Marketing agencies send estimates or proposals before starting a new engagement, usually after a discovery call or audit. Clients often compare several agencies on price, scope, and expected deliverables, so the quote needs to show clearly what is included. A retainer proposal and a one-time project quote are structured differently, and both should be explicit about what is not covered.
When to use estimates: Use estimates to provide project quotes and get client approval before starting work. Once approved, convert your estimate to an invoice with one click to collect payment.
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Invoice_1001_Client_2026-10-14.pdf
State how many posts, articles, ad variations, landing pages, or reports are included so both sides agree on what the fee buys.
Unlimited revisions are the main source of lost margin on creative and copy work. Cap them, and give a rate for extra rounds.
Make clear that the management fee does not include the ad budget, and say whether the client pays the platform directly.
List stock images, paid plugins, email platform fees, and freelancer costs, and whether they are billed to the client.
Delays in feedback, logins, and assets are a common cause of missed deadlines. State what the client provides and by when.
Retainers need a minimum term (often 3-6 months) and a notice period, usually 30 days, so you can plan capacity.
Say what reports you provide and how often, and state that results such as rankings or leads are not guaranteed unless you have agreed to specific terms.
| Service | Priced | Typical range |
|---|---|---|
| Agency hourly rate (strategy, consulting, ad hoc work) | per hour | $75-200 |
| Social media management retainer | per month | $750-3,500 |
| SEO retainer (small to mid-size business) | per month | $750-3,000 |
| Paid ads management (Google, Meta) | per month | $500-3,000 or 10-20% of ad spend |
| Email marketing management | per month | $500-2,000 |
| Content writing (blog posts, articles) | per piece | $150-600 |
| Brand identity package (logo, colors, guidelines) | flat fee | $2,000-8,000 |
| Marketing strategy and audit | flat fee | $1,000-5,000 |
Typical US ranges. Rates vary by region, experience, and job size.
Presenting good, better, and best retainer packages helps clients choose a level instead of deciding whether to hire at all. Define each tier by deliverables, not vague labels.
For complex work like a rebrand or a site build, charge for an audit or strategy phase before quoting the full project. It covers your time and produces a better scope.
Work out the hours for each task, multiply by your target rate, and add a buffer of 10-20% for revisions and meetings. Present the total as a flat fee so the client is not comparing hourly numbers.
Quotes should be valid for 14-30 days. Platform costs, your capacity, and market conditions change, and an expiry date encourages a decision.
Short proposals for standard services are normally free. For custom strategy work, such as a detailed audit or a competitive analysis, many agencies charge a fee and credit it toward the project if the client signs.
A written quote that the client accepts, especially when paired with a signed agreement, generally forms the basis of the contract. State that changes in scope will be quoted separately and that the price holds only for the described work.
Ask about goals and the value of a new customer, then propose two or three options at different price levels. Seeing the options helps the client reveal what is realistic for them.
30-50% upfront is common for projects, with the remainder tied to milestones. For retainers, collecting the first month in advance before work starts is standard.
Use the Marketing Agency invoice template to bill the client, or convert this estimate once it's approved.
Marketing Agency invoice template