> For the complete documentation index, see [llms.txt](https://help.doctorlogic.com/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.doctorlogic.com/docs/add-ons/paid-search-ppc/understanding-ppc-billing.md). # Understanding PPC Billing ## What PPC Billing Covers #### Monthly PPC Management Fee Your monthly PPC management fee covers the ongoing management of your advertising campaigns. This includes campaign monitoring, performance reporting, strategy development, account optimizations, and routine account maintenance. Our team continuously reviews campaign performance and makes adjustments to help maximize results and align with your business goals. #### Advertising Budget Your advertising budget is the amount spent directly on Google Ads each month. These funds are used to generate clicks, leads, and traffic from your campaigns. Our team monitors spending throughout the month to ensure your budget is being utilized effectively. If there is any overspend or underspend, we actively manage the account to keep spending aligned with your monthly budget. #### Setup Fees Any applicable setup fees are established before your campaign launches. These fees cover the initial work required to build your advertising foundation, including Google Ads account setup, campaign creation, keyword research, ad development, conversion tracking implementation, and launch preparation. *** ### How Advertising Spend Works #### Management Fees vs. Advertising Spend Your PPC management fee and advertising budget are separate expenses. * Management Fee: Covers the professional services required to manage, optimize, and report on your campaigns. * Advertising Spend: The budget used to run ads on Google and generate traffic and leads. #### Who Is Billed for Advertising Costs? Advertising costs are billed directly to you, and they are directly paid to Google Ads. These funds go toward the delivery of your ads and are separate from your PPC management fee. *** ### Budget Changes #### Requesting a Budget Change If you would like to increase or adjust your PPC budget, please contact your Customer Success Manager. They will work with our PPC team to review your request and provide recommendations based on your campaign goals, current performance, and growth opportunities. Not sure who your Customer Success Manager is? You can find your assigned Customer Success Manager by visiting our help article:\ Once your request is submitted, our team will evaluate the budget change and discuss the best implementation timeline to help maximize campaign performance and budget utilization. #### When Budget Changes Take Effect To ensure proper budget pacing and campaign performance, budget increases are typically implemented on either the 1st or 15th of the month. This allows us to effectively manage spending and maximize the impact of your advertising investment. #### How PPC Budget Billing Works Your PPC advertising budget is included as part of your monthly billing and is collected upfront before the start of each billing cycle. Once collected, those funds are allocated directly to your Google Ads account to fund your advertising campaigns throughout the month. Our billing system is connected to each client's Google Ads account, allowing advertising funds to pass directly into the designated Google Ads account for campaign delivery. This ensures your ad budget is applied specifically to your campaigns and used to generate traffic, leads, and other advertising results. Your advertising budget is separate from your monthly PPC management fee, which covers the ongoing strategy, optimization, reporting, and management of your campaigns. This separation provides transparency between the cost of running ads and the services provided to manage and improve campaign performance.


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