[ Paid search · Buyer guide 2026 ]
// 17 / 20Own the account, evidence and economics.
Compare agency fees, account ownership, conversion tracking and incremental return.
[ Outcomes ]// 01
Make the buying decision clearer.
01Client-owned measurement foundation
02Transparent media economics
03Qualified-demand optimization
[ Delivery model ]// 02
Choose for internal capacity—not fashion.
| Model | Use when | Watch-out |
|---|---|---|
| Flat retainer | Stable scope and spend | May not scale with complexity |
| Percent of spend | Management grows with media | Incentive to increase spend |
| Hybrid fee | Base service plus scale | Needs transparent thresholds |
| Project setup | Tracking, feeds or restructuring first | No ongoing optimization |
[ Go deeper ]// 03
The full buyer's playbook.
The working reference for the procurement itself—everything you need once this guide has framed the decision.
Open the playbook ↗018 RFP questions that reveal real capability
025 failure risks with early warnings and controls
036 outcome metrics with baseline worksheets
04A 90-day plan from evidence to operating rhythm
056 plain-language definitions for the jargon
[ Choose your next step ]// 04
Turn the guide into a decision.
[ Ready to turn this guide into a buildable scope? ]