Google Ads Management Fees
What should you expect to pay for professional Google Ads management? This guide breaks down pricing models, typical costs, and what to look for.
How much do Google Ads agencies charge?
Google Ads management fees typically range from £800 to £5,000+ per month. The three main pricing models are: flat monthly fees (£800-£5,000), percentage of ad spend (10-20%), and performance-based pricing (varies). Flat-fee agencies offer the most transparent pricing with aligned incentives, while percentage-of-spend models scale automatically with your budget.
When comparing Google Ads agency fees, the cheapest option rarely delivers the best value. An agency charging £1,500/month that reduces your wasted spend by 30% will save you far more than a £500/month service that leaves waste unchecked. Always evaluate total cost including wasted ad spend, not just management fees.
Google Ads management pricing varies wildly—from £200/month freelancers to £10,000/month enterprise agencies. The difference isn't always quality; it's often about overhead, client size, and pricing model.
Understanding fee structures helps you compare quotes fairly and avoid overpaying. More importantly, it helps you find a pricing model that aligns the agency's incentives with your business goals.
Common Pricing Models
Flat Monthly Fee
A fixed monthly retainer regardless of ad spend. Clear, predictable costs.
Typical
£800 - £5,000/month depending on complexity
Pros
- Know exactly what you'll pay each month
- No incentive to inflate your ad spend
- Agency focus is on efficiency, not spending more
Cons
- May pay the same even if spend decreases
- Smaller accounts might pay more per £ managed
Best for: Businesses wanting predictable costs and aligned incentives
Percentage of Ad Spend
Agency charges a percentage of your monthly advertising budget (typically 10-20%).
Typical
10-20% of ad spend
Pros
- Scales with your investment
- Lower barrier to entry for smaller budgets
Cons
- Creates incentive to increase spend (not efficiency)
- Costs rise automatically as you scale
- Same work could cost 3x more for higher-spend clients
Best for: Very small accounts or accounts with highly variable spend
Performance-Based
Fees tied to results—e.g., per lead, percentage of revenue, or bonus for hitting targets.
Typical
Base fee + performance bonus
Pros
- Agency incentivized to deliver results
- Shared risk model
Cons
- Complex to set up fairly
- Can create disputes over attribution
- May push agency toward short-term tactics
Best for: Established accounts with clear conversion tracking
Hybrid Model
Combination of flat fee plus small percentage or performance bonus.
Typical
£1,000-2,000 base + 5-10% of spend
Pros
- Balances stability with incentive
- Can work well at different spend levels
Cons
- More complex to understand
- Still has some percentage-based downsides
Best for: Growing accounts that want aligned incentives
What Should You Expect to Pay?
Based on UK market rates for professional Google Ads management.
| Monthly Ad Spend | Flat Fee Range | Percentage Model |
|---|---|---|
| £1,000 - £5,000/month | £500 - £1,500 | £150 - £1,000 (15-20%) |
| £5,000 - £15,000/month | £1,000 - £2,500 | £750 - £2,250 (15%) |
| £15,000 - £50,000/month | £2,000 - £4,000 | £1,875 - £6,250 (12.5%) |
| £50,000+/month | £3,000 - £8,000 | £5,000 - £10,000+ (10%) |
Note: These are management fees only—ad spend is additional and goes directly to Google.
What Should Be Included?
Setup (Often One-Time)
- Account structure and campaign setup
- Keyword research and organization
- Ad copy creation
- Conversion tracking implementation
- Landing page recommendations
Some agencies charge separately; others include in first month
Ongoing Management
- Bid management and optimization
- Search term review and negative keywords
- Ad testing and refinement
- Audience management
- Budget allocation
This is the core of monthly management fees
Reporting & Strategy
- Monthly performance reports
- Strategy calls
- Recommendations for improvement
- Competitive analysis
- Industry updates
Quality of communication varies hugely between agencies
Red Flags in Agency Pricing
- Setup fees over £2,000 for a standard account
- Long-term contracts (12+ months) with early exit penalties
- Vague pricing that changes after you sign
- Won't share what's included in the fee
- Charges extra for basic reporting
- Percentage fees above 20% of spend
- Hidden platform fees or markups
- Won't give you access to your own account
PPC Chief Pricing
We use a flat monthly fee model because we believe it creates better alignment. Your success is our success—not tied to how much you spend.
£1,500/mo
Starting from
No % of spend
Flat fee only
3 months
Then month-to-month
Get Transparent Pricing for Your Account
Request a free account review and get a clear, no-surprise quote for professional Google Ads management.