What does a Meta Ads specialist cost?

You're looking for a Meta Ads specialist and want to know what it's going to cost. A logical question, but rates vary widely: from a few hundred euros a month for a junior freelancer to thousands of euros for a large agency. What you get back for it varies at least as much.

The three pricing models

Almost all Meta Ads specialists work with one of three models. The choice depends on what you need: ongoing management, a one-off job, or a defined project.

• Retainer: a fixed monthly fee in exchange for ongoing campaign management, optimisations and reporting. The most common model with serious advertisers: you know what you're paying, and the specialist knows your account.
• Hourly rate: suited to audits, strategy sessions or occasional advice. Flexible, but hard to budget for when campaigns run continuously and scope stays unclear.
• Project basis: one fee for a defined assignment, such as an account setup, a new campaign structure or a creative brief. No ongoing contract, but a clear end point.

Agency, freelancer, or do it yourself?

An agency has capacity, processes and often multiple specialists, but also overhead you pay for without seeing it. Your account rotates between interns and juniors, and the account manager you speak to is rarely the person actually running your campaigns.

A freelancer or boutique specialist is leaner: less overhead, direct communication. The difference lies in experience and focus. A good specialist without an agency layer can operate just as sharply as a large team and responds faster, because there are no layers in between.

Doing it yourself is possible, but takes more time than most business owners expect. Meta Ads isn't a set-and-forget matter: algorithms change, creative ages quickly and adjusting requires daily attention.

Where does the real difference in price lie?

Two specialists' rates can be close together, while the results are worlds apart. The real difference isn't in the price, but in what's measured and what's optimised for.

Many specialists optimise for ROAS: a number that looks good in a report, but says little about what you net after costs. The real question is: what does a purchase or lead earn you after cost of goods, fulfilment and margin? A specialist who has that conversation needs more context, but also delivers more than someone who only optimises click prices.

What does outsourcing Meta Ads cost?

A retainer for ongoing Meta Ads management typically starts around €750 per month, for accounts with a media budget up to €5,000 and one platform. At higher budgets or more complexity (Google Ads and Meta combined, multiple product lines or campaign goals), rates are more often between €1,200 and €2,500 per month.

Alongside the monthly retainer, there are one-off setup costs. Whether you're having a new account set up or transferring and initialising an existing one: time always goes into the structure, the tracking and the campaign setup. These costs typically run around €750, but can be higher or lower depending on the complexity of the account.

What you ultimately pay depends on account size, goals and how intensive the management is. Any agency that offers you a package upfront without understanding your situation is selling you a price, not a solution. A wiser first step: have your account analysed. You'll get insight into what's happening now, where the opportunities lie and what guidance can realistically deliver, no strings attached.

Curious what Momenti specifically charges? Check the pricing structure on the pricing page for a full overview of the retainer model and what's included.