What clients pay
The agency charges $397 a month for service that includes a human appointment setter. Clients also fund at least $1,000 a month in advertising and review a one-time setup fee before the campaign launches.
The monthly fee helps cover the staff handling bookings. Beyond that base, the agency earns performance revenue only when a client receives payment from a campaign-generated sale. A full appointment calendar alone does not earn the $75 fee.
Performance fees remain a minority pricing choice
Promethean Research's 2025 Digital Agency Industry Report found a performance-based component in just 5% of pricing-method responses. That category included several kinds of outcomes; Apex Growth Co. uses a paid sale as its benchmark.
Other surveys describe a market dominated by retainers, often combined with other charges. A 2025 SE Ranking pricing survey covering 260 agencies found that monthly retainers were used by 78.2% of SEOs, project fees by 48.9% and hourly billing by 34.8%. Performance-based pricing appeared in only 9% of responses, while most agencies combined two or three models, according to theStacc's account of the survey.
SparkToro's 2025 State of Digital Agencies survey of 376 agencies likewise found that retainers were the primary arrangement for 85% of respondents. Average monthly retainers fell between $1,000 and $5,000 for 49% of those surveyed, while 31% reported averages between $5,000 and $10,000, according to Digital.Marketing.
Performance pricing itself takes several forms. TheStacc's pricing guide lists common charges of roughly $50 to $500 per lead, $500 or more per acquisition, or a share of about 5% to 25% of new revenue generated.
Tracking the sale beyond the appointment
Apex Growth Co. can follow an inquiry through the booking of a meeting, but the client controls the payment record needed to establish whether the performance fee is due. The partnership therefore begins with a question about who will know when the customer has paid.
That distinction also shapes the agency's incentive to examine unsuccessful appointments. Even after a week spent qualifying inquiries and booking meetings, it could earn no performance fees if the client's sales team attends every meeting but collects no payments. Possible issues include an ad offering the wrong service or bookings from prospects outside the client's service territory. Either could inform changes to the campaign.
Before any ads run, the agency holds a face-to-face partner review to establish who will handle meetings, how much work the client's team can fulfill and how the owner will report paid sales. The review is intended to confirm that both sides can verify the sale, identify the work and responsible person, and agree on the event that triggers the $75 charge.
