Two ways to buy agency work
Most agencies sell their work in one of two ways. You pay per project or per hour as you need it, or you pay a fixed monthly fee for an agreed scope. Both can work. The wrong choice usually costs more than the fee itself, in lost time and slower results.
How pay-as-you-go works
You agree a price for a defined piece of work, or buy a block of hours, and pay when the work is done.
Good for:
- One-off projects with a clear end: a website, a landing page, a brand refresh, an audit
- Testing an agency before a longer commitment
- Businesses with irregular, seasonal needs
Watch out for:
- Every new request needs a new brief, quote and approval. That slows you down.
- The team may change between projects, so knowledge of your business gets lost.
- Ongoing channels like SEO and ads do not reward stop-start work. Gaps reset progress.
How a subscription (retainer) works
You pay a fixed monthly fee for an agreed scope: for example ads management, a number of content pieces, SEO work and a monthly report.
Good for:
- Channels that compound: SEO, AEO and GEO, paid ads, content, social
- Businesses that want one team that knows their offer, customers and numbers
- Predictable budgeting
Watch out for:
- A vague scope. Make sure the retainer lists deliverables and reporting, not just "support".
- Minimum terms. Ask what happens if results are not there after the agreed period.
- Paying for hours you do not use. A good retainer is built around outcomes and priorities, not just time.
Side by side
| Pay-as-you-go | Subscription | |
|---|---|---|
| Best for | One-off projects | Ongoing growth channels |
| Cost per unit of work | Usually higher | Usually lower |
| Speed to start each task | Slower (brief, quote, approve) | Faster (team already briefed) |
| Knowledge of your business | Resets often | Builds over time |
| Budget predictability | Low | High |
| Flexibility | High | Medium |
Pay-as-you-go
- Best for one-off projects
- Usually higher cost per unit of work
- Slower start: brief, quote, approve
- Knowledge of your business resets often
- Low budget predictability
Subscription
- Best for ongoing growth channels
- Usually lower cost per unit of work
- Faster start: the team is already briefed
- Knowledge of your business builds over time
- High budget predictability
How to choose
Ask three questions:
- Does the work end? If yes, pay per project. If it needs to keep running to keep working, use a retainer.
- How fast do you need to move? If you launch campaigns often, a retainer removes the approval loop.
- Do you know exactly what you need? If not, start with a paid audit, then decide.
Many businesses mix both: a project to build the foundation, for example a new website, then a retainer to grow it.
How OUNTERNET prices
We use both models. Projects like websites and MVPs are fixed-price after a scoping call. Ongoing services like SEO and content (from £3,800 a month), ads and AI visibility run as monthly programmes with clear deliverables and reporting. Final price after we analyse your business and scope. See all services or apply for a call.
Frequently asked questions
Is a retainer always cheaper?
Per unit of work, usually yes, because the team is already briefed and planned. In total spend, only if you actually need ongoing work.
What should a retainer include?
A clear list of deliverables, who does the work, how often you meet and what is reported each month.
Can I start pay-as-you-go and move to a retainer?
Yes. A paid audit or first project is a good way to test the fit before a monthly commitment.