SEM Service Level Agreement


1. Definitions

Client = Customer who has commissioned One Firefly for Search Engine Marketing (SEM) service fulfillment under this agreement.

We = One Firefly, LLC as the Search Engine Marketing service fulfillment agency under this agreement.

SEM = Search Engine Marketing

Data Collection Phase = The first 90 days of a campaign. Campaigns will be constructed, to the best of our ability, to generate performance as quickly as possible. Nonetheless, it is normal for the campaign configuration to be put to the test in the first 90 days to gain deep insights on what is working, and what is not. The data gathered during this phase will be used to optimize the campaigns. This is particularly true for Clients who are using paid marketing strategies for the first time - this means there is no historical data to evaluate and thus leverage in the construction of the new campaign. While some performance could be realized during the data collection phase, it should be generally understood that normalized performance would only be expected post data collection phase.

Google Ads = Google Ads is Google's advertising system in which advertisers bid on keywords in order for their ads to appear in Google's search results.

Campaigns = A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, language, and other settings. Campaigns are often used to organize categories of products or services that you offer.

Ad Groups = Campaigns are made up of one or more ad groups. Ad groups are just that: groups of ads that are targeted to separate sets of keyword topics. This helps you group related keywords and write ads around a common theme.

  • Keyphrase Topic (i.e. Home Theaters, Lighting Automation, Residential Security, etc.)

Ads = Ad Groups are made up of ads. Ads are constructed with text titles and descriptions (that are keyword relevant) and can include ad extensions. Each ad also includes the landing page you want to take users to after they click.

  • Keyphrase Variants (very tightly related keyphrases that are simply versions of the same thing; i.e. smart home, home control home automation, etc.)


2. Due To Client From One Firefly

2.1 Client Ad Account: One Firefly will create a dedicated sub-account on behalf of the Client under One Firefly’s Google 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 are 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.

2.7 Monthly Call: All Clients will have the option to have a regularly scheduled one hour (or less) campaign performance review call. If a Client also has other services with One Firefly, these monthly meetings would be inclusive of multiple service reviews.

2.8 Monthly Performance Report: All Clients will receive a monthly campaigns performance summary report.

2.9 Ongoing Performance Optimization: All campaigns will receive ongoing evaluation and analysis to better understand where performance outcomes can be improved.

2.10 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.


3. Due From Client To One Firefly

3.1 Previous Google 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 setup an ad account for the Client under the One Firefly Google Ads Master Agency account as referenced in section 2.1

3.2 Google Analytics Access: Google analytics access is required for One Firefly to analyze traffic data, setup conversion goals, and gain insights around the performance of the campaign.

3.3 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.


4. Limitations of Service:

Services do not include web design or landing page development 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. Deliverables Timing

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, 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:
Sale Jan 1
Campaign setup completed Feb 1st
Campaign Launch Feb 1st

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.

- Payment: One Firefly collects admin fees on Jan 1
- Payment: Google Collects ad spend throughout month of Feb (multiple times)
- Payment: One Firefly collects admin fee on Feb 1st

5.2.2: Scenario 2:
Sale Jan 1
Campaign setup completed Feb 15th
Campaign Launch Feb 15th

In these scenarios, if the campaign goes live in the middle of the launch month, the budget will be configured to be used over the balance of that month. In subsequent months, the budget will always be configured to be spent across the entire month.

- Payment: One Firefly collects admin fees on Jan 1
- Payment: Google Collects ad spend throughout month of Feb (multiple times)
- Payment: One Firefly collects admin fee on Feb 1st

5.2.3 : Scenario 3: (Setup period delayed - Push Launch Date)
Sale Jan 1
Campaign setup completed Feb 18th
Campaign Launch March 1st

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.

- Payment: One Firefly collects admin fees on Jan 1
- Payment: Google Collects ad spend throughout month of March (multiple times)
- Payment: One Firefly collects admin fee on April 1st 

5.2.4: Scenario 4: (Setup period delayed - Expedited Launch Date)
Sale Jan 1
Campaign setup completed Feb 18th
Campaign Launch March 1st

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, the Client elects to expedite the launch date and run within the final 14 days of the current month. Thus ad spend is fully spent in the current month.

- Payment: One Firefly collects admin fees on Jan 1
- Payment: Google Collects ad spend throughout month of Feb (multiple times)
- Payment: One Firefly collects admin fee on March 1st


6. Approval and Acceptance Process 

6.1 One Firefly will use the captured information from the sale and kickoff 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. Fees, Billing, and Payment

Exhibit A

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**


Exhibit B

7.2 Pricing (Monthly):

 Package  Ruby  Sapphire  Emerald Diamond 
 One Firefly Monthly Management Fee  $1,000  $1,000  $1,000  $1,000
 Ad Spend (Paid to Google)  $1,500  $2,000  $3,000  $4,000
 One Firefly Ad Spend Fee (15% of Total Ad Spend)  $225  $300  $450  $600
Lead Concierge (Live Chat) Tier 2 Service  $259  $259  $259  $259

7.3 Commitment Level Agreement:

*Any monthly commitment 6 months (or greater) is entitled to a 50% off the retail cost of the setup fee.
**Any monthly commitment 12 months (or greater) is entitled to a 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 Exhibit A) at project commencement.
One Firefly Management fees (See Exhibit B) 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 Payments:
Ads spends will be due to Google 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 throughout the month.

7.6.1 Automatic Payments: Client’s are automatically charged by Google after an ad run, either 30 days after your last automatic charge or when a preset amount is reached (known as your threshold), whichever comes first.

  • Client's will be charged by Google based on payment thresholds within the campaign. These amounts are almost always smaller than the total budget; a typical starting threshold would be *$50, for instance.
  • Once the starting threshold has been reached, Google bills Client immediately and resets the billing cycle. Now, the threshold is bumped up to *$200.
  • Next, if Client reaches the $200 threshold within 30 days, Google bills the Client, resets the cycle, and raises the threshold to *$350.
  • And so on.

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 Ads Account billing summary page.

For Google’s most up-to-date billing and payment process, visit the Google Ads resource here:


8. Communication

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 his or her Account Manager. The Account Manager’s average time spent communicating monthly (outside of performance review meetings) will correlate with the Client’s service package level

8.2 If Only Receiving Paid Search Marketing Services

Ruby: .33 hours/month
Sapphire: .5 hours/month
Emerald: 1 hour/month
Diamond: 1.5 hours/month

8.3 If Receiving Paid Search Marketing Along With Content Marketing Services

Ruby: .58 hours/month
Sapphire: .75 hours/month
Emerald: 1.5 hour/month
Diamond: 2 hours/month 

8.4 All representatives of the Client and One Firefly will communicate respectfully with each other via email, phone calls, video conferences, and face-to-face meetings.


9. Cancellation

9.1 The Client may cancel services at any point with a 30-day written notice.

If Client requests to cancel services with less than a 30-day notice, One Firefly management fees are still due.

The Client should submit in writing whether they would like their Google Ad spend to run for that month, knowing the management fee is still due to One Firefly.

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.


10. Landing Page Options

Our landing page solution includes the following options and limitations...

  1. Included Landing Page
  2. Semi-custom Landing Page
  3. Custom Landing Page
  4. New Content Pages (Brands and Solutions Landing Pages)
 Landing Page Option Fees  Terms

 A.) Included Landing Page


What’s covered?

The page is generally accepted as-is with “covered” image modifications (see below).

  • The client can change the header video or image with the following conditions...
    • Geographies: At client request, we will update images that the client desires to match their customer’s region (city landscape vs rural backdrops… Palm trees vs evergreens, etc..).
    • Outdated Technology: At client request, we will update images that contain outdated hardware or software 
      • *Does not include "photoshopping" of images. (Images will instead be replaced with different images using current hardware/software represented). 

 What’s not covered?:

  • Client’s own images (see semi-custom options)
  • Page layout changes (rearrangement of page elements, font styles/weights/sizes, etc.)
  • Swapping images - Unless the device is discontinued, then we do not change images based on any other preferences (device/software model).
  • The landing page is not owned by the client. The page will be unpublished if/when services are discontinued. 
 B.) Semi-Custom Landing Page $399

What’s covered?

Everything in option (A) - Plus the following...

  • Header Video / Image: The client can change header video or images that are manufacturer-specific from an additional collection available when this landing page option is selected (these additional options will be available soon). The client can still select images or videos from option A.
  • Image/Video Swaps: We will accept client-supplied high-quality project images or videos from the client to integrate into the page.

*Up to 10 images/video swaps)


What's not covered?:

  • Page layout changes (rearrangement of page elements, font styles/weights/sizes, etc.)
  • The landing page is not owned by the client. The page will be unpublished if/when services are discontinued. 
C.) Custom Landing Page Scoped And Priced Separately For Mercury Pro web clients only.  See Section 4
D.) New Content Pages - Including...
  • New Brand pages
  • New Aggregate Solutions pages
  • New Dedicated solution pages
  • Mercury Pro Clients: All Mercury Pro clients will have the option to buy these pages.
  • Non-Mercury Pro Clients: These landing pages are not owned by the client. The page will be unpublished if/when services are discontinued. 


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One Firefly, LLC
1750 N. University Dr. Suite 229
Coral Springs, FL 33071

fax: 866.497.9240
phone: 954.921.2393


"...They took the time to get to know the company to execute a strategy that was personal, that was for us...."

JW Anderson
President   |  The Integrated Home


One Firefly, LLC
5400 S University Dr #215B
Davie, Florida 33328

fax: 866.497.9240
toll free: 877.334.1144

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