The short answer
Agencies usually charge either 10–20% of your ad spend or a monthly retainer, often from about €250 for small accounts to €2,500+ for larger ones, sometimes plus a setup fee. These are typical ranges from German agency pricing guides; quotes vary.
Share of ad spend
often 10–20%
Monthly retainer
often €250–€2,500+
Setup fee
one-off, often hundreds
Hourly
often €80–€160
The four common fee models
Most agencies use one of these, or a mix:
- Percentage of ad spend: commonly 10–20%, often lower for big budgets.
- Monthly retainer: a fixed fee for an agreed scope, often a few hundred to a few thousand euros.
- Setup fee: a one-off charge for building the account, often several hundred euros or more.
- Hourly: for audits, training or projects, often around €80–€160 an hour.
What it means for a small budget
Fees matter most when budgets are small. On €1,000 a month of ads, a €500 retainer means a third of your marketing money never reaches Google.
That's why many pricing guides suggest that below roughly €1,500 a month in ad spend, a one-off setup or a software tool may make more sense than ongoing management.
Questions to ask before you sign
Whatever model you choose, get answers in writing:
- Is the Google Ads account in my name, and do I keep it if we part?
- How many hours a month are included, and what's extra?
- How long is the contract and the notice period?
- Will I see the actual searches my ads appeared for?
When an agency is worth it
Agencies earn their fee on complex accounts, many channels or large budgets, and when you want someone else to own marketing completely. For a straightforward local search account, a guided tool often covers the recurring work.
Let Orbit Grow do this for you
€89 a month, 0% of your ad spend. Try it free for 14 days.
Start free trialQuestions
Is a percentage of spend or a retainer better?
A retainer gives predictable costs. A percentage ties the fee to spend, which can reward spending more rather than spending well. Ask which fits your budget and goals.
Do agencies charge setup fees?
Many do, typically for building campaigns and tracking. Ask what's included and who owns the result.
What does Orbit Grow cost instead?
€89 a month, flat, with 0% of your ad spend and no contract.