Separate media spend from management immediately
If your total monthly budget is £2,000, ask exactly how much goes to Google or another platform and how much is the agency fee. A proposal that bundles both without explanation makes comparison harder.
Compare what the management fee actually covers
Check campaign setup, keyword research, negative keywords, ad copy, A/B testing, conversion tracking, audience work, landing-page advice, optimisation frequency and reporting.
Use Kydos' PPC levels as one benchmark
Kydos Starter PPC includes Google Ads setup, keyword research and basic A/B testing. Comprehensive adds advanced audience targeting/retargeting plus search, display and shopping. Enterprise adds a dedicated strategist, weekly optimisation/reporting and multi-platform support across Google, Facebook and LinkedIn.
Ask whether landing-page work is included
A strong campaign can still fail on a weak landing page. Clarify whether page recommendations, design or development sit inside the management fee or require separate scope.
Check setup fees and contract terms
| Cost item | Question |
|---|---|
| Setup | One-off fee or included? |
| Management | Flat fee, percentage or tiered? |
| Ad spend | Paid directly by business? |
| Landing pages | Included or separate? |
| Tracking | Included in setup? |
Compare optimisation cadence
Ask how often campaigns are reviewed and what changes the agency typically makes. A higher fee can be justified by deeper account work, but only if the scope shows it.
Choose based on cost per useful outcome
The cheapest agency fee is not necessarily the best value if lead quality is poor. Compare how each provider intends to track forms, calls, bookings and qualified outcomes.
Put Kydos on your shortlist
Kydos PPC is custom quoted and media spend is separate from management fees, which makes the two costs easier to compare.
See Kydos PPC OptionsFrequently asked questions
Does Kydos include ad spend in PPC fees?
No. Kydos treats advertising spend as separate from agency management fees.
How does Kydos price PPC management?
PPC packages are custom quoted based on scope.
What should a PPC management fee include?
Campaign setup/management, keyword work, testing, optimisation, tracking and reporting should be clearly defined.
Should landing pages be included?
Do not assume so. Clarify whether landing-page recommendations or build work are part of the fee.
Is percentage-of-spend pricing better than a flat fee?
Neither is automatically better. Compare the actual work, incentives and total cost.
How should I compare two PPC proposals?
Separate ad spend from management, then compare setup, campaign types, tracking, optimisation, landing pages and reporting.