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Create invoices for retainers, project fees, media buying, and creative services with correct 18% GST. Handles the principal vs agent model for media pass-through and multi-service invoicing.
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Marketing and digital agencies deal with two primary GST billing scenarios. For professional services (strategy, design, development, reporting), the agency charges 18% GST on fees with no complications. For media buying (Google Ads, Meta Ads, outdoor advertising), the approach depends on whether the agency acts as a principal (buys and resells media, charges GST on full amount) or as an agent (passes through media cost separately and charges only its management fee + 18% GST).
Most agencies in India use the principal model for digital media — they buy from Google/Meta using their own accounts and invoice the client at the full media value plus agency margin, with 18% GST on the total. This is simpler for accounting but means the agency takes credit risk on media spend.
| Service | SAC Code | GST Rate |
|---|---|---|
| Advertising & marketing services | 998361 | 18% |
| Digital marketing & SEO services | 998363 | 18% |
| Creative / design services | 998381 | 18% |
| PR & communications services | 998369 | 18% |
| Market research services | 998311 | 18% |
A Bengaluru digital agency invoices a Mumbai e-commerce client: SEO management ₹30,000 (SAC 998363) + Social media management ₹25,000 (SAC 998361) + Performance marketing management ₹20,000 (SAC 998361) + Media spend pass-through ₹1,50,000 (Google/Meta ads at cost). Total taxable value: ₹2,25,000. GST at 18% (IGST, inter-state): ₹40,500. Total invoice: ₹2,65,500. Client claims ITC on ₹40,500.
18% GST on all agency fees, commissions, and retainers (SAC 998361). Applies to digital marketing, creative, campaign management, and media planning. Registration mandatory above ₹20 lakh turnover.
Principal model: agency invoices client for full media cost + agency margin, charges 18% GST on total. Agent model: agency charges only its management fee + 18% GST, media cost billed separately. Most Indian agencies use the principal model for digital media.
SAC 998361 for advertising and marketing. SAC 998363 for digital marketing and SEO. SAC 998381 for creative and design. SAC 998369 for PR and communications. All at 18% GST.
Monthly retainers are invoiced at full retainer value + 18% GST. List services covered (social media, SEO, reporting). Time of supply is invoice date or payment receipt date, whichever is earlier. ITC-eligible for the client.
Yes. ITC claimable on tools (design software, analytics platforms), freelancer invoices, stock assets, and project-related expenses. ITC blocked on personal entertainment and gifts. Media bought under principal model: ITC claimable on Google/Meta GST invoices.
Free, no signup. Correct SAC codes for all agency services, retainer billing, and media pass-through.