Short answer
A healthy agency retainer is defined by its scope, not only by a price tag. Choose between a project fee, a monthly retainer or a mix. Write down what is included, what costs extra, how often you review and how either side can leave. Be careful with fees tied to results, because you do not control every part of the outcome.
Three models and when each one fits
Projects suit work that ends. Retainers suit work that never really ends, like local visibility or a content routine. If a client keeps asking for small extras after a project, that is usually a sign they need a retainer.
- Project: a clear start and end, and one thing delivered, such as a website, a campaign setup or an audit.
- Retainer: ongoing monthly work with a defined bundle of tasks, such as planning, posting, reporting and improvements.
- Mix: a setup project first, then a retainer to keep the work going.
Price the work, not just the hours
Hours matter, but so do responsibility, special skill, the number of channels, the approvals involved and the meetings that come with them. Work out your own cost of delivering first: staff time, tools, reporting and calls. Then decide what level of service you can deliver well month after month.
Do not set your fee by looking at what the cheapest agency charges. A fee that is too low leaves no time to think, and the work then suffers. The client usually feels that before you do.
Write the scope in plain lines
Keep ad spend separate. The client pays the ad platform directly, and your fee covers your work.
- Which channels are covered, such as a Google Business Profile, two social platforms and a blog.
- What you deliver each month, as counts: a plan, a set number of posts, one report, one call.
- What is not included, such as photography, extra channels or ad spend.
- How many rounds of changes each item gets.
- How quickly the client must approve, and what happens if they are late.
- Who supplies photos, facts and offers.
Be careful with performance-linked fees
Some agencies tie part of the fee to results such as leads. The idea feels fair, but many things sit outside an agency's control: how fast the client answers the phone, the client's own prices, the season and changes made by the ad platforms. Arguments about what counts as a good lead can damage a good relationship.
If you do try it, agree every definition in writing, keep a fixed base fee, and never promise an outcome. Nobody, and no tool, can promise a certain result in marketing.
Build in a review rhythm
- Each month: a report and a short call.
- Each quarter: a scope review. What should we keep, stop or add?
- Any new location, channel or service triggers a fresh quote, not a silent extra.
- Write down the notice period for ending the agreement, for both sides.
Say no to scope creep, politely
Scope creep happens one small favour at a time. A calm sentence helps: That is a good idea. It is outside this month's scope, so I can add it as an extra, or we can swap it for something already planned. Said kindly, it protects the relationship and your time.
Where the app can help
AI Marketing Master keeps many clients in one account, with staff assigned to the clients they look after, and the agency dashboard includes a profitability view. It can support your reviews, but your own time records and your own fee decisions still matter more.
What it does not do
- This post gives no fee levels or margins. The right numbers depend on your market, your costs and your skills.
- It describes pricing models in general terms. It is not legal or financial advice, so have contracts reviewed by a qualified person.
- The app helps you manage clients, approvals and reporting. It does not set your fees or write your contracts.
Questions people ask
Should I publish my retainer prices?
That is your choice. Some agencies publish what is included and invite a call before quoting, because scope differs from client to client.
Is a long contract better than month to month?
A longer term gives steady income, but it only works when the client is clearly happy. Month to month with a notice period is easier to start, and you can offer a longer term later.
How do I raise a retainer for an existing client?
Link the change to a change in scope or value, give notice in writing and offer a smaller option. A rise with no explanation damages trust.
What if a client wants unlimited changes?
Set a number of revision rounds and a turnaround time. Unlimited usually ends in friction for both sides.
Should ad spend be part of my fee?
It is clearer to keep it separate. The client pays the ad platform, and your fee covers your work.
We only describe what the product really does today. Results depend on your business, your market and many things no tool controls.