Facebook Ads Managers plan, launch, and optimize paid campaigns on Meta platforms (Facebook and Instagram) for small businesses, ecommerce brands, local service companies, and agencies. Invoices usually cover a monthly management fee, one-time setup or audit work, creative production, and sometimes a percentage of ad spend. Many managers also bill for ad spend passed through to the client, which needs to be kept clearly separate from fees.
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Most Facebook ads managers charge a monthly retainer, either a flat fee or a percentage of ad spend (commonly 10-20%, often with a minimum). Flat retainers are typical for accounts spending under $10,000 a month, with percentage fees more common as spend grows. One-time charges cover account audits, pixel and Conversions API setup, and strategy sessions. Creative work such as ad copy, static images, and short video edits is usually billed per asset or as a monthly bundle. Some managers add performance bonuses tied to return on ad spend or cost per lead, but a base fee is still standard because results depend on the offer, site, and budget. Hourly billing ($60-150) is used for consulting, training, and one-off fixes. Ad spend is either paid directly by the client on their own card in Meta Business Manager, which is the cleaner approach, or billed to the client as a pass-through with no markup or a disclosed one.
| Service | Priced | Typical range |
|---|---|---|
| Monthly ad management retainer (small account, under $5k spend) | per month | $500-1,500 |
| Monthly management (mid-size account, $5k-25k spend) | percent of ad spend | 10-20% |
| Account audit and strategy report | flat fee | $300-1,200 |
| Pixel, Conversions API, and tracking setup | flat fee | $250-1,000 |
| Campaign build and launch (initial setup) | flat fee | $500-2,000 |
| Ad creative (static image or carousel) | per asset | $50-200 |
| Short video ad editing | per video | $100-400 |
| Consulting, training, or troubleshooting | per hour | $75-150 |
Typical US ranges. Rates vary by region, experience, and job size.
| Description | Qty | Rate | Amount |
|---|---|---|---|
| Facebook and Instagram ad management, June 2025 (3 active campaigns, weekly optimization, monthly report) | 1 month | $1,200.00 | $1,200.00 |
| Campaign setup: new retargeting and lookalike audiences for summer promotion | 1 flat fee | $450.00 | $450.00 |
| Static ad creative, 1080x1080 and 1080x1920 sizes | 6 asset | $75.00 | $450.00 |
| Short video ad edit (15-second Reel from client footage) | 2 video | $175.00 | $350.00 |
| Strategy call and landing page feedback | 1.5 hour | $100.00 | $150.00 |
| Total | $2,600.00 | ||
Notes: Ad spend of $3,850 for June was charged directly to the client's card by Meta and is not included in this invoice. Payment due within 15 days of invoice date. Late balances are subject to a 1.5% monthly fee. Next month's management fee will be invoiced on July 1.
Retainers cover a specific month, and clear dates prevent disputes over what period the fee applies to.
If you charge a percentage, show the spend figure and the percentage used so the client can verify the math.
Clients often confuse your fee with media cost. State whether spend was billed through Meta or passed through by you.
Separating these from the retainer shows what was a one-time cost versus recurring.
Counting assets (images, videos, copy variants) justifies per-asset charges and records what was delivered.
Agencies and multi-brand clients need to know which account the work applies to for bookkeeping.
Larger companies and agencies often cannot pay without a PO or cost center code.
Retainers are usually invoiced at the start of the month, in advance, with payment due in 7 to 15 days. Many managers bill the first month plus any setup fee upfront before launching campaigns. One-time projects such as audits or builds often take a 50% deposit with the balance on delivery. Late fees of 1.5% per month are common if stated in your agreement. Payment methods include ACH, card, and bank transfer; card fees are often passed on or absorbed. Pausing campaigns for nonpayment should be written into your contract, since you may be exposed if ad spend is on a card you control.
Have clients add their own payment method in Business Manager. If you front the spend, you carry the risk of unpaid balances and chargebacks, and you may be treated as responsible for it on your books.
If you charge 15% of spend and the client cuts budget to $1,000, your fee drops to $150 for the same workload. A monthly minimum protects your time.
List the number of campaigns, creative rounds, reports, and calls covered. Bill extra work like new creative batches or additional ad accounts as separate line items.
Invoice for the coming month so work does not continue while a previous bill sits unpaid. Pause campaigns if an invoice goes more than a set number of days overdue.
A one-page report with spend, results, and key changes made makes the invoice easier to approve and reduces cancellations when results are slow.
Only if you are paying Meta on the client's behalf. In that case, list it as a separate pass-through line, ideally with the Meta billing statement attached. If the client pays Meta directly, note that on your invoice so no one thinks it was missed.
Yes, it is common, typically 10-20%. Define whether the percentage applies to actual spend or budgeted spend, and add a monthly minimum so your fee does not fall too low when budgets shrink.
Keep a base retainer and add a bonus on top, such as a percentage of revenue above a target return on ad spend. Define how results are measured and which tracking source counts, and invoice the bonus as a separate line after the period closes.
Your agreement should state notice requirements, usually 15 to 30 days. Invoice the full month or a prorated amount as agreed, and document the date the client requested cancellation.
It depends on your state. Some states tax certain marketing or advertising services and many do not. Check with your state's revenue department or a tax professional, and show any tax as its own line if it applies.
Send a Facebook Ads Manager estimate for approval, then turn it into an invoice when the work is done.
Facebook Ads Manager estimate template