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Most PPC agencies charge a percentage of what you spend, which gives them a direct financial interest in you spending more. It is the industry standard and it is the wrong incentive to build a relationship on. Here is what the work actually costs and how to compare two quotes.
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Support@adnika.comPartners & recognition
The platforms we build and run campaigns in, and the clients whose numbers we publish with their names on. HubSpot is the one partnership we claim; the rest are tools we use, not badges.
Before the numbers
If your agency earns fifteen percent of media spend, every conversation about reducing spend costs them money. Nobody involved is being dishonest; the incentive simply cannot produce impartial advice about budget.
What the standard model costs you
So it rarely gets recommended. A category that has saturated its available demand should reduce budget, and a percentage-based agency has no reason to be the one to say so.
Doubling the budget on the same three campaigns is close to the same amount of work. Under a percentage model it doubles the fee, which is difficult to justify on any basis other than convention.
One agency quotes fifteen percent, another quotes a flat fee, a third bundles media and management into one number. Without breaking them apart you are comparing three different things.
The page the ad points at is usually the constraint, and fixing it is usually cheaper than the media increase an agency would propose instead. It sits outside most PPC scopes entirely.
What it costs
Flat monthly fees based on the work the account needs, not on what you spend. Our read of this market rather than a rate card. Media spend is separate and paid to the platform directly.
Search, Shopping and Performance Max where it fits. The range moves on how many campaigns and markets, whether a product feed is involved, how many languages, and whether landing pages are in scope.
Paid and organic planned as one search strategy, with a decision made per query about whether to buy it or earn it. Includes the query mapping, which is a standalone deliverable and frequently the thing that changes where money goes.
Video demand generation, with creative production either included or quoted separately. Creative and media run by the same team, because on a skippable format they are the same decision.
Not our fee. This is what goes to Google or Meta, and it is quoted separately in every proposal. Competitive Dubai categories such as real estate, legal and aesthetics need considerably more than the floor to produce readable data.
How to compare quotes
Ask every agency you are speaking to. The answers differ far more than the headline numbers do.
If it is a percentage, ask what happens to their fee when they recommend you spend less. The answer tells you whether that recommendation will ever arrive.
Some agencies run clients inside their own manager account on their own billing. Leave, and you lose years of conversion history, which is the most valuable asset in a mature account. Ask before you sign anything.
Uncommon at this size and worth asking. Any payment flowing from the platform to the agency is a second incentive you are not party to.
A single blended monthly number hides how much of your money reaches the auction. Two quotes are not comparable until both are broken apart.
The page is frequently the constraint rather than the media. If it is out of scope, ask what happens when the conclusion is that the page needs fixing.
Weekly is where waste is caught. Monthly means a month of spend on the wrong queries before anybody looks.
Cost per click and click-through rate describe the ad. Cost per qualified lead describes the business. Ask which one appears at the top of the monthly report.
Long lock-ins are a substitute for performance. Ask what you keep when it ends — it should be everything.
Where this work happens
Each has its own page with the scope and the process in detail.
Search, Shopping and Performance Max, managed to cost per qualified lead.
Paid and organic planned as one strategy, decided per query.
Built around the skip button, with creative and media in one team.
Because the landing page is frequently the constraint, not the media.
Why us
It is the whole argument, and it is not a complicated one.
So the recommendation to reduce budget, pause a campaign or fix the page instead of buying more clicks is one we can actually make.
In your billing, with your conversion history. You can revoke our access this afternoon and lose nothing.
Never blended into a single monthly figure. You should always be able to see exactly how much of your money reaches the auction.
We build websites. When the page is the constraint we can fix it, which is usually cheaper than the media increase the alternative would require.
Industries
Every number below is the count of case studies we have actually published in that sector, and the best result among them. Nothing is a counter.
Selected work
:quality(80))
Two disconnected websites rebuilt as one bilingual WordPress site with a HubSpot funnel behind it.
:quality(80))
Seventy-two treatment pages in Dubai’s most contested clinical category, built inside DHA advertising rules.
:quality(80))
One site carrying aesthetics, dentistry and surgery — three audiences, three routes, one design system.
:quality(80))
A Dubai property platform with filterable listing search, a map of the city and a mortgage tool.
:quality(80))
A scroll-scrubbed WebGL scene experience spanning six divisions — and still a PageSpeed of 90.
:quality(80))
Office furniture on Shopify, serving a single-chair buyer and a corporate fit-out from one catalogue.
:quality(80))
A smart-lock catalogue with parallel routes by product, by industry and straight to the flagship.
Questions
Including the questions worth asking every other agency.
No. They are our read of the Dubai market and the ranges most accounts fall into. Not a signed rate card. We audit the account first, then price, and the audit findings are yours whether or not you proceed.
For a Dubai SME account, AED 4,500 to 18,000 a month for management covers most of what we see, with media spend separate on top. The management fee should track the complexity of the account — campaigns, markets, languages, whether there is a product feed — rather than tracking what you spend.
Ten to twenty percent is the conventional range, and we would encourage you to question the model rather than negotiate within it. It means the fee rises when spend rises even though the work has barely changed, and it means the advice to spend less has a cost attached for the person giving it.
In most Dubai categories, no. Clicks in real estate, legal and aesthetics can pass AED 40, so that budget buys one or two clicks a day and produces no readable data for months. A serious test starts around AED 8,000 a month of media, and considerably more in the competitive categories.
There is no useful average, and a quoted one would mislead you. Cost per click varies by an order of magnitude between categories here, and the number that matters is your cost per closed customer rather than per click. A campaign with expensive clicks and a good landing page routinely beats a cheap one.
No. There is no rebate, no commission and no payment flowing from any platform to us. It is worth asking every agency you speak to, because it is a second incentive you would not otherwise see.
Quoted separately, and frequently the most valuable thing in the proposal. Doubling the conversion rate of the page halves the cost per lead without touching the media budget, and it is usually cheaper than the media increase that would achieve the same result.
The initial read is free. Send read-only access and we will come back with the search term waste quantified and what we would change first, whether or not you hire us. A full documented audit with an implementation plan is a paid piece of work.
Then we will say so, and it happens. Some categories cannot work at current auction prices with your margin, and the honest answer is to fix pricing or conversion first. That is a cheaper year than discovering it through twelve months of campaigns.
Three months, because structural fixes to an account need that long to be readable. After that it is monthly. Long lock-ins are usually a substitute for performance.
Nothing. It is yours, in your billing, with the conversion history intact. We remove our manager access and you carry on. There is no exit fee and no data to hand back, because you always had it.
No questions match — try another search.
Next step
Send read-only access. We will come back with the search term waste in dirhams and what we would change first, whether or not you hire us.
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