How agencies charge
Pay-per-click and paid social management is usually priced as a share of ad spend: 10 to 20 percent overall, falling as spend grows. Published benchmarks put it at 20 to 25 percent under $5,000 a month, 15 to 20 percent between $5,000 and $20,000, and 10 to 15 percent between $20,000 and $100,000. Some agencies charge flat fees instead, from about $1,500 to $10,000 a month.
WebFX, one agency that publishes its prices, lists 15 percent of spend between $5,000 and $30,000, a $975 monthly minimum and a $2,250 set-up fee. In Czechia a freelancer starts at about 10,000 Kč a month, a small agency at 15,000 to 30,000 Kč, and agencies take 10 to 20 percent of budgets above 300,000 Kč. Retainers for account-based programmes run from $3,000 to over $30,000 a month.
Fees at €10,000 a month of ad spend
One worked example. €10,000 is about $11,600 at the survey’s rate of €1 to $1.16, which falls in the 15 to 20 percent band.
| Option | Monthly fee | Notes |
|---|---|---|
| Agency at 15 to 20 percent | €1,500 to €2,000 | Benchmark band for $5,000 to $20,000 of spend |
| WebFX published pricing | About €1,500 | 15 percent of spend, plus a one-time $2,250 set-up fee |
| Demander Starter | €324 | €249 plus 1.5 percent of the €5,000 above the included band; three ad platforms |
| Demander Growth | €890 | Up to €25,000 of managed spend included; every ad platform |
| Demander Performance | €599 | €399 plus 4 percent of the spend above €5,000; billed monthly |
Demander prices are billed annually unless noted, excluding VAT. Ad spend is paid to the platforms in every case. See pricing.
What you get
| Performance agency | Demander | |
|---|---|---|
| Strategy and positioning | Yes: from the people on your account | Partial: personas, messages and a media plan generated from your site and benchmarks, which you review and correct |
| Creative production | Yes: by designers and copywriters | Yes: 25+ formats in your brand from one message map, editable by you |
| Filmed video and photography | Yes, where the agency offers it | No: storyboard videos and brand templates; AI images and video optional |
| Campaigns on Google, Meta and LinkedIn | Yes | Yes: plus Microsoft, TikTok, Reddit, X and Sklik |
| Outbound e-mail and LinkedIn messages | Depends on the agency | Yes: sequences checked against country rules; LinkedIn first messages prepared for a person to send |
| Optimisation cadence | Depends on the retainer | Yes: optimisation hourly, metrics every 30 minutes, within caps |
| Record of every change | Depends on the agency’s reporting | Yes: each change has a reason, a gate verdict and an undo in the audit log |
Where an agency is the better choice
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01
Nobody on your side can review and approve
Demander proposes; a person approves launches, enrolments and social posts by default, and Starter applies nothing without approval. If there is no one to do that, an agency carries the work end to end.
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02
You need senior strategy or brand work
Positioning for a new category, a brand platform or a campaign concept built in workshops with your leadership is work for experienced people.
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03
You need filmed content
Customer videos, product shoots and event footage need a crew. Demander renders storyboard videos from your brand and copy and does not film.
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04
You buy channels Demander does not run
Programmatic display through a DSP, retail media, print, radio or events sit outside the eight ad platforms Demander manages.
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05
You want one accountable team
Some companies prefer a named team that owns results and turns up to meetings. That is a fair reason to pay a share of spend.
Using both
One way to split the work is to keep an agency for strategy, brand creative and filmed content, and let Demander run the always-on work: campaigns across platforms, retargeting by stage, outbound, organic posting and budget moves toward pipeline. Seats are unlimited, so agency staff can join your organisation with their own roles; membership covers every workspace in it.
Agencies can also run Demander for several clients on the Agency plan, with a workspace per client and the client’s own ad accounts.
Questions people ask
Is Demander a managed service?
No. It is software: it plans, produces and optimises, and a person on your side approves what its autonomy level does not cover. The team behind it can show you the product in a demo.
Can my agency run Demander for us?
Yes. Invite them into your organisation with a role such as marketer or admin, or they can manage a workspace for you on their own Agency plan. Either way the ad accounts stay yours.
What happens to our campaigns if we cancel?
They keep running in your ad accounts exactly as they are. You keep the period you paid for, then Demander stops changing anything. Campaigns, ads and audiences stay in your accounts.
How does the fee on spend compare?
Every plan includes the first €5,000 of managed spend a month, Growth includes €25,000 and Scale €100,000. Above the band the fee is 1 to 1.5 percent, or 4 percent (2.5 percent above €100,000) on Performance.