Separate the cost lines
Ask for the media budget, setup fee and recurring management fee individually. Identify any percentage-of-spend rule or minimum. Add landing-page work, tracking, call tools and creative costs where those sit outside the management scope.
Ad creative and placement review
Review the offer, copy, visual and destination as one ad experience.
Compare equivalent scopes
Record included campaigns, markets, reporting and optimisation responsibilities. A starting price for one limited campaign is not directly comparable with a broader account engagement. Clarify account ownership and who pays the advertising platform.
Use a bounded budget decision
Choose a test budget using the business’s available contribution, capacity and uncertainty. Establish what evidence will trigger a review. Published competitor offers are reference points, not a market average or a guarantee of the cost your business will face.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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