How Much Does a Media Buyer Cost? Freelancer vs Agency vs Full-Time
Media buyers charge by the hour, by retainer or as a share of ad spend. Compare freelancer, agency and full-time costs and see which model suits your budget.
By the Zenstack team · · 2 min read
The price of media buying depends less on the person and more on the pricing model. Understanding the three models helps you compare quotes that look nothing alike.
The three pricing models
Percentage of ad spend. Common with agencies. You pay a share of whatever you spend on ads each month. It is simple, but your fee rises as your budget grows, and the agency earns more when you spend more.
Flat retainer. A fixed monthly fee for an agreed scope, such as two platforms and a set number of campaigns. Predictable, but extra work often costs extra.
Hourly or salaried. You pay for a person's time. This is how freelancers and full-time hires are paid.
Freelancer, agency or full-time
| Freelancer | Agency | Full-time media buyer | |
|---|---|---|---|
| Pricing | Hourly or retainer | Retainer or % of spend | Fixed monthly cost |
| Attention | Shared with other clients | Shared across accounts | Your accounts only |
| Daily checks | Sometimes | Varies by plan | Yes |
| Knowledge of your business | Limited | Medium | Deep, grows over time |
| Cost as ad spend grows | Stable | Often rises | Stable |
What a full-time remote media buyer costs
Through Zenstack, rates start at $12 an hour, about $1,920 a month full-time. Most roles fall between $12 and $23 an hour depending on experience. The fee covers recruiting, vetting, contracts and payroll.
The cost stays the same whether you spend a little or a lot on ads. See the media buyer page or pricing.
Costs people forget
- Ad spend itself. The management fee is separate from the money paid to Google or Meta.
- Creative. Images and videos need to be made. Ask who produces them.
- Tools. Reporting and tracking tools may be extra.
- Setup fees. Some agencies charge to audit or rebuild your account.
How to judge value
Do not ask "what does it cost?" Ask "what does it return?" A media buyer who lowers your cost per lead by a meaningful amount can pay for themselves quickly. Track cost per lead or return on ad spend before and after the hire.
Which model fits
- Small or occasional spend: a freelancer is enough.
- No time to manage anyone: an agency retainer.
- Steady monthly spend and several campaigns: a full-time media buyer usually gives the most attention for the money.
Before you hire, read what a media buyer does and how to hire a remote media buyer.
Frequently asked questions
Is the ad budget included in a media buyer's fee?
No. The fee pays for managing your campaigns. The ad budget is paid separately to the platforms, such as Google or Meta.
Is percentage-of-spend pricing bad?
Not always. It can work at small budgets. At larger budgets the fee can grow much faster than the work involved, so compare it against a fixed cost.
Can one media buyer manage Google and Meta ads?
Many can, but check their experience on each platform. The skills differ, and most buyers are stronger on one.