PPC Management: What You Get for the Fee
PPC management explained: what should be included for the monthly fee, how agencies charge, and the red flags to watch for.
Short answer: PPC management means someone sets up, runs and improves your paid ads, usually Google Ads, in exchange for a monthly fee. For that fee you should get keyword and negative keyword work, ad writing and testing, landing page advice, call and lead tracking, bid and budget changes, and a clear monthly report showing cost per lead and jobs won.
What should be included
- Account setup or audit with clean campaign structure
- Keyword research focused on searches that bring jobs
- Negative keywords to block wasted clicks. See negative keywords for contractors.
- Ad writing and testing
- Call and form tracking, so you know which ads bring leads. See how to track calls from Google Ads.
- Landing page recommendations or a dedicated page
- Weekly checks on search terms, bids and budget
- Monthly report with spend, leads, cost per lead and next steps
How agencies charge
- Flat monthly fee: simple and predictable.
- Percentage of ad spend: grows as you spend more.
- Setup fee plus monthly: covers the initial build.
Whichever model, your ad spend should be paid to Google from your own account, not hidden inside the agency fee.
Red flags
- You do not own the Google Ads account
- No call tracking
- Reports that show clicks and impressions but not leads
- No list of search terms or negative keywords
- Long contracts with penalties
Frequently asked questions
Can I run Google Ads myself?
Yes, especially with a small budget and one service. Many owners hire help once ads become a big part of their leads.
How do I know if my PPC manager is doing a good job?
Look at cost per lead and jobs won over time, and ask to see the search terms report and recent changes.
How much should I spend on ads?
Work backwards from the jobs you want. See Google Ads budget for a small service business.
Want your ads managed?
See our Google Ads service: you own the account, and reports show calls and jobs. Ask for a free audit.
Written by Qasim Qureshi, founder of Synova Digital, who has six years of hands-on experience in local SEO and Google Business Profiles for service businesses.