Digital Marketing Industry Pricing Survey from Credo (updated 2019): Digital Agency Rate Card and Price List

Digital Agency Rate Card and Price List


Something we often get asked for is an agency rate card, otherwise known as a price list.

The reality is that such a thing does not exist across the industry because every agency or consultant charges different prices for different services. Strategy tends to be more expensive than services, but both can be lumped under the same term such as “SEO”, though these should more often be broken out as “SEO consulting” and “SEO services” depending on what is being done.

Buying digital marketing services on the high end is like shopping for a new car. You (probably!) don’t walk into a dealership, see a car for $45,000, and say “I’ll take it”. Instead you look at its miles, its ratings, its reviews, and ultimately you haggle on the price a bit. Ultimately, there is some salesmanship involved.

On the low end, you might be willing to just pay $2,500 for a car unseen if you want a clunker or don’t care how long it lasts. But you’re getting what you’ve paid for.

That said, we can absolutely get a high-level view of how much agencies and consultants charge for digital marketing. This encompasses both strategy and services.

Throughout the rest of this guide I have also broken down the different areas of digital marketing and how pricing changes for those specific channels, so be sure to check out the other chapters as well.

Digital agency rate card and price list

Without further ado, here is the digital agency rate card and price list as gathered from our 271 survey respondents.

Rates by skillset

SEO rates

SEO agency hourly rates worldwide
Hourly rate Count of Average hourly rate SEO agency hourly rates worldwide
Under $50 14 9.03%
$51-$100 24 15.48%
$101-$150 54 34.84%
$151-$200 36 23.23%
$201-$300 20 12.90%
$301-$500 4 2.58%
$501+ 2 1.29%
N/A 1 0.65%
SEO agency rates US only
Hourly Rate SEO agencies
Under $50 2.22%
$51-$100 5.56%
$101-$150 40.00%
$151-$200 31.11%
$201-$300 15.56%
$301-$500 3.33%
$501+ 1.11%
Worldwide SEO firm single project minimum
Project minimum Count of Single project minimum Worldwide SEO firm single project minimum
Under $1,000 55 22.73%
$1,000-$1,999 65 26.86%
$2,000-$2,999 45 18.60%
$3,000-$3,999 15 6.20%
$4,000-$4,999 7 2.89%
$5,000+ 40 16.53%
Do not accept one-time projects 7 2.89%
No minimum 8 3.31%
Worldwide SEO firm minimum monthly retainer
Monthly retainer Count of Monthly minimum budget Worldwide SEO firm minimum monthly retainer
Under $1,000 62 25.62%
$1000-1,999 66 27.27%
$2000-2,999 42 17.36%
$3000-3,999 25 10.33%
$4000-4,999 5 2.07%
$5,000+ 23 9.50%
I do not accept ongoing engagements 4 1.65%
No minimum 15 6.20%

PPC rates

Worldwide PPC agency hourly rates
Hourly rate Count PPC agency hourly
Under $50 11 9.82%
$51-$100 19 16.96%
$101-$150 38 33.93%
$151-$200 29 25.89%
$201-$300 12 10.71%
$301-$500 1 0.89%
$501+ 1 0.89%
Worldwide PPC agency single project minimums
Row Labels Count of Single project minimum PPC agency worldwide project minimum
Under $1,000 25 22.32%
$1,000-$1,999 31 27.68%
$2,000-$2,999 18 16.07%
$3,000-$3,999 7 6.25%
$4,000-$4,999 3 2.68%
$5,000+ 21 18.75%
Do not accept one-time projects 3 2.68%
No minimum 4 3.57%
PPC agency worldwide monthly retainer minimum
Row Labels Count of Monthly minimum budget PPC agency worldwide monthly retainer minimum
Under $1,000 32 28.57%
$1000-1,999 28 25.00%
$2000-2,999 19 16.96%
$3000-3,999 13 11.61%
$4000-4,999 4 3.57%
$5,000+ 11 9.82%
No minimum 5 4.46%

Facebook ads rates

Worldwide Facebook ads agencies hourly rate
Hourly Rate Count FB ads agencies worldwide
Under $50 7 7.29%
$51-$100 17 17.71%
$101-$150 32 33.33%
$151-$200 25 26.04%
$201-$300 13 13.54%
$301-$500 1 1.04%
$501+ 0 0.00%
Worldwide FB ads agencies minimum project
Row Labels Count of Single project minimum Worldwide FB ads agencies minimum project
Under $1,000 18 18.75%
$1,000-$1,999 21 21.88%
$2,000-$2,999 18 18.75%
$3,000-$3,999 8 8.33%
$4,000-$4,999 3 3.13%
$5,000+ 22 22.92%
Do not accept one-time projects 2 2.08%
No minimum 4 4.17%
Worldwide FB ads agencies monthly minimum retainer
Row Labels Count of Monthly minimum budget Worldwide FB ads agencies monthly minimum retainer
Under $1,000 24 25.00%
$1000-1,999 18 18.75%
$2000-2,999 20 20.83%
$3000-3,999 13 13.54%
$4000-4,999 4 4.17%
$5,000+ 12 12.50%
No minimum 5 5.21%

Company size rates

Average Hourly rate by company size

Size of Company Under $50 $51-$100 $101-$150 $151-$200 $201-$300 $301-$500 $501+ Don’t bill hourly don’t do hourly
1 (solo practice) 9.62% 31.73% 23.08% 20.19% 9.62% 1.92% 2.88% 0.96% 0.00%
11-20 10.00% 0.00% 45.00% 30.00% 15.00% 0.00% 0.00% 0.00% 0.00%
2-5 11.43% 20.00% 38.57% 12.86% 12.86% 1.43% 1.43% 1.43% 1.43%
21-50 3.57% 14.29% 35.71% 28.57% 14.29% 3.57% 0.00% 0.00% 0.00%
5-10 8.33% 8.33% 29.17% 29.17% 12.50% 8.33% 0.00% 4.17% 4.17%
51+ 4.00% 24.00% 16.00% 28.00% 20.00% 4.00% 4.00% 0.00% 0.00%
Grand Total 8.86% 21.77% 29.89% 21.40% 12.55% 2.58% 1.85% 1.48% 0.74%

Average Single project minimum by size of company

Size of Company Under $1,000 $1,000-$1,999 $2,000-$2,999 $3,000-$3,999 $4,000-$4,999 $5,000+ Do not accept one-time projects No minimum
1 (solo practice) 30.77% 28.85% 16.35% 5.77% 1.92% 10.58% 1.92% 3.85%
11-20 10.00% 25.00% 30.00% 15.00% 0.00% 10.00% 10.00% 0.00%
2-5 32.86% 27.14% 14.29% 1.43% 2.86% 11.43% 5.71% 4.29%
21-50 10.71% 25.00% 25.00% 10.71% 3.57% 17.86% 0.00% 7.14%
5-10 25.00% 29.17% 8.33% 4.17% 0.00% 29.17% 4.17% 0.00%
51+ 12.00% 8.00% 12.00% 12.00% 8.00% 48.00% 0.00% 0.00%
Grand Total 25.46% 25.83% 16.61% 6.27% 2.58% 16.61% 3.32% 3.32%

Average Monthly retainer minimum by company size

Size of Company Under $1,000 $1,000-$1,999 $2,000-$2,999 $3,000-$3,999 $4,000-$4,999 $5,000+ Do not accept one-time projects No minimum
1 (solo practice) 29.81% 29.81% 16.35% 6.73% 0.00% 7.69% 0.96% 8.65%
11-20 20.00% 20.00% 35.00% 25.00% 0.00% 0.00% 0.00% 0.00%
2-5 34.29% 32.86% 14.29% 4.29% 5.71% 4.29% 1.43% 2.86%
21-50 14.29% 21.43% 21.43% 25.00% 0.00% 7.14% 0.00% 10.71%
5-10 37.50% 16.67% 16.67% 8.33% 0.00% 12.50% 8.33% 0.00%
51+ 12.00% 8.00% 12.00% 12.00% 12.00% 40.00% 0.00% 4.00%
Grand Total 27.68% 25.83% 17.34% 9.96% 2.58% 9.59% 1.48% 5.54%
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