This Service-Level Agreement (this “Agreement” or this “Service-Level Agreement”) is made by and between "Client” and One Firefly ("Supplier")
WHEREAS, customer is willing to continue with the Agreement indefinitely upon Supplier’s acceptance of the terms and conditions of this Agreement, and Supplier confidently accepts the terms and conditions herein;
NOW, THEREFORE, in consideration of the foregoing, and of the terms and conditions and the Service Levels, the Parties hereby agree as follows:
Keyphrase Variants (very tightly related keyphrases that are simply versions of the same thing; i.e. smart home, home control home automation, etc.)
2.1 Client Ad Account: One Firefly will create a dedicated sub-account on behalf of the Client under One Firefly’s Google/MSN Ads Master Agency account. This account will be shared with the Client with no restrictions to the account access. Ownership of the account can be transferred entirely to the Client if services are terminated and any remaining balance owed is paid.
2.2 Call Tracking: One Firefly Call Tracking services are available for all campaigns as an attribution technique and to better capture leads that come in by phone call.
2.3 Tier 2 Lead Concierge: One Firefly’s Lead Concierge is an add-on service to paid marketing packages as part of a strategy to better engage visitors and ultimately capture leads from campaigns.
2.4 GTM Implementation: Google Tag Manager (GTM) is a tool used to manage scripts and other tracking codes used on the Client’s website. GTM improves attribution techniques used to capture event tracking and visitor behavior associated with Client’s campaigns.
2.5 UTM URLs: As an attribution technique, URL Builders will be used to create custom URLs for ad’s destination landing pages. This helps to better track the performance of campaigns.
2.6 Dedicated Account Manager: All Clients will receive a dedicated One Firefly Account Manager assigned to their account. The assigned Account Manager will serve as the single point of contact for the service, and is responsible for managing all phases of the service, onboarding, campaigns setup, ongoing optimization, and regular communication and reporting of campaign performance to the Client.
2.6.1 Communication: see Section 1: Communication of the Digital Marketing SLA for frequency and team engagement options available to you.
2.6.2 Quarterly Recap Report: All Clients will receive a Quarterly Recap Report detailing significant optimizations implemented by our SEM Team, notable campaign metrics, and any next steps or recommendations our SEM Team might have.
2.7 Ongoing Performance Optimization: All campaigns will receive ongoing evaluation and analysis to better understand where performance outcomes can be improved.
2.8 Google Analytics: If a Client does not have Google Analytics setup, One Firefly will provide instructions to the client for setting up their Google Analytics account. One Firefly will provide assistance to the Client in setting up their account as needed.
2.9 If a Client does not have a One Firefly website, One Firefly will provide a cloud-based Landing Page solution to be utilized for their Google/MSN Ad campaigns. One Firefly will own the landing page and it is only to be used with an active Google/MSN Ad strategy managed by One Firefly.
Our landing page solution includes the following options and limitations...
Landing Page Option | Fees | Terms |
A.) Included Landing Page |
Included |
What’s covered? The page is generally accepted as-is with “covered” image modifications (see below).
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What’s not covered?:
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B.) Semi-Custom Landing Page | $399 |
What’s covered? Everything in option (A) - Plus the following...
*Up to 10 images/video swaps) |
What's not covered?:
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C.) Custom Landing Page | Scoped And Priced Separately | For Mercury Pro web clients only. See Section 4 |
D.) New Content Pages - Including...
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N/A |
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3.1 All Clients must have a signed client agency agreement on record to receive SEM services. https://onefirefly.com/us/car
3.2 Previous Google/MSN Ads Account Access: If Clients have previously run paid search ads prior to working with One Firefly, One Firefly requires access to the client’s Ad account. This access is necessary to gain valuable insights to better position the new campaign by leveraging historical campaign data with the intent to produce optimal performance outcomes in the new campaign. In some cases, the Client may not have access, or ownership, of the old ad account. In all cases, Clients shall exhaust all attempts, in a timely manner, to gain the necessary access to old ad accounts. One Firefly will provide “best-effort support” in pursuance of this access wherever appropriate. We will still set up an ad account for the Client under the One Firefly Google/MSN Ads Master Agency account as referenced in section 2.1
3.3 Google Analytics Access: Google analytics access is required for One Firefly to analyze traffic data, set up conversion goals, and gain insights around the performance of the campaign.
3.4 GTM Access: If a Client has GTM (Google Tag Manager) already setup, One Firefly will require access. GTM will be used as an attribution technique to better track events and visitor behavior related to the campaign.
Services do not include web design or landing page development (aside from our cloud-based landing page options for non-One Firefly websites) as part of the service. These services, if deemed necessary or additive to the campaign, shall be scoped and commissioned separately with appropriate fees.
5.1 Campaign Launch Onboarding: The effort to get campaigns launched and live will require moving through two key sprints in a timely manner; the Onboarding Call and Campaign Review.
5.1 - A: Sprint 1 - Onboarding Call: One Week From Sale Date
Once services have been sold and SEM Selections call has been completed, we require a minimum of 5 working days to mobilize resources, assign an Account Manager, setup project management, and coordinate a time for an Onboarding Call. Depending on the availability of the assigned Account Manager, the onboarding call can be scheduled in 6 working days from Sale date, but no later than 10 working days from Sale date.
5.1 - B: Sprint 2 - Campaign Review: Three Weeks From Completed Onboarding Call
Once Onboarding Call is complete, we require a minimum of 15 working days to complete the setup of the campaign, which will include in part keyword analysis, campaign setup, and budget distribution.
This entire process will require a minimum of 20 working days, and can take as long as 30 working days. The time it takes to launch your campaign will depend on the actual length of each sprint, ultimately. If either party fails to meet their commitment to attend scheduled calls or perform requested tasks throughout these sprints, this can introduce delays to the campaign launch date.
5.2 Campaign Launch Date: As stated, with a minimum of a 20 working days launch period from the point of sale, the actual launch date of the campaign will be determined by how quickly both parties move through the launch sprints (which is inclusive of onboarding and campaign setup). A typical timeline will be 20-30 working days, meaning the campaign launch could land anywhere within the following month of the sale.
Scenario Examples…
5.2.1: Scenario 1:
In these scenarios, Onboarding and Campaign Setup have been completed in a single month, and the campaign will go live on the 1st of the following month. It is unlikely that the campaign’s launch month will land cleanly on the first day of the following month, unless services are sold on the 1st of the month and all launch activities are completed in that same month. Scenarios 2 and 3 below will be much more common.
5.2.2: Scenario 2:
In these scenarios, if the campaign goes live in the middle of the launch month, the budget will be prorated (1/2) and configured to be used over the balance of that month. In subsequent months, the full budget will always be configured to be spent across the entire month.
5.2.3 : Scenario 3: (Setup period delayed - Push Launch Date)
As a standard, if the campaign launch is completed inside the final 14 calendar days of that current month, the campaign live date will be scheduled to start in the subsequent month. Client can elect to launch campaigns within the 14 day window. In this scenario, Client will push date to next month.
6.1 One Firefly will use the captured information from the sale and onboarding call as guidelines for setting up the campaign. The precise number of campaigns, ad groups, ads, and distribution of budget will vary and depend on key factors that influence how those campaigns are structured; competitiveness of the topic, cost per click/keyword, bidding, etc.
6.2 Campaign Launch Ads: Client will have the option to approve the campaign’s ad copy prior to launching.
6.3 The Client will have 5 days to approve the ad or provide feedback or the ad is considered approved and will be launched live.
7.1 Pricing (Set Up Fee):
Commitment Level |
Setup Fee |
Less than 6 months | $2,500 |
6 Months - 11 Months |
$2,500 $1,250* |
12 Months + | $2,500 $0** |
7.2 Pricing (Monthly):
Please reference the table below for retail pricing. In some cases additional discounts may be offered at the discretion of One Firefly.
Pricing (Monthly) - Retail:
(with Tier 4 Account Management) |
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Package | Ruby |
Sapphire |
Emerald (Recommended) |
Diamond |
One Firefly Monthly Management Fee (Tier 4) | $1,390 | 1,390 | $1,390 |
$1,390 |
Ad Spend (Paid to Google/MSN) | $1,500 | $2,000 | $3,000 | $4,000 |
One Firefly Ad Spend Fee (% of Total Ad Spend) | $225 |
$300 |
$450 | $600 |
Monthly Total (One Firefly) | $1,615 |
$1,690 |
$1,840 | $1,990 |
Monthly Total (Google/MSN) | $1,500 | $2,000 | $3,000 | $4,000 |
Grand Total | $3,115 |
$3,690 |
$4,840 | $5,990 |
Pricing (Monthly) - Retail: (with Tier 5 Account Management) |
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Package | Ruby |
Sapphire |
Emerald (Recommended) |
Diamond |
One Firefly Monthly Management Fee (Tier 5) | $1,690 | $1,690 | $1,690 |
$1,690 |
Ad Spend (Paid to Google/MSN) | $1,500 | $2,000 | $3,000 | $4,000 |
One Firefly Ad Spend Fee (% of Total Ad Spend) | $225 |
$300 |
$450 | $600 |
Monthly Total (One Firefly) | $1,915 |
$1,990 |
$2,140 |
$2,290 |
Monthly Total (Google/MSN) | $1,500 | $2,000 | $3,000 | $4,000 |
Grand Total | $3,415 |
$3,990 |
$5,140 | $6,290 |
7.3 Commitment Level Agreement:
*Any monthly commitment 6 months (or greater) is entitled to 50% off the retail cost of the setup fee.
**Any monthly commitment 12 months (or greater) is entitled to 100% of the setup fee being waived.
***Any client utilizing One Firefly Budget Recommendation process will be required to pay setup fee regardless of commitment level.
7.4 One Firefly Billing
All One Firefly fees, setup, monthly management fee, and percent of ad spend will be billed to the Client from One Firefly.
7.5 One Firefly Billing Cycle
7.5.1 First Month Billing
Setup fee, if applicable; reference section (see above).
One Firefly Management fees (see above) for the month one due at project commencement.
7.5.2 Monthly Billing
One Firefly Management Fees will be collected on the first of the month.
7.6 Google/MSN Payments:
Ad Budget spent will be due to Google/MSN directly by the Client. Client’s payment information will be added to the Client’s ad account and payments will be automatically debited against the Client’s billing information by Google/MSN throughout the month.
7.6.1 Automatic Payments: Client’s are automatically charged by Google/MSN after an ad runs, either 30 days after your last automatic charge or when a preset amount is reached (known as your threshold), whichever comes first.
Because billing is triggered by thresholds, it typically results in the Client being billed more than once in the same calendar month.
*These are only example threshold amounts. The exact threshold amounts can be found on the Google/MSN Ads Account billing summary page.
For Google’s most up-to-date billing and payment process, visit the Google Ads resource here: https://support.google.com/google-ads/answer/6311?hl=en
For MSN’s most up-to-date billing and payment process, visit the MSN Ads resource here: https://help.ads.microsoft.com/#apex/ads/en/52082/3
8.1 Once campaigns are outside of the Data Collection Phase, client will continue to receive regular campaign performance review meetings and an appropriate amount of general, consultative communication from their Account Manager. If client purchases a Digital Marketing Package along with SEM, they will be placed in Tier 5 Account Management. If client only purchases SEM, they will be placed in Tier 4 Account Management.
Tier |
Retail Price |
Description |
Tier 4 Account Management | $1,390 |
Qt 1 60 min video meeting every month. Member of social, writing or SEM team can join meetings every month (if warranted). Includes social editorial calendar if purchased Digital Marketing Package |
Tier 5 Account Management |
$1,690 |
Qty 1 60 min video meeting every month, Qty 1 30 min video/phone check in. Member of social, writing and SEM team can join meeting every month (if warranted) Includes social editorial calendar if purchased Digital Marketing Package |
9.1 The Client may cancel services at any point with a 30-day written notice.
9.2 Terminating services prior to reaching the agreed to service commitment level (reference section 7.3) will result in any previously waived setup fees becoming immediately due.