PPC / Paid Media Proposal Template

[Client Name] is looking to [increase leads / drive online sales / build brand awareness] through paid advertising. Based on our initial analysis, there is significant opportunity to capture demand from [describe target audience] actively searching for [products/services] in [market/geography].

[Agency Name] proposes a managed paid media engagement across [Google Ads / Meta Ads / LinkedIn Ads] with a recommended monthly ad spend of $[X,XXX] and a management fee of $[X,XXX]/month. Based on industry benchmarks and our experience with similar accounts, we project a [X:1] ROAS within [X] months of optimization.

This proposal covers our recommended strategy, campaign structure, budget allocation, and timeline.

Our paid media strategy is built on three pillars:

1. Capture Existing Demand (Search / Shopping)

Target users actively searching for your products or services. These campaigns have the highest intent and typically deliver the strongest ROAS.

• Branded search campaigns (protect your brand terms)
• Non-branded search campaigns (capture category demand)
• [Shopping / Local Service Ads] if applicable

2. Generate New Demand (Display / Social)

Reach qualified audiences who haven't searched yet but match your ideal customer profile.

• Lookalike/similar audiences based on your customer list
• Interest and demographic targeting
• Retargeting website visitors who didn't convert

3. Retarget and Convert (Remarketing)

Bring back visitors who showed interest but didn't take action.

• Dynamic remarketing with product/service-specific ads
• Sequential messaging (awareness → consideration → conversion)
• Cross-platform retargeting (Google + Meta)

Campaign Naming Convention: [Platform]_[Objective]_[Audience]_[AdType]

Example: Google_LeadGen_NonBrand_Search

Based on your goals, target audience, and budget, we recommend:

Platform-Specific Notes:

• Google Ads: We recommend starting with Search to establish a baseline ROAS before expanding to Display and YouTube
• Meta Ads: Best for top-of-funnel awareness and lookalike audiences. We'll test carousel, video, and static formats
• [Additional platform notes based on client needs]

Not Recommended at This Stage:

• [Platform X] — [reason, e.g., "budget too small to test effectively on this platform"]

Recommended Monthly Ad Spend: $[X,XXX] Assumptions:

• CPC estimates based on [Google Keyword Planner / industry benchmarks / historical data]
• Conversion rate based on [industry average / landing page analysis]
• Projections assume [X]-month ramp-up period for algorithm optimization
• Results improve as campaigns accumulate data and we refine targeting

Important: These are projections, not guarantees. Actual results depend on market conditions, competition, landing page performance, and offer strength.

Account Setup (Month 1):

• Campaign structure build-out per strategy above
• Ad copy creation ([X] variations per ad group)
• Landing page recommendations (or landing page creation if included)
• Conversion tracking setup (Google Tag Manager, pixel installation)
• Attribution model configuration

Ongoing Monthly:

• Campaign optimization (bid adjustments, negative keywords, audience refinement)
• A/B testing (ad copy, audiences, landing pages) — minimum [X] tests per month
• New ad creative development ([X] new ad variations per month)
• Budget pacing and reallocation based on performance
• Monthly performance report with insights and recommendations
• [X]-minute strategy call

Quarterly:

• Full account audit and strategy review
• Competitive landscape analysis
• Creative refresh across all campaigns
• Budget reallocation recommendations

Key Dates:

• Kickoff call: Within [X] business days of signed agreement
• Campaign launch: [X] business days after receiving all assets
• First performance report: 30 days after launch
• Strategy review: 90 days after launch

Management Fee: $[X,XXX]/month

*(Separate from ad spend — ad spend is billed directly by the platforms to your account)*

Terms:

• [X]-month minimum commitment (optimization requires time)
• Management fee billed monthly on the 1st, net 15
• Ad spend billed directly by platforms to client's payment method
• No setup fees (included in first month's management fee)
• After initial term, month-to-month with 30 days' notice

Ad Spend Ownership: All ad platform accounts are owned by [Client Name]. [Agency Name] operates as an authorized manager. You retain full access and ownership at all times. Performance Expectations: While we project [X:1] ROAS based on industry data, paid advertising results vary based on market conditions, competition, seasonality, and landing page performance. We do not guarantee specific results. Reporting: Monthly reports delivered by the [X]th of each month covering the previous month's performance. Scope Changes: Additional platforms, campaigns, or landing pages beyond the scope above require a written change order. Cancellation: After the initial [X]-month term, either party may cancel with 30 days' written notice. Active campaigns will be paused and account access will be transferred. Next Steps:

Review and approve this proposal

Sign the Statement of Work

Provide platform access and creative assets

Kickoff call scheduled within [X] business days