Hiring a digital marketing agency in Panama — or anywhere — usually means looking at two numbers: a one-time setup fee and a monthly plan. Understanding what each one pays for is the easiest way to compare agencies fairly and avoid surprises.

What a setup fee should cover

The setup fee pays for the work that is done once, at the start: an audit of your current website, social media and sales process; building your CRM (for example GoHighLevel) with your pipelines and contacts; connecting your forms, WhatsApp and calendars; configuring automations in tools like Make.com; and training your team. Ask the agency for a written list of what will be delivered and by when.

What the monthly plan should include

The monthly plan pays for ongoing work: content and Reels, ad management, SEO, keeping automations running and improving them, and reporting. A good plan tells you how many pieces of content you get, which channels are covered and on what date you receive your report each month.

What is usually NOT included

Advertising spend on Meta or Google, WhatsApp/Meta usage fees and paid software licences are normally billed separately, at cost. Make sure the proposal says this clearly.

Questions to ask before you sign

• Who owns the CRM, ad accounts and data? (They should stay in your name.)
• Is there a minimum contract term, and how do I cancel?
• How fast do you reply, and in which languages?
• What happens in the first 30 days?
• Can you show real work, with the client’s permission?

Red flags

Be careful with agencies that guarantee a specific number of sales or a fixed return on ad spend, that keep your accounts in their name, or that cannot tell you in writing what they will deliver.

How CanalMarket Digital works

CanalMarket Digital, part of CanalMarket Group with offices in Panama City and Dubai, publishes its plans on our Packages page: monthly billing through Stripe, cancel anytime from the customer portal, and the setup fee invoiced separately after the kickoff call. We commit to delivery dates in writing, a monthly report on a fixed date and a reply within one business day — and your accounts stay in your name.

Want help choosing? Book a free consultation or message us on WhatsApp. Related reading: What Is GoHighLevel and When Does a Business Need It? and 5 Sales Tasks You Can Automate with Make.com.