Common pricing models
Indian agencies commonly use a fixed monthly retainer, percentage of ad spend, project fee or a hybrid with performance incentives.
Each model needs a precise definition of scope and outcome.
- Fixed retainer
- Percentage of media spend
- Setup or audit project
- Hybrid base plus incentive
- Creative or landing-page add-on
What should be inside the scope
Campaign management alone may not solve a weak conversion journey. Ask whether tracking audits, landing-page recommendations, creative direction and sales feedback are included.
Confirm how many accounts, locations and channels the fee covers.
- Account audit and build
- Ongoing optimisation
- Tracking and reporting
- Creative or copy direction
- Landing-page support
- Meeting and response expectations
Be careful with performance-only offers
Performance pay can work only when revenue attribution, lead definitions, sales response and factors outside the agency are documented.
A pure results model can incentivise volume over quality when the metric is vague.
- Define qualified outcome
- Agree attribution window
- Separate media and agency cost
- Document sales responsibility
- Set a dispute process