Social media management for a small business has two separate costs: what you pay whoever plans, designs and publishes your content, and what you spend on ads, which is paid directly to Meta (Facebook and Instagram). At We Find Up, management starts at $495 USD per month (approximate) and includes strategy, design, publishing, campaigns and a monthly report. Ad spend is separate, and you decide how much.
Mixing up those two costs is the most common mistake when comparing quotes. Below we explain what a good service should include and how to tell whether it’s working.
What is social media management?
It’s planning, designing and publishing your business’s content on social media, mainly Instagram and Facebook, and backing it with paid ads to reach potential customers. It isn’t about “posting stuff”: it’s about getting the right people to know you and message you.
What a social media management service should include
A complete service includes, at minimum:
- Strategy and a monthly calendar: what gets posted, when and why.
- Original design for posts and carousels, in your brand’s style.
- Copywriting for every post.
- Meta Ads campaigns aimed at your ideal customer.
- A monthly report with results explained in plain language.
If a quote is much cheaper, check what’s missing. Often it’s posting only, with no strategy or ads, or template designs.
Management fee vs. ad spend
| Item | Who you pay | What it covers |
|---|---|---|
| Management fee | The agency | Strategy, design, publishing, campaigns and reporting |
| Ad spend | Meta, directly | Showing your ads to more people |
Ad spend should come from your own ad account, not the agency’s. That way you always know how much was spent, and your campaign history belongs to you.
How much should you spend on ads?
There’s no single number: it depends on your market, your competition and what a new customer is worth to you. A sensible way to start:
- Set a fixed monthly budget you can sustain for at least three months.
- Pick one goal per campaign: messages, calls, visits or sales.
- Track cost per result: what each message or customer costs you.
- Compare it with what a customer brings in. If each customer is worth much more than it costs to get them, raise the budget gradually.
What to measure to know it’s working
Likes don’t pay the rent. Ask for these metrics in your monthly report:
- Reach: how many people saw your content.
- Messages or leads: how many people contacted you.
- Cost per result: what each message or lead cost.
- Campaign progress: what was tested, what worked and what changes next month.
If your provider only reports followers and likes, ask for more.
Common mistakes when hiring social media management
- Accounts in the agency’s name. Your profiles and ad account should be yours; the agency should only have the access you grant.
- Posting without a goal. Posting every day doesn’t help if nobody knows what should happen next.
- Nowhere to send people. A profile without a clear way to contact you, or without a website that explains your services, loses leads.
- Changing strategy every week. Campaigns need time and data to improve.
A real example
Dr. Julián Carrillo, a neurosurgeon, works with us on his personal brand. We did a complete rebrand (logo and visual identity), a landing page focused on trust and strategic management of his social media. His weekly social media activity went from 13% to 100%, and today he gets patients who book appointments thanks to his online presence.
Summary
- Management fees and ad spend are two different costs; compare them separately.
- A good service includes strategy, original design, campaigns and a report with real results.
- Your accounts and ad account should always be in your name.
- Measure messages and cost per result, not just likes.
See the full service on social media marketing.