- KPI definitions included
- Performance billing terms
- Ad spend clause
- Monthly reporting schedule
Clauses built for the reality of marketing work
Marketing contracts have unique challenges that general service agreements miss — KPI disputes, ad spend accountability, and the lag between campaign activity and measurable results. This template addresses all of them.
What to include in a digital marketing contract
Marketing relationships are built on trust, but trust without documentation is a business risk. Here are the clauses that matter most — and why they matter.
- Define "qualified" leads — with numbers — "Generate more leads" is not a KPI. "Generate 50 qualified leads per month, where qualified = a business decision-maker who completed a demo request form" is. The more specific your KPI definition, the fewer disputes. Agree on the definition before the contract is signed, not after the campaign underperforms.
- Address the attribution problem upfront — Marketing results are rarely attributable to a single channel. If a client came through Google Ads, found you on LinkedIn, and converted after a direct visit — which channel gets credit? Your contract should specify the attribution model you'll use (first-touch, last-touch, linear, or data-driven) and acknowledge that total conversion credit may not equal 100%.
- Clarify ownership of ad accounts and data — When you build a Google Ads account or Meta Business Manager for a client, who owns it? If you part ways, do they lose access to historical data and audiences? Specify that all accounts, pixel data, audience lists, and historical performance data transfer to the client upon request, and define a handoff process.
- Include a minimum commitment period — Paid marketing campaigns typically need 60-90 days to reach statistical significance. If a client cancels after two weeks, you've burned budget and can't demonstrate results. Include a minimum commitment (typically 3 months) and an early termination fee that reflects your initial strategy and setup costs.
- Scope changes require written approval — Adding a new platform (say, adding LinkedIn Ads to a Google Ads campaign), increasing the monthly budget significantly, or changing the target audience are all scope changes. Define how these are requested, approved, and priced — ideally through a simple change-order form, not a Slack message.
Common fee structures
- Monthly Retainer — $2,000–$10,000/mo — Ongoing, predictable work
- Hourly Consulting — $100–$300/hr — Advisory & strategy
- Performance Fee — 10–20% of closed revenue — Lead generation campaigns
- Hybrid (Base + Perf.) — $1,500 + 10% — Most common agency model
Works for all marketing services
Google Ads, Meta Ads, LinkedIn Ads, SEO, Content Marketing, Email Marketing, Social Media, Influencer Marketing, Affiliate Marketing, CRO.