How Much does an Agency Charge for Ppc Setup Versus Ongoing Optimization?

In the Canadian market, the cost for PPC (Pay-Per-Click) management is typically structured into two main categories: initial setup and ongoing optimization.

### PPC Setup and Onboarding Costs While many agencies include the initial account setup within their monthly fees, some may charge separate setup or onboarding fees. These costs cover the strategic foundation of your account, including:

• Campaign Architecture: Building the initial structure of the account.
• Keyword Research: Thorough analysis of terms and competitive landscapes.
• Landing Page and Tracking: Setting up conversion tracking and, in some cases, designing specific landing pages.

### Ongoing Optimization Fees Ongoing management is generally priced using one of the following models:

1. Flat-Fee Retainer: This is a fixed monthly cost, typically ranging from $500 to $2,500 CAD. This model is highly predictable and is often recommended for small businesses with budgets under $3,000 per month.
2. Percentage of Ad Spend: Agencies charge a fee equal to 10% to 30% of your total monthly ad budget. This model scales with your investment and is common for businesses spending over $5,000 to $15,000 monthly.
3. Hybrid Pricing: This combines a base flat fee (e.g., $1,200) with a smaller percentage (e.g., 10%) on spend above a certain threshold.

Regardless of the model, these ongoing fees cover a core set of services including ad copywriting, A/B testing, bid management, audience refinement, and data-driven monthly reports.