The verdict in three sentences
Before signing with a Google Ads agency in Manchester, check three non negotiables: the Google Ads account opened in your company's name, call and form tracking live before the first pound is spent, and an initial commitment of 3 to 6 months at most. Market management fees sit between 15 and 25 % of spend, on budgets of 700 to 3,500 GBP a month for B2B SMEs in Greater Manchester. An agency that gives a vague answer to any question below will cost you more than its quoted fee.
The questions to ask, with good and bad answers
The managing director of a Manchester event equipment hire company (staging, PA, AV screens, furniture) serves conferences, product launches and exhibitions at venues across the North West. He wants to outsource Google Ads and is preparing his first agency meeting.
| Question | Good answer | Answer that should worry you |
|---|---|---|
| Who owns the Google Ads account? | You do, we are added as managers | We run it in our agency account |
| How do you track calls and forms? | Call tracking numbers, imported conversions, tested before launch | We report clicks and click through rate |
| What are your fees, and on what basis? | Fixed percentage of spend or flat fee written in the quote | Fees hidden in the cost per click |
| How long is the commitment? | 3 months, then rolling monthly | 12 months fixed from day one |
| Who actually manages my account? | A named person, contact frequency, a backup | Our team, nobody named |
| What is in the report? | Cost per enquiry, calls, profitable keywords | Impressions and clicks only |
| What happens if I leave? | You keep the account, history and audiences | Account closed or data not handed over |
| How do you handle seasonality? | Budget planned around the events calendar | Same budget every month |
Seasonality matters in Manchester's events market: corporate demand peaks in spring and autumn, with a December party season and quiet summer weeks. A serious provider proposes a budget calendar at the first meeting.
The numbers to check in the quote
| Quote item | 2026 range in Greater Manchester | Benchmark for a B2B SME |
|---|---|---|
| Monthly media budget | 700 to 3,500 GBP | 1,000 to 1,800 GBP for event hire |
| Management fee | 15 to 25 % of spend | Common minimum of 250 to 450 GBP a month |
| Setup fee | 0 to 1,200 GBP (2026 estimate) | Must be justified by conversion tracking |
| Cost per click on local B2B searches | 1.50 to 4 GBP (2026 estimate) | Higher before major exhibitions |
| Commitment | 3 to 12 months | 3 months, then monthly |
| Call tracking | Included or 20 to 50 GBP a month | Essential: 40 to 60 % of enquiries come by phone |
| Launch time | 1 to 3 weeks | 2 weeks with tracking tested |
For comparison, Kolonell charges a 50,000 FCFA ads setup (about 76 EUR, roughly 65 GBP) then media budget plus 15 to 20 %, with no annual lock in on ads and the account opened in your name. For organic Google visibility, the visibility audit costs 100,000 FCFA (about 152 EUR), credited against setup if you start within 30 days, and the Traffic Engine Presence, Momentum and Flood plans cost 125,000, 225,000 and 350,000 FCFA a month over 12 months (about 191, 343 and 534 EUR), with a 300,000 FCFA setup and a weekly report.
Mini case study
Illustrative example: Gareth, managing director of a Manchester event hire firm, spends 1,300 GBP a month with a 20 % management fee, 1,560 GBP in total. At 2.20 GBP a click he gets about 590 clicks; at a 6 % conversion rate that is 35 enquiries a month, 30 % of which close, so 10 bookings at 2,200 GBP. The 22,000 GBP of monthly revenue easily covers the 1,560 GBP spent, provided calls are counted: without call tracking, half of those enquiries would be invisible and the campaign would look half as profitable.
FAQ
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What management fee is normal for Google Ads in Manchester?
Between 15 and 25 % of monthly spend, often with a minimum of 250 to 450 GBP. Above 30 %, ask what the agency does that others do not.
Can the agency keep my Google Ads account when we part ways?
It never should: require from the start an account in your company's name with admin access. You then keep 100 % of history, keywords and audiences.
What is the minimum budget for a North West B2B SME?
Around 700 GBP a month covers a few precise local searches. For corporate event hire, 1,000 to 1,800 GBP a month lets you stay visible all year and push before exhibitions.
Should I accept a 12 month contract?
Not at the start: 3 months is enough to judge the work, then one month's notice. A long commitment only makes sense with a clear discount, for example 20 %.
How do I know calls come from Google Ads?
Use a tracking number on ads and website, linked to conversions in the account. In local B2B, 40 to 60 % of enquiries come by phone, so they must be measured.
Get found by the buyers who are looking for you. Before you sign, measure your real Google visibility with a 100,000 FCFA audit (about 152 EUR), then choose the right Traffic Engine plan, with a weekly report on your enquiries. Traffic Engine. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
