What you are buying
- Strategy work: audience, positioning, channel mix and a plan with a budget attached. Bought in weeks, not months.
- Execution: campaigns, content, landing pages, reporting. Bought as ongoing capacity.
- Buying both from one supplier is convenient and removes the check on whether the plan was any good.
How it is priced
- 55%Retainer with scopeFixed monthly fee against an agreed list of activity.
- 22%Hours drawn downA pool of hours, spent as priorities move.
- 23%Project feeA defined piece of work with a start and an end.
Rough share of engagements. Drawn-down hours suit teams whose priorities move weekly; a scoped retainer suits teams that can commit to a quarter.
Running the selection
Ask for the plan they would run in the first ninety days and what they would need from you to run it. Vagueness here predicts vagueness later.
Have them explain your current numbers back to you. An agency that has read the analytics before the meeting is telling you something about how they work.
Test the handoff: who writes, who designs, who builds the page, and how long that chain takes for a simple change.
Put these in the contract
| A single source of truth | One agreed definition of a conversion, in one place, before anything starts. |
| Attribution honesty | A supplier who explains the limits of their own attribution is more useful than one who does not. |
| Baseline before launch | Recorded and shared, or every later claim is unfalsifiable. |
| Test cadence | How many experiments per month, and who decides what wins. |
| In-house transfer | What your team learns to do without them. |
Ask before you sign
- What would you do in the first ninety days, and why in that order?
- How do you define a conversion for us, and where is it counted?
- Which of these activities should we bring in house within a year?
- How many experiments would run in a typical month?
- What would make you tell us to stop spending?
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