A marketing quote often looks simple. One monthly fee, a list of services, a start date.
The cost problems usually sit in the fine print, or in what the quote doesn’t mention. By the time you see them, you’ve signed.
This applies to agencies, freelancers and platforms alike. Most providers are honest. But a good provider won’t mind you asking these questions, and a poor one will squirm. That tells you what you need to know.
Here are eight costs to check before you sign.
1. Setup and onboarding fees
Some providers charge a one-off fee to get you started. It might cover account setup, tracking, an audit or a kickoff meeting.
That can be fair if you know what you’re getting. The problem is when it’s vague, or when the fee is only mentioned in the contract.
Ask: What exactly does the setup fee cover? Is it refundable if we stop within the first month?
2. Minimum terms and automatic renewals
A 12-month minimum is common. So is a clause that renews the contract automatically unless you cancel in writing, sometimes 60 or 90 days before the end.
Miss the window and you could be locked in for another year.
Ask: What’s the minimum term? How does renewal work? How much notice do I need to give, and in what form?
Put the cancellation date in your calendar the day you sign.
3. Management fees on top of ad spend
If you’re running paid ads, there are two costs. The money paid to the ad platform, and the fee paid to whoever manages it.
Some agencies charge a flat fee. Others charge a percentage of your ad spend. A percentage model means the more you spend, the more they earn, which isn’t always in your interest.
Ask: Is the management fee separate from my ad budget? How is it calculated? Does my ad budget go straight to the platform?
4. Reporting charges
Most providers send monthly reports. Some include them. Others charge extra for anything beyond a basic summary, such as custom dashboards, call tracking reports or meetings to go through the numbers.
Ask: What reporting is included? Will I get a plain-English summary, and how often? Is there a cost for extra meetings?
A good report says what was done, what changed and what happens next. If you can’t tell what you paid for, ask for more.
5. Content, design and development as add-ons
A package may include “content”, but that can mean two short blog posts a month, or none. Design changes, new landing pages and technical fixes are often extra.
Check how many pieces you get, how long they are, and who writes them. Also check who pays for images and stock photos.
Ask: How many pages or articles are included each month? What counts as extra work? How is that priced?
6. Third-party tools and software
Providers often use paid software for tracking, reporting, keyword research or email. Some include the cost in their fee. Others pass it on to you, sometimes with a markup.
Ask: Are any tools or licences billed separately? Will I keep access if I leave, or does it disappear with the provider?
If a tool is set up in your name, that’s usually better for you.
7. Exit and handover costs
This one catches people out. When you leave, who owns your accounts, your website, your domain name and your content?
Make sure your Google Analytics, Google Business Profile, ad accounts and domain are registered in your name, not the provider’s. If they own them, you may have to pay a fee or lose your data.
Ask: Who owns the accounts and assets created during the contract? What happens to them if we part ways? Is there an exit fee?
8. Scope creep and hourly rates
A fixed monthly fee covers the work listed in the contract. Anything outside it may be billed by the hour, often at a rate you haven’t seen.
That’s where a manageable fee turns into a surprise invoice. Common triggers are extra revisions, urgent requests and changes you ask for mid-project.
Ask: What’s the hourly rate for work outside the scope? Will you get my approval in writing before doing it?
Questions to ask on the first call
Before you see a contract, a few direct questions will tell you a lot.
• What will you do in the first 90 days, in plain terms?
• Who will work on my account, and are they in Australia?
• How will I know if it’s working? What numbers will you report?
• What happens if we don’t see results in six months?
• Can I see a sample report and a sample contract now, before I commit?
Good providers answer without fuss. Be wary of anyone who dodges, rushes you to sign, or promises a guaranteed result. Nobody controls what Google or a customer will do, so a guarantee should make you suspicious, not relieved.
A short checklist before you sign
• Read the whole contract as well as the quote.
• Ask for every cost to be written down.
• Check the term, the renewal and the exit.
• Make sure you own your accounts.
• Ask for two or three recent clients you can call.
• Get a lawyer to look over anything large or complicated.
What to do if you’ve already signed
If you’ve already signed and spotted a problem, don’t panic. Read the contract again and find the clause that covers it. Then write to the provider, politely and in plain terms, and ask them to clarify or amend it.
Many providers will agree to reasonable changes, especially if you raise it early. Keep a record of every email. If you can’t resolve it, free advice is available. Your state or territory fair trading office, or the Australian Competition and Consumer Commission, can explain your rights as a small business owner.
Next time, ask the questions above before you sign. It’s much easier to negotiate while the provider still wants your business.
Cheap isn’t always the problem
Low prices aren’t the issue. Unclear prices are.
Affordable SEO Sydney packages can be good value, provided you know what’s included, how long you’re committed and what you own at the end. If a provider can answer all three clearly, that’s a good sign.
If they can’t, walk away. You’ll save more by not signing than you will by negotiating after.
