SME Problems · 10 November 2026 · Facts checked 10 November 2026 · By Khuzayfah Redo, SingRank
In short
One quote says a percentage of ad spend. Another says a flat monthly fee. Neither is wrong, and a percentage fee says nothing bad about the agency.
Your own numbers decide. We sell SEO, so read this knowing that.
Best for: anyone paying a percentage fee.
Google calls billed cost "the actual amount you're responsible for paying", after adjustments. In Google Ads, click the Billing icon, then Transactions.
The Transactions guide applies "only to customers on monthly invoicing", so check your own setup first. If it does not apply, ask the agency to show you the billed cost in your account.
Check: Google Ads Help and transactions guide, checked 10 November 2026.
Best for: quotes with one bare percentage.
Google separates served cost, the cost of all clicks or impressions received, from billed cost. Ask which figure the agency uses.
Put the answer in writing. Here is what a contract should say.
Check: Google Ads Help, checked 10 November 2026.
Best for: comparing two quotes.
Divide the flat fee by the percentage. Say the flat fee is 100 and the rate is one tenth. The two fees match at a spend of 1,000.
Spend more than that and the flat fee costs less. Spend less and the percentage costs less, unless that quote sets a minimum monthly fee.
Best for: quotes that look alike.
For each quote, list what it covers: setup, ad writing, landing pages and reports. A lower fee that covers less work may not save you money.
For the reports, see what a monthly report should show.
Best for: businesses with seasonal budgets.
A percentage fee moves with your spend. A flat fee stays put. If your budget swings, run the sum for a busy month and a quiet one.
Ask what extra work comes with a bigger budget, and what is dropped with a smaller one.
Best for: anyone hiring for ads.
In Google Ads, Admin access lets you see the billing details and remove a linked manager account.
Google also says a manager account can be made the owner of a client's account, so ask who owns yours.
Check: access levels and manager accounts, checked 10 November 2026.
Best for: anyone running Facebook or Instagram ads.
Meta says an ad account outside a business portfolio "is owned by an individual". Ask whose portfolio holds your ad account.
Our guide to switching agency lists the accounts to keep.
Check: Meta Business Help, checked 10 November 2026.
We found no official benchmark for agency fees, so compare quotes on your own numbers. Running ads in-house avoids both fees, but the work becomes yours. If ads are your only source of enquiries, also read our guide to SEO or Google Ads.
Want your enquiries to depend less on ad spend? Send us your website for a free review on WhatsApp. We reply within 1 working day, and our plan says what we promise.