Side by side
Who builds and runs campaigns
- Full-service agency
- The agency
- Co-managed
- Your team
Speed of changes
- Full-service agency
- Through the agency
- Co-managed
- Immediate, because you make them
Knowledge
- Full-service agency
- Stays with the agency
- Co-managed
- Builds inside your team
Ad account ownership
- Full-service agency
- Varies. Ask before you sign.
- Co-managed
- Yours by default
Policy, appeals, measurement
- Full-service agency
- Included
- Co-managed
- Included
Typical cost
- Full-service agency
- A higher share of ad spend, or a retainer
- Co-managed
- A lower share of ad spend
What you need in-house
- Full-service agency
- A decision maker
- Co-managed
- At least one person who runs campaigns
| Full-service agency | Co-managed | |
|---|---|---|
| Who builds and runs campaigns | The agency | Your team |
| Speed of changes | Through the agency | Immediate, because you make them |
| Knowledge | Stays with the agency | Builds inside your team |
| Ad account ownership | Varies. Ask before you sign. | Yours by default |
| Policy, appeals, measurement | Included | Included |
| Typical cost | A higher share of ad spend, or a retainer | A lower share of ad spend |
| What you need in-house | A decision maker | At least one person who runs campaigns |
Questions to ask any agency before you sign
- Who owns the ad account, the pixel and the data if we leave?
- Is ad spend shown separately from your fee on every invoice?
- What do we receive each month, in writing?
- How fast do you respond when an ad is rejected or an account is restricted?
- Can you work in an ad account that we own?
What it costs
Our fees are 5% of ad spend for Co-Managed, 8% for Growth and 12% for Fully Managed, with monthly minimums of $300, $800 and $1,500. At $20,000 a month in ad spend that is $1,000, $1,600 or $2,400. The difference between plans is who does the building: on Co-Managed and Growth your team does; on Fully Managed ours does.
You can move between the two
Many clients start Fully Managed while they hire, then move to Co-Managed as their team takes over. Others go the other way during a busy season. The plan can change from the next billing month.