Pricing Strategies As A Meta Ads Freelancer
As Meta ads freelancers and agency owners, pricing your services is always a tricky balance. Charge too little, and you risk burnout and under appreciation. Charge too much, and you fear clients will walk away. But how do you find that sweet spot where clients see your value, and you feel compensated for your expertise? In a recent conversation among the Foxwell Founder members, several key takeaways emerged on how to price yourself confidently, manage client expectations, and avoid common pitfalls.
Here’s a breakdown of actionable advice that Meta ads freelancers can implement immediately.
1. Don’t Be Afraid of “No”
The fear of losing clients often pushes freelancers to undercharge. But in reality, hearing “no” is a sign that you’re on the right track. If everyone accepts your first price, you’re probably not charging enough. Instead of being scared of losing a deal, embrace the "no." It’s a signal that you’ve reached a fair price for your value.
One of our members noted that if you're consistently hearing “yes” without pushback, you're likely leaving money on the table. Aim for a 50% “no” rate, as that’s a healthy balance of testing your pricing limits while landing enough work to stay busy.
Tip: Increase your rates until you start hearing “no” regularly. If clients start saying no more often, use that feedback to find your pricing threshold. Remember, some clients will negotiate, and that’s an opportunity to fine-tune your offer while keeping your price intact.
2. Structure Your Proposals to Showcase Value
Clients want to understand your value before they commit to your rates. Spending hours crafting detailed, customized proposals might seem like the way to win over clients, but that approach can backfire. One member shared a painful experience of sending a polished proposal only for the potential client to strip out the branding and circulate it to other freelancers.
Instead of putting excessive time into personalized proposals, think of your proposal as a way to showcase how you think, not a final solution. Use templates and save time while still presenting your core value proposition.
Tip: Use templated proposals that outline your process and thinking rather than solving the client’s problems upfront. Highlight how you approach challenges like Meta Ads or CRO, and let the client decide if they want to partner with you for the solution.
3. Negotiate on Scope, Not Price
Negotiation doesn’t always have to mean lowering your price. A powerful strategy shared by the group is negotiating on scope instead of reducing rates. If a client balks at your price, offer to scale back the services provided rather than slashing your fee. For example, if your full package includes monthly strategy calls and creative production, consider offering a lighter version that omits the creative work or reduces the call time.
One member shared how they negotiated with a client who wanted both Meta and TikTok ad management. Instead of lowering their price, they simply removed TikTok ads from the scope, allowing the client to stay within budget without compromising on quality.
Tip: When faced with price objections, offer to adjust the scope of work. Itemize your services and suggest what could be removed or modified to meet their budget while maintaining your value.
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If you’re curious about what other agencies are charging and want a solid reference point for your own pricing, we’ve got you covered. Check out our in-depth guide on What Paid Social Agencies Charge. It breaks down industry benchmarks and helps you stay competitive without undervaluing your services.
4. Don’t Devalue Your Experience
Your pricing should reflect not just the time you spend on a project, but also the years of experience and knowledge you bring to the table. One member highlighted an important lesson they learned when a client asked them to double their invoice after a project, recognizing the value they provided. This was a wake-up call to the freelancer, who realized they were undervaluing their expertise.
Clients hire you for your expertise, not just the hours worked. Don’t be afraid to charge what you’re worth, especially if you bring years of experience that could save the client time and money in the long run.
Tip: Review your rates and compare them to the market. If you have years of experience, specialized skills, or a unique service, adjust your pricing accordingly. Your clients will appreciate the value you bring, and the right ones will be willing to pay for it.
5. Embrace “Feast or Famine” Cycles
Freelancing often comes with cycles of “feast or famine,” where you’re either overwhelmed with work or struggling to find clients. To manage this, it’s essential to build a consistent lead generation pipeline. Several freelancers shared the importance of dedicating time each week to marketing and prospecting, even when you're busy.
One member suggested blocking out one hour per week to focus solely on marketing, whether that’s posting on LinkedIn, sending follow-up emails, or engaging with leads. This consistency will help smooth out the feast-or-famine cycle and keep the pipeline flowing.
Tip: Schedule one hour every week dedicated to lead generation, even when you're busy. Building a habit of consistent outreach will keep your business steady over time, preventing the panic that comes with slow months.
6. Leverage Networks for Leads
Freelancers often rely on word of mouth for new business, but there are smarter ways to make sure you're always top of mind. The Foxwell members discussed the importance of tapping into professional communities, whether that’s through lead-sharing databases or building partnerships within the Foxwell Digital Membership.
Having a network of trusted peers who can refer clients to you can be a game changer. By building these relationships and contributing to the community, you can fill your pipeline with high-quality leads and avoid the dreaded famine cycle.
Tip: Join a freelancer or agency network like the Foxwelll Digital Membership where you can exchange leads. The more you engage with the community and prove your expertise, the more likely you’ll be top of mind when someone has a lead they can’t take on themselves.
7. Know When to Walk Away
Sometimes, the best decision you can make as a freelancer is to walk away from a bad deal. Whether it’s a client who constantly negotiates your rates or one that makes unreasonable demands, saying no to the wrong clients can free up time for better opportunities.
As one freelancer shared, some clients are simply not worth the headache. It’s important to recognize when a relationship is going to be more trouble than it’s worth and confidently say no to avoid future frustration.