How Much Does PPC Management Cost?

If you are thinking about handing your Google Ads to an agency, the first question is usually the simplest one: what will it cost? The honest answer is that it depends on how the agency charges, how much you plan to spend on ads and how much work your account needs.

This guide explains the main PPC pricing models used by UK agencies, what you should get for your money, the questions to ask before you sign anything and, so you have a real reference point, exactly how we price our own Google Ads management.

Pay-per-click (PPC) advertising covers paid search on Google and Microsoft Bing, plus paid social on platforms such as Meta, LinkedIn and TikTok. You pay the platform when someone clicks your ad (or, on some campaign types, when your ad is seen).

When you use an agency, there are two separate costs:

• Ad spend: the money that goes to Google or the other platform for clicks.
• Management fee: what you pay the agency for planning, building, optimising and reporting on your campaigns.

Keep these separate in your head and in your budget. Google's own third-party policy requires agencies to tell you about management fees in writing before the first sale and, when they report your Google Ads costs, to show the exact amount Google charged, excluding their own fees. If an agency cannot show you that split, treat it as a warning sign.

A fixed amount each month, whatever your ad spend. It is easy to budget for, but check what happens when your spend grows, because the fee may jump to a higher tier.

The agency charges a percentage of what you spend on ads. This scales with the size of the account, which is fair when larger budgets mean more campaigns to manage. The risk is a conflict of interest, so look for an agency that is clearly focused on cost per lead or return on ad spend, not just spending more.

A fixed monthly fee covers the core work, with a smaller percentage of spend on top. Our Google Ads management is a fixed monthly fee, never a percentage of your ad spend. You can see current packages and prices on our Google Ads management page.

Some providers sell a single monthly price that includes both clicks and management. These are aimed at small budgets, but it can be hard to see how much of your money actually reaches Google. If you choose this route, insist on reporting that shows clicks, conversions and the real media cost.

Useful for a one-off audit, a rebuild or occasional check-ins on a small account. Less suited to ongoing campaigns, which need regular attention.

Some agencies charge a one-off fee to build the account, tracking and first campaigns. Ask exactly what the set-up includes, especially conversion tracking, which everything else depends on.

We publish our prices because we think you should be able to compare like for like. A fixed fee keeps your costs predictable as your budget grows.

Every package includes daily campaign management, ad copy, keyword research, bid and budget management, conversion tracking set-up, ad assets, Shopping ads management, A/B testing of ad copy, audience targeting, competitor analysis and monthly reporting. Your ad spend is paid directly to Google, so you always see exactly what the platform has charged.

For package details, see our Google Ads management page.

If you want a rough idea of what a budget might deliver before you commit, the Google Ads cost calculator on our PPC page gives an indicative forecast of clicks and leads based on UK industry benchmarks. Treat it as a starting point rather than a promise, because results depend on your offer, your landing pages and your competition.

• Ad spend: larger budgets usually mean more campaigns, more data and more optimisation work.
• Number of platforms: Google only, or Google plus Microsoft Ads and paid social.
• Campaign types: Search, Shopping, Performance Max, YouTube and Demand Gen all need different skills and assets.
• Account complexity: many products, locations or services means more structure to manage.
• Tracking: accounts without reliable conversion tracking need extra set-up work first.
• Creative needs: image and video assets for Performance Max or social take time to produce.

There is no single right answer. A capable freelancer can be a good fit for a small, simple account, but you depend on one person's availability. A larger specialist may suit big multi-market budgets but can feel remote for a smaller business. Many SMEs sit in the middle: they want a dedicated account manager, a team that covers holidays and sickness, and wider skills such as landing page and CRO work or social ads in the same place.

Whoever you choose, judge them on the questions below rather than on size alone.

• Are you a Google Partner? Partner status requires an agency to meet Google's performance, spend and certification requirements, including an optimisation score of at least 70%.
• Who will actually manage my account, and how experienced are they?
• Can you show results for businesses like mine?

• How long is the minimum term, and what is the notice period?
• Will the Google Ads account be in my name, and will I keep it, with all its history, if we part ways?
• Will I have full access to the account at all times?

• Exactly how is the fee calculated, and when does it change?
• Is there a set-up fee, and what does it include?
• What will monthly reports show, and will they separate media cost from your fee?
• Do you use any paid third-party tools that I will be charged for?

• You own the ad account and can see it whenever you like.
• Media spend and management fees are reported separately.
• Conversion tracking is set up and checked, so you know your cost per lead or sale.
• You get a clear monthly report and someone you can talk to about it.
• The agency explains what it changed and why, not just what it spent.
• Your cost per lead or return on ad spend is moving in the right direction over time.

The cheapest management fee is rarely the best value. A well-run account usually saves more in wasted clicks than it costs to manage, while a poorly run one can burn through a budget quickly. Compare agencies on transparency, ownership, tracking and the quality of thinking behind their recommendations, then pick the pricing model that fits your budget.

If you would like a tailored price for your account, we will review your goals and current set-up and come back with a clear proposal.

Get your Google Ads management quote