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Hmmm 41 accounts at $250k means the average account is only around $6k/mo, so I get why agencies stack them… but yeah, that is too much if you’re expected to actually grow them.
At that volume you’re mostly doing triage. You can check budgets, fix obvious issues, add negatives, make a few bid changes, send reports… but real strategy gets squeezed out.
IMO proper PPC work is not just pushing buttons inside Google Ads. It’s search term cleanup, offer testing, landing page feedback, tracking QA, creative angles, lead quality checks, CRM feedback, geo/device/daypart decisions, and knowing when the account needs more volume versus cleaner traffic.
I mostly work on larger spend accounts now, so my view may be biased… but on clients spending $200k+/mo, one small mistake can burn moreeee in a day than a small account spends in a month. On one ecom account around the $300k spend range, we had to watch MER, blended ROAS, new customer revenue, SKU margin, promo timing, and creative fatigue at the same time. On lead gen accounts over $200k+/mo, the ad account numbers alone were not enough… CPL looked fine until we matched it against qualified lead rate, booked calls, sales feedback, and junk lead patterns.
That level of work is impossible across 41 accounts unless the agency has support for reporting, tracking, creative, landing pages, and client comms.
So yeah… I wouldn’t judge it only by spend. 41 small boring accounts can be manageable. 41 accounts where clients expect real growth is a burnout machine and the accounts will eventually suffer.
