Specialists send quotes when a prospect asks for a proposal after a discovery call or account review. Clients usually compare monthly fees, what is included, contract length, and whether setup is charged separately. A clear scope matters because the effort depends on account size, number of campaigns, and how clean the tracking is.
When to use estimates: Use estimates to provide project quotes and get client approval before starting work. Once approved, convert your estimate to an invoice with one click to collect payment.
Create an invoice for payment collection
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Invoice_1001_Client_2026-10-14.pdf
Search, Shopping, Performance Max, YouTube, and Display each take different effort. Naming them avoids assumptions that everything is included.
Your fee, especially a percentage, depends on spend. If the budget grows significantly, the fee or workload changes.
Specify whether you are building conversion tracking, GA4 events, and audiences, since broken tracking is the most common hidden cost.
Weekly dashboards and calls take real time. Stating frequency keeps expectations in line with the fee.
Ad copy may be included, but images, video, and landing pages are often separate. Say who supplies them.
Without a cap, retainers turn into unlimited on-call support.
Clarify minimum term, notice period, and who owns the account and data after the engagement ends.
| Service | Priced | Typical range |
|---|---|---|
| Monthly account management (small account) | per month | $500-1,500 |
| Monthly account management (mid-size account) | per month | $1,500-5,000 |
| Management fee as percentage of ad spend | % of monthly spend | 10-20% |
| Account audit with written recommendations | flat fee | $500-2,500 |
| New account and campaign setup | flat fee | $750-3,000 |
| Conversion tracking and GA4 setup | flat fee | $300-1,200 |
| Shopping feed and Merchant Center optimization | flat fee | $500-2,000 |
| Ad hoc consulting or training | per hour | $75-200 |
Typical US ranges. Rates vary by region, experience, and job size.
Ask for view access or a short paid audit first. Existing structure, tracking errors, and wasted spend change the time needed, and quoting blind often means underpricing.
Package options such as search-only, search plus Shopping, and full-funnel management let clients choose by budget and make it easier to close without discounting.
Quote the one-time build and the ongoing fee as distinct lines. The client sees the real cost of launching and you are covered if they stop after a few months.
If you use percentage pricing, show the percentage and the minimum together so low-budget months do not shrink your fee below what the work takes.
Give a range at most. Account quality varies a lot, so a firm number is safer after you have seen the account, tracking, and past performance, or after a paid audit.
Thirty days is typical. Ad costs, seasons, and your availability change, so an expiry date keeps you from honoring an old price after the scope grows.
Avoid guaranteeing numbers. You can share ranges based on past accounts or industry benchmarks, labeled as estimates, but results depend on budget, offer, website, and competition.
A signed quote or short services agreement is better. It should cover scope, fees, account ownership, payment terms, and cancellation so both sides have a written record.
Use the Google Ads Specialist invoice template to bill the client, or convert this estimate once it's approved.
Google Ads Specialist invoice template