We take 10% of the in-app revenue the ads we make generate. No production fee, no day rates, no cap on how many ads we produce. When the ads work it's the best money you'll spend; when they don't, it costs you nothing. People assume the reason is price. It isn't. The reason is incentive.
What a retainer actually pays for
A retainer pays an agency the same amount for four ads as for forty. Every extra ad is a cost to the agency and a benefit to you, so the agency's rational behaviour is to make as few as it can get away with, and to talk about strategy instead. That's not cynicism, it's the model. It's also why most managed Meta accounts are starved of creative: the person who should be making more ads is paid not to.
Meta's delivery system now rewards creative volume above everything else (here's why). So a fee structure that discourages volume is a fee structure that caps the account.
What commission pays for
If we're paid on the revenue the ads generate, the only way we earn more is by making the next ad that works. Uncapped production isn't generosity; it's how we get paid. It also means:
- Production is never the bottleneck. If an account needs sixty ads this month, it gets sixty. Nobody has to raise a change request.
- We say no to accounts we can't grow. A retainer agency takes the fee and hopes. We only take on brands where we can see the revenue.
- Bad ads cost you nothing. Of forty ads, thirty won't be winners. On a retainer you paid for all forty. On commission you paid for the ten that sold something.
What it costs, in practice
| Meta revenue from our ads | Monthly commission | Equivalent retainer + creative |
|---|---|---|
| £50k | £5,000 | £4–8k typical |
| £100k | £10,000 | £6–12k typical |
| £250k | £25,000, or less: bands slide down | £10–20k typical |
At scale, commission can cost more than a retainer. That's the point at which people ask whether it's worth it, and the answer is in the ads: at £250k a month of Meta revenue you're getting 50–100 new ads a month, media buying, and third-party attribution, and the percentage slides down in bands agreed up front. Big accounts pay a smaller percentage of a bigger number.
Below £10k a month of spend there isn't enough budget to give forty ads a fair test, so we run the Meta and Google modules at £1,000 a month each with production on commission on top. Full details on the pricing page.
How the revenue is tracked
In-app revenue in Meta Ads Manager, attributed to the ads we've made, cross-checked against the third-party attribution platform we set up on every account. You see the same dashboard we do.
Who it's wrong for
Commission is the wrong model if you want to own the creative process and just need a media buyer; if the product or offer isn't proven yet; or if you need a fixed number for the budget line and can't tolerate a fee that scales with sales. Those are all reasonable positions. They're just not ones we can grow an account from.
Rolling, 30 days' notice, and every ad we've made is yours to keep. The model only works if you'd stay because the numbers are good, not because a contract says so.
Want the commission bands for your account?
Tell us the monthly spend and current Meta revenue. We'll come back with the bands and how many ads it needs.