Google Ads Pricing | How Management Fees Are Set

When people ask about Google Ads pricing they usually mean two different things that get mixed together: the ad budget you pay Google, and the fee you pay the person managing that budget. These are separate line items, set by different logic.

The ad budget: what you pay Google

In Google Ads you pay per click, and the price of a click is not fixed. The number of competitors bidding on that keyword at that moment, their bids, your Quality Score and your ad’s expected click-through rate all determine it together. That is why quoting a single click price is not meaningful.

The difference between industries is large: in a low-competition local service, cost per click stays low, while in fiercely competitive areas like law, healthcare and insurance it climbs many times higher. The only way to see the real range in your own industry is to measure it with the keyword planner in your account.

The management fee: what you pay me

I do not work on a percentage of your spend. That model is common in the industry, but it has a flaw: cutting the budget reduces the manager’s income, so removing wasted spend is financially penalised.

Instead I work with work-hour packages: blocks of 5, 10, 20 or 40 hours, with no fixed monthly fee and no contract, and unused hours don’t expire. The hourly rate drops as the block gets bigger: today it is €60 per hour for the 5-hour block and €35 per hour for the 40-hour block, excluding VAT; current amounts are in the package table further down this page. A package is net working time spent directly on your account. The fee does not rise by itself just because spend grew; we agree together what the hours will go to, based on the scope of the work.

Why the invoice can differ from the daily budget

The campaign budget, Google’s bill and the management fee are separate items.

Average daily budget: checked 24 October 2026, most campaigns have a daily billed limit of twice the average daily budget and, for a full month with an unchanged budget, a monthly limit of 30.4 times that amount. Editing a budget changes the remaining-month calculation. Campaign total budgets follow different rules. Sources: spending limits, budget changes.

Jurisdiction surcharge: the official page checked on 24 October 2026 lists Turkey’s current regulatory operating cost as 4.5%, with 2.5% announced for 1 January 2027. Use the rate applying to the billing period and verify taxes in your payment profile. Source: jurisdiction-specific surcharges.

Management fee: the hour package is billed separately; it does not come out of the amount you pay Google. Current packages are shown further down the page.

Work backwards from the enquiry target

Divide the required enquiries by the click-to-enquiry rate, then multiply the resulting clicks by their average cost. Add surcharges separately.

Purely hypothetical example: 20 enquiries at a 4% conversion rate require 500 clicks. At TRY 20 per click, that is TRY 10,000 in media spend before additions. It is neither a market price nor a promised result. Keyword Planner can provide a starting estimate; replace assumptions with account results as evidence arrives.

What is a realistic starting budget

To answer meaningfully we first need to know: what does an average customer earn you, and how long is your sales cycle. Monthly budget should be at least several times your target cost per conversion so the algorithm can gather enough data. At very low budgets the campaign never exits the learning phase and performance stays volatile.

If your budget is genuinely too low, I say so in the first call. Sometimes the right answer is not to start with Google Ads yet — that budget might do more work in local SEO or fixing your landing page.

When do results appear

The first week is data collection, the campaign is in its learning phase, and judging it by that period is misleading. The picture usually starts to clear after a few weeks, and meaningful optimisation needs a few months of data. That is why I suggest working together for at least three months.

How do we start? First, we discuss your goal and current situation and arrive at a realistic budget range. If it fits, we agree the scope and choose the work-hour block that suits you. You can reach me from the contact page.

Frequently Asked Questions

Is the management fee included in the ad budget?

No, they are separate. You pay the ad budget directly to Google from your own account; the management fee is paid to me separately. That separation matters so that all of your spend goes to advertising.

Can I change my budget whenever I want?

An edit also changes the spending-limit calculation. Do not calculate an edited month simply as the latest daily budget times 30.4; see the billing explanation above. Yes. Daily budget in Google Ads can be changed at any time and campaigns can be paused. Because frequent, large budget swings disrupt smart bidding’s learning, I recommend making changes gradually.

Why are clicks so expensive in some industries?

Because the customer value behind that click is high. For a law firm the return on a single client is large, so competitors can afford high bids and the auction is pushed up. In that case the answer is not to bid higher but to target narrower, higher-intent searches.