The three media buyer pricing models
- Percentage of spend: e.g. 10% of the monthly budget. Fair as the account grows, but your income drops when the client cuts budget, and it can look like you benefit from more spend.
- Flat fee: stable, predictable income that suits small accounts. The downside: it doesn't grow with the account unless you renegotiate.
- Percentage with a minimum: e.g. 10% or 3,000, whichever is higher. It protects your income on small accounts and grows with large ones, which is why it's the most common among professionals.
How the media buyer pricing calculator works
Percentage only = spend × percentage
Percentage with minimum = the higher of (spend × percentage) and the minimum
Break-even point = flat fee ÷ percentage
Example: 10% versus a 4,000 flat fee. Break-even = 4,000 ÷ 0.10 = 40,000. Below 40,000 of monthly spend, the flat fee pays you more; above it, the percentage does.
Why calculate your hourly rate?
A client paying 3,000 for 10 hours is better than one paying 5,000 for 40 hours of meetings, revisions and reports. Be honest with the hours, including communication and report prep. If your hourly rate for one client is far below the others, that client needs a higher price or a smaller scope.
To cut hours per account, automate repetitive work like daily reports and balance checks. Read How to Organize Your Day as a Media Buyer With 10 Clients Without Drowning to organize your day, and Media Buyer Pricing: Percentage of Spend or a Flat Fee? Comparing the Models for a full guide to pricing and negotiation.
Tips before you quote
- Keep the ad budget completely separate from your fee; the client pays Meta directly.
- Write down what the price covers: number of campaigns, reports, and whether ad design is included.
- Set a review date every 3 or 6 months as spend changes.