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Generate professional GST invoices for digital marketing, social media management, SEO, paid advertising, content marketing, and brand strategy services. Handles media buying invoicing, 18% GST, and correct SAC codes.
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| Item Description | Qty | Rate | Tax % | Amount | |
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Marketing and advertising agencies charge 18% GST on all services under SAC 998361. This applies to retainer fees, project-based fees, performance marketing commissions, and media buying markups. The key invoicing challenge for agencies is how to handle media buying — whether to bill as principal (full amount + 18% GST) or as pure agent (management fee only + 18% GST with pass-through vendor costs excluded).
Most Indian marketing agencies operate as principal in media buying — they buy ad space from platforms (Google, Meta, LinkedIn) and resell to clients at marked-up prices. In this model, the client invoice shows the full media cost plus the agency's margin, with 18% GST on the total. The agency cannot claim ITC on foreign platform ad charges since these platforms are not registered under Indian GST.
| Service | SAC Code | GST Rate |
|---|---|---|
| Digital marketing, SEO & online advertising | 998361 | 18% |
| Marketing consultancy & brand strategy | 998344 | 18% |
| Content creation & copywriting | 998392 | 18% |
| Print & outdoor advertising | 998363 | 18% |
| PR & media relations | 998369 | 18% |
A Bengaluru digital marketing agency invoices a Mumbai e-commerce brand: Social media management ₹40,000 + SEO services ₹30,000 + Google Ads management fee ₹20,000 (SAC 998361). Total: ₹90,000. Inter-state (Karnataka → Maharashtra): IGST at 18% = ₹16,200. Total invoice: ₹1,06,200. The brand claims full ITC on ₹16,200 against its output GST.
18% GST on all marketing and advertising services — SAC 998361 for digital/online advertising, SAC 998344 for marketing consultancy, SAC 998392 for content creation. There are no reduced rates or exemptions for any category of marketing service.
As principal: invoice the full ad spend + agency fee + 18% GST on the total. As pure agent: invoice only the management fee + 18% GST; client pays platforms directly. Most Indian agencies bill as principal. Clarify the arrangement in your contract to avoid disputes.
SAC 998361 for digital marketing, SEO, and online advertising management. SAC 998344 for marketing strategy and consultancy. SAC 998392 for content creation and copywriting. Use the SAC that best describes the dominant service in each invoice line item.
No. Google Ads (charged by Google Ireland) and Meta Ads are foreign services — these platforms are not registered under Indian GST, so there is no Indian GST for the agency to claim ITC on. The agency absorbs this cost. However, ITC on local vendor services (photography, design, printing) is claimable.
Yes. All agency fees — retainer, project-based, or performance-based commission (% of ad spend, % of revenue, CPA model) — attract 18% GST. The basis of the fee does not change the GST rate. Include the commission calculation method on the invoice for transparency.
Wrong SAC code for media buying vs. agency services
Media buying/placement is SAC 998363; digital marketing management is SAC 998361. Using one code for both creates ITC issues for your client.
Not separating ad spend reimbursements on the invoice
If you pass through ad spend (Google, Meta, etc.) as a pure reimbursement with a supporting invoice, GST does not apply on that portion — only on your agency fee.
Not charging IGST for inter-state clients
If your agency is in Karnataka and the client is in Delhi, you must charge 18% IGST — not CGST + SGST. Wrong tax type causes filing errors for both parties.
Missing client GSTIN on B2B invoices
Corporate clients need their GSTIN on your invoice to claim ITC. An invoice without their GSTIN means lost ITC for them — a reason to find another agency.
Delaying invoices past the month of service delivery
GST law requires invoicing within 30 days of service. Delayed invoices from retainer-based agencies often push ITC into the wrong GSTR-2B period for clients.
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