Marketing Agency Invoice Template: Free + What to Include
Marketing agencies bill differently than most freelancers β retainers, project work, ad spend management, and performance bonuses can all appear on the same invoice. Here's how to structure it.
In this guide:
Types of Marketing Agency Billing
Monthly retainer
Fixed monthly fee for ongoing services (strategy, content, social, reporting). Most predictable revenue for agency + client.
β¬3,500/month β SEO strategy, 4Γ blog posts, monthly report, 1Γ strategy call
Project-based fee
One-off fee for defined deliverables (rebrand, campaign launch, website). Scope should be tightly defined.
β¬8,500 β Q3 product launch campaign: strategy, creative, copywriting, 6Γ social ads
Ad spend management fee
Fee for managing paid media budgets (Google Ads, Meta). Typically 15β20% of ad spend or a flat monthly fee.
β¬800/month β Google Ads management (β¬4,000/month spend)
Performance bonus
Bonus fee triggered by hitting agreed KPIs (conversions, leads, revenue). Aligns agency incentives with client outcomes.
β¬500 bonus β achieved >200 qualified leads in April (target was 150)
Invoice Line Items for Marketing Agencies
A real marketing agency invoice for April might look like this:
| Line item | Qty | Unit | Total |
|---|---|---|---|
| Monthly SEO retainer (May 2026) | 1 | β¬2,500 | β¬2,500 |
| Content creation β 4 blog posts Γ 1,200 words | 4 | β¬350 | β¬1,400 |
| Google Ads management fee (15% of β¬5,000 spend) | 1 | β¬750 | β¬750 |
| LinkedIn Ads creative (2 ad sets) | 2 | β¬200 | β¬400 |
| Monthly analytics report + dashboard | 1 | β¬300 | β¬300 |
| Subtotal | β¬5,350 | ||
| VAT 21% | β¬1,123.50 | ||
| Total | β¬6,473.50 |
Always reference deliverables, not just hours
β4 blog posts Γ 1,200 wordsβ is clearer than β8 hours copywritingβ. It anchors the value to output, not time β which makes rate negotiations easier.
Marking Up Supplier Costs
Agencies often pay third-party costs (stock photography, software subscriptions, PR distribution, freelance contractors) and pass them to the client. Best practice:
Standard markup
10β20% on all recharged costs covers your time managing the supplier. Always state this upfront in your agreement: 'Third-party costs recharged at cost + 15%'.
Ad spend β pass-through at cost
Ad spend (Google, Meta, LinkedIn) should always be passed through at exact cost with no markup. Your management fee is how you charge for this. Clients appreciate the transparency.
Freelancer costs
If you subcontract work (design, development, copy), you can mark up at 20β30% for project management. Disclose this in your contract.
Free Marketing Agency Invoice Template
Chaser is built for service businesses β including agencies. Create recurring monthly retainer invoices, add project line items, and let Chaser chase late payments automatically.
Build your agency invoice β free
Monthly retainers, project billing, automatic follow-ups. Built for agencies.
Try Chaser free βSee also: Chaser for agencies β
Frequently Asked Questions
How should I bill for ad spend management?
There are two common models: (1) Percentage of ad spend β 10β20%, which scales with spend. (2) Flat monthly fee β predictable for both sides. Either is fine, but state it clearly in the invoice and contract.
Should I invoice ad spend separately from my management fee?
Yes, always. Ad spend should be a separate line item (or even a separate invoice) with the actual amount spent. This makes it easy for clients to verify and reconcile against their payment processor statements.
How do I handle a client who's late paying their retainer?
First, send automated reminders (Chaser does this). If they're repeatedly late, consider requiring payment in advance rather than in arrears. Pause work if payment is more than 14 days late.
Can I include performance bonuses on the same invoice?
Yes. Add a separate line item: 'Performance bonus β [KPI achieved, e.g., 200 leads vs 150 target]'. Attach the reporting that proves the KPI was hit.
What payment terms should marketing agencies use?
Retainers: due on the 1st of the month (or last day of the previous month). Project invoices: 50% upfront + 50% on completion. Never net-30 on retainers β you're providing services on credit.