the cost of paid media support varies a lot, which can make it hard to know whether a quote is reasonable or whether you are comparing completely different services.
some consultants charge hourly. others work on a monthly retainer or take a percentage of your ad spend. the right model depends on what you need, how involved you want them to be, and how much ownership they are taking over the account.
here is what each pricing model usually looks like, what affects the cost, and what you should understand before signing anything.
the three ways paid media consultants charge
hourly
paid media consultants typically charge between $75 and $300 per hour, depending on their experience, specialization, and the type of work involved.
hourly pricing usually makes the most sense for clearly defined projects, including:
- account audits
- strategy sessions
- campaign planning
- tracking reviews
- second opinions on an underperforming account
- short-term execution support
it can also work well for fractional support when the workload changes from month to month.
for ongoing account management, a retainer is often easier for both sides. your consultant can stay close to the account without every optimization, meeting, or slack message being treated as a separate line item.
monthly retainer
a monthly retainer is the most common model for ongoing paid media management.
retainers can start around $1,500 per month for a smaller, single-channel engagement and reach $15,000 or more for complex, multi-channel accounts with significant strategic and execution needs.
a very rough guide:
- $1,500–$5,000 per month: one channel, lower spend, and a more focused or execution-heavy scope
- $5,000–$8,000 per month: senior strategic support across one or two channels
- $8,000–$15,000 per month: multi-channel management, larger budgets, and more involvement across reporting, creative, testing, and planning
- $15,000+ per month: high-spend or complex accounts requiring frequent optimization and coordination across multiple teams
these ranges are not universal. two retainers at the same price can include very different levels of attention, experience, and ownership.
percentage of ad spend
some consultants and agencies charge a percentage of monthly ad spend, usually around 10% to 20%.
at $10,000 in monthly ad spend, that would mean an additional management fee of approximately $1,000 to $2,000.
this model is simple, but it does not always reflect the actual workload. if your budget doubles, the management fee may double too, even when the scope and number of campaigns stay relatively similar.
it is worth asking whether the percentage decreases or becomes a flat fee once your spending reaches a certain level.
what affects the cost?
paid media management is not a standardized service. the price depends on what the consultant is responsible for and how much support your account actually requires.
experience
a senior strategist with ten years of experience will usually charge more than someone earlier in their career.
that does not automatically make one the right choice and the other the wrong one. a newer consultant may be a good fit for a smaller, straightforward account. a more experienced consultant may be worth the additional cost when the account is complex, performance has stalled, or you need someone who can work independently.
the important part is understanding who will actually be doing the work.
number of platforms
managing google ads is different from managing meta, linkedin, tiktok, reddit, or programmatic media.
each additional platform adds campaign setup, optimization, reporting, creative requirements, and platform-specific decision-making. a multi-channel scope should cost more than managing a single account.
monthly ad spend
a larger budget does not always mean proportionally more work, but higher-spend accounts usually involve more campaigns, audiences, markets, tests, and internal scrutiny.
there is also more financial risk attached to every decision, which makes senior oversight more valuable.
scope of work
"paid media management" can mean very different things.
one consultant may only manage bids, budgets, and campaign settings. another may also be responsible for:
- channel strategy
- forecasting
- campaign builds
- conversion tracking
- reporting
- creative direction
- ad copy
- landing-page feedback
- audience development
- testing plans
- communication with internal teams
those are different scopes and should be priced differently.
communication and reporting
a monthly report with limited communication requires less time than weekly calls, live dashboards, regular slack support, and ongoing collaboration with your sales, creative, or leadership teams.
more communication is not always necessary, but you should know what is included and how accessible your consultant will be.
what i charge
i prefer to be clear about pricing before anyone books a call.
i typically work with businesses spending under $100,000 per month. at that level, i do not believe charging a percentage of ad spend is usually the fairest model. an increase in your media budget does not automatically create the same increase in work on my end.
my pricing is based on the platform and scope instead:
- hourly consulting: $100 per hour for audits, strategy sessions, account reviews, and other scoped support
- full account management: $2,500 per month, per platform
- ongoing ad creative support: an additional $500 per month when regular creative development is included
there are no spend-based calculations or surprise fees. the price only changes when the scope changes.
what are you actually paying for?
the monthly fee matters, but it does not tell you how involved someone will be in your account.
a lower-cost consultant who knows your business, checks performance regularly, and actively brings forward new tests may provide more value than a more expensive partner managing a large roster of accounts.
before comparing quotes, ask:
- who will actually be working in the account?
- how often will they review performance?
- what does a normal week of work include?
- how many other accounts are they managing?
- what is included beyond campaign optimization?
- what will they need from your internal team?
- how will performance be reported?
- what happens when results are not moving in the right direction?
the answers will tell you much more than the fee on its own.
pricing red flags
when the price seems unusually low
a low fee is not automatically a problem, particularly for a small account or limited scope.
it becomes a concern when the consultant cannot clearly explain how much time they will spend on the account, who will complete the work, or what is included.
make sure you are not paying for senior strategy and receiving a few quick optimizations from someone junior once a month.
when the price seems unusually high
a premium rate should come with a premium level of experience, attention, or scope.
the consultant should be able to explain what you are paying for, how they approach the work, and what they have accomplished for businesses with similar goals.
years of experience are useful, but they are not a substitute for relevant thinking or real outcomes.
my honest take
i obviously have a stake in this conversation, but my advice is the same whether you work with me or someone else: do not compare paid media quotes based on price alone.
a $2,500 retainer for one platform is not necessarily cheaper than a $5,000 retainer if the first includes campaign maintenance and the second includes strategy, creative direction, reporting, tracking support, and regular collaboration.
get specific about the scope. ask who will do the work. understand how involved they will be.
the fairest quote is the one where you know exactly what you are paying for.
if you already have a quote and want a second opinion, or you are trying to understand what paid media support should cost at your current spend level, get in touch. i am happy to talk it through without turning it into a sales pitch.