Google Ads is one of the most effective ways to reach people who are already searching for what you offer. It captures demand in real time. But to plan correctly, you need to understand what Google Ads actually costs and how the budgeting works.
This guide breaks it down.
Who Is Running Your Ads?
Google Ads gives you control, but it also requires expertise. Keyword targeting, bidding, negative keywords, tracking, landing pages, and optimization can make or break your results.
Many organizations choose professional management because it saves wasted spend and increases performance. Managing ads “DIY” style often costs more in the long run because the learning curve is steep and mistakes are expensive.
How Ad Management Pricing Works
There are two separate costs in Google Ads:
- What you pay someone to manage and optimize your campaigns
- What you pay Google directly for every click
Let’s start with management.
Our Pricing: Flat Monthly Fees (Never a Percent of Ad Spend)
Many agencies charge a percentage of your ad spend. For example, if you spend $8,000/month, they might charge 15 percent and collect $1,200. The problem with this model is that it incentivizes agencies to push clients into higher ad budgets whether they need it or not.
We do not believe in that approach.
At Briefcase, we charge flat monthly fees so our incentive is aligned with yours: Make your current ad spend as efficient and profitable as possible.
You should never wonder whether someone is increasing your budget for your benefit or theirs.
One-Time Setup Fee
Before launch, we build everything from the ground up: campaign structure, strategy, keyword research, targeting, tracking installation, and ad creation. Setup typically ranges from $1,000 to $2,000.
Monthly Management Fee
Once your ads are running, campaigns need constant optimization. Search behavior shifts. Keywords evolve. Competitors change bids. Ads fatigue. Landing pages need refinement. Managing this well is what keeps performance strong.
Our ongoing management ranges from $950 to $4,500 depending on the size and complexity of the campaigns.
Ad Spend Costs (Paid to Google)
This is the amount you pay directly to Google for clicks. Your ad spend depends on your goals, geography, and competition.
Most organizations that want meaningful results spend at least $2,500 to $5,000 per month on ad spend.
Below that threshold, you can still run campaigns, but results tend to be slower and less reliable. We typically work with organizations spending $3,500+/month so the data is strong enough to optimize and scale.
Why Google Ads Works So Well
Google Ads captures people who are already searching for what you offer.
If you are a Catholic credit union bidding on “auto loan rates,” your ads are showing to people who literally typed “auto loan rates” into Google. That level of intent is what creates high conversion rates.
You aren’t interrupting people. You are meeting them at the exact moment they want to take action.
But this is only half the equation.
Your Landing Page Matters More Than You Think
Even the best ads fall apart if the landing page is weak.
If someone clicks your ad and lands on a page that is confusing, slow, cluttered, or unclear, you will waste your budget. The page needs strong copy, clear next steps, trust signals, and a layout that matches the ad’s message.
Good Google Ads management always includes landing page evaluation because ads do not convert alone. Websites drive the results.
The Google Ad Grant (For Eligible Nonprofits)
If you are a registered 501(c)(3) nonprofit, you may qualify for the Google Ad Grant, which provides up to $10,000/month in free search advertising credit.
This credit can dramatically increase your reach. It is restricted to certain campaign types and must follow strict compliance rules, but when managed properly, it becomes a powerful source of consistent traffic.
Learn more at: https://www.google.com/grants/
Is Google Ads Right for You?
Google Ads is a strong fit if you rely on people:
- Searching for what you offer
- Requesting quotes
- Scheduling consultations
- Signing up for programs
- Registering for events
- Applying for services
Bottom line: if demand already exists, Google Ads helps you capture it faster and more reliably than nearly any other platform.
Next Step
If you want help estimating your exact ad budget or want us to review your current Google Ads performance, schedule a call. We will walk through your goals and give you a clear recommendation.
