Why We Refund Every Commission (And Why Other Agencies Don't Want You to Know This)

Let me tell you about the conversation that happens in almost every initial meeting with a new client:

"Wait... you refund ALL the commissions back to us?"

"Yes."

"But... why? Don't other agencies keep those?"

"Exactly."

And that's when their face changes. Because they suddenly realize how much money they've been leaving on the table.

The Dirty Little Secret of the Marketing Agency World

Here's what most agencies won't tell you: When they place your ads or have your ads created, in most cases, they're getting paid twice.

First, you pay them their agency fee or retainer.

Then, the media platforms pay them a commission…typically 15% of your ad spend. Or they mark up the outside vendor providing the video shoot, the graphic design, the copywriting, etc.

And here's the kicker: Most agencies never disclose this. They keep those commissions and markups as extra profit on top of what you're already paying them. 

At Wabash & Lake, we refund 100% of those commissions back to you and never mark up vendor services.

Every. Single. Time.

"But That's Just How the Industry Works"

Yeah, we've heard that excuse too.

And you know what? It's exactly the kind of thinking that led Joe Doran to start Wabash & Lake in 2016.

Back then, Joe was working for a media and advertising group that cared more about internal profit than client success. He kept hearing the same stories from frustrated business owners:

"We tried marketing before..."

"The agency promised the world, delivered PowerPoints"

"We spent $90K and got zero new customers"

"They treated us like just another account number"

Sound familiar?

That's exactly why Joe built Wabash & Lake differently. Not to win awards. Not to impress other marketers. But to build a fractional marketing team that businesses could actually afford and actually trust.

And a huge part of that trust? Complete transparency about every dollar.

How the Commission Game Actually Works

Here's what's happening with most marketing agencies:

Traditional Agency Model:

• You pay an agency fee or retainer

• The agency places your ads

• Media platforms pay the agency a commission (usually 15% of your ad spend)

• The agency keeps that commission and never tells you about it

• You think you're paying one amount, but the agency is actually earning much more

  
  

Wabash & Lake Model:

• You pay one flat monthly rate based on your needs

• We create your plan and place your ads

• Media platforms offer commissions

• We pass those commissions back to you

• No hidden fees. No surprises. Ever.

  
  

That commission? It goes right back into your marketing budget, where it belongs.

"Why Would You Give Up That Revenue?"

We get asked this all the time, usually by other marketers who think we're crazy.

Here's our answer: Because we'd rather earn your long-term trust than your short-term commission.

Look, we're in business to make money, we're not running a charity. But we want to make money and grow as you do, because we're genuinely good at growing your business, not because we're gaming the system with hidden revenue streams.

When we refund every commission back to you and reject markups, three things happen:

1. You have more budget to invest in actual marketing that grows your revenue

2. We bring you only the best options instead of those we can profit from

3. You trust us because we're transparent about every dollar

   
   

That long-term trust? It's worth more than any short-term commission check.

The Agencies That Keep Commissions Don't Want You Asking Questions

Here are the questions that make traditional agencies really uncomfortable:

"How much commission are you earning on our media buys?"

"Can you show me an itemized breakdown of all revenue you're earning from our account, including vendor markups?"

"Why isn't the commission refunded to us?"

Most agencies will dodge these questions with vague industry jargon or the classic "that's just standard practice" line.

Some will get defensive. A few might even make you feel like you're being unreasonable for asking.

But you're not being unreasonable. You're being smart.

Your marketing budget isn't their bonus pool. It's your investment in business growth, and you deserve to know exactly where every dollar goes.

What "Transparent Pricing" Actually Looks Like

At Wabash & Lake, here's what you get:

One flat monthly rate - no surprises, no hidden fees, no games

Complete transparency - you see exactly what we're earning and what you're getting

Honest Advice - we only bring the best options to the table, not the ones we profit from

This isn't complicated. It's just honest business.

The Real Cost of Hidden Commissions

Beyond the obvious financial hit, here's what keeping commissions really costs you:

Misaligned Incentives

When agencies profit from your ad spend, they're incentivized to recommend MORE advertising and MORE video shoots, not BETTER advertising. Higher budgets mean higher commissions, whether or not those ads actually work for your business.

At Wabash & Lake, we measure success by your bank account growth, not our trophy case. If it doesn't make you money or fit our plan for your growth, we don't do it.

Eroded Trust

The moment you discover an agency has been pocketing commissions or kickbacks without telling you, how can you ever trust their recommendations again? Every suggestion becomes suspect.

This is exactly why clients told Joe they felt like "just another account number" at other agencies. Because they were simply a number that generated commission revenue.

Missed Opportunities

Those refunded commissions? You could reinvest them in:

• Better creative that actually converts

• Testing new marketing channels

• Optimizing campaigns that are already working

• Actually growing your business

  
  

What You Should Ask Your Current Agency (Right Now)

If you're working with an agency or considering one, here are the questions you need to ask:

1. "Do you earn commissions on media placements?"

2. “Do you markup vendor services like video shoots or copywriting?”

3. "If yes, how much?"

4. "Are those amounts disclosed in our agreement?"

5. "Are they refunded to us or kept by the agency?"

6. "Can you provide documentation of all commissions and markups earned on our account?"

   
   

If they hesitate, deflect, or make you feel bad for asking, you have your answer.

The Wabash & Lake Promise

Here's what we commit to every single client:

• One flat monthly rate, always - No media markups or hidden fees, ever

• Complete transparency - You know exactly what you're paying and what we're getting

• Honest Advice - Only the best options will be presented to you

• Results over reputation - We measure success by your bank account growth, not our trophy case

  
  

This isn't a marketing gimmick. It's one of our core values: Transparent Everything.

Why This Matters for Your Business

Look, we know you didn't start your business to become a marketing expert. You started it because you're great at what you do…whether that's law, home improvement, B2B services, or anything else.

But in today's world, marketing isn't optional. And when you're investing thousands of dollars every month into growing your business, you deserve a partner who's actually on your side.

Not someone who's quietly profiting from your ad spend.

Not someone who's recommending strategies based on their commission or markup potential.

Not someone who hides revenue streams and hopes you never ask questions.

You deserve a marketing team that actually gives a damn about your success.

Because at Wabash & Lake, when your revenue doesn't grow, we don't sleep well. When your phone rings with new customers, we celebrate like it's our own business.

After 9+ years and dozens of successful partnerships, we've learned one truth: Your success IS our success.

The Bottom Line (Because We Believe in Bottom Lines)

Here's the brutally honest truth:

Most agencies won't change their commission-keeping practices because it's too profitable. They'll read this blog post and think we're crazy for leaving that money on the table.

And you know what? We're fine with that.

Because while they're busy maximizing their take from your ad budget, we're busy maximizing YOUR results. While they're hoping you never ask about commissions, we're proactively refunding them.

The marketing industry doesn't have to work this way.

At Wabash & Lake, we're proving every day that you can build a successful fractional marketing team on transparency, integrity, and actual results…not hidden revenue streams and industry secrets.

Your marketing budget is too important to waste on agencies playing games with your money.

Ready for Marketing That's Actually On Your Side?

If you're tired of wondering what your agency isn't telling you, let's have a conversation.

No high-pressure sales tactics. No hidden fees. Just an honest discussion about your marketing needs and how we can help, with complete transparency about every dollar.

Book your free consultation today and discover what marketing looks like when your team actually gives a damn about your success.

Book Your Conversation

Wabash & LakeYour Brand. Built Better.

P.S. - Still not sure if your current agency is keeping commissions? Bring your agency agreement to our consultation, and we'll help you understand exactly what you're paying for. Even if you don't work with us, you deserve to know the truth about where your marketing dollars are going.