Percentage of ad spend or flat fee: how agency pricing models compare
Percentage of ad spend, flat fee, tiers, hourly, performance or hybrid: how each agency pricing model works and the hidden costs to
Insights
Working thoughts and in-hand updates, written for the person who has to make the decision rather than for a search engine.
How to choose a PPC agency: 12 questions to ask before you sign
Twelve questions to ask any PPC agency before you sign, with what a good answer sounds like and what should make you
What a good cost per lead looks like, and how to work out yours
There is no universal good cost per lead. Work out the most you can afford from your own numbers, then check it
Break-even ROAS: the number to set before any ROAS target
Break-even ROAS is 1 divided by your contribution margin. Work it out first, then set any ROAS target above it by the
Everyone nearby is searching. Your competitor is the one they find
For businesses that serve a place, the map results decide more revenue than the website does — and they are won with
You are paying to acquire the same customer twice
Acquisition costs rise every year. The cheapest revenue available to most businesses is sitting in a list they already own and have
AI is answering your customers before they reach your website
A growing share of research now ends in a generated answer rather than a click. That does not remove the opportunity —
The traffic is fine. The calendar is empty. Here is what is actually broken
Sessions up and to the right, qualified conversations flat. The gap is almost never the ad account — it is one of
Creative fatigue is an arithmetic problem, not a taste problem
The ad did not get worse. The number of people who have not already seen it did. That distinction changes how you
Your ROAS fell off a cliff. Five things to check before you cut the budget
A platform update lands, performance drops, and the instinct is to spend less. That instinct is right about twice out of five.