---
title: What A PPC Management Fee Covers
description: Learn what a Google Ads PPC management fee covers. Discover how agencies handle campaign setup, ongoing optimisation, reporting, and tools, separate from the ad spend itself.
---

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23 March 2026

# What A PPC Management Fee Covers

### Two separate costs in Google Ads

When you run Google Ads with an agency, there are always two distinct costs: the ad spend (money paid directly to Google) and the management fee (money paid to the agency). These are completely separate.

### What the management fee covers

- Campaign setup: Account structure, ad copy, conversion tracking, audience configuration, bidding strategy.
- Ongoing optimisation: Keyword performance reviews, bid adjustments, negative keyword additions, ad copy testing, audience refinement.
- Reporting: Monthly performance reports covering spend, clicks, conversions, and recommendations.
- Platform management: Keeping up with Google Ads changes and new features.
- Tooling and software: The platforms used to manage and report on campaigns.

### Why the fee doesn't scale linearly with ad spend

The work involved in managing a campaign — optimisations, reviews, reporting, testing — doesn't reduce proportionally with spend. Managing two platforms adds meaningful overhead regardless of individual budget sizes.

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