Your numbers
Monthly figures. Everything is calculated in your browser. Nothing is sent or saved.
Effective fee % = (monthly fee + setup fee ÷ 12) ÷ monthly ad spend.
Extra jobs to cover the fee = (monthly fee + setup ÷ 12) ÷ (job value × gross margin). Without a margin it uses job value alone, which is the bare minimum.
Extra leads needed = extra jobs ÷ close rate.
Then compare your effective fee % with the table below. Enable JavaScript to see this instantly.
What agencies typically charge contractors (rough ranges)
These are published ranges, not audited industry data, and most come from agencies themselves. Use them as a starting point for a conversation, not a verdict.
| Monthly ad spend | Typical management fee |
|---|---|
| Under $5,000/mo spend | 20–30% of ad spend |
| $5,000–$25,000 | 15–20% of ad spend |
| $25,000–$50,000 | 12–18% of ad spend |
| $50,000+ | 10–15% of ad spend |
Source: Pavado (citing Swydo's 2026 agency pricing benchmarks), checked 2026-10-20. The same source says most agencies keep a monthly minimum of $1,000–$5,000 whatever the spend, plus a one-time setup fee of $500–$3,500. Below roughly $8,000/mo in spend, the minimum usually sets your real percentage.
- Flat retainers for ads management: about $1,500–$6,000/mo, plus $500–$5,000 setup (Superior Marketing, checked 2026-10-20).
- Retainers by shop size (HVAC, but a useful comparison): $1,500–$2,500 under $500k revenue, $4,000–$6,000 at $1–3M, $8,000–$15,000 for commercial or multi-market (Pipelineon (HVAC retainers by shop size), checked 2026-10-20).
How we label your result
Fair: at or below the top of the typical range for your spend tier. High: up to 1.5× the top of that range. Very high: above that. The 1.5× cut-off is TradeCPL's own rule of thumb, not a published standard. A higher fee can still be worth it if the agency also runs SEO, the website, call tracking or creative. Ask what's included.
Questions worth asking any agency
- How many leads last month became estimates, and how many became jobs?
- Do I own the ad accounts, website and Google Business Profile if I leave?
- Is call tracking set up, and does it connect to my CRM?
- What does the fee cover beyond managing the ads?
Want a second opinion?
We're building a short list of vetted Data Partner agencies that report cost per job, not impressions, and share anonymized numbers with our benchmarks. Tell us about your account and we'll match you.
Agencies: TradeCPL doesn't sell leads. Data Partners are disclosed as paid listings.