Calgary agencies use three core pricing models. Monthly retainers run $2,500–$15,000 for most businesses, with smaller local shops at the low end and full-service agencies serving enterprise clients at $20,000–$40,000+. Retainers typically include a fixed scope like SEO, PPC management, content creation, and reporting, with 3–6 month minimum commitments standard across the market. Hourly rates sit between $125–$250 depending on seniority and specialization. Junior strategists and coordinators bill $125–$165, while senior consultants and specialists command $185–$250. Hourly works best for consulting, audits, or clients who need sporadic support rather than ongoing campaigns. Expect 5–10 hour monthly minimums from most agencies to make the relationship viable. Project-based pricing ranges wildly: a website redesign might cost $8,000–$35,000, a comprehensive SEO audit $3,000–$8,000, and a 6-month content campaign $12,000–$25,000. Projects suit clients with defined deliverables and timelines, though agencies often convert successful projects into retainers once the scope expands. Performance-based models exist but remain rare in Calgary's agency landscape. Some shops offer hybrid arrangements where 60–70% is a base retainer and 30–40% ties to conversions or revenue targets, but pure commission deals are uncommon for legitimate agencies because marketing outcomes depend heavily on factors outside the agency's control like product-market fit and sales processes. At Ottawa SEO, we see Calgary pricing align closely with other Canadian markets outside Toronto and Vancouver, which run 15–25% higher. The model you choose matters less than scope clarity. A $5,000 retainer with vague deliverables performs worse than a $7,500 retainer with defined KPIs, reporting cadence, and scope boundaries. Always confirm what's included: are strategy hours separate from execution? Who owns content and ad accounts? What happens when you hit the hour cap mid-month? Agencies that answer these upfront typically deliver better ROI than those selling on price alone.