Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

26 questions on this page

How much does PPC management cost?

In the UK, PPC management typically costs £300 to £1,500 a month for small and medium businesses using a freelancer or small agency, or 10–20% of ad spend with percentage-based agencies. My PPC management starts from £400 + VAT a month, plus your ad spend. PPC management cost guide →

How much does PPC management cost in the UK?

Most UK freelancers and small agencies charge £300–£1,500 a month. Larger agencies often charge £1,000–£5,000+ a month or a percentage of spend with a monthly minimum. Fees depend on ad spend, number of platforms and campaigns, and tracking needs.

What is a typical PPC management fee?

A typical fee for a UK small business account is £400–£800 a month, or around 10–15% of ad spend for accounts spending £5,000–£20,000 a month. Fees as a percentage fall as spend grows.

What is the average cost of PPC management?

Across UK small and medium businesses, the average is roughly £500–£1,000 a month. Freelancers tend to sit at the lower end and full-service agencies at the higher end.

How much do PPC agencies charge?

UK PPC agencies usually charge either a fixed monthly retainer (commonly £500–£3,000), a percentage of ad spend (typically 10–20%), or a hybrid with a minimum fee. Many also charge a one-off set-up fee of £250–£1,500.

How much does a PPC freelancer charge?

UK PPC freelancers commonly charge £300–£1,000 a month for ongoing management, or £40–£100 an hour for ad hoc work. Experienced freelancers often give you senior expertise for less than an agency because they have lower overheads.

How much does Google Ads management cost?

Google Ads management in the UK usually costs £300–£1,500 a month for small businesses. Adding Microsoft Ads, Shopping or advanced tracking increases the fee. My Google Ads management starts from £400 + VAT a month.

Is it better to pay a fixed fee or a percentage of ad spend?

A fixed fee is usually better for clients, because the manager is not rewarded simply for spending more of your money. Percentage-of-spend pricing can make sense for very large accounts where workload genuinely scales with budget.

What is a PPC management retainer?

A retainer is a fixed monthly fee for ongoing account management: optimisation, search term reviews, ad testing, bidding changes and reporting. It is separate from the ad spend you pay to Google or Microsoft.

Do PPC agencies charge set-up fees?

Many do, typically £250–£1,500 for account builds, tracking set-up and keyword research. Some freelancers, including me, fold set-up into the first months of management instead of charging separately.

How much does a PPC audit cost?

A one-off PPC audit in the UK typically costs £250–£1,500 depending on account size and depth. Many freelancers and agencies, including me, offer a free initial manual audit. About my free PPC audit →

Is ad spend included in PPC management fees?

No, almost never. Ad spend is paid directly to Google or Microsoft from your own account. The management fee pays for the expertise and time spent running the campaigns.

Should a PPC agency mark up ad spend?

No. Your ad spend should be billed directly by Google or Microsoft to you, so you can see exactly what was spent. Agencies that bill ad spend through their own accounts can hide markups.

How much does in-house PPC cost compared to a freelancer?

A UK in-house PPC manager typically costs £35,000–£60,000 a year in salary, plus employer costs, tools and training, so around £45,000–£75,000 in total. A senior freelancer at £400–£1,000 a month costs a fraction of that.

What does a PPC manager cost per year?

In the UK, PPC executive salaries typically start around £25,000–£32,000, PPC managers earn around £35,000–£50,000, and senior or head-of-paid-search roles earn £50,000–£75,000+. Add around 20–30% for employer costs.

How much should I charge for PPC management?

Freelancers commonly charge £300–£1,000 a month per account, or 10–20% of ad spend with a minimum. Price on the time and value involved: number of campaigns, platforms, reporting and tracking work, and the client’s spend level. Avoid underpricing small accounts that take as much time as larger ones.

How much to charge for Google Ads management as a freelancer?

Many UK Google Ads freelancers set a minimum of £300–£500 a month and scale with complexity and spend. Hourly rates for experienced freelancers are typically £40–£100.

What should be included in a PPC management fee?

At minimum: keyword and search term management, negative keywords, ad testing, bid and budget management, conversion tracking checks and monthly reporting. Better providers include strategy calls, landing page feedback and direct access to the person doing the work.

How much does PPC management cost per hour?

UK PPC freelancers usually charge £40–£100 an hour, and agencies £75–£150 an hour. Most ongoing management is priced monthly rather than hourly.

Are cheap PPC management services worth it?

Very cheap services often mean little time per account, automated "set and forget" management or junior staff. That can cost more in wasted ad spend than you save in fees. Ask exactly how much time and who will work on your account.

How long are PPC management contracts?

They vary from one-month rolling to 12-month contracts. A three-month initial term followed by rolling monthly is common and fair. I use an initial three-month term, then one-month rolling, with no 12-month lock-ins.

What do you get for £400 a month PPC management?

With me, the £400 + VAT a month starting fee covers Google Ads management for accounts spending under £3,000 a month: keyword research, ad copy, bid management, conversion tracking set-up, monthly reporting and direct email and phone support. Pricing plans →

How much does Microsoft Ads management cost?

Microsoft Ads (Bing) management is usually added to a Google Ads package for a modest extra fee, since many campaigns can be imported and adapted. Standalone Microsoft Ads management typically costs a similar amount to Google Ads management for the same complexity.

How much does Performance Max management cost?

Performance Max is usually managed as part of a wider Google Ads package rather than priced separately. Ecommerce accounts with Shopping feeds and Performance Max typically sit in higher fee bands because of feed management and asset work.

How much does white label PPC cost?

White label PPC management for agencies typically costs £200–£800 per client account per month, depending on spend and complexity. The agency then resells the service under its own brand. White label PPC management →

Is PPC management worth the money?

If the fee is smaller than the waste it removes and the extra profit it generates, yes. On most accounts that have been self-managed or left on defaults, cutting irrelevant search terms alone covers the management fee.

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