How much does advertising cost in Google Ads and Meta Ads, and how do agencies charge for management?

The truth is, you don't need to have a huge business to advertise effectively. You need to think like one.
Most owners ask, "How much does advertising cost?" when the more important question is, "How much do I earn from it?"
In the following sections, you will see the actual budget ranges, how agencies charge, and how to understand whether you are paying for results or simply for activity.

How agencies set their prices

Percentage of ad spend

The most common model. It usually varies between 10 and 25% of the monthly advertising budget.
If you spend 4,000 BGN per month, the fee is between 400 and 1,000 BGN.
It is appropriate when the budget is growing and there is constant activity.

Fixed retainer

A fixed monthly amount, for example 800–1500 BGN, regardless of the budget.
This option is convenient if you want predictable costs and more included services – creatives, analysis, CRO, etc.

Hybrid model

A combination of the two – for example, a fixed fee of $600 + 10% of the budget.
This gives the agency an incentive to improve results, while you have a predictable base fee.

How much to set aside for advertising

There is no universal formula, but there is a minimum threshold below which it makes no sense to start – the algorithms simply won't collect enough data.

B2B (Lead Generation): from BGN 1,000/month

Online shops: from BGN 1,000/month

Under this amount, you can "see movement," but you can't do stable optimisation. With PPC, there are no miracles – the systems work with a volume of clicks and conversions, not with hopes.

When do the real results come

We will talk about this in detail in a separate article, but the guideline is as follows:

• 1–2 weeks – first clicks and initial data
  3–5 weeks – the algorithm begins to "learn," testing audiences and formats
• 6–8 weeks – stabilisation of results, real CPA and ROAS
• If someone promises a return in three days, don't believe them.

The most common mistakes in setting a budget

• A limit without a goal. "I'll give 1000 BGN" means nothing if you don't know what you want to achieve.
• No idea how much a real customer costs. Without a clear nCAC (cost per new customer), there is no way to assess effectiveness.
• No measurable return. ROAS = Revenue / Cost. MER = Total revenue / all marketing costs. If you don't track them, you can't make decisions.

Example

Goal: 100 sales × 50 BGN profit = 5,000 BGN
Maximum acceptable cost per customer (nCAC) = 20 BGN
100 × 20 = 2000 BGN advertising budget
Add ~20% for management → about 2400 BGN per month in total.
This is a real, measurable model – not "by eye."

How to know if you are paying for real value

The agency talks about data, goals, and margins, not "likes."

There is a clear structure for campaigns, testing, and reporting.

Decisions are made based on results, not intuition.

There are no hidden fees or minimum term contracts "for security."

Key Takeaway

For good advertising results and effective algorithm performance, PPC optimisation, and increased advertising results on Google and Meta, you need about €500/1000 BGN/month.

Don't ask, "How much does advertising cost?"
Ask, "How much do I need to invest to earn five times more?"

If you want a clear and specific advertising plan for your business, margins, and specifics, and are dissatisfied with your current results and agency management related to digital advertising, contact me. From the first conversation, planning, and campaign, you will see that my attitude and expertise are on a different level 🙂