Eluvie Blog
How to price digital marketing services
Learn how to price digital marketing services with confidence. Covers retainer, project and performance-based models for freelancers and small agencies.
Digital marketing is one of the hardest creative services to price because results are visible and measurable, and clients know it. This guide helps you build a pricing structure that reflects your expertise, protects your time and holds up in client conversations.
What makes digital marketing pricing different
Unlike design or video, digital marketing often involves ongoing work with compounding results. Clients sometimes expect to pay less because they see it as just posting. Your job is to reframe that perception from the very first conversation.
The three main pricing models
| Model | Best for | Main risk |
|---|---|---|
| Monthly retainer | Ongoing campaigns, content management | Scope creep without clear deliverables |
| Project-based | Launches, audits, one-time strategy | Undefined deliverables expanding scope |
| Performance-based | When you control all key variables | High risk if results depend on client factors |
How to calculate your retainer floor
The 20% buffer covers async communication, reporting and unexpected requests. That result is your floor, not your final price. Your number should also reflect your positioning and the client's size.
What to define in scope for a retainer
- Number of platforms managed
- Posts per week per platform
- Stories and short-form video frequency
- Monthly report included or not
- Response time for comments and DMs
- Ad budget management: yes or no
Sample retainer tiers (Brazil, 2026)
| Tier | Scope | Reference price |
|---|---|---|
| Basic | 1 platform, 3x/week, no ads | R$800/month |
| Standard | 2 platforms, 5x/week, stories, monthly report | R$2.000/month |
| Full | 3+ platforms, daily, ads management, analytics dashboard | R$4.500/month |
Reference ranges. Adjust based on your costs and the client's size.
How Eluvie helps
Once a project is closed, Eluvie helps you manage the financial side: active clients, linked contracts, cash flow and project metrics organized in one place.
Join Eluvie