What is a typical Google Ads management fee for an ecommerce store?

Most ecommerce agencies charge one of two ways. A percentage of ad spend, usually somewhere between 10 and 20 percent a month, or a flat monthly fee, which at smaller agencies tends to land in the hundreds to low thousands of euros. A third model layers a performance bonus on top of a smaller base, but it is rarer in ecom.

Our own tiers are public: 10 percent on the first 10,000 euros of monthly spend, then 9, 8, 7, and 6 percent as spend crosses each higher bracket. Each rate only applies to its own slice, so the blended rate falls as you scale. No setup fee, no lock-in, month to month.

A management fee should buy the whole engine, not dashboard access. That means feed optimization, conversion tracking setup and monitoring, Merchant Center oversight, campaign strategy and bid management, weekly updates, and proactive recommendations. If feed work or tracking is an add-on, the quoted fee is not the real fee.

Also ask who does the work. A management fee should buy senior hands on your account, not a junior working through thirty accounts with a checklist. The fee number matters less than what and who it buys.

A suspiciously low flat fee usually hides one of three things: a junior manager, no feed work, or pixel-only tracking that silently loses a chunk of iOS sales. Any one of those costs a scaling store more per month than the difference between a cheap fee and a fair one.

The flip side is also true: under a few thousand euros a month in ad spend, doing it yourself usually beats paying any fee at all, because the fee eats the media budget the account needs to learn. We wrote a full guide to management fees on our blog that walks through the math bracket by bracket.