PPC/Advertising Proposal Template

Thank you for considering [Agency Name] for your paid advertising needs. Paid advertising is one of the fastest ways to drive qualified traffic, generate leads, and grow revenue, and we're excited to help [Client Name] maximize ROI from your advertising investment. Currently, your paid advertising efforts show [current state], but with a strategic, data-driven approach, we can significantly improve performance. Our proposed PPC strategy will launch [X] campaigns across [platforms], target [X] high-value keywords, and generate [X] qualified leads per month with a projected [X]:1 return on ad spend (ROAS). This proposal outlines our comprehensive approach to campaign strategy, ad creation, optimization, and performance tracking. We're confident that our PPC expertise and proven track record make us the right partner to help you achieve your advertising goals.

We conducted a comprehensive audit of [Client Name]'s current paid advertising campaigns. Current strengths include: [strength 1], [strength 2], and [strength 3]. However, we identified several opportunities for improvement: Campaign structure: [Issue] affecting organization and optimization capabilities. Keyword strategy: Targeting [description] keywords, but missing opportunities in [areas] with high commercial intent. Ad quality: Average Quality Score of [X], below optimal [X]—opportunity to improve through better ad relevance and landing page experience. Budget allocation: [X]% of budget going to [area], but [area] shows better performance potential. Landing pages: Conversion rate of [X]%, below industry average of [X]%—significant opportunity for optimization. Tracking: [Issue] with conversion tracking affecting optimization and reporting accuracy. These findings inform our strategic recommendations and campaign plan.

Our PPC strategy is built on four core principles: data-driven optimization, strategic campaign structure, continuous testing, and full-funnel thinking. We believe in starting with a solid foundation—proper campaign structure, thorough keyword research, and optimized ad creative—then continuously optimizing based on performance data. Our approach begins with comprehensive keyword research to identify high-value opportunities, then structures campaigns logically for easy management and optimization. We create multiple ad variations and test continuously to improve performance, focusing on metrics that matter: quality scores, click-through rates, conversion rates, and ROAS. We also understand that PPC success requires optimization beyond the ad—landing pages, conversion tracking, and user experience all impact results. Throughout, we maintain transparent communication and provide detailed reporting so you understand exactly how your advertising investment is performing. This data-driven, strategic approach ensures maximum ROI from your PPC budget.

We'll structure campaigns for optimal organization, management, and performance. Campaign structure: [X] primary campaigns organized by [criteria] (product/service lines, geographic regions, or campaign objectives). Each campaign contains [X] ad groups focused on closely related keywords, with [X] ad variations per ad group for testing. Platforms: Google Ads (Search, Display, YouTube) - [X]% of budget, targeting [description] with [campaign types]. This platform is ideal because [reason]. Microsoft Advertising - [X]% of budget, expanding reach to [audience] not fully captured on Google. Facebook/Instagram Ads - [X]% of budget, targeting [audience] for [objectives]. LinkedIn Ads (if B2B) - [X]% of budget, targeting [professional audience] for [goals]. Each platform will have tailored campaigns optimized for that platform's unique characteristics and audience behavior. We'll start with the highest-opportunity platforms and expand based on performance.

We've conducted extensive keyword research to identify the highest-opportunity terms for [Client Name]. Primary target keywords: [Keyword 1] ([X] monthly searches, [X] competition, [X] CPC) - High commercial intent, targeting with [match type]. [Keyword 2] ([details]) - [Rationale]. [Keyword 3] ([details]) - [Rationale]. Secondary keywords: [X] additional keywords with moderate search volume and good conversion potential. Long-tail keywords: [X] long-tail terms with lower competition but high conversion rates. Negative keywords: [X] negative keywords to exclude irrelevant traffic and improve efficiency. Match type strategy: [X]% exact match for high-intent terms, [X]% phrase match for broader reach, [X]% broad match (modified) for discovery. We'll continuously refine keyword lists based on performance, adding new opportunities and pausing underperformers. Our keyword strategy focuses on terms that align with your business goals and have realistic conversion potential.

We'll create compelling ad copy and creative that drives clicks and conversions. Ad copy strategy: Headlines that highlight [key value propositions], include [benefits], and incorporate target keywords naturally. Descriptions that expand on benefits, include [calls-to-action], and address [objections]. Ad extensions: Sitelink extensions ([X] links), callout extensions ([X] callouts), structured snippets, and call extensions (if applicable). Creative approach: [Platform-specific creative requirements] with [visual style] that aligns with your brand. Ad variations: [X] ad variations per ad group for A/B testing, testing different headlines, descriptions, and calls-to-action. Testing strategy: Continuous A/B testing to identify top performers, with winning ads receiving more budget and underperformers paused or refined. Ad quality: Focus on achieving Quality Scores of [X]+ through relevance, expected CTR, and landing page experience. All ads will be reviewed for compliance with platform policies and brand guidelines. We'll refresh ad creative regularly to combat ad fatigue and maintain performance.

Strategic budget allocation and bidding are critical for PPC success. Budget allocation: Total monthly ad spend: $[amount], allocated as follows: [X]% ($[amount]) to [Campaign/Platform] for [reason], [X]% ($[amount]) to [Campaign/Platform] for [reason], and [X]% ($[amount]) to [Campaign/Platform] for [reason]. This allocation is based on [criteria] and will be adjusted based on performance. Bidding strategy: [Strategy] (Maximize Conversions, Target CPA, Target ROAS, or Manual CPC) based on your goals and campaign maturity. We'll start with [strategy] and adjust based on data. For new campaigns, we'll use [strategy] to gather data, then optimize to [strategy] once we have sufficient conversion data. Budget pacing: Daily budgets set to ensure consistent spend throughout the month, with adjustments based on performance. We'll monitor budgets daily and reallocate from underperformers to top performers. Expected performance: Based on industry benchmarks and your goals, we project [metrics] such as [X] clicks, [X] impressions, [X] conversions, and [X]:1 ROAS at this budget level.

Landing page quality directly impacts PPC performance, and we'll provide recommendations to improve conversion rates. Current analysis: Your current landing pages have a conversion rate of [X]%, below the industry average of [X]%. Key issues identified: [Issue 1], [Issue 2], and [Issue 3]. Optimization recommendations: Messaging alignment: Ensure landing page messaging matches ad copy and keywords for consistency. Value proposition: Clear, compelling value proposition above the fold. Call-to-action: Prominent, action-oriented CTAs that stand out. Form optimization: Reduce form fields to essential information only, improving completion rates. Trust signals: Add testimonials, reviews, security badges, and guarantees to build trust. Mobile optimization: Ensure fast load times and mobile-friendly design (currently [X] seconds, target [X] seconds). A/B testing: Test different headlines, CTAs, form lengths, and layouts to optimize conversion rates. We'll provide detailed landing page audit reports and work with your team (or handle implementation if in scope) to implement optimizations. Target conversion rate: [X]% (industry benchmark: [X]%).

Proper tracking is essential for measuring PPC success and optimizing performance. Conversion tracking setup: We'll implement conversion tracking for: Primary conversions: [Conversion type] (leads, sales, sign-ups, etc.), valued at $[amount] each. Secondary conversions: [Conversion type] (newsletter sign-ups, content downloads, etc.). Micro-conversions: [Actions] that indicate engagement and may lead to conversions. Tracking implementation: Google Ads conversion tracking, Google Analytics goals, and platform-specific pixels (Facebook Pixel, LinkedIn Insight Tag, etc.). We'll ensure all conversions are properly attributed and tracked across devices. Reporting: Real-time dashboard access showing current performance, conversion tracking, and ROI. Monthly reports will include: Campaign performance summary, Keyword performance, Ad performance, Conversion metrics and attribution, ROAS and ROI calculations, and Optimization recommendations. We'll also set up automated alerts for significant changes in performance, budget issues, or conversion tracking problems.

PPC requires continuous optimization to maintain and improve performance. Our management includes: Daily monitoring: Check campaigns for issues, budget pacing, and performance anomalies. Weekly optimization: Keyword bid adjustments, ad performance review, budget reallocation, and negative keyword additions. Monthly deep-dive: Comprehensive performance analysis, strategy adjustments, new opportunity identification, and campaign expansion. Ongoing testing: A/B test ad copy, landing pages, bidding strategies, and targeting to continuously improve. Performance optimization: Pause underperforming keywords/ads, increase bids on top performers, refine targeting, and optimize ad schedules. Account health: Monitor Quality Scores, maintain account structure, ensure policy compliance, and address any issues promptly. We'll provide [frequency] status updates and are available for questions. Our goal is to continuously improve performance, increasing ROAS and conversion rates while managing costs effectively.

PPC results can be seen quickly, but optimization takes time. Here's what to expect: Weeks 1-2 (Setup & Launch): Campaign setup, ad creation, tracking implementation, and initial launch. Expected: Initial traffic and data collection, baseline metrics established. Weeks 3-4 (Initial Optimization): Early performance data, initial optimizations, bid adjustments. Expected: Improved CTR, better Quality Scores, initial conversions. Months 2-3 (Optimization): Refined targeting, ad testing results, landing page optimizations. Expected: [X]% improvement in conversion rate, [X]:1 ROAS, [X] leads per month. Months 4-6 (Scale): Proven campaigns scaled, new opportunities tested, mature performance. Expected: [X]:1+ ROAS, [X] leads per month, [X]% conversion rate, significant ROI. These projections are based on industry benchmarks and assume proper implementation. Actual results may vary based on competition, industry, budget, and other factors. We'll provide realistic projections based on your specific situation.

We offer flexible PPC management packages. Management fees (separate from ad spend): Option 1: Full-Service PPC Management at $[amount]/month includes: Management of [X] platforms, [X] campaigns, unlimited ad creation and optimization, [X] hours of management per month, monthly reporting and strategy calls, and conversion tracking setup. This is our recommended option for comprehensive PPC support. Option 2: Core PPC Management at $[amount]/month includes: Management of [X] platform, [X] campaigns, basic optimization, and monthly reporting. Option 3: PPC Audit & Strategy at $[amount] (one-time) includes: Comprehensive account audit, strategy document, optimization recommendations, and implementation roadmap. Ad spend: Ad spend is separate from management fees. We recommend a monthly ad spend of $[amount] minimum to achieve meaningful results, but this can be adjusted based on your goals and budget. Management fee is typically [X]% of ad spend or flat monthly fee—we can discuss which model works best for you.

What sets our PPC services apart is our combination of technical expertise, strategic thinking, and proven results. We've managed PPC campaigns for [X] companies, achieving an average ROAS of [X]:1 and helping clients generate [results]. Our team includes certified PPC specialists ([certifications]) with [X] years of combined experience across all major platforms. We stay current with platform updates, algorithm changes, and best practices, ensuring your campaigns are always optimized. We're also transparent about performance—you'll have full visibility into campaign data and we'll explain our optimization decisions. We understand that PPC is part of a larger marketing strategy, so we ensure campaigns align with your overall goals. Finally, we're committed to your success—we don't just manage campaigns, we continuously optimize, test, and refine to maximize ROI. Our goal is to make your advertising investment as effective as possible.

We're excited about the opportunity to help [Client Name] maximize ROI from paid advertising. To move forward, we recommend scheduling a call to discuss this proposal, answer questions, and ensure alignment on strategy, budget, and expectations. If you're ready to proceed, we'll send over a service agreement for review. Upon signing and receiving the first month's management fee, we'll schedule a kickoff meeting to gather account access, discuss campaign priorities, and begin setup. Our goal is to have campaigns launched within [X] weeks and show initial results within [X] weeks. We're here to answer any questions and can customize this proposal based on your specific needs, budget, or goals. Let's start driving qualified traffic and leads for [Client Name] today.