I have run an aerial photography business in the past with a PPL. I had a system that allowed me to take the pictures and fly the plane safely. The plane was a platform for taking pictures that clients hired me to take. I never billed for my time as a pilot or for the airplane. I sold photographs and photo packages. Like any product you sell the photos were priced appropriately for their production costs. The client hired a photographer not a pilot. I could have done the same thing if they hired me to take pictures and I in turn hired a commercial pilot. I would then have to price the photographs to cover the cost of the commercial pilot. In my case, I saved my clients money because I didn't need to hire a pilot.
Oh, and yes I advertised as an aerial photographer, and yes I cleared the whole thing with my local FAA FSDO before I flew my first mission. Local interpretations can very so I recommend checking in with your FSDO first.
