Pricing Inquiry Scripts

Pricing Inquiry Response Scripts for Marketing Agencies

Pricing calls to a marketing agency are rarely just “how much?”—they’re usually about speed, outcomes, and risk. These scripts help you respond fast without underpricing, protect your creative time, and move the right prospects into a clear next step (discovery call, audit, or scope doc).

Standard “How much do you charge?” (first-time caller)

Use when a new prospect calls and immediately asks for pricing before explaining anything.

“Totally—pricing depends on what you’re trying to accomplish and how fast you need it. Are you looking for a monthly retainer, a one-time campaign launch, or something like a website or brand refresh? For quick context, what’s the goal—more leads, more ecommerce sales, or brand awareness—and what’s your target timeline? If you give me two minutes on those, I can tell you the right pricing range and the next step.”

Tips for this scenario

-Offer the three most common buckets: retainer, campaign launch, website/brand project—prospects think in those terms.
-Ask for timeline early; “launch in 2 weeks” changes pricing because it affects your team’s workload and priority.
-Use outcome language (“leads,” “ROAS,” “pipeline”) because that’s what buyers use when they’re serious.

Common Mistakes to Avoid

!Quoting a retainer before asking what channels they want (Google Ads vs. SEO vs. email) and how often they need creative refreshed.

!Talking about ‘hours’ instead of deliverables (new ads per month, landing pages, reporting cadence), which makes your price feel arbitrary.

!Saying “it depends” without giving any real ranges like $2,000–$20,000/month or $5,000–$50,000 for a launch—then the prospect calls another agency.

!Giving an exact price before confirming tracking (GA4, pixel/CAPI, CRM) and then eating extra work when attribution is broken.

!Letting price shoppers control the call instead of setting a clear floor and a next step (discovery call or audit access).

Frequently Asked Questions

Should you publish your agency pricing on your website?

Yes—at least ranges. Put ranges like $2,000–$20,000/month for retainers and $5,000–$50,000 for campaign launches, and explain what changes the price (channels, creative volume, landing pages, tracking). It filters out bad-fit leads and makes pricing calls easier.

How do you answer “What do you charge per hour?”

Redirect to outcomes and deliverables: “We price by scope—what you’re getting each month—because hours don’t tell you how many ads, landing pages, or reports you’ll receive.” If they insist, you can say you use blended rates internally but sell fixed scopes and retainers so expectations are clear.

When can you give an exact price on the first call?

You can give exact pricing when the deliverables are standard and the inputs are clear—like a defined website package (number of pages) or a simple campaign launch with confirmed channels, asset list, and timeline. If tracking is unknown or the channel mix isn’t decided, give a range and set a discovery/audit step to lock it down.

What details do you need to tighten a pricing range fast?

Ask for goal (leads/ROAS), timeline (launch date), channel mix (Google/Meta/SEO/email), monthly ad spend range, and what’s already in place (GA4 + pixel/CAPI + CRM like HubSpot). Those five items usually let you move from a wide range to a tighter one.

How do you talk about ad spend vs. your management fee?

Separate them clearly: “Your ad spend goes directly to Google/Meta. Our fee covers strategy, setup, creative/testing, optimization, and reporting.” If they’re new to paid media, give a simple example so they don’t assume your fee includes ad spend.

What’s the best way to handle after-hours pricing inquiries?

Make it easy for them to give you the basics without leaving a long voicemail: budget range, timeline, services needed, and a link to their site or ad account. An AI receptionist like SkipCalls can capture that info and send you a transcript so you can reply first thing with a confident range and a booking link.