WHITO GLOSSARY · MEASURED DEFINITIONS
The monthly charge for running your pay-per-click advertising, separate from the ad budget itself. Published UK prices run £200 to £3,000 a month, and some agencies charge 10 to 20% of ad spend instead.
The number: UK Marketing Cost Index.
What it means in practice
Owners compare management fees and forget the fee is the small number. The ad budget sits on top, and a cheap manager burning an expensive budget is the dearest option on the table.
Get the fee model in writing: flat, percentage of spend, or hybrid. Then run the total through the calculator so the fee and the budget are judged together.
Whito stage: Build. Buy this once the foundations are set, not before.
The numbers to hold onto
- Most UK small businesses pay £1.50 to £2.50 a click on Google Ads. UK PPC Costs.
- Over 200,000 UK firms spent more than £10 billion on Google search ads in 2024. UK PPC Statistics.
- The typical published management fee is £1,000 a month; the median published retainer is £470. UK Marketing Cost Calculator.
Where to go next
Related: Cost per click (CPC), Agency retainer, Day rate