Media buyers plan, purchase, and manage paid advertising for clients across channels like Meta, Google, TikTok, programmatic display, connected TV, podcasts, and local radio or print. Freelancers and small agencies bill for strategy, campaign setup, ongoing optimization, reporting, and sometimes the ad spend itself. Invoices have to separate the buyer's fee from media costs so the client can see exactly what went to the platform and what went to the buyer.
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Most media buyers use one of four models: a percentage of ad spend (commonly 10-20%, with lower percentages at higher spend), a flat monthly retainer for management, an hourly rate for audits and one-off projects, or a hybrid of a base retainer plus a performance bonus tied to agreed metrics like ROAS or cost per lead. Setup work such as account structure, pixel and conversion tracking, and audience builds is usually billed as a separate one-time fee. Media spend is either paid by the client directly to the platform on their own card, which keeps it off your invoice, or passed through on your invoice at cost (or with an agreed markup) when you front the money. Be explicit about which applies, because it changes your cash flow and your liability if a platform charges late or a client disputes a charge. Many buyers set a minimum monthly fee so small budgets are still worth managing.
| 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.
| Description | Qty | Rate | Amount |
|---|---|---|---|
| Paid social and search management, March 2025 (Meta and Google Ads) | 1 month | $1,800.00 | $1,800.00 |
| Creative testing setup: 3 new ad sets, audience builds, and UTM tagging | 1 flat fee | $450.00 | $450.00 |
| Monthly performance report and strategy call | 1 report | $250.00 | $250.00 |
| Additional landing page conversion tracking troubleshooting | 3 hours | $110.00 | $330.00 |
| Pass-through media spend: Google Ads (billed through agency account), March 1-31 | 1 at cost | $4,200.00 | $4,200.00 |
| Total | $7,030.00 | ||
Notes: Payment due within 15 days of invoice date. Media spend is billed at cost with no markup and is based on platform invoices, copies attached. Management fee is a flat monthly retainer and does not change with spend. Late balances accrue 1.5% per month.
Ad work is ongoing, so the client needs to see which month and which campaigns the fee and spend apply to.
Clients want to know what the platforms charged versus what you earned, and it keeps your fee from being confused with ad costs.
Identifies which accounts the spend ran through and helps match your invoice to platform billing statements.
If the fee is a percentage, showing total spend and the percentage lets the client verify the math.
Attaching the platform invoice or statement proves the amount and prevents disputes over spend discrepancies.
Disclosing markup avoids trust problems and may be required by your contract or the client's procurement rules.
Many mid-size and corporate clients will not pay without a PO or IO reference on the invoice.
Retainers are typically invoiced at the start of the month or billing period, with net 7 to net 15 terms. Percentage-of-spend fees are usually invoiced after the month closes, when final spend is known. If you front media costs on your own card or account, many buyers require payment in advance or a deposit equal to expected spend, because platform charges hit before the client pays. A late fee of 1 to 2 percent per month is common and should be written into your contract. Payment is usually taken by ACH or card, and larger clients may pay by check or through an accounts payable portal on net 30 terms. Set a clear rule that campaigns can be paused if an invoice goes unpaid past a stated number of days.
Have clients add their own payment method to the ad platforms and give you partner or manager access. You avoid floating thousands of dollars, chasing reimbursement, and carrying chargeback risk.
If you do pay for media, bill an advance equal to the first month's expected spend or hold a prepaid balance. Platform charges can come before your invoice is due.
A 15% fee on a $1,500 budget is $225, which may not cover your time. Set a monthly minimum so low-spend months and ramp-up periods are still worth doing.
Pixel installation, account structure, and conversion tracking take real hours before any ad runs. Charge them as a one-time fee so they are not hidden in the first retainer.
If part of your pay depends on ROAS or cost per acquisition, write down the data source, the attribution window, and the calculation date. Platform numbers and the client's own numbers often differ.
Only if you are paying the platform on the client's behalf. If the client pays the platform directly, your invoice should cover only your fees. If you do pass spend through, list it on its own line at cost or with a stated markup and attach the platform billing statement.
Wait until the billing period closes so you know final spend, then show total spend, your percentage, and the resulting fee on the invoice. Some buyers invoice an estimated fee up front and true it up the following month.
Yes, if it is agreed in writing and disclosed. Some agencies earn a margin on media instead of, or on top of, a management fee. Many clients prefer transparent at-cost billing plus a clear fee, so be ready to explain the difference.
Put daily and monthly caps in your campaigns and a clause in your contract that says you are not liable for spend within approved budgets. Platforms can overdeliver slightly on daily budgets, so note that in your terms.
Basic monthly reporting is often included in the retainer. Custom dashboards, deep-dive analyses, and extra client calls beyond an agreed number are usually billed separately or by the hour.
Send a Media Buyer estimate for approval, then turn it into an invoice when the work is done.
Media Buyer estimate template