If you’re thinking about hiring a marketing agency, the first question is usually what it will cost. The honest answer is that it depends on what you need, but there are clear patterns. Here’s how pricing typically works for small and local businesses in Philadelphia, South Jersey and beyond.
Common pricing models
- Monthly retainer: a set fee each month for ongoing work like SEO, social media and ad management. This is the most common model.
- Project fee: a one-time price for a defined project, such as a new website or a video shoot.
- Hourly: common for consulting and smaller one-off tasks.
- Percentage of ad spend: some agencies charge a percentage of what you spend on ads. Ask how it’s calculated.
What small businesses typically pay
For a local business, a meaningful monthly program usually starts around $1,000 a month for a focused scope, such as SEO and a Google Business Profile or one ad channel. A broader program that covers several channels usually runs from $2,500 to $6,000 a month. Larger multi-location businesses and ecommerce brands often spend more.
At Small Talk Media, engagements start at $1,000 a month, and most clients invest between $2,500 and $6,000 a month depending on scope. We work month to month, with no long-term contracts.
Ad spend is separate
The money you spend on Google or Meta ads is separate from the agency’s management fee. A good agency will tell you exactly how much goes to the platforms and how much goes to the agency. Ad spend should be paid directly to Google or Meta, or at least shown clearly on your invoice.
What drives the price
- Number of channels: SEO, ads, social, email, website and video each take time.
- Competition: ranking a law firm in Center City takes more work than ranking a niche service in a small town.
- Content needs: video, photography and regular blog posts add cost.
- Locations: more locations or service areas mean more pages, listings and campaigns.
- Reporting and tracking: proper conversion tracking and dashboards take setup time but pay for themselves.
Red flags
- Guaranteed number-one rankings
- Long contracts before you’ve seen results
- No access to your own ad accounts, analytics or website
- Reports full of impressions and clicks but no leads or sales
- Unclear markup on ad spend
Questions to ask any agency
- Who will actually do the work?
- Do I own my accounts, website and data?
- How will you track leads and sales?
- What will you do in the first 30, 60 and 90 days?
- Can I cancel if it isn’t working?
Is it worth it?
The right question isn’t what an agency costs, but what a new customer is worth to you. If a new client is worth $5,000 a year and a $2,500 monthly program brings in a few new clients a month, the math works. Tracking makes that math visible, which is why we set up conversion tracking and a live reporting dashboard for every client.
Browse our services to see what’s included, or start with a free review of your current marketing.
Want a second set of eyes?
We’ll review your website, Google Business Profile, tracking and ads, then send you a short list of what to fix first. It’s free and there’s no obligation.
