The verdict in three sentences
In Toronto, most bad Google Ads experiences start with the quote you signed, not the campaigns: agency owned accounts, undisclosed markups on spend and no conversion tracking. A clean quote separates media spend paid to Google, management fees and a one-off setup. Before you sign, add one clause per trap below: each costs a single line and protects you for the whole contract.
2026 benchmarks to judge a quote
For a Toronto distributor of commercial equipment selling to contractors, restaurants and facilities managers across the GTA, here are 2026 estimates for the Canadian market.
| Item | 2026 benchmark in Toronto | Red flag |
|---|---|---|
| Account and campaign setup | 1,000 to 4,000 CAD, once | Setup charged again every quarter |
| Management fee | 15 to 20% of spend, often 750 to 1,500 CAD minimum | Over 30% with no detail |
| Useful media spend | 3,000 to 20,000 CAD a month | Budget imposed without a forecast |
| Cost per click, local B2B queries | 3 to 12 CAD | No keyword list in the quote |
| Cost per quote request | 60 to 250 CAD | Reports without cost per lead |
| Commitment | 3 month initial term is reasonable | 12 months fixed, no exit |
For comparison, Kolonell charges an ad setup fee of 50,000 FCFA (about 76 EUR) and management at spend plus 15 to 20%, with the account in the client's name and a weekly report.
The six traps and the clause to demand
| Trap | Sample quote line | Consequence | Clause to demand |
|---|---|---|---|
| 1. Agency owned account | Google Ads account created and held by the agency | You lose history and data when you leave | Account opened in the client's name and billing; agency gets manager access |
| 2. Hidden markup on spend | Visibility package 8,000 CAD a month, all in | 20 to 40% never reaches Google | Media billed directly by Google; fees itemized separately |
| 3. Long lock-in | 12 month term, no early termination | You pay a year for campaigns that do not convert | 3 month initial term, then 30 days' notice |
| 4. No conversion tracking | Ongoing click optimization | The agency optimizes clicks, not customers | Form, call and quote request tracking set up before launch, imported offline conversions where possible |
| 5. Reports without cost per lead | Report: impressions, clicks, CTR | You cannot judge profitability | Weekly report with leads and cost per lead |
| 6. Unvetted keywords | Keyword targeting optimized by our experts | Spend wasted on consumer searches | Keyword and negative keyword list approved by the client |
Canadian specifics worth checking: if the agency collects personal data through landing pages, the contract should reference PIPEDA and, for Quebec visitors, Law 25 consent requirements. Ask also whether HST is charged on fees only or on the whole package.
Spotting a markup in five minutes
Ask for read access in month one and compare the cost shown by Google with the amount invoiced before fees. Any gap above 5% after taxes needs a written explanation.
Mini case study
Illustrative example: Ryan, owner of a commercial equipment distributor in Etobicoke, gets two quotes. Quote A: all in package at 8,000 CAD a month for 12 months. Quote B: 1,500 CAD setup, 6,500 CAD paid to Google, 18% management at 1,170 CAD, total 7,670 CAD. Under quote A, the agency actually spends 5,200 CAD with Google, a hidden margin of 2,800 CAD a month or 33,600 CAD a year. Quote B puts 1,300 CAD more into ads each month; at 150 CAD per quote request, that is roughly 9 extra requests a month.
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FAQ
What management fee is normal in Toronto?
15 to 20% of spend, usually with a monthly minimum of 750 to 1,500 CAD. Above 30%, ask for the hours and deliverables behind it.
Should Google bill my company directly?
Yes. Paying Google with a company card guarantees that 100% of the media budget is actually spent on ads and keeps invoices clean for your accountant.
How long before judging an agency?
Give campaigns 6 to 8 weeks to stabilize. If cost per quote request is still above 250 CAD after 3 months with no clear plan, renegotiate or switch.
What should a good Google Ads report include?
Leads received, their source, cost per lead and the keywords that convert. A weekly report lets you fix problems in 7 days instead of 30.
Can the agency keep the account when we leave?
Only if you agreed in writing. Make account ownership a signing condition, or you restart from zero, losing months of bidding data.
Get found by the buyers who are already looking for you. Start with a visibility audit at 100,000 FCFA (about 152 EUR), credited against setup if you start within 30 days, then a Traffic Engine plan that brings in buyers searching Google for your equipment, with a weekly report: 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.
