Don’t sell yourself short
Deciding what to charge to run Facebook ads is a complex and important decision, but you should ask yourself regularly.
Knowing how much you should charge to run Facebook ads can take time and effort. If you charge too much, you might set expectations too high. If you charge less, you might sell yourself short.
If you run Facebook Ads for clients, you’ve probably asked yourself: how much should I charge clients to run Facebook advertising campaigns?
Fortunately, you’re not alone.
Are you charging appropriately? Or you may be considering offering Facebook Ads Management and wondering how to structure your services.
It’s important to remember that you need to be able to show the value you’re providing, and creating a social media report is a great way to do so.
In this blog post, we’ll run you through a few of the most common pricing structures, how much you might make running Facebook ads, and how to establish your services.
Meta Ads Manager
If you’re considering charging to run Facebook ads, we’ll assume you’re familiar with Meta Ads Manager.
However, if you’re just starting, check out our post about boosted posts and ads.
Just Facebook?
When pricing your services, it’s important to remember that many clients will expect you to manage ads across Meta’s suite of apps.
Within Meta Ads Manager, you can manage ads across Facebook, Instagram, Messenger, WhatsApp, and Audience Network. Whether or not you consider these additional platforms included in your services or an extra charge, you must be upfront with clients about this before you sign anything.
Transparency is key!
Important: Content creation and ad management are two separate things. If a client expects you to do both, charge accordingly.
Facebook Ads Pricing Models
When it comes to Facebook ads management services, there are four main pricing models:
Flat fee
This is typically only used for campaigns with a specific time frame. A flat fee is your best bet for one-time gigs.
Ad spend percentage
If you find a client with a bigger budget, consider charging a percentage of their ad spend as your fee. Depending on your experience level, you can expect to charge between 10-20% of your client’s monthly ad budget.
Retainer
You’ve probably heard the term “retainer” on many TV shows about fancy lawyers who drink scotch for breakfast, but what does the word mean? Typically, a retainer means that a client pays you in advance for work to be done later. Think of it as an ongoing flat fee.
Retainer pricing models are great. However, remember that they’re relatively uncommon for people just starting their careers.
Hourly rate
This one’s pretty straightforward. You charge a set hourly rate and bill your client for work hours. Just make sure you accurately track how much you’re working and set yourself realistic expectations.
So, which pricing model do you choose? It all comes down to your experience level, how much work you think you can do, and what your clients are willing to pay.
Ensure you’re upfront and transparent with your clients in whatever route you take.
Don’t forget to get agreements in writing. Handshakes are great, but you must be protected and guaranteed to get paid.
What services do you offer?
We aren’t talking about your skills or what you can do on Facebook. We’re talking about what you need to offer specific clients.
No two clients are the same. Every client you have will have different needs, expectations, and skills.
Before deciding how much you should charge for Facebook ads, you need to know just how much work you have in front of you. Before you set a price for your services, consider the following:
- Will you need to set up a Facebook pixel?
- Do they have existing audiences? Have they been tested?
- Does the client have current conversion tracking established?
- How many custom audiences do you need to make?
- What does their website look like?
- Will you need to help them with landing pages?
- Have they done any research? Do they know their target audience?
Before committing, get to know your client, their business, and their needs. Treat it like a first date. You need to find out as much information as possible to set realistic expectations and prices.
Once you have this information, it’s time to consider your workload. When considering your workload and how much to charge, spend some time thinking about how long the following will take you:
- Content creation
- Research
- Ad creation
- Copywriting
- Ad monitoring
- Client approval
- Communication and edits
- Ad upload times
Getting Started as a Facebook Ads Manager
If you’re considering setting yourself up to help businesses run their Facebook ads, you’ll likely target small businesses. Why? Most companies will have dedicated teams responsible for running all their social pages.
Facebook ads managers are in high demand because small businesses must focus on their businesses. Small companies, however, are often time-poor. That’s where you come in.
Many businesses make the mistake of thinking about their social media marketing as an afterthought, something that will take care of itself, often opting for a set-and-forget approach. Successful Facebook ads, however, take dedication, time and commitment.
How much can you earn by running Facebook ads?
Your earning potential for running Facebook ads depends on several factors, including:
- Your level of experience.
- Your availability.
- Your clients’ budgets.
- The type of work you’re doing.
- Where in the world you’re working.
Unless you’re an established and well-respected social media professional, a huge factor in what you’re able to charge clients is your experience and your ability to show your expertise to clients.
Before any client takes you on, they will want to see what you’ve done and know what you can do to help them. If you’re just starting, don’t set your fee too high.
Another essential factor to remember regarding your earning potential is your skillset.
Can you offer your clients an all-inclusive package, meaning you do content creation, copywriting, ad creation, and more? The more skills you have, the more in demand you will be and the more you can charge.
Our free checklist is here to help you speed up the onboarding process so you can start helping your digital marketing clients grow sooner rather than later.
