s your data, and you have the right to review performance, costs, and historic campaigns at any time.
• How is campaign performance reported?
  Find out if you’ll receive regular reports showing metrics like cost per click, spend per keyword, and conversion data. Transparency here shows the agency is confident in their results and honest in communicating them.
• What happens if I want to change my ad budget?
  Agencies should be upfront about how changes in your budget will affect both your ad spend and their fees. Can you scale up or down without penalties or hidden charges?
• If I move to another agency, how will my data be transferred?
  Ensure there’s a process for you to take your historic data with you, should you decide to switch providers. If they can’t or won’t facilitate a smooth handover, you’re at risk of losing valuable insights (and paying for another agency to relearn everything from scratch).

These questions aren’t just about dollars and cents—they’re about making sure you partner with someone who puts your business first and gives you real ownership over your campaigns. Transparency and access should be the baseline, not a bonus.

Why Choose a Specialist Google Ads Agency Over a Full-Service Marketing Firm?

When it comes to managing your Google Ads, the type of agency you select can make all the difference. Here’s why partnering with a Google Ads specialist is often the smarter move compared to a full-service marketing agency:

1. Clearer Allocation of Your Ad Spend
With a Google Ads agency, you know exactly how much of your budget goes directly to Google. Many larger agencies charge a flat monthly fee that may include layers of hidden costs, making it tougher to piece together where your money actually ends up.

2. Personalized Attention for Smaller Budgets
Full-service firms often cater to large accounts—think national retailers or global brands—and if your monthly ad spend isn’t astronomical, you may be relegated to the back burner. In contrast, Google Ads specialists are built to support small and mid-sized businesses, giving each account the attention it deserves.

3. Deep Expertise, Not Jacks-of-All-Trades
You want someone who lives and breathes Google Ads—not someone juggling a dozen different marketing tasks. At a specialist agency, team members are laser-focused on PPC all day, every day. This focus translates into sharper strategy and faster optimizations.

4. Fewer Layers, More Direct Service
Full-service agencies often have extensive layers of management. Your campaign may pass through several hands before it’s even launched, and you’re often billed for every meeting and coordinator involved. Specialists operate with leaner teams and more direct communication, so your dollars stretch further.

In short, if you value transparency, expertise, and individualized service—especially on a modest ad budget— a Google Ads management specialist is typically your best bet.

Google Ads Account Access and Transfers

One important thing to clarify upfront: you should always have full access to your own Google Ads (or Bing Ads) account. It’s your data, your campaigns, and your business information—no exceptions. If you ever decide to move to another PPC management agency, you should be able to take your account with you. Transferring access or ownership is standard practice, and you shouldn’t face any hoops or roadblocks.

If a management company tries to withhold access or makes it difficult to transfer your account, that’s a major red flag. A reputable agency will ensure a seamless transition and support you in maintaining control over your advertising data at all times. Don’t settle for less—transparency and account ownership are non-negotiable.

Pausing Your Google Ads Campaigns

A common question we get is whether you can temporarily pause your Google Ads campaigns—and if there’s a fee for doing so.

The good news is that you can absolutely hit pause on your campaigns whenever you need to. Whether it’s a slow season, a temporary business closure, or just a quick breather to reassess your strategy, taking a break is totally okay. There are no penalties or hidden charges from us for pausing your ads.

That said, keep in mind that while Google themselves don’t charge you for pausing campaigns, some agencies sneak in extra fees or minimum monthly management commitments, regardless of whether your ads are running or not. Our philosophy is simple: you should only pay for management when there’s active work on your account. If your campaigns are paused and there’s no ongoing management required, we don’t keep the meter running.

Just be sure to double-check with any potential agency or freelancer you work with—policies can vary widely. But, at least here, you’re in the clear.

Google Ads Management Service Cancellation Policy

One question we get pretty often is whether you’re locked into a long-term contract with our Google Ads management services—or if you can walk away if things just aren’t working out.

Here’s how we handle this: We don’t believe in trapping anyone in lengthy commitments. If you’re not satisfied with the results or leads you’re seeing, you’re free to cancel our Google Ads management service at any time. Ideally, it would be nice to get a short email notice (typically 30 days), so we can wrap up any ongoing optimizations and make the offboarding process as smooth as possible. However, this is not necessary – Just a courtesy.

No awkward exit fees. No headaches. Just honest service. If at any point you decide we’re not the right fit, you’re able to step away without jumping through hoops.

Our goal is to provide enough value every month that you want to stick around—not that you have to.

Data Ownership and Account Access: What to Know Before Switching Google Ads Agencies

One pitfall we see far too often: businesses want to change PPC management companies, only to discover they don’t actually have access to their own Google Ads account. If your current agency set everything up under their own master account without giving you admin access, you’re stuck. Your historical performance data, optimizations, and campaign structure—gone with the old agency. That means the new partner has to start from scratch, relearn your market, and re-enter existing campaigns, which can take weeks or even months to get back up to speed (and costs you both time and money).

To avoid this, always make sure:

• Your Google Ads account is set up in your company’s name, not under an agency’s umbrella.
• You have full admin access. This allows you to control who manages your campaigns and lets you take your account (and data) wherever you go.
• Any billing information you provide is entered directly into the Google Ads billing section—so you always know where your ad dollars are going.

Transparency is critical. If an agency hesitates to give you full access to your account or won’t clearly break out management fees versus ad spend, consider it a warning sign. You want flexibility and control, not roadblocks or murky reporting.

If you’re ever in doubt, ask for clarification before you sign. That way, if you ever want (or need) to make a switch, you’re not starting over from square one.

The Wrap Up

I hope you found this post informative. It is important to fully understand the pricing model of any Google Ads agency you are in talks with. We covered the main ones you will see with most ad management providers and they all have their reasons for why they use them. In some cases, the reason is more about what is best (or easiest) for the agency. In other cases, the pricing focus is more about what is best for the client with the aim of earning a long-term relationship.