What is fixed price marketing?
You agree a set price for a defined piece of work, such as a website, a brand identity or an ads set-up. The price doesn't change if it takes the agency longer than planned.
It works because both sides agree the scope up front. Changes to that scope are priced separately.
What is a marketing retainer?
You pay a regular fee, usually monthly, for ongoing work. That might be running ads, SEO, content, PR or a fractional CMO.
A good retainer says what's included each month, how results are reported and how either side can end it. A vague one is a monthly invoice and a hope.
Fixed price vs retainer marketing: what are the pros and cons?
Neither is better in general. Each fits a different kind of work.
- Fixed price, pros: you know the cost up front, the agency carries the risk of overrunning, and it's easy to compare quotes.
- Fixed price, cons: needs a clear scope, and changes cost extra.
- Retainer, pros: steady attention on work that never stops, room to adapt the plan, and a team that knows your business.
- Retainer, cons: harder to see what you're getting each month, and easy to keep paying for something that's stopped working.
- Hourly, pros and cons: flexible for small, unpredictable jobs, but hard to budget and it rewards slow work.
Which model suits which work?
Match the model to the shape of the job.
- Fixed price: websites, rebrands, audits, campaign set-ups, launches and one-off videos.
- Retainer: Google Ads and paid social management, SEO, AI SEO, PR, content and fractional CMO work.
- Either: website care and hosting, which some agencies price as a fixed monthly plan.
How do you choose between fixed price and retainer, step by step?
Use these steps on any quote, from any agency.
- Decide whether the work has a clear end. If it does, ask for a fixed price.
- If it's ongoing, ask what's included every month, in plain words.
- Ask how results will be reported, and how often.
- Ask what happens if you need more, or less, in a given month.
- Check the notice period and minimum term before you sign.
- Check who owns the work, accounts and data if you leave.
- Get the price and scope in writing before anyone starts.
What should a good retainer include?
A clear list of the work each month, named people doing it, a report you can read in five minutes and a fair way out.
If you can't tell what last month's fee paid for, ask. A good agency will show you.