Pricing and Scope

Pricing is where most new operators underprice themselves, usually out of fear of rejection. The fix isn't to memorize a number — it's to understand what you're actually pricing: the outcome you're delivering and the scope of work required to deliver it, not the hours you personally spend.

For Meta Ads retainers, a common structure is a flat monthly management fee (separate from ad spend, which the client pays directly to Meta) scaled to the complexity of the account — more campaigns, more locations, or more creative testing justifies a higher fee. For website projects, price the full scope as a single project fee: discovery, design, build, revisions, and launch, with a clearly stated number of revision rounds included.

Scope is the other half of this lesson, and it matters just as much as price. Every engagement should have a written scope document stating exactly what's included and what isn't — this is what protects you from "scope creep," where a client keeps adding requests against the original price. Writing scope down before you start isn't bureaucracy; it's the single easiest thing you can do to prevent an engagement from becoming unprofitable.