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Google Ads management fees

Factors Affecting Google Ads Management Fees: What You Need To Know

Many businesses turn to experts to manage their Google Ads campaigns to get the best results from them. But many don’t consider the Google Ads management fees based on what they get from these services.

This often leads to poor performance of the campaigns or even deciding to not go ahead with a management service because it seems too expensive.

So, it’s important to get all the facts about the fees and consider all the details that determine what the fees will be. And then also check that it lines up with the objectives you have for your business.

In this article, I’ll explore the key factors that determine Google Ads management fees and provide you with the knowledge you need to make an informed decision.


1. Scope and complexity of the campaign

The scope and complexity of your campaign determines how much work will be required to improve it. Whether it’s a Search, Shopping, Display, Remarketing, or other campaign type, this will need to be reviewed by a Google Ads specialist to see what updates and optimisations need to be performed.

If for example you’re running a small campaign targeting a local audience, the Google Ads management fees for this will be low. This could start from £300 per month plus VAT, especially if the spend is low and under £1,000 per month in the account.

But a campaign that’s targeting a national or international audience for example and has hundreds or thousands of keywords can be expensive, so will pay more. Many agencies or freelancers in this case would charge a fixed fee or a percentage of your budget.

For example, if your monthly budget is £10,000 and the agency charges 10% of that, then you’ll pay £1,000 plus VAT per month. But this will depend on other factors too. The best thing is to reach out to a Google Ads freelancer or agency to receive a proposal and quote.


2. Ad spend and budget

Your budget limit and the amount you spend in your account, can impact the Google Ads management fees that you pay. This is mainly the case when the Google Ads agency or freelancer charges a percentage of your ad spend as I’ve explained in the first point above.

However, higher fees could also be because larger budgets typically require more time and effort to optimise and monitor campaigns effectively. And that’s because larger budgets usually mean many more keywords, ad groups, and campaigns that need to be monitored and updated.

So, if you have a large budget and many campaigns, the cost to hire a Google Ads expert will be relatively higher. Fortunately, there are many affordable experts, and the costs start from only £300 per month. And the average cost of managing campaigns is about £800 per month in the UK, US and other countries.

But these costs vary greatly at times, so it’s a good idea to a contact a Google Ads specialist to request a quote.


3. Campaign goals and objectives

The goals and objectives you set for your campaigns, also determine the Google Ads management fees. Whether, you want to drive sales, leads or website traffic, you can do this through Google Ads and set it at the campaign level and then set your budget. And this can be communicated to the Google Ads consultant that you want to work with.

You can also have multiple objectives and have a campaign for each. And then you can set a unique budget for each campaign and its objective. And if you are up for machine learning capabilities in Google Ads, you can run a Performance Max campaign that allows you to work with multiple objectives.

Overall, the complexity of your goals and objectives will determine the Google Ads management fees. For instance, if you require advanced conversion tracking, detailed audience targeting, integration with analytics tools and so on, the fees will generally be higher.


4. Competitiveness of the industry

A competitive industry or niche requires more advertising budget which often leads to high Google Ads management fees. It also requires a lot more expertise generally and you will need to hire a Google Ads expert that has proven strategies to counter competitor actions.

Some of these highly competitive industries include finance, health, marketing, and many others. And these often require more resources and time due to the fierce competition for keywords and ad placements.

In such cases, the Google Ads management fees may be higher to cover the additional time and expertise used to outperform competitors and deliver solid results.

So, it’s essential to assess the competitiveness of your industry as you look for a Google Ads management service.


5. Level of service and expertise

The level of experience and expertise offered by an agency or freelancer will vary and will determine the Google Ads management fees. You can check things like reviews, testimonials, and case studies to see what experience they have, especially with other businesses in your industry.

An agency with a proven track record, a team of experienced professionals and a comprehensive range of Google Ads services will charge higher fees due to their expertise and reputation. But you should check this carefully and make sure their experience is in line with your goals and budgets.

On the other hand, it’s possible to find a Google Ads freelancer or small agency with the same skills and experience but charge much lower fees. So, doing some research is a good idea from the beginning.


6. Hourly rates

The hourly rate also determines the Google Ads management fees you’ll pay. So, knowing what the rate is and what work will be done and how many hours it will take, will give you a good idea of what the monthly management fees will be.

The hourly rates vary, but if you hire a Google Ads freelancer, you can expect to pay £56 per hour on average. So, for 10 hours of work, you can expect to pay about £560 per month on average. However, it’s important to know that the most experienced freelancers charge much higher rates for management.

If you hire a Google Ads agency on the other hand, you can expect to pay £86 per hour on average. But some of the more experienced agencies charge higher rates and this will be reflected in their expertise.

This may change from month to month of course, depending on the level of work and your requirements. But it’s a good idea to agree this in advance, so you don’t get a surprise bill at the end of the month.



Ins conclusion, these are the main factors that determine what the Google Ads management fees will be. So, carefully evaluate these factors as you look for a Google Ads specialist to work with.

Want to know more about Google Ads management fees? Contact me to discuss your campaigns and for a proposal and quote.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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