Marketing Agency Price Calculator: How To Price Your Marketing Agency?

Marketing Agency Price Calculator: How To Price Your Marketing Agency?


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How To Price Your Marketing Agency

One of the most challenging aspects to starting a marketing agency is determining how much to charge for your marketing agency.

When businesses under-price their product, this can be extremely detrimental to their bottom line and reputation.

Often times, businesses under-price their products to drive demand and volume, but that last thing you want is for customers to view your product/service as "cheap." Additionally, this can have a big impact on the type of customer you attract, which can be difficult to recover from.

On the other hand, when businesses over-price, this tends to be just as damaging to the business.

When customers buy, it's likely that they will explore the internet and look at other competitors to ensure they're getting the best value + deal. This is why it's so important that you research your competition and understand where you land in the marketplace.

Here are some factors to consider when pricing your product:

Understand your customer

It's important that out of the gates, you identify the type of customer you want to attract and how much they're willing to pay for your service. One great way to do this is by surveying your customers. Here are some important items you'll want to takeaway:

  • Customer demographic: Age, gender, location, etc.
  • Buying habits of your customer: What they buy + when they buy
  • Level of price sensitivity with your customer

All of these segments will help you identify the type of customer you're attracting and how to price your product accordingly.

Understand your costs

When pricing your marketing agency, it's critical that you first identify all of your costs and consequently mark up your marketing agency so you can factor in a profit.

The actual cost of your marketing agency may include things like:

  • The actual cost to make the product (ie. raw materials, supplies, manufacturer).
  • Shipping + overhead fees
  • Rent
  • Operating costs to run your business

You may want to consider creating a spreadsheet with every single expense involved in operating/owning your business. This will give you an idea as to what you need to generate in order to at the very least, break-even and will help you price your products to factor in a profit.

Create revenue goals

When determining the price of your marketing agency, you'll want to create goals for revenue + how much profit you want your marketing agency to make.

This process is simpler than you may think:

  1. Think about your breakeven cost (by completing the above step).
  2. Create a revenue goal based on your break-even cost
  3. Evaluate the # of items you plan to sell in a given period (make sure this is a realistic number)
  4. Divide your revenue goal by the number of items you plan to sell

This figure will help determine your estimated price per product in order to meet your revenue goals.

Evaluate your competition

The last piece in determining how to price your marketing agency is by simply looking at your competition.

The best way to do this is by finding like-minded businesses that offer product(s) with similar perceived value. Then, you can compare prices of the different businesses and determine where your marketing agency fits best in the marketplace.

All of these factors play an equal part in pricing your marketing agency, so it's important you evaluate each one individually to come up with an accurate price that will help optimize your business from the start.

More Tips On Pricing Your Marketing Agency

Lauren Costanza, founder of Bluminary provides us with a detailed spreadsheet of all of her costs associated with running her business:

I knew this would be a self-funded adventure, and I set aside $3,000. During the first three months, I had a detailed spreadsheet where I tracked where the money was going and what was going toward products versus researching and developing new products.

The spreadsheets involved columns and rows of numbers to craft a budget and gain an understanding of how much would need to be invested at each stage of the process - from gathering supplies to building a website, and shipping materials.



Lauren Costanza, on starting Bluminary ($500/month) full story ➜


Thanks for reading. We wish you success in your business endeavors.

Examples of a successful marketing agency

Madwire® ($102M/year)

JB Kellogg from Fort Collins, Colorado, USA started Madwire® over 12 years ago, a marketing agency.

  • Revenue: $8,500,000/ month
  • Founders: 2
  • Employees: 520
  • Location: Fort Collins, Colorado, USA

Hi, I'm JB Kellogg and I'm the Co-Founder & Co-CEO of Madwire®. I co-founded Madwire with my Dad when I was 28 years old and grew it from just the two of us, in a tiny little office, to over five hundred people and a hundred million dollars in annual revenue in under 10 years. I guess that's pretty rare to achieve, so they call companies like that "rocketship companies".

For those of you that don't know, Madwire's mission is to help small businesses grow and their local communities glow. Madwire does this by enabling SMBs and entrepreneurs to manage and grow their brand from a singular platform called Marketing 360®. At Madwire, I enjoy being a part of building a championship team that pursues championship performance and making a difference every day.

In between all the "madness" and spending precious time with my amazing wife and kids, I enjoy sharing tips and lessons I've learned over the years with regards to marketing, leadership, and more across my social media channels. Why do I do this? Because a lesson learned should be a lesson shared. If I can help just one person, I've increased my radius of impact while at the same time helping someone else increase theirs.


JB Kellogg, on starting Madwire® ($8,500,000/month) full story ➜

Visiture ($10.8M/year)

Brian Cohen from Charleston, South Carolina, USA started Visiture almost 14 years ago, a marketing agency.

  • Revenue: $900,000/ month
  • Founders: 2
  • Employees: 100
  • Location: Charleston, South Carolina, USA

Hello, my name is Brian Cohen and I’m the Co-Founder and CEO of Visiture.

Visiture is an award-winning eCommerce marketing agency, headquartered in Charleston, SC We are one of the fastest-growing agencies in the retail vertical - landing at #753 on the 2019 Inc. 5000 list. Currently, we represent over 140 merchants comprised of brand manufacturers, CPG’s and retailers - including, Spanx, Gerber Childrenswear, Southern Tide, BarkBox, Cross Pens, Park Seed, Death Wish Coffee, allheart and more.

To date, Visiture has three core service offerings: PPC Management, SEO Management, and eCommerce Web Development. When I started the company in my garage 11 years ago, Visiture had a total of three employees, and we primarily focused on PPC management for lead generation and local businesses. I kept it as a lifestyle company with 7-9 full-time employees until 5 years ago when I decided to focus exclusively on eCommerce.


Brian Cohen, on starting Visiture ($900,000/month) full story ➜

TribalVision ($8.4M/year)

Chris Ciunci from Boston, Massachusetts, USA started TribalVision almost 12 years ago, a marketing agency.

  • Revenue: $700,000/ month
  • Founders: 2
  • Employees: 70
  • Location: Boston, Massachusetts, USA

My name is Chris Ciunci and I’m the Founder and Managing Partner of TribalVision. We are an outsourced marketing department for hire, dedicated to helping organizations grow. We do this by first crafting an overall marketing strategy tailored to the client’s specific needs. From there, we execute that strategy tactically, acting as our clients’ marketing team and keeping their best marketing interests in mind. Digital marketing tactics that we implement include; Google Ads, SEO, retargeting, social media marketing, email marketing, account-based marketing, and more.

Since 2010, we’ve served a variety of industries, including manufacturers, professional service firms, non-profits, startups, and a myriad of B2C organizations. Our Google reviews speak to the caliber of work we provide and reflect our rapid growth trajectory over the past decade. We’ve been listed as an Inc. 5000 Fastest Growing Company on multiple occasions and are also frequently recognized as the Best Place to Work in the Boston and Rhode Island markets.


Chris Ciunci, on starting TribalVision ($700,000/month) full story ➜

DSM ($6.19M/year)

Darren Magarro from Mahwah, New Jersey, USA started DSM over 14 years ago, a marketing agency.

  • Revenue: $516,000/ month
  • Founders: 1
  • Employees: 14
  • Location: Mahwah, New Jersey, USA

Morning all, my name is Darren Magarro and I am the founder and president of DSM. We’re a full-service marketing and PR firm in Mahwah, NJ.

I started the company in 2007 with a laptop and some IKEA furniture on my front porch. Since then, we’ve grown to 18 people and moved into a new 6,600 sq. ft. office in June of 2017.

Our three main digital media (both organic and paid), traditional media and our full-service creative team. DSM has been a passion project that literally started from nothing. When I started, I had no clients or income. Everything that we’ve made has gone back into growing the company to where it is today. To understand the trajectory of our growth, we’ve increased the size of the company by 334% since 2014...and we still have 2 months left in 2019.


Darren Magarro, on starting DSM ($516,000/month) full story ➜

Jakt ($3.6M/year)

Anthony Tumbiolo from New York, New York, USA started Jakt over 9 years ago, a marketing agency.

  • Revenue: $300,000/ month
  • Founders: 1
  • Employees: 15
  • Location: New York, New York, USA

I am Anthony Tumbiolo, the founder of Jakt–a digital product and innovation studio based in NYC.

So, what exactly does this mean we do?

Companies come to us when they want help designing and building a custom piece of software to solve a problem.


Anthony Tumbiolo, on starting Jakt ($300,000/month) full story ➜

Impressions Agency ($1.2M/year)

Travis Richardson from Denver, Colorado, USA started Impressions Agency over 8 years ago, a marketing agency.

  • Revenue: $100,000/ month
  • Founders: 2
  • Employees: 20
  • Location: Denver, Colorado, USA

From Honeymoon to Prosperous Company

I’m Travis Richardson. My wife Charisa and I started our company Impressions Agency in 2013--an online digital marketing agency. At that time we were living in Costa Rica on the beach. Our end goal then was to pay our bills of $800 per month (dreaming big :)) while living the Pura Vida lifestyle. My hidden motive was to turn our Costarican experience into an indefinite honeymoon. At that time we had been married for 6 months.


Travis Richardson, on starting Impressions Agency ($100,000/month) full story ➜

Never Settle ($1.2M/year)

Kenn Kelly from Denver, Colorado, USA started Never Settle over 9 years ago, a marketing agency.

  • Revenue: $100,000/ month
  • Founders: 3
  • Employees: 15
  • Location: Denver, Colorado, USA

Hello, I’m Kenn Kelly and co-found Never Settle with two dear friends Andrew Lundquist and Shaul Hagen. Never Settle is a Digital Agency where relationships with our customers come first - after all, they are everything in our business. Although small, we’ve been globally recognized as a leader in mobile, website & marketing solutions.

Our clients range from small mom and pop businesses to enterprises. Our flagship product is eCommerce development. Whether helping a business sell products for the first time online or helping a company manage online sales + in-store purchases + Amazon from one unified inventory and reporting system, we’ve completed a very diverse set of work inside the eCommerce ecosystem. While we technically do a lot of eCommerce, marketing, and web development - really what we’re experts in, is helping our customers build bigger stories.

We’re huge fans of ‘lean methodology’ and that’s one of the things that sets us apart. We’re the first to help clients reduce their overall budget while coming up with creative ways to leverage what’s needed at that moment to create the maximum impact. Because we’re in it for the long haul, we’re not focused on getting the most out of our clients, but rather we’re focused on building a long-lasting mutually beneficial relationship. From that starting position, everything else falls in line.


Kenn Kelly, on starting Never Settle ($100,000/month) full story ➜

Half a Bubble Out ($1.18M/year)

Kathryn & Michael Redman from Chico, California, USA started Half a Bubble Out over 19 years ago, a marketing agency.

  • Revenue: $98,000/ month
  • Founders: 2
  • Employees: 8
  • Location: Chico, California, USA

Hi there! We’re Michael and Kathryn Redman. We started a company eighteen years ago called Half A Bubble Out, which is a full-service marketing and advertising agency based in Chico, California. We’ve helped business leaders around the world grow their companies through traditional and digital marketing, business coaching, and leadership development. We’ve made millions of dollars for our clients across industries such as property management, medical, agriculture, and various nonprofits.

We’re also the founders of HaBO Village, a membership website that helps leaders build Passion & Provision companies full of profit and joy. As business leaders ourselves, we believe you can’t get to clarity alone, which is why we offer perspective and strategic direction, helping organizations find clarity in all six areas of business.

And if you’re wondering about our name, Half a Bubble Out is a metaphor from the carpenter’s level. When something is slightly out of level, the “bubble” becomes “half-out.” We view this two ways. First, half a bubble that is “out” reminds us to look at our clients and their challenges with a fresh perspective and not through the same old grid. The half a bubble that’s “in” represents the need to maintain a strong foundation in the quality and skills of our craft as marketing and business consultants.


Kathryn & Michael Redman, on starting Half a Bubble Out ($98,000/month) full story ➜

Prodigi ($1.08M/year)

Aida Vopyan from Ararat Province, Armenia started Prodigi about 4 years ago, a marketing agency.

  • Revenue: $90,000/ month
  • Founders: 4
  • Employees: 29
  • Location: Ararat Province, Armenia

Hi there, I'm Aida, and I'm CEO & Co-Founder at ProDigi. Let me tell you our story.

In a world overwhelmed with digital marketing offers, you have a 0.01% chance of establishing a company that will become one of the local market leaders in 3 months and will be able to become internationally competitive. But when you gather a group of digital enthusiasts who love digital marketing, just like Kanye loves Kanye, share the same values and approaches for the common goal, the impossible becomes possible. Look at the results - we are one of the fastest-growing advertising companies in the industry.


Aida Vopyan, on starting Prodigi ($90,000/month) full story ➜

Dream Client Academy ($372K/year)

Alex Albarran from Hollywood, Florida, USA started Dream Client Academy almost 4 years ago, a marketing agency.

  • Revenue: $31,000/ month
  • Founders: 1
  • Employees: 2
  • Location: Hollywood, Florida, USA

Hey everyone ! My name is Alex Albarran and I’m the founder of Dream Client Academy . We’re a consulting & marketing firm based in Hollywood, Florida. I launched the company when I was 19 years old and working on my undergraduate degree.

Dream Client Academy is company dedicated to unlocking rapid growth for client-businesses. We do this through consulting, training and marketing services

In October 2019 when we published this article initially, we were at $18k/month in revenue -- At the time of this writing ( February 2020 ) we've grown to doing $31k/month in revenue.


Alex Albarran, on starting Dream Client Academy ($31,000/month) full story ➜

Nomads with Solutions ($240K/year)

Michael Gardiner from Stuart, Florida, USA started Nomads with Solutions almost 6 years ago, a marketing agency.

  • Revenue: $20,000/ month
  • Founders: 1
  • Employees: 1
  • Location: Stuart, Florida, USA

My name is Michael Gardiner, and I am a 20 years old digital nomad and serial entrepreneur born in Stuart, Florida. I have been an entrepreneur since the age of 15 when I started my first business.

My main business is called Nomads with Solutions and it is a digital marketing agency specializing in Facebook lead generation. Our customers pay us to find them qualified leads that in turn make them more money.

I have been able to leverage this business to meet incredibly successful people, travel full time to over 20 countries (+10~ independent territories) by the age of 20, and build myself a multiyear safety net. I can safely say, starting young in business was the best decision of my life.


Michael Gardiner , on starting Nomads with Solutions ($20,000/month) full story ➜

Tao Digital Marketing ($228K/year)

Matt Tomkin from Bolton, England, United Kingdom started Tao Digital Marketing over 4 years ago, a marketing agency.

  • Revenue: $19,000/ month
  • Founders: 1
  • Employees: 4
  • Location: Bolton, England, United Kingdom

Hey, I’m Matt Tomkin and I started Tao Digital Marketing. We’re a search engine marketing specialist agency based in Bolton, UK.

We are now a Google partner and help a number of businesses gain higher rankings on search engines via SEO or PPC.

Our main product is the organic search service, or SEO as most people call it.


Matt Tomkin, on starting Tao Digital Marketing ($19,000/month) full story ➜

Kairos Digital ($216K/year)

Stephen Freeman from Jacksonville, Florida, USA started Kairos Digital about 2 years ago, a marketing agency.

  • Revenue: $18,000/ month
  • Founders: 2
  • Employees: 2
  • Location: Jacksonville, Florida, USA

After working at a marketing agency for many years, my brother and I decided to launch our own agency, specializing in clear messaging for businesses. I became the first StoryBrand Certified guide in my city and we started providing services for companies who wanted to clarify their brand message, launch websites that converted at a higher rate, and create marketing campaigns that had a strong ROI.

We closed out 2020 with over $230,000 in sales (during the pandemic) and are looking forward to continued growth in the coming years.


Stephen Freeman, on starting Kairos Digital ($18,000/month) full story ➜

Maverick Media Lab ($120K/year)

Gilberto Rosas from Los Angeles, CA, USA started Maverick Media Lab almost 4 years ago, a marketing agency.

  • Revenue: $10,000/ month
  • Founders: 1
  • Employees: 0
  • Location: Los Angeles, CA, USA

Hi everyone! My name is Gilberto. I’m based out of Los Angeles and I am the founder of Maverick Media Lab. I started the company to make an impact and provide businesses with innovative online marketing systems that generate growth and more profitability.

Having worked for a digital marketing agency myself, I learned the ins and outs of what it takes to market local businesses. I leaped and branched out on my own to create services that would impact the lives of business owners and create a ripple effect on everyone around them.

Our flagship service is our Referral Connector System which is an entry point for businesses marketing in traditional means (newspaper ads, direct mail, etc) or simply businesses relying on referrals to be able to enter the online marketing space to generate more business without having to put down a large sum of money into advertising.


Gilberto Rosas, on starting Maverick Media Lab ($10,000/month) full story ➜

Tribecto Automations ($120K/year)

Sam Wilcox from England, United Kingdom started Tribecto Automations over 3 years ago, a marketing agency.

  • Revenue: $10,000/ month
  • Founders: 1
  • Employees: 0
  • Location: England, United Kingdom

Hey! I’m Sam Wilcox and my startup is called Tribecto Automations. Our core services are email marketing automation, custom CRM setup and custom integrations build for service-based businesses. We focus mainly on the sales and marketing side of things to help our clients nurture leads, book more meetings and make more sales.

Re-designing and re-building the entire front end sales process for businesses is our bag. We have a built set process for doing these projects but each project is unique and every client has different needs which make things super interesting.

We’re working with a lot of B2B businesses and, on average, we’re probably helping around 8-10 clients at any given time.


Sam Wilcox, on starting Tribecto Automations ($10,000/month) full story ➜

Interview: Kreatix ($120K/year)

Oliver Op de Beeck from Lier, Flanders, Belgium started Interview: Kreatix ago, a marketing agency.

  • Revenue: $10,000/ month
  • Founders: 2
  • Employees: 2
  • Location: Lier, Flanders, Belgium

Hi, my name is Oliver Op de Beeck, I'm 22 years old, and I started Kreatix with my co-founder William Matthynssens.

Kreatix is a digital/marketing agency. We offer development, marketing, design and consulting services, the full online package to our clients. At Kreatix, William handles the technical side of things. He is our primary developer and makes sure all of our client’s websites are running smoothly. I mainly focus on the marketing, graphic design and business development side.

Today, we’re servicing more than 150 clients with 15 more in the pipeline right now. We each bill about 55 hours a week, but we are always working.


Oliver Op de Beeck, on starting Interview: Kreatix ($10,000/month) full story ➜

Smart Yeti Creative Agency ($96K/year)

Jeremy Kanne from Chicago, Illinois, USA started Smart Yeti Creative Agency over 6 years ago, a marketing agency.

  • Revenue: $8,000/ month
  • Founders: 1
  • Employees: 1
  • Location: Chicago, Illinois, USA

Hello! My name’s Jeremy Kanne and I founded Smart Yeti, a creative agency that helps technical companies in their messaging and marketing.

Our mission is to help highly technical companies message and market better. Our clients love us because unlike other agencies in the space, we build in technical backgrounds to our workforce. That means we can better understand what makes our clients’ valuable, why their customers benefit, and how to communicate this simply.

We offer fractional access to creative and marketing services so that growing companies can get the benefit of improving their marketing and sales efforts without hiring new employees. For some of our clients, we’re their entire marketing dept, for others, we partner on a la carte services across, design, photo, video, and digital marketing.


Jeremy Kanne, on starting Smart Yeti Creative Agency ($8,000/month) full story ➜ ($1.08M/year)

Karl Hughes from Chicago, IL, USA started over 1 year ago, a marketing agency.

  • Revenue: $90,000/ month
  • Founders: 1
  • Employees: 6
  • Location: Chicago, IL, USA

My name is Karl, and I’m the founder of Draft. After almost a decade leading engineering teams at venture-funded startups, I decided it was time to leap into entrepreneurship. Draft is a productized service that provides technical content to software engineering blogs on a subscription basis.

August is my third month running the business and first month full-time, and I’m on track to bring in $10,000 in (mostly) recurring revenue this month. The business isn’t going to replace my salary as a CTO right away, but the freedom of running my own business has given me a lot of freedom to stretch my creative muscles and spend time with my family.

My son Joe and dog Chili. We get to hang out together every day now!


Karl Hughes, on starting ($90,000/month) full story ➜

Entrepreneur Business Blog ($36K/year)

Emenike Emmanuel from Lagos, Lagos, Nigeria started Entrepreneur Business Blog about 5 years ago, a marketing agency.

  • Revenue: $3,000/ month
  • Founders: 1
  • Employees: 3
  • Location: Lagos, Lagos, Nigeria

My parents told me that my name is Emenike Emmanuel. I’m the CEO of Entrepreneur Business Blog. In 2018, I was recognized as one of the top 100 social media marketing influencer to follow in 2019.

Entrepreneur Business Blog is a subsidiary of Ebusinessroom Ventures - a topnotch digital marketing agency based in Lagos, Nigeria. My business blog is focused on creating helpful content that can help people start, grow and manage their business using digital marketing strategies.

While they are a couple of other services I offer through the digital marketing agency of my business like, online business setup for small businesses, Facebook and PPC advertising, business coaching and hosting of seminars, my major way of monetizing this blog include; sales of advertising space, sponsored post, and sales of information product - example, Blogging Business Masterclass.


Emenike Emmanuel, on starting Entrepreneur Business Blog ($3,000/month) full story ➜

Bryn Elizabeth Co. ($15.6K/year)

Bryn Elizabeth Bonino from Austin, Texas, USA started Bryn Elizabeth Co. about 2 years ago, a marketing agency.

  • Revenue: $1,300/ month
  • Founders: 1
  • Employees: 1
  • Location: Austin, Texas, USA

Hi guys! I’m Bryn Bonino and I founded the Bryn Elizabeth Co. I help micro-businesses connect with their ideal clients. My main goal is to help small and creative service businesses get set up with a digital system that will make the most of their ad spend and get the most distance out of their organic marketing efforts.

All of my clients start with a Foundational Planning Session where I uncover strategies and tactics to help them zoom in on how to make their ideal clients say “wow!” My flagship product is called the Digital System Plus. This is where I build the system that I proposed in the Foundational Planning Session. This often includes creative content and backend technology to create and capture warm leads.

I recently shifted from working as a tactic-based hourly consultant to someone who offers entire packages to help my clients meet their business goals. Since this shift, I have been averaging $1,300 per month and I have a lot more flexibility to spend on marketing my business. Other positive signs that I’m headed in the right direction are that my email list and social media analytics are growing. I also have an increasing number of people booking discovery calls with me.


Bryn Elizabeth Bonino, on starting Bryn Elizabeth Co. ($1,300/month) full story ➜

Pat Walls,  Founder of Starter Story

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