You must have wondered at least once: „How much should I pay agency for running my Google Ads?

Pay per click and particularly Google AdWords have become essential tools for businesses wanting to increase the traffic to their website in order to generate new sales or leads.

Many small businesses do not understand the technology; finding PPC jargon and the account set-up increasingly complicated.

Small businesses that don’t want to invest in PPC training, should consider employing a specialist PPC agency to set-up and manage their account(s) professionally.

Why is it a good idea to take an agency?

Google is there to make Google money, so if you do not fully understand principles and techniques such as “Quality Score”, bid management, targeting, conversion optimisation, remarketing  etc, you may find that you are paying more than twice the price for each click, and what’s more, each conversion, sale or lead, could be costing you more than you are actually making!

There are two main types of PPC management service available to small businesses:

• Managed account with separate ad spend and monthly management fee (often with a set-up cost)

The most common PPC service is the managed account, where the agency charges a separate monthly management fee from the cost of the clicks, which are itemised and charged separately.

In many cases, you will be asked to pay the ad spend cost directly, so you will be charged by direct debit or credit card for the amount you spend.

• Fixed price packages, with all-inclusive clicks and management fees (sometimes with a set-up cost)

The all-inclusive packages tend to be aimed at smaller companies that want to spend less than £1,000 per month for everything.

This service is often offered by larger Google Partners (such as Yell), who have hundreds or thousands of clients, spending only a few hundred pounds each per month.

Short conclusion

In selecting your price, you need to look at your situation from every angle. Stand your service in front of a full-length mirror (metaphorically speaking) and scrutinize every flaw and shortcoming. Make a list of its best features.