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let’s chat pricing: retainer, % of spend, performance marketing billing
Been managing clients on a flat-monthly rate.
Not associating myself to their adspend but rather complexity of the program.
The downside is that you can find yourself expanding campaigns but not gaining any price increases. any tips to pricing against complexity (ie, multi channel, # of campaigns)?
Or has anyone married their contract to performance and if so, which metrics (leads, cpa goals, roas?)
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6 Replies
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We charge 20% of spend with a minimum of $2,000 in spend.
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You can’t ask for an increase in spend everytime the clients adds a campaign or an ad group. At the same time, the client won’t reduce your retainer if he pauses few campaigns and ad groups, unless they shut completely a platform. It works both ways. Otherwise, just ask to be paid hourly.
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I like to do flat monthly rates as well, and just try to be as clear as possible in advance about the scope of work so there is minimal worry of creep. For my largest clients I do like to work out some kind of performance bonus structure, but otherwise I like the simplicity and reliability of flat rates. I get pretty good close rates, so clients seem to like it too. I don’t have any set pricing table but for every contract I will negotiate at least one increase in fee at a particular ad spend milestone.
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As a freelancer I charge % spend for running accounts + flat fees for new campaigns, HTML5 creatives, GTM setup…
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Read this: [https://www.tenthousandfootview.com/which-ppc-management-fee-structure-is-right-for-you/](https://www.tenthousandfootview.com/which-ppc-management-fee-structure-is-right-for-you/)
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See this % of spend thing doesn’t make sense to me.
Why charge a % of the account spend? This means nothing – I can set-up a page like campaign at $1,000 a day with no real result.
If anything, I charge ROAS % in addition to my regular monthly retainer.
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[Commenting as an agency owner, I recommend freelancers work on a fixed-rate monthly retainer]
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