Guide
How much does it cost to outsource marketing?
Outsourcing marketing costs two things: the work (strategy, set-up, content, management, reporting) and the media budget you pay to platforms such as Google and Meta. What you pay for the work depends on the channels, the pricing model and how much is included. This guide explains each, so you can compare proposals.
Common pricing models
Hourly or daily rate
Flexible and transparent for small tasks; hard to predict for ongoing work.
Monthly fee (retainer)
Predictable; only fair if the scope and capacity per month are written down.
Percentage of ad spend
Common for ad management; ask whether it rewards recommending more budget.
Project fee
Suits defined work: a website, a set-up or a campaign.
Performance-based
Pay per result. Rare for enquiries, because the definition of a result and the attribution are easily disputed.
The cost factors
Channels
SEO, Google Ads, Meta, email: each channel needs its own work.
Media budget
What you pay the platforms, separate from the agency.
Content and imagery
Copy, landing pages, photo and video.
Tracking and reporting
Setting it up and explaining it every month.
Way of working
Project, monthly fee or hours.
Work and media are two separate lines
Media budget goes to Google, Meta or other platforms. The agency charges for the work. Always ask how the two are separated, whether media runs through the agency's invoices, and whether a percentage of spend is charged.
What to compare with an in-house hire
An in-house marketer costs more than a salary: tools and licences, training, management time and cover for holidays or departure. One person also rarely covers strategy, technology, design and ads alike. Compare total cost and the range of skills, not salary against fee.
What a monthly fee should specify
Which channels and deliverables are included, how much capacity per month, how priorities are set, what reporting you receive, term and notice period, and who owns the accounts and data. 'Unlimited' is not a scope.
Tracking decides whether you can judge the cost
Without working tracking you can't tell what marketing delivers, so you can't tell whether it's worth the money either. Start with tracking, even if it's less exciting than a new campaign.
How FOR3 works
You pay media budgets directly to the platforms. Our work is set out in a proposal up front: as a project, or within the Growth Programme for a monthly fee with a defined scope and capacity. We report measured and attributed results separately. We don't publish a price list.
Frequently asked questions
What is a reasonable media budget?
That depends on your market and goal. An agency should justify it, not quote a standard figure.
Is a percentage of media spend common?
Some agencies work that way. Ask whether it gives the agency an incentive to recommend more budget than you need.
Is outsourcing cheaper than hiring?
Not automatically. It's usually more flexible and gives access to more disciplines; whether it costs less depends on the scope. Our guide on agency, in-house or freelancer sets out the trade-offs.
How can I start without much risk?
With a defined analysis, such as the Growth Scan, before committing to an ongoing partnership.
Request a Growth Scan
Two minutes. We'll get in touch to schedule the scan and confirm what you'll receive.