Hiring an Agency Partner: Key Points
- Five countries dominate 70% of the global agency market: the U.S., India, the U.K., Canada, and Australia.
- The average hourly rate for U.S. agencies is $115.15/hr, nearly 28% higher than the global average hourly rate of $99.62/hr.
- U.S. agencies cost more, but the premium often reflects access to concentrated talent and integrated, full-service teams.
Quick listen: U.S. agency rates vs. best-value states - in under 2 minutes.
A new DesignRush study has found that the average hourly rates of U.S. agencies came in at $115 per hour. This is 28% higher than the global average of $99.62 per hour.
The study conducted an extensive review of 16,297 agencies from around the world.
Likewise, the U.S. leads the world in the number of agencies, with 4 out of every 10 agencies calling the Land of the Free their home.
This also means that the U.S. has a 38% share of the global market.
That number becomes even more staggering once you consider that the 38% share is larger than the next four largest global hubs combined.
“For business leaders, this concentration means most of the world’s digital marketing talent sits in just a few markets,” said DesignRush Marketing Director Mariana Delgado.“But it also raises a key question: is paying premium rates in the U.S. or UK worth it?”
Why So Serious(ly Expensive)?
The concentration of talent explains why American agencies often command rates that feel more like law-firm retainers than marketing invoices.
Freelancer Markup vs. Agency Rates
According to Reddit, some freelancers base their rate on their salary. If the average salary is $100,000, they bill roughly $100/hr. But if demand is low, clients won’t pay it.
A freelancer explains:
“Usually I'd take the average salary and make that the hourly.”
If salary is $100,000, they'd charge about $100/hr—but low demand can limit rates
How Agencies Actually Price PPC Services
In a PPC pricing thread, a user broke down common structures:
This shows Redditors generally cite hourly ($50–$150/hr), 10–20% ad spend, or $500–750 flat retainers - great real-world signals too.
Furthermore, U.S. agencies often provide more services under one roof.
This naturally increases costs, but the better way to see this is the additional value it provides brands.
A full-service team can deliver cohesion that piecemeal outsourcing rarely achieves.
Strategy informs creative without losing nuance, analytics loop back to sharpen branding, and development ensures execution actually works in the wild.
That integration reduces friction, saves time, and prevents the expensive missteps that happen when agencies or freelancers work in silos.
Which States Offer the Most Value for Marketing Budgets?
Although the national average hourly rate for agency services may seem inevitable, as taxes.
But in a country this large, geography can reshape our perception of company balance sheets.
In fact, a simple change of zip code can turn a budget-straining project into one that feels almost thrifty:
“Location has become one of the biggest levers in digital marketing. It can mean the difference between overspending on a campaign and stretching your budget to do three times as much,” said Delgado.
The value here goes beyond the dollars saved themselves. Rather, it’s in the expanded possibilities it creates.
By looking beyond the obvious coastal hubs, companies can stretch their budgets without lowering their standards.
The following five states illustrate just how far a marketing dollar can go when location works in your favor.
1. Wyoming
Wyoming is the most affordable state to hire an agency. With its average hourly rate of $63.82, it offers savings of up to 45% compared to the national average.
This means that a 100-hour project costs just $6,382 if a brand were to work with an agency in Wyoming.
2. Delaware
Delaware comes in next with an average hourly rate of $76.46. The state offers a savings of up to 34%.
This can be incredibly advantageous for brands, especially those already taking advantage of Delaware’s established, corporate-friendly legal and efficient business setup systems.
3. Montana
The cost of working with Montana agencies averages to $83.29 per hour, making them 28% more affordable than the established national benchmark.
The state’s lower cost of living keeps rates competitive, while its reputation as a hub for independent and midsize businesses means agencies are well-versed in scaling campaigns across regional and national markets.
4. New Mexico
With an average hourly rate of $91.29, New Mexico delivers about 21% savings.
The state’s growing creative economy is shaped by its deep cultural heritage and connection to the film/production industry, giving brands a pool of agencies that blend affordability with distinct storytelling expertise.
5. West Virginia
Agencies in West Virginia average $95.00 per hour, or roughly 18% below the U.S. average.
Known for its resourceful business climate, the state provides companies with cost-effective partners who bring a pragmatic, community-driven approach to marketing projects.
What This Means for Brands in Need of an Agency
A quick look at the numbers clearly shows Delgado’s insights to be correct: geography has become a competitive advantage.
When a brand that automatically defaults to New York or San Francisco may be overlooking equally skilled agencies in states where the same project costs thousands less.
Of course, this doesn’t mean cutting corners. What we are trying to express here is that high-quality creative, strategic, and digital expertise is no longer confined to the traditional hubs.
By broadening your search to the top agencies in Wyoming or similar, companies can stretch budgets into larger campaigns, diversify their messaging, or even test new markets without adding strain to the bottom line.
After all, a savings of 20-30% can spell the difference between dipping a toe into new markets and diving in with a full creative rollout.
For brands weighing where to hire, this translates into three practical advantages:
- Lower hourly rates make it possible to take on larger, more ambitious projects.
- Freed-up dollars can be redirected into A/B testing, pilots, or unconventional creative strategies.
- During budget freezes or economic slowdowns, working with agencies in lower-cost states can help keep marketing momentum alive.
Seen in this light, the “where” of hiring becomes as important as the “who.”
In other words, it’s about multiplying what a brand can do with the dollars it already has, something any executive staring at a year-end balance sheet will recognize as a sound growth strategy.
Methodology
Built on DesignRush’s proprietary agency data network
- Sample Size: 16,297 verified agency profiles across 90+ countries
- Data Points: 169 per agency
- Source: DesignRush.com
- Timeframe: Data captured and analyzed as of July 2025
This report is open for citation and syndication.
Full report: DesignRush 2025 Digital Marketing Agency Benchmark Report.
