Should I pay a digital marketing agency monthly or per project?

How do the three common models compare?

Model	How it works	Suits
Monthly retainer	Fixed fee for ongoing work each month	Ads management, content, ongoing reporting
Per project	One price for one defined job	Website, landing page, pixel setup, a launch
% of ad spend	Fee rises and falls with your ad budget	Larger, steady ad budgets

A retainer gives you steady attention but you pay even in quiet months. A project is easy to judge but stops when it's delivered. A percentage of ad spend can reward the agency for spending more, so watch results, not just budget.

Is the ad budget separate from the agency fee?

Normally, yes. According to Meta's Business Help Centre, you pay for Facebook and Instagram ads through a payment method on the ad account, such as a card or PayPal. That money goes to the platform. The agency fee is for the work around it. Get this split in writing so nobody is confused.

What should be written in the scope?

• Exactly what's included: platforms, number of ads or posts, reports.
• What's not included: creative production, extra platforms, ad spend.
• Who owns the accounts. Meta's help centre describes giving a partner business, such as a marketing agency, access to your assets. Keep ownership in your own business portfolio.
• How results are reported, and how often.
• How either side can stop.

How do I choose between them?

If you're new, start with one small project. If it goes well and you need ongoing ads, move to monthly. For picking the agency itself, see how to choose a digital marketing agency in Kuwait, and for the ad budget side, how much budget to start Meta ads.

Not sure which setup fits your digital marketing? Our Growth Consulting service can help you map it out.