PPC proposal template

What's in the template.

Every section below exists to answer a question your client is silently asking. Use the example copy as a starting point and replace the specifics.

1. 1

   Account audit

   Three or four specific findings from their account. Numbers from their own data beat general claims.

   “38% of last quarter's spend went to search terms with no conversions. Conversion tracking counts page views as leads. Brand and non-brand campaigns share a budget, so brand is subsidising everything else.”

2. 2

   Restructure and testing plan

   What changes in the first 30 days, then the ongoing testing rhythm.

   “Days 1–30: fix conversion tracking, split brand and non-brand, rebuild ad groups around the 25 converting themes, add negative keywords. Then: two ad tests and one landing-page test per month.”

3. 3

   KPIs and reporting

   Agree the primary metric and reporting cadence before launch.

   “Primary KPI: cost per qualified lead. Secondary: conversion rate and impression share on core terms. Weekly dashboard, monthly review call.”

4. 4

   Fee and ad spend

   Management fee and ad spend on separate lines. Say who pays the platforms.

   “Management fee: $1,200 per month, or 12% of ad spend, whichever is higher. Recommended ad spend: $8,000 per month, paid directly to Google by you.”

5. 5

   Term

   Initial term and notice period.

   “3-month initial term while the restructure settles, then month-to-month with 30 days' notice.”

6. 6

   Next step

   Sign and grant account access.

   “Sign below and add us to your Google Ads account with standard access, and we'll start the tracking fixes this week.”