Full analysis of pricing history across AU, USA, and upcoming UK store. Invoice data from Xero, email history, and strategic recommendations.
3+ years working together. One of Market Lead's longest standing clients.
Nomad the Label is a premium linen fashion brand based in Australia with international expansion into USA and now UK.
Every rate change from day one through today.
There has been exactly one base rate increase in 3+ years of working together.
$1,000 AUD one-off Google Ads consultation. Billed under old contact name "Nomad The Label [Old]".
Google Ads base: $1,600 AUD/month + 5% of ad spend.
Contract signed via Grabsign on 23 January 2023. In the original pitch email (19 Jan 2023), you noted: "The pricing has been reduced as we have worked together" and that most clients pay nearly 2x this rate.
Google Ads base raised from $1,600 to $2,000 AUD/month (25% increase). MS Ads stayed at $350.
USA account added as a separate billing entity at $1,050 USD/month base + 5% of ad spend.
Donal requesting a third store with UK advertising. Asking for the fee to be "as low as possible."
UK store targeting $1M AUD in year one revenue. Donal framing it around cash flow concerns after "only just" returning to full spend on AU + US.
The exact words used in the price rise and the current UK request.
The negotiation pattern and how Donal responded.
Result: Donal signed the agreement the same day (30 Jan 2024).
Exact line item breakdown from Xero invoices.
Billed to: Nomad the Label Fashion PTY LTD. All amounts in AUD.
| Component | Monthly Amount | Notes |
|---|---|---|
| Google Ads Management Base | $2,000 AUD | Increased from $1,600 in Feb 2024 |
| Microsoft Ads Management Base | $350 AUD | Never changed since added |
| 5% of Agreed Ad Spend ($40,000) | $2,000 AUD | Agreed budget; overspend trued up |
| Monthly Minimum (before overspend) | $4,350 AUD |
Billed to: Nomad The Label PTY LTD (USA). All amounts in USD.
| Component | Monthly (USD) | AUD Equivalent |
|---|---|---|
| Google + MS Ads Management Base (combined) | $1,050 USD | ~$1,489 AUD |
| 5% of Agreed Ad Spend ($7,500 USD) | $375 USD | ~$532 AUD |
| Monthly Minimum (before overspend) | $1,425 USD | ~$2,021 AUD |
Every invoice from Xero across both entities (60 invoices total).
Nomad the Label Fashion PTY LTD. Sorted chronologically.
| Date | Invoice # | Total (AUD) | Base Rate |
|---|---|---|---|
| Sep 2022 | INV-0090 | $1,100 | $1,000 (consult) |
| Jan 2023 | INV-0143 | $2,310 | $1,600 base |
| Feb 2023 | INV-0165 | $2,310 | |
| Apr 2023 | INV-0182 | $3,173 | |
| May 2023 | INV-0195 | $2,695 | |
| May 2023 | INV-0217 | $2,558 | |
| Jun 2023 | INV-0239 | $2,970 | |
| Aug 2023 | INV-0261 | $3,343 | |
| Sep 2023 | INV-0276 | $3,791 | |
| Oct 2023 | INV-0293 | $3,822 | |
| Nov 2023 | INV-0324 | $5,562 | |
| Dec 2023 | INV-0347 | $5,184 | |
| Jan 2024 | INV-0367 | $5,066 | Last at $1,600 |
| Feb 2024 | INV-0381 | $4,809 | $2,000 base |
| Mar 2024 | INV-0422 | $4,785 | |
| May 2024 | INV-0476 | $5,437 | |
| Jun 2024 | INV-0508 | $5,437 | |
| Jul 2024 | INV-0526 | $5,146 | |
| Aug 2024 | INV-0561 | $6,204 | |
| Sep 2024 | INV-0590 | $5,869 | |
| Oct 2024 | INV-0617 | $6,221 | |
| Oct 2024 | INV-0649 | $7,269 | |
| Dec 2024 | INV-0668 | $6,187 | |
| Jan 2025 | INV-0692 | $6,333 | |
| Jan 2025 | INV-0716 | $6,576 | |
| Feb 2025 | INV-0753 | $6,314 | |
| Mar 2025 | INV-0773 | $5,631 | |
| Apr 2025 | INV-0803 | $5,042 | |
| Jun 2025 | INV-0856 | $5,021 | |
| Jul 2025 | INV-0870 | $5,518 | |
| Jul 2025 | INV-0914 | $5,727 | |
| Aug 2025 | INV-0943 | $5,431 | |
| Sep 2025 | INV-0975 | $6,761 | |
| Oct 2025 | INV-1009 | $7,354 | |
| Nov 2025 | INV-1037 | $6,104 | |
| Dec 2025 | INV-1064 | $4,088 | |
| Jan 2026 | INV-1090 | $6,319 |
Nomad The Label PTY LTD (USA). All amounts in USD.
| Date | Invoice # | Total (USD) | AUD Equivalent |
|---|---|---|---|
| May 2024 | INV-0477 | $1,430 | ~$2,028 |
| Jun 2024 | INV-0507 | $1,552 | ~$2,201 |
| Jul 2024 | INV-0527 | $1,565 | ~$2,219 |
| Aug 2024 | INV-0562 | $1,765 | ~$2,503 |
| Aug 2024 | INV-0591 | $1,795 | ~$2,545 |
| Oct 2024 | INV-0618 | $1,697 | ~$2,407 |
| Oct 2024 | INV-0650 | $1,425 | ~$2,021 |
| Dec 2024 | INV-0669 | $1,425 | ~$2,021 |
| Jan 2025 | INV-0691 | $1,779 | ~$2,523 |
| Jan 2025 | INV-0717 | $2,597 | ~$3,683 |
| Feb 2025 | INV-0754 | $3,505 | ~$4,970 |
| Mar 2025 | INV-0774 | $3,485 | ~$4,942 |
| Apr 2025 | INV-0804 | $4,226 | ~$5,993 |
| Jun 2025 | INV-0841 | $5,434 | ~$7,706 |
| Jul 2025 | INV-0871 | $4,641 | ~$6,582 |
| Aug 2025 | INV-0913 | $4,048 | ~$5,741 |
| Aug 2025 | INV-0942 | $4,088 | ~$5,798 |
| Sep 2025 | INV-0974 | $2,531 | ~$3,589 |
| Oct 2025 | INV-1008 | $2,265 | ~$3,212 |
| Nov 2025 | INV-1036 | $1,504 | ~$2,132 |
| Dec 2025 | INV-1063 | $1,152 | ~$1,633 |
| Jan 2026 | INV-1089 | $3,939 | ~$5,586 |
Observations, patterns, and what to consider before quoting the UK.
Five key patterns from the invoice and email history.
The AU base went from $1,600 to $2,000 in Feb 2024. It has not moved since. That's over two years with no adjustment, while your standard rate for other clients has likely increased. The $350 MS Ads base has never changed.
In January 2024, you told Donal that 90% of your clients are on $2,750+ (or $3,500+). He's at $2,000. Two years later, that gap has only widened. He has one of the most favourable rate structures in Market Lead.
This is a consistent pattern. In Jan 2024 he pushed back on "25% is a lot." In Feb 2026 he's pre-framing "keep the fee as low as possible." He always frames it around cash flow pressure, but always ends up signing.
Launching a third international store targeting $1M AUD year one revenue is an expansion move. The "not out of the woods yet" framing contradicts the investment he's making in UK market entry. Cash flow pressure is real but temporary.
From your Enterprise Pricing training: price based on value created, not cost incurred.
Four options for the UK store, with combined totals across all three stores.
UK will be billed in GBP. All options assume Google Ads + Microsoft Ads management with 5% of ad spend.
Same structure as the USA account, converted to GBP. The "loyalty rate."
Reflects 2026 market rates and the complexity of managing a third international store. Still well below standard pricing.
Discounted launch rate for the first 3 months, then moves to £1,000. Gives Donal a cash flow runway.
Base fees only, before ad spend percentages. All converted to AUD.
| Store | Option A (Match USA) | Option B (New Rate) | Option C (Intro Ramp) |
|---|---|---|---|
| Australia (AUD) | $2,350 | $2,350 | $2,350 |
| USA (USD > AUD) | ~$1,489 | ~$1,489 | ~$1,489 |
| UK (GBP > AUD) | ~$1,496 | ~$1,917 | ~$1,150 > $1,917 |
| Total Base Fees (AUD) | ~$5,335 | ~$5,756 | ~$4,989 > $5,756 |
| + 5% ad spend across all stores | Typically adds $2,000-$5,000+ AUD depending on total combined spend | ||
Questions to help frame your pricing decision.
Before you quote the UK rate, consider these.
If a brand-new client came to you with 3 international stores across Google + MS Ads, what would you quote? If the answer is $7,000+/month combined base, Donal is currently paying less than half that. The UK pricing should narrow this gap, not widen it.
He's been a client for 3 years, but you've also delivered 3 years of consistent results. Loyalty goes both ways. You haven't raised the AU base in 2 years and the USA base has never been raised at all. How much longer do you subsidise?
If you start UK at £500 because he asked, you're anchoring the whole relationship lower. If he later scales UK spend to £15K+/month, you'll be stuck at that base. The launch price becomes the permanent price.
If Donal left tomorrow, could you replace that revenue with a single enterprise lead gen client at $5K+/month? If yes, the discount you're giving him has a real opportunity cost. Lead gen clients take 2 hours/month vs e-commerce's 80-90% of your energy.
In 2024, he pushed back on "25% is a lot." He signed the same day. He negotiates because it's smart business, not because he'll leave. A clear, justified price backed by value won't damage the relationship.
Two years at the same rate, with inflation, means you're effectively earning less per hour than when you started at $2,000. Standard clients are now $2,750+. An increase to $2,250-$2,500 is justifiable. The UK launch is a natural moment to review the whole structure.
Enterprise clients respect confidence in pricing. Donal respects you. He said it himself: "I acknowledge you've performed well, you've done a great job." The question isn't whether he'll push back. He will. The question is whether your price reflects the value you deliver across three international stores, two ad platforms, and 3+ years of expertise in his business. If the answer is yes, present it with confidence. He'll sign.
The agreed budgets are significantly below actual spend. The difference is charged the following month.
Each invoice has two ad spend components: 5% of the agreed budget (charged upfront) plus the 5% overspend difference from the previous month (charged in arrears).
Current month: Base fee + 5% of agreed budget ($40K AU / $7.5K US)
Previous month true-up: 5% of the difference between agreed budget and actual spend
This means there is always a one-month lag on the overspend portion. The agreed budgets have not been updated to reflect actual spend levels, which means the true-up line item is often the largest component of each invoice.
The AU agreed budget of $40,000/month has not changed, but actual spend is consistently 40-170% higher.
| Month | Agreed Budget | Actual Ad Spend | Overspend | % Over | 5% True-Up (Next Month) |
|---|---|---|---|---|---|
| Feb 2025 | $40,000 | $67,802 | $27,802 | +70% | $1,390 |
| Mar 2025 | $40,000 | $55,375 | $15,375 | +38% | $769 |
| Apr 2025 | $40,000 | $44,670 | $4,670 | +12% | $234 |
| May 2025 | $40,000 | $44,288 | $4,288 | +11% | $214 |
| Jun 2025 | $40,000 | $53,327 | $13,327 | +33% | $666 |
| Jul 2025 | $40,000 | $57,120 | $17,120 | +43% | $856 |
| Aug 2025 | $40,000 | $51,746 | $11,746 | +29% | $587 |
| Sep 2025 | $40,000 | $75,931 | $35,931 | +90% | $1,797 |
| Oct 2025 | $40,000 | $86,709 | $46,709 | +117% | $2,335 |
| Nov 2025 | $40,000 | $107,481 | $67,481 | +169% | $3,374 |
| Dec 2025 | $40,000 | $101,643 | $61,643 | +154% | $1,541* |
| Jan 2026 | $40,000 | $95,779 | $55,779 | +139% | $1,394** |
* Dec & Jan true-ups were at 50% discount (see below). ** Charged on Feb 2026 invoice at full rate.
The USA agreed budget of $7,500 USD/month is wildly below actual spend. Actual is typically 3x to 12x the agreed amount.
| Month | Agreed (USD) | Actual Spend (USD) | Overspend (USD) | % Over | 5% True-Up (USD) |
|---|---|---|---|---|---|
| Feb 2025 | $7,500 | $45,314 | $37,814 | +504% | $1,891 |
| Mar 2025 | $7,500 | $48,708 | $41,208 | +549% | $2,060 |
| Apr 2025 | $7,500 | $58,429 | $50,929 | +679% | $2,546 |
| May 2025 | $7,500 | $87,683 | $80,183 | +1,069% | $4,009 |
| Jun 2025 | $7,500 | $71,817 | $64,317 | +857% | $3,216 |
| Jul 2025 | $7,500 | $59,961 | $52,461 | +699% | $2,623 |
| Aug 2025 | $7,500 | $60,751 | $53,251 | +710% | $2,663 |
| Sep 2025 | $7,500 | $29,617 | $22,117 | +295% | $1,106 |
| Oct 2025 | $7,500 | $24,308 | $16,808 | +224% | $840 |
| Nov 2025 | $7,500 | $23,321 | $15,821 | +211% | $791 |
| Jan 2026 | $7,500 | $57,787 | $50,287 | +670% | $2,514 |
Both AU and USA invoices for December 2025 and January 2026 had a 50% discount applied to base fees AND the 5% ad spend component.
Base dropped from $2,000 to $1,000. MS Ads from $350 to $175. The 5% ad spend was also halved. Even the overspend true-up from Nov and Dec was charged at the 50% rate. Full rates restored from Feb 2026.
Combined base dropped from $1,050 to $525 USD. The 5% ad spend was halved from $375 to $187.50. Overspend true-ups were also at the discounted rate. Full rates restored from Feb 2026.
Donal's business was going through a tough period. Michael agreed to 50% off across the board for two months (Dec 2025 and Jan 2026) purely to help him out. This was not performance-based or contractual; it was a personal decision to support a long-term client through a difficult stretch. This is important context because Donal's Feb 2026 email ("we're not out of the woods yet") is a continuation of this same narrative. He has already received significant financial support from Market Lead during this period, and full rates have now been restored.
The AU agreed budget of $40K was set when spend was around that level. Actual AU spend now averages $65-70K+ and peaked at $107K in November (BFCM). The USA agreed budget of $7.5K USD is absurdly low; actual spend averages $50K+ USD. These should be reset to realistic levels. This would simplify invoicing and reduce the large true-up swings month to month.
While the base fees look modest ($2,350 AU + $1,050 US), the 5% ad spend component (including true-ups) often doubles or triples the total invoice. In the highest months, you're billing $7,000+ AU and $5,000+ USD. The UK pricing conversation should factor in that ad spend will drive significant additional revenue above whatever base you set.
You gave Donal 50% off everything for two months when his business was struggling. That was a significant goodwill gesture: roughly $5,000-$6,000 AUD in fee reductions across both AU and USA invoices. If he frames the UK negotiation around cash flow pressure, remember that you've already demonstrated willingness to support him. The discount was a favour, not a new baseline. Full rates are restored and any UK pricing should reflect current market rates.
Whatever "agreed budget" you set for the UK, actual spend will likely overshoot as the store scales. If you set UK agreed spend at £5,000 but actual ends up at £15-20K within 6 months, the true-up will be significant. Consider setting a realistic agreed budget from the start to avoid the same disconnect.