Hi! I have been working in marketing and advertising for ~5 years and recently started exploring the freelance side of things. I started conversations with a small boutique studio about doing Facebook ads for them and they asked what my retainer fee would be to manage them. Since I’ve always worked for a company that was hired to do it I am not entirely sure what a freelance rate for that should be? I would love any insight. I’m certified through meta’s platform too if that matters.

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There are a few different options to consider:
A % of spend model, starts small and scales as they grow.
A fixed monthly retainer based on the hours you plan to spend times your hourly rate.
A hybrid model (most popular): A % of spend or a minimum monthly retainer whichever is higher.

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I’d go with a 10-15% of spend based on budget and add hourly costs for creative, copywriting, custom reporting etc. I charge $100/hour for add ons.

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Any idea what their ad spend is going to look like?

So what I do with my agency is this attached below. However, on August 1st we’re switching away from the percentage of ad spend and going with a set monthly retainer of a minimum of $2K/Month

The cost difference was based on ad spend/locations/creatives needed, management time, etc. We ended up finding its too much work month to month, confusing during pre sales calls, and confusing to clients looking for a set cost.

So that’s why we’re switching away from this model.

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