One of the most common questions agencies ask when they start offering white label Google Ads is: how do I price this to clients without leaving money on the table?
The answer depends on your market positioning, client size, and what’s included in your service — but there are a few frameworks that work consistently well.
The two most common pricing models for Google Ads management
1. Flat monthly management fee
You charge your client a fixed monthly fee regardless of their ad spend. This is the cleanest model for both parties — your client knows exactly what they’re paying, and your revenue is predictable.
A common approach is to tier your flat fees by account complexity:
- Small accounts (under $3,000/month ad spend): $500–$800/month management fee
- Medium accounts ($3,000–$10,000/month ad spend): $800–$1,500/month
- Large accounts ($10,000+/month ad spend): $1,500–$3,000+/month
Your white label fulfillment cost is fixed per account regardless of ad spend, so your margin improves naturally as your clients scale their budgets.
2. Percentage of ad spend
You charge a percentage of your client’s monthly ad spend — typically 10–20%. This model ties your revenue to client growth. A hybrid approach works well for many agencies: a flat base fee that covers smaller accounts, with a percentage kicker that kicks in above a certain spend threshold.
How to calculate your margin
The key number to know is the gap between what you pay your white label partner and what you charge your client.
Most agencies aim for 40–60% gross margin on managed services. That leaves room for your own overhead, sales time, and client communication without making the service unprofitable.
Example:
White label cost: $400/month per account
Client charge: $800/month
Gross margin: 50%
At 10 accounts, that’s $4,000/month in gross profit from Google Ads alone — without a single hire.
What to include in your package
Your pricing should reflect a clearly defined scope. A well-defined white label Google Ads package typically includes:
- Campaign setup and ongoing optimization
- Monthly performance reporting (white-labeled)
- Landing page management
- Conversion and call tracking
- Click fraud protection
- A defined communication cadence
When you position your service clearly — and your white label partner delivers the results behind the scenes — clients rarely push back on pricing.
The pricing mistake most agencies make
The most common mistake is underpricing to win the client, then feeling squeezed when the account requires more attention than expected. Price for the average account, not the easiest one. Build in enough margin to absorb the difficult months where a campaign needs extra work.
What to charge when you’re starting out
If you’re new to offering Google Ads management, price at the market rate from day one and compete on service quality and communication rather than cost. Clients who buy on price tend to be the hardest to retain. Clients who buy on trust and results tend to stay for years.
Ghostful’s white label Google Ads pricing is structured so agencies can build healthy margins at any scale — whether you’re starting with 2 accounts or managing 50+.