Paid Ads Management Contract: Clauses That Protect Both the Media Buyer and the Client

Mariana Lopes · 2026-10-07

Scope and deliverables

Clearly define the activities to be performed. Include:

• Campaign types (Google Ads, Facebook Ads, TikTok Ads)
• Objectives (increasing sales, lead generation, etc.)
• Reporting frequency (weekly, monthly)
• Goals and KPIs that will be used to measure success

This clause should be specific to avoid misunderstandings.

Account access and ownership

Specify how access to ad accounts and platforms will work. Include:

• Who will have access (media buyer, team)
• Account ownership (the client should maintain control of the accounts)
• Confidentiality clause covering data and strategies

It’s essential that both sides know who is responsible for each account.

Fee, percentage, and adjustments

Set the media buyer’s compensation. Detail:

• Flat fee or percentage of ad spend (e.g., 10% of ad spend)
• Annual or semiannual adjustments (based on indexes such as IPCA or market fluctuations)
• Conditions for bonuses or additional commissions if goals are exceeded

Transparency in this clause helps prevent future conflicts.

Termination and notice

Define the terms for terminating the contract:

• Notice period (usually 30 days)
• Reasons for termination (failure to meet goals, lack of access)
• Consequences of termination (payment for services provided up to the termination date)

This ensures both parties are clear on their rights and responsibilities.

Responsibility for account bans

Address responsibility in cases where ad accounts get banned:

• Define whether the media buyer is responsible for bans resulting from direct actions (e.g., inappropriate strategies)
• Specify that the client must follow platform policies to avoid bans
• Include the procedures to follow in case of a ban (such as appeals and account reviews)

This clause is crucial for minimizing risks and liability.

With a well-structured contract, both the media buyer and the client have clear responsibilities and rights, helping prevent misunderstandings and protect both parties.

What percentage do you usually charge based on ad spend?