Ad management fees in Japan – how agencies charge and what to check

The four parts of an ad management bill

It is tempting to compare agencies on their fee rate alone, but a real invoice usually has several lines. Break every quote into these four parts and the differences become clear.

• Ad spend (media cost): what Google or Meta charges for clicks and impressions. This is the part that produces results and the largest share of the budget
• Management fee: payment for keyword and bid adjustments, ad copy testing, reporting and account work
• Setup fee: account creation, campaign structure and conversion tracking. Typically anywhere from free to around 100,000 yen or more
• Creative and page costs: landing pages, banners or video. These are often billed separately from the management fee

The last item is the one most often missed. Results depend heavily on the page people land on, so whether page improvements are included changes the real value of the service. For a full picture of what can be handed over, see search ads management.

Agency fee models: the four common structures

Most agencies in Japan use one of these models, or a mix. The rates below are general market ranges and vary with the platform and the scope of work.

• Percentage of spend: the most common model, typically around 20% of ad spend. It is easy to understand and scales with your budget – though it also means the agency earns more as you spend more
• Flat monthly fee: a fixed amount regardless of spend, often starting from several tens of thousands of yen. Useful for small budgets or when spend changes a lot from month to month
• Percentage with a minimum: a percentage model with a floor such as "from 30,000–50,000 yen per month". On a small budget, the effective rate climbs well above the headline percentage
• Performance-based: a fee per inquiry or sale. It requires a precise definition of a conversion and reliable tracking, and fewer agencies offer it

Which model is cheapest depends on your monthly spend and how much work you want done. Estimate your ad budget for the next six months, then calculate the total under each model.

Why big agencies turn down small accounts

Being turned away with a 100,000 yen monthly budget is a common experience, and the reason is simple arithmetic. At 20%, that budget earns the agency 20,000 yen a month. Once you count account setup, weekly optimization, monthly reports and meetings, that does not cover the staff time at most large agencies. So they set a minimum ad spend – often 300,000 yen a month or more – or a minimum fee.

Here is how a 20% rate compares with a 50,000 yen minimum fee:

• 100,000 yen spend: 20% is 20,000 yen. With the 50,000 yen minimum, the fee equals 50% of your spend
• 300,000 yen spend: 20% is 60,000 yen, above the minimum, so both models cost about the same
• 1,000,000 yen spend: 20% is 200,000 yen. At this level a flat fee can be the cheaper option

With a small budget, you keep more money working for you by choosing a partner who prices for small accounts, and by narrowing platforms, regions and keywords. Our guide to search ads on a small budget walks through how to start.

Seven things to check in any quote

Two quotes with the same rate can lead to very different totals and very different levels of control. Confirm these points in writing before you sign.

• Fee on top or included: "100,000 yen spend plus 20,000 yen fee" versus "100,000 yen total including the fee". In the second case only 80,000 yen reaches the platform
• Account ownership: the Google Ads or Meta account should be opened in your name, with the agency given access
• Minimum term and cancellation: three- or six-month lock-ins, notice periods and any penalty
• Scope: which of keyword work, ad copy, banners and landing page edits the fee covers
• Reporting: how often, whether you can see the account anytime, and whether the numbers are explained
• Tracking setup: whether conversion tracking and GA4 are part of the setup fee
• How ad spend is paid: directly to the platform with your own card, or invoiced through the agency

If the account stays in the agency's name, you may lose the campaign history and learning data when you leave. For the wider selection process, see how to choose a web ad agency.

How UNANOBO works: see your landing page before talking fees

Before you agree to any management contract, UNANOBO builds a free demo of the page your ads will send people to. You can check on a computer and a phone whether that page is ready to turn clicks into inquiries or sales – before a single yen goes into ads. After the demo, you receive a proposal for the platforms, how the account will be run, and a plan and estimate.

The process is free demo, feedback, launch, growth. The founder handles every project personally, so you have one contact from the first demo to ongoing optimization. Ad accounts are opened in your name and you can see the numbers anytime. Everything runs by message in Japanese or English, with replies within two business days.