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Don't go with anyone who uses a % to determine their "fee" - they will always make more money by recommending you spend more so it's a conflict of interest. I typically see a fixed fee of $500 a month for most and I think that's fair. I'm not a dealer, but I've partnered with a number of vendors out there and it's all over the map.. I don't think there's a best or a worst or even a top 3 in my mind.

Things to consider:

- Ask each vendor for a ballpark spend recommendation. This can be fairly revealing

- See if you can figure out who your competitors use - not always a great idea to use the same vendor as your competitors

- Determine if you want to do inventory specific ads or not (used inventory) - this can change your vendor list specifically because many companies that specialize in that (in my experience) tend to be less great on the generic side, whereas companies that don't do inventory based adwords won't likely jump into properly doing so for a single client.