Free Agency Pricing Calculator
Price your marketing services from your own hours, rates, overhead and target margin, and compare monthly retainers with project fees.
Agency Pricing Calculator: Price your marketing services from your own hours, rates, overhead and target margin, and compare monthly retainers with project fees. It is free, needs no sign-up and runs in your browser. How to use it: 1) set your overhead, target margin and pricing method; 2) tick services and enter hours and your hourly rate; 3) add managed ad spend and a fee if you charge one; 4) click Calculate prices and download the CSV. The calculator prices each service from your own numbers. Default hours and rates are editable examples only, not market data, so replace them with your real costs.
How the agency pricing calculator works
The calculator prices each service from your own numbers. Default hours and rates are editable examples only, not market data, so replace them with your real costs.
Cost-plus pricing
Base cost = hours x hourly rateCost with overhead = base cost x (1 + overhead %)Price = cost with overhead / (1 - margin %)
For example, 10 hours at 50 is 500. With 20 percent overhead that becomes 600, and a 30 percent margin gives a price of about 857.14. Note that margin is a share of the price, not a markup on cost.
Value-based multiplier
If your work produces clear, measurable gains for clients, choose the value method. It multiplies the cost-plus price by your chosen factor, so you can price on value while still seeing your costs.
Ad spend management fee
Many agencies charge a percentage of the ad spend they manage. Enter monthly managed spend and your fee percentage to add it as a separate line.
Retainer or project
Ongoing services such as SEO, PPC, social, content, Google Business Profile and email form a monthly retainer. Web design is priced as a one-off project. The tool also shows the total value of a contract over the months you choose, profit over the contract and your effective hourly price.
Limitations
The results are only as good as your hours and cost estimates. Track real time spent for a few months and update the numbers. Prices also need to make sense against what clients in your market expect to pay.
About this tool
The Agency Pricing Calculator is built and maintained by the Hayyat Networks team, a digital marketing, SEO and web development agency working with businesses in New York and Lahore since 2016. It is part of our free Business & Marketing Tools collection.
- Last reviewed
- CostFree, no sign-up
- Where it runsRuns in your browser
- Checking resultsThe method and a worked example are shown above, so you can verify every result.
- PrivacyIt runs entirely in your browser: what you type stays on your device and is never sent to us.
Spotted a problem or have an idea? Tell us and we will review it.
Link to this tool
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<a href="https://hayyatnetworks.com/free-tools/business-tools/agency-pricing-calculator/">Agency Pricing Calculator</a> by Hayyat NetworksAgency Pricing Calculator FAQs
How do agencies price their services?
Most use a mix of hourly cost-plus pricing, monthly retainers, project fees, value-based pricing and a percentage of ad spend for paid media. This calculator lets you test each approach with your own costs and target margin. Many combine several models.
How do I calculate my agency hourly rate?
Add up your yearly salaries and overheads, add your target profit, then divide by the hours you can realistically bill in a year. Many agencies bill well under their total working hours because of admin and sales time. Review it every year.
What is the difference between margin and markup?
Margin is profit as a share of the price. Markup is profit as a share of cost. A 30 percent margin needs about a 43 percent markup on cost. This calculator uses margin, so your target profit share is exact.
Should I charge a retainer or a project fee?
Use retainers for ongoing work where results build over time, such as SEO, ads and social media. Use project fees for work with a clear end, such as a website build. Many agencies combine both. Set clear terms for both types.
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