Commission search advertising and control total costs
Search advertising buys paid placements within agreed scope. An ad click is not a sale and publication does not guarantee enquiries. Compare setup, ongoing work, measurement and media spend as separate items.
Choose setup, takeover or assessment
New campaigns need account structure, ads and an approved start. Takeover first checks settings, permissions, measurement and current spend. Assessment provides recommendations without implied authority to make changes.
Specify search platforms and ad types. Product ads may need additional product data and maintenance. A search campaign differs from broad distribution across advertising inventory.
Define the offer and markets
Define the advertised offer, regions and languages. A delivery area, business location and technical targeting setting are different facts. Plan exclusions and desired customer types.
Ads and destination pages should explain the same offer. Unavailable products, expired promotions or unsuitable contact routes can undermine relevant clicks. Agree who updates them.
Review actual searches and exclusions
Configured keywords and queries triggering ads are different. Ask how relevant queries are assessed and unsuitable ones excluded. Positive and negative rules can behave differently.
A long exclusion list does not prove good care. Check for unintentionally blocked demand and remaining variants. Search rules should not be transferred to other formats without checking.
Assign ads, destinations and measurement
The quote should state who handles copy, additional information, destination pages and product data. Existing pages may work if suited to the query and mobile visits. Building a new page is separate scope.
| Work | Agree before launch |
|---|---|
| Ads | Drafts, variants and approval |
| Destinations | Suitable offer and owners |
| Products | Availability, current data and care |
| Measurement | Valuable action, testing and responsibility |
Measure valuable actions
Define purchases, qualified enquiries, calls or other actions. A page view is not equivalent to a completed purchase. Incorrect or duplicate events can distort reports and automated steering.
Agree measurement, data sharing and consent or objection mechanisms suited to audiences and applicable rules. Platform requirements do not replace individual privacy review. Goals and known measurement status suffice initially, without private customer lists.
Agree authority and spending control
Agency fees and direct platform charges are separate. Before advertising, agree specific spending authorisation, billing, change permissions and who can pause. The enquiry itself authorises no ad purchases.
An average daily figure is not necessarily a fixed ceiling for each day. Have the chosen platform’s billing logic explained. Cost or sales targets are steering objectives, not guaranteed outcomes.
Compare equivalent care and extras
Compare the same markets, languages, formats and periods. Setup, takeover, production, measurement and monitoring may be billed differently. A percentage of spend alone does not describe work scope.
| Cost item | Complete the comparison |
|---|---|
| Start / takeover | Structure, assessment and launch checks |
| Ongoing work | Queries, ads, reports and coordination |
| Production | Copy, destinations and product data |
| Measurement | Setup, faults and interfaces |
| Media spend | Direct charges, authority and billing |
Plan a bounded start and traceable handover
Initially state engagement, offers, platforms, languages and markets. Websites and special conditions fit one short common field. No passwords, customer lists or mandatory exports.
Agree baseline checks, an authorised plan, measurement test, start and first review. Assess sufficient data and real business actions rather than isolated daily figures. At contract end, accounts, ads and documents need traceable handover.
Frequently asked questions
Does paid advertising improve my organic ranking?
Paid placements are separate from SEO. Advertising does not demonstrate organic improvement.
Must I state a budget in the enquiry?
No. Describe scope first. Specific spend and authority are agreed before actual advertising.
Are clicks automatically qualified enquiries?
No. Destination, offer and real actions need separate assessment.
Can an existing account remain?
After checking ownership, permissions, structure and measurement. Takeover does not automatically require a new account.
Are copy and landing pages included?
Only as agreed. Separate ad drafting, translation, pages and product data.
What matters in a flat agency fee?
Included work, platforms and periods, extras, direct media spend and organised handover.
