Count deliverables, then look deeper
Two packages can both promise '12 posts' while requiring very different work. A designed graphic, a filmed reel and a customer testimonial edit do not take the same production effort.
Clarify who supplies photos and video, who writes the copy and how many revisions are included.
Ask whether management includes engagement
Posting content, answering comments, replying to direct messages and managing paid ads are separate jobs. Some packages include them and others do not.
The scope should also state which platforms are covered.
Know where ad spend sits
If a package includes advertising, confirm whether the quoted amount includes actual media spend paid to Meta or only campaign management.
Keeping those figures separate makes performance easier to understand.
Reporting should connect to the goal
For awareness, reach and video views may matter. For lead generation, messages, forms, website actions and qualified enquiries matter more.
