Media buyers send a proposal or estimate before taking on a new client or a new campaign, often after a short audit or discovery call. Clients compare your fee structure, the channels you plan to use, and how much of their money goes to ads versus management. The quote also sets expectations for budget, reporting, and who controls the ad accounts.
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.
Create an invoice for payment collection
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Invoice_1001_Client_2026-10-14.pdf
Managing Meta and Google is a very different workload than adding TikTok, LinkedIn, or programmatic, so name each one covered.
Clarifies whether spend runs through your account or the client's and prevents confusion over what the fee covers.
State whether you charge a flat retainer, percentage of spend, or hybrid, and what happens if spend rises or falls.
Say whether the client supplies ad creative, copy, and landing pages or whether you do, and how many variations are included.
Specify weekly, biweekly, or monthly reports and the number of calls so reporting does not expand without pay.
Nobody can guarantee ROAS or lead cost, so state targets as goals and list factors outside your control such as offer, site, and sales follow-up.
Commit to a minimum term, set a cancellation notice, and confirm the client owns the ad accounts and data after you leave.
| Service | Priced | Typical range |
|---|---|---|
| Paid media management (percentage of spend) | % of monthly ad spend | 10-20% |
| Monthly management retainer (single platform, small budget) | per month | $750-2,500 |
| Multi-channel management retainer | per month | $2,000-6,000 |
| Campaign setup and tracking implementation | flat fee | $500-3,000 |
| Ad account audit with written recommendations | flat fee | $400-2,000 |
| Hourly consulting or strategy | per hour | $75-200 |
| Monthly performance report and client call | per report | $150-600 |
| Traditional media planning and negotiation (radio, print, OOH) | % of media cost or flat fee | 10-15% or $500-2,500 |
Typical US ranges. Rates vary by region, experience, and job size.
Look at the existing ad accounts or a test of the offer before pricing. A short paid audit exposes tracking problems and wasted spend and gives you a fair basis for a retainer.
A flat percentage can be unfair at very low or very high spend. Use tiers, such as 20% up to $5,000 and 10% above, or a retainer based on the number of campaigns and channels.
The first 30 to 60 days involve more setup and testing. Quote a setup fee or a higher first month so heavy early work is paid for.
Present a simple table with media budget, management fee, and setup. Clients trust quotes that show how every dollar is divided.
No. Share target ranges based on benchmarks or past work, but state they are not guarantees. Results depend on the product, price, website, and sales process as much as the media buying.
Thirty days is common. Platform costs, seasonality, and your own availability change, so an expiration date protects you from being held to old pricing.
A flat retainer is easier for clients to budget and for you to forecast. A percentage ties your pay to spend and works well for growing accounts, but add a minimum fee so you are covered if the budget is small.
Offer a defined test, such as 30 to 60 days with a set budget and agreed success metrics, and bill the setup and first month as normal. Free trials of management time tend to turn into unpaid work.
Use the Media Buyer invoice template to bill the client, or convert this estimate once it's approved.
Media Buyer invoice template