Look—I’ve been running Google Ads for over 10 years, and I’ve seen the inside of more agency-managed accounts than I can count.

So I’m just going to say what a lot of people in the industry won’t:

Most Google Ads retainers are complete rubbish.

Yep, I said it. If you’re a small business owner paying a few grand a month for Google Ads “management,” you deserve to know what’s really going on behind the scenes.

Let’s break it down.

1. You're Not Paying for Strategy—You're Paying for Their Office in South Yarra

Let’s be honest. A lot of the larger agencies you see out there? You’re not paying for elite-level strategy or deep optimisation. You’re paying for their rent in South Melbourne, their interior designer, their ping pong table, and their staff meeting around the $8,000 espresso machine.

If your agency is charging you upwards of $2,000 a month, and you’re not seeing frequent, transparent results or insights, then where is that money actually going?

Spoiler: It’s probably not your campaign.

2. The Heavy Lifting Is Done Upfront

Here’s the truth about building a high-performing Google Ads account: most of the actual work happens in the beginning.

That includes:

• Keyword and competitor research
• Campaign and ad group structure
• Ad copywriting and creative direction
• Conversion tracking and goals setup
• Strategy for bidding, budget and targeting
• A/B testing frameworks
• Landing page alignment

This setup and early optimisation phase is important — and worth investing in. Which is why I charge $2,000 per month for the first three months. That’s when I’m building, analysing and testing everything to make sure it performs.

But here’s the catch: once the account is in good shape, it doesn’t need to be rebuilt every month. It just needs careful monitoring and strategic tweaks.

So if your agency is charging you full rates month after month, long after the setup’s done, it’s worth asking: what exactly are they doing?

3. Don’t Believe Me? Check the Change History

You don’t need to take my word for it. Just open your Google Ads account and head to the Change History section.

You’ll be able to see every adjustment that’s been made in your account — what, when, and how often.

What I see time and time again? A few bid changes. Maybe a paused ad or two. Total time spent in the account? Maybe 10–15 minutes for the entire month.

Meanwhile, you’re paying a premium retainer like someone’s in there daily running tests, making optimisations, and crafting strategy. But they’re not.

It’s smoke and mirrors.

4. The Myth of “Constant Optimisation”

Here’s one I hear often:
"We’re in the account every week, making ongoing optimisations to keep improving your results."

Sounds good in theory — but here’s what’s actually true.

A well-built, mature Google Ads campaign doesn’t need to be changed constantly. In fact, too many tweaks can hurt performance, not help it. The algorithm needs time and consistency to gather data and deliver strong results.

If someone’s spending more than an hour a week in a stable account, they’re either over-engineering it or changing things to justify their invoice.

Sometimes, doing less is smarter.

5. Here’s How I Run It — And Why It Works

I’ve been managing ad spend for years. I know what works, and I don’t believe in fluff retainers just to keep the lights on.

Here’s how I price things:

• $2,000/month for the first 3 months
  That covers full strategy, account build, conversion setup, copywriting, A/B testing and weekly adjustments.
• $500/month ongoing from month 4
  I keep an eye on performance, make sure nothing’s leaking budget, and tweak only when necessary. No unnecessary tinkering. Just strong performance management.

No junior team members fumbling around. No bloated reports. No pretending that every login equals value.

Want Proof? Let’s Get on a Call

Still not convinced?

Here’s what I offer:
Let’s jump on a call with your current agency together.
We’ll look at the change logs. We’ll ask them what they’ve actually done in the last month.
We’ll find out whether you’re paying for results… or for someone’s kombucha bar in the office kitchen.

No pressure. Just real talk.

I've Seen It All — And Delivered Real Results

My clients don’t stick around because I talk a big game. They stay because they get a consistent, measurable return.

From small trades to growing eCommerce brands, I’ve delivered ROAS upwards of 10x, and I do it without over-promising or overcharging.

If you want to see what performance-focused, bullshit-free Google Ads management actually looks like — start here:

• Are Google Ads Worth It? Real-World Examples and Success Stories
• When Do Google Ads Start Working?
• The Best Google Ads Agency for Small Business
• How to Set the Right Ad Budget for Your Small Business

If You're Paying for Padding, It’s Time to Reconsider

Marketing should be strategic, honest, and designed to grow your business — not prop up an agency’s overheads.

So if you’re tired of paying for vague “management” and want someone who treats your money like it’s their own, let’s chat.

I’ll build you a campaign that performs, and only charge you for the work that actually matters.

Get in touch here — no pressure, no pitch deck, just straight-up results.

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