The short answer
A marketing retainer is a monthly fee for an agency to run your marketing: usually strategy, campaign management, creative and reporting, and sometimes websites and CRM. Ad spend is almost always extra. A good retainer states exactly what you get each month, who owns the accounts, and how results will be judged.
Last updated 1 October 2026
A marketing retainer is the most common way New Zealand businesses hire an agency. It is also the arrangement owners most often feel unsure about: a fixed fee goes out every month, and it is not always clear what it bought.
This guide explains what a retainer should include, what usually costs extra, and how to tell whether yours is working.
What a marketing retainer usually covers
- Strategy: who you are targeting, with what offer, on which channels.
- Campaign management: building, running and optimising Meta and Google ads.
- Creative: ad images, video and copy, refreshed as results come in.
- Reporting: what was spent, what it produced, and what changes next.
- Sometimes: websites and landing pages, CRM setup and automation, organic social.
What usually costs extra
Ad spend is almost always separate from the retainer, either billed through the agency or paid by you directly to Meta and Google. Large one-off projects, such as a new website, a video shoot or a brand refresh, are often quoted separately too. Ask for a written scope that lists what is in and what is out.
How to tell whether a retainer is working
- Judge it on enquiries, booked appointments and sales, not on reach, likes or clicks.
- Track cost per booked appointment and cost per sale month by month.
- Expect a regular report in plain language: what happened, what it means, and what changes next.
- Make sure you own the ad accounts, the pixel data and the CRM, so you keep everything if you leave.
Red flags
No written scope. The agency owns your ad accounts. Reports that only show impressions and clicks. A long lock-in before results are proven. None of these mean the agency is bad, but each one shifts risk onto you.
Retainer, pay per lead or pay per appointment?
A retainer buys an agency's time. Pay per lead and pay per appointment buy outcomes instead. We compare the three models side by side in pay per lead vs retainer vs pay per appointment.
How our Growth Partner retainer works
Our Growth Partner is a monthly partnership, scoped to your brand, where one team runs your marketing end to end: strategy, market intelligence, creative and social, Meta and Google campaigns, websites and landing pages, and CRM and AI automation.
Underneath it sits a live view of your market: every competitor ad on Meta and Google, the hooks winning right now, a weekly digest every Monday in plain English, overnight change alerts and a one-click board report. See all our models on the pricing page.
Marketing retainers: common questions
What does a marketing retainer include?
Usually strategy, campaign management, creative and reporting, and depending on the agency, websites, landing pages, CRM work and organic social. Ask for a written scope that lists exactly what is included each month.
Is ad spend included in a marketing retainer?
Usually not. Most agencies bill ad spend separately or have you pay Meta and Google directly. Confirm how ad spend is handled, and who owns the ad accounts, before you sign.
How do I know if my marketing retainer is working?
Look at enquiries, booked appointments and sales, and the cost of each, month by month. Reach, likes and clicks are signals, not results. You should get a plain-language report on what changed and why.
How long should a marketing retainer contract be?
Look for a clear notice period and an initial term short enough to judge results without being locked in. Long lock-ins before results are proven shift the risk onto you.
Should I choose a retainer or pay per appointment?
A retainer suits businesses that need strategy, creative and brand work as well as leads. Pay per appointment suits teams that only want booked sales conversations. Many businesses combine the two.