That's the thing though, with the Agency Y making changes. They would have to go back and ask for more money than before... which I just don't think that's happ

That's the thing though, with the Agency Y making changes. They would have to go back and ask for more money than before... which I just don't think that's happening (at least that's not what I do). I'm speaking from a place where I purchase ads for my product and know someone else who does as well. We just budget a set amount on ads with an agency and then measure what we get out of that. If it's worth it, then it's worth it for us. The tuning of 5% up and down doesn't really effect how much I spend per se. I only have so much to spend on that type of marketing. I guess the more expensive it is the more it grinds into profit margins because those clicks go down. At one point though, it isn't profitable to market there anymore and I move onto something else, which wouldn't be what they want I would assume? That's where the ad "market" comes into play. The market decides the price supposedly? Is the argument that there is nothing else to move on to when they fudge the price?