Website and Advertising Discounts: How to Evaluate an Offer
A discount on website development and advertising is only real when you compare the same scope, not just the final price. The offer should clearly show the website or landing page development, campaign setup, inquiry tracking, and costs that remain separate. As a general guide, website development typically falls within €500–€5,000, while Google or Facebook advertising setup and management falls within €250–€2,500; the advertising budget paid to the platform is not included in these services.
What are you actually buying with a combined offer?
A “website plus advertising” offer is not a single product. It combines several different types of work that should be clearly separated before you sign a contract.
The first part is the website. This includes the page structure, design, mobile version, inquiry form, basic SEO setup, and admin panel. Depending on the offer, it may also include copywriting, image uploads, a blog, multilingual support, or CRM integration.
The second part is advertising preparation. This includes research into searches and audiences, ad copy, campaigns, goals, conversions, and the connection between the ad and the page it leads to.
The third part is management. Some offers include only the initial setup. Others include monitoring, campaign changes, testing, and reporting. These are different services and should not be compared as if they were the same activity.
| Element | What should be described | What is often separate |
|---|---|---|
| Website | Pages, mobile version, form, admin panel, basic SEO, and timelines | Domain, hosting, professional photography, additional languages, and new functionalities |
| Landing page | One specific offer, supporting arguments, call to action, form, and tracking | New page variations, additional sections, and ad creative development |
| Google ads | Campaign structure, keywords, ads, conversions, and reporting | The budget paid to Google and additional campaigns |
| Facebook ads | Audiences, copy, creative, pixel or another tracking mechanism, and reporting | The budget paid to Meta, new photo shoots, and video content |
| Maintenance | Who responds to problems, what changes are included, and for what period | Larger changes, new pages, and urgent tasks |
When is a discount real rather than just something written in the offer?
It is real when you receive the same scope at a lower price or when duplicated work is eliminated. For example, the same service copy can be used as the basis for a page, landing page, and ad messages. Joint planning saves time, but that does not mean the ads are “free”.
A discount can also be justified as part of a package. If the website, landing page, and campaigns are planned together, the team does not start from scratch for each part. The same inquiry goals, services, and target customers are used in the design, copy, and tracking setup.
A discount shown against an unspecified previous price is suspicious. If the offer only states “full price” and “promotional price” without listing the included activities, there is no basis for comparison.
Also be careful if the low price is offset by restrictions: limited revisions, no access to advertising accounts, a ready-made template without customization, or a report that shows clicks but not actual inquiries. A low initial price can lead to a new offer for every change that is needed.
Which costs are separate from the development work?
The advertising budget is most often separate. It is paid directly to Google or Meta and depends on the market, competition, goals, and number of campaigns. The setup or management fee is different from the amount the platform spends on displaying the ads.
The domain and hosting should also be listed explicitly. Check whose name they will be registered under. If an agency builds the website, you need to know what happens to access when the work ends.
Content may be only partially included. One offer may include copy only for the main pages, while another may treat copy for all services, categories, ads, and emails as a separate service. Photos, video, graphic design, and translations are often outside the basic package.
CRM integration, call tracking, chat, an appointment calendar, product imports, or connections to external systems may also be charged separately. These features are not minor website edits. They require analysis, development, and testing.
Ongoing maintenance should have its own separate terms. For websites and online stores, the maintenance benchmark is €100–€350 per month. It is important to know whether the fee includes backups, updates, monitoring, and a set number of minor changes.
How do the website, landing page, and advertising campaigns work together?
The website builds trust and explains the business. The landing page guides visitors to one specific offer. The advertising campaign chooses who sees the message and takes them to the right page. When the three parts are not aligned, you pay for visits that are difficult to turn into enquiries.
For a general service, a page on the main website is often the right choice. It can appear in the menu, be found organically on Google, and contain more information. For a short promotion or a specific audience, a landing page is more practical because it offers less distraction and has one primary goal.
Every campaign should have a clearly defined action: submitting a form, making a call, requesting a quote, booking, or making a purchase. The form should send the data to an email address, CRM, or another workflow. If enquiries end up in different inboxes and no one knows where they came from, there is no reliable measurement.
With Google Ads, the page should match the search query and the ad copy. With Facebook ads, the connection is between the audience, visual, message, and the first few seconds after the page opens. That is why it is not enough to send every service ad to the same homepage URL.
A good example of this connection is the Dobrite Hamali project, where the website is focused on generating enquiries and includes a price calculator, Google Ads integration, and call tracking. This is a different approach from a website that simply displays a phone number and leaves the owner guessing where the calls come from.
How do you compare two offers based on expected results?
- 01Describe the business goal
Write down what needs to happen: more calls, form submissions, office visits, bookings, or sales. “More traffic” is an intermediate metric, not a sufficiently precise business goal.
- 02Request the same scope
Give every provider the same list: pages, services, languages, forms, integrations, advertising channels, copy, visuals, and maintenance. This prevents a low price from being achieved through omissions.
- 03Check the tracking
Ask how forms, phone calls, and enquiries will be tracked. Clarify who will have access to Google Ads, Meta Business Manager, Analytics, and the system where enquiries are received.
- 04Connect advertising to the sales process
Clarify how you will determine whether an enquiry is qualified and whether it turned into a deal. If the advertising is optimised only for clicks, it may attract people who are not suitable customers.
- 05Clarify what happens after launch
Ask for a description of the first report, the frequency of changes, and the process for approving new copy and visuals. Advertising is not finished simply because the campaign has been published.
What questions should you ask before accepting the offer?
Ask who prepares the content and who approves the pages. Clarify how many revision rounds are included and how it is determined whether something is a revision or new functionality.
Ask for a list of the accounts and access credentials that will be created in the company’s name. The advertising account, domain, analytics tools, and enquiry data should not depend on an external provider’s personal profile.
Check whether the offer includes a landing page or only redirects visitors to the homepage. Also ask what happens if a campaign requires a new page, a different message, or a separate form.
Finally, ask for a sample report. It should show not only impressions and clicks, but also the actions that matter to the business: calls, enquiries, bookings, sales, and the status of the contacts received.
How much does a website and advertising package cost?
For a website, WordPress website, landing page, or redesign, the benchmark is €500–€5,000. The lower end of the range usually means a more clearly limited scope and fewer pages. The upper end is driven by more content, custom design, integrations, multilingual support, and specific functionality.
For SEO, Google Ads, Facebook Ads, and related marketing services, the benchmark is €250–€2,500. Within the range, the price changes according to the number of channels, campaigns, ad messages, visuals, conversions, reporting requirements, and the ongoing management needed.
These benchmarks are not a promise of a specific number of customers. The result depends on the service, demand, competition, offer, response speed to enquiries, and budget allocated to the advertising platform. A good offer shows which of these factors the provider controls and which remain the business’s responsibility.
What does a sensible offer look like in practice?
It starts with a brief description of the target customer and the desired action. It then separates development, advertising setup, management, external costs and maintenance. It specifies who provides the content, who approves the materials and who owns the accounts.
It includes a plan for the pages and campaigns, not just a list of technical terms. It explains how forms and calls will be measured. It also draws a clear line between what is included and any additional work.
If you want to compare a specific scope of work, see how the service is described for website development, landing pages, Google Ads or Facebook Ads. The important thing is for every part of the offer to lead to a measurable action, rather than simply to another published page.
Frequently asked questions
- Is the ad budget included in the price for Google or Facebook Ads?
- Usually not. The setup and management fee covers work on the campaigns, while the ad spend is paid separately to Google or Meta.
- Is it cheaper to order the website and advertising as a package?
- Sometimes, yes, when planning, content and tracking are used across several parts of the project and there is no duplicated work. A package is cost-effective only when its scope and included activities are clearly described.
- Should ads lead to a landing page rather than the home page?
- Not always. The home page or an internal page is suitable for presenting the service more broadly, while a landing page is useful for one specific offer and one primary action.
- How can I tell whether the ads are bringing in real customers?
- Forms, calls and the subsequent status of enquiries should be tracked. Clicks and impressions show activity, but they do not prove a sale.
- Who should own the advertising account and the website?
- The accounts, domain and data should belong to the company. The provider can be given access to do the work without the business losing control when changing agencies or ending the contract.
