Google Ads Management Fees: What You Need to Know Before Hiring an Agency

Running Google Ads is one of the quickest ways to generate leads and sales online — but it’s also one of the easiest ways to burn through budget if your campaigns aren’t managed correctly.

Many Irish businesses start out with enthusiasm. On the surface, it looks simple: add a few keywords, write some ad copy, set a budget and away you go. But anyone who has actually tried to run campaigns soon realises that Google Ads goes far beyond keywords and catchy headlines.

Success depends on:

• Feeding Google’s algorithm with the right data (which requires proper tracking and a bit of technical know-how).
• Constant optimisation of bids and targeting (a task that can feel like a full-time job once ad spend increases).

This is why so many companies in Ireland — from SMEs to larger organisations — choose to outsource their Google Ads management. Instead of wasting precious hours (and euros) trying to keep up with the platform’s ever-changing features, they rely on specialists who know how to maximise every cent of ad spend.

And when you work with the right agency, it’s not just about running campaigns. A good partner will set realistic expectations, tailor strategies to your business’s digital maturity and guide you towards long-term growth.

But while outsourcing makes perfect sense, it leads to one of the most common questions we hear from business owners:

👉 “How much does Google Ads management actually cost?”

In this guide, we’ll break down the different Google Ads management fees, explain common pricing models used by agencies, and help you decide which approach is best for your business.

What Are Google Ads Management Fees?

Simply put, Google Ads management fees are what you pay an agency or freelancer to manage your Google Ads account on your behalf.

In Ireland (and globally), the most common model is:

• A minimum monthly management fee, plus
• An additional percentage of ad spend once you pass a certain threshold.

For example, some agencies will only take on clients spending at least €3,000 per month on Google Ads. The logic is straightforward: accounts with higher budgets tend to be more digitally mature and easier to scale effectively.

At Digital Sales, however, we believe that small and medium-sized businesses should also have access to expert Google Ads management — without being locked out by high spending requirements. That’s why we don’t charge fees based on your ad spend. We prefer to align with your growth rather than take a bigger cut as you scale.

In fact, Google itself encourages new businesses to get started by offering up to €650 in ad credits for new accounts — a clear sign that effective advertising shouldn’t only be reserved for the big players.

Google Ads Management Fees vs. Ad Spend

It’s important to distinguish between:

• Google Ads management fees (what you pay us to manage your account), and
• Google Ads ad spend (what you pay directly to Google for the clicks).

Think of it this way: your ad spend is the “fuel” that powers your campaigns. The more you put in, the more campaigns and complexity you can manage — and the greater the potential returns. But just like fuelling a car, the fuel is wasted without someone skilled at the wheel.

This is where management comes in. From daily budget pacing checks to adopting new Google Ads features as they roll out (such as Smart Bidding Exploration or AI Max, your management fee covers the expertise needed to keep your campaigns efficient and competitive with innovations.

What’s Included in Google Ads Management?

A proper Google Ads management package is much more than “set it and forget it.” Here’s what’s typically included when you work with an experienced Irish agency like ours:

1. Account Setup & Audit

• Review of your existing Google Ads account (if you have one).
• Competitor and industry research.
• Conversion tracking setup (leads, sales, phone calls).
• Full campaign builds if starting fresh.

2. Keyword Research & Targeting

• Finding profitable, high-intent keywords.
• Adding negative keywords to cut wasted spend.
• Structuring ad groups for relevance and quality scores.

3. Ad Copywriting & Creative

• Writing multiple ad variations.
• Creating ad extensions (sitelinks, callouts, structured snippets).
• A/B testing ads for click-through rate (CTR) improvements.

4. Campaign Monitoring & Optimisation

• Bid adjustments to keep CPCs low while driving conversions.
• Audience, location, and device targeting refinements.
• Ongoing Quality Score improvements.

5. Reporting & Insights

• Transparent monthly performance reports.
• Clear explanations of KPIs like ROAS (return on ad spend).
• Insights on what’s working — and what needs tweaking.

6. Ongoing Strategy & Support

• Scaling recommendations as your business grows.
• Planning seasonal or promotional campaigns.
• Advice on landing page design for higher conversion rates.

These are the kind of results you could gain by engaging in an Digital Agency like Digital Sales

This was just an example beyond our standard:

1. Account Setup & Audit

• Initial review of your existing Google Ads account (if you have one).
• Competitor and industry research.
• Setting up conversion tracking (leads, sales, phone calls).
• Building campaigns from scratch if needed.

2. Keyword Research & Targeting

• Identifying high-intent, profitable keywords.
• Excluding irrelevant searches with negative keywords.
• Structuring ad groups for maximum relevance.

3. Ad Copywriting & Creative

• Writing multiple ad variations (headlines, descriptions).
• Crafting ad extensions (sitelinks, callouts, structured snippets).
• Testing ad copy to improve CTR.

4. Campaign Monitoring & Optimization

• Regular bid adjustments to lower CPC while maximizing clicks.

5. Reporting & Insights

• Monthly performance reports.
• Tracking conversions, ROAS (return on ad spend), and other KPIs.
• Clear explanations of what’s working and what’s being improved.

6. Ongoing Strategy & Support

• Recommendations for scaling ad spend.
• Seasonal or promotional campaign planning.
• Consulting on landing page improvements for higher conversions.

 Final Thoughts on Google Ads Management Fees

Understanding Google Ads management fees is about more than just comparing numbers on a page. The real question isn’t “How cheap can I get this done?” but rather, “Who will help me get the best return on my investment?”

Outsourcing your Google Ads isn’t just about saving time — it’s about working with experts who know how to make every euro of ad spend count. From tracking setup and keyword research to ongoing optimisation and strategic insights, the right agency will deliver far more value than the fee itself.

At Digital Sales, we believe in transparent pricing, no percentage-of-spend models, and strategies that are tailored to your stage of digital maturity. Whether you’re just getting started with Google Ads or looking to scale your campaigns, our team is here to help you make smarter decisions with your budget and achieve measurable growth.

👉 Ready to see what expert Google Ads management could do for your business?

Book a free consultation with us today and let’s talk about building campaigns that actually deliver.