Every agency is different, as are their capabilities, however there tend to be three types of Google Ads management fee structures to be aware of: 1) Tiered Google Ads Management Fees: This is the most transparent and fair compensation method for Google Ads Management as it takes into account the spend level and the required effort of managing the Google Ads account. At Dental Marketing Heroes we employ the Tiered Google Ads Management fee structure combined with Google Ads direct billing of ad spend to your credit card. This method ensures maximum transparency for you as the business owner. 2) Percentage Of Spend Google Ads Management Fees: With this Google Ads management fee structure you will be charged based on a percentage of your 'ad spend' budget' for the month. This ranges from 15% to 30% ad spend. 3) Hidden Fee Performance Based Google Ads Management Structures:  In this fee structure the business owner has no idea of any of the costs associated with the actual spend of the account, cost per click or cost per conversion. The management agency keeps all of this hidden and is compensated based on the value of each lead. We highly recommend that dentists avoid this type of fee structure as it does not provide you with any business intelligence related to your Google Ads campaigns, the fees associated with actually running the campaigns, and it leaves you with no campaign intelligence that you can take with you when you choose to leave that provider. All bad for business. A note about direct billing from Google Ads vs. Agency Billing of Ad Spend:  Many agencies (not us), pay for your ad spend and then rebill you every month for the actual spending of ads. This is done not for your convenience but because they make money this way through either hidden costs passed on to you or through discounts with Google Ads. There is no real benefit to you, and sometimes you may be paying higher fees.