Paid advertising proposal template

Prepared for [Client Company] by [Your Name], [Date].

Thank you for considering me to run paid advertising for [Client Company]. This proposal covers how I will set up tracking you can trust, build and optimize your campaigns, and report in terms of money in and money out, not clicks.

[Client Company] wants profitable customer acquisition from [channels: Google, Meta, LinkedIn], with a working target of [target CPA or ROAS] as a guide.

Today [describe: tracking is unreliable, CPA is too high, campaigns have plateaued]. Success means knowing exactly what a customer costs from each channel, and steadily lowering it.

1. Phase 1, Audit and tracking. I audit the accounts and fix conversion tracking first. Optimizing on bad data wastes money faster than bad ads do, so nothing scales until the numbers are trustworthy.
2. Phase 2, Build. I structure campaigns around your offers and audiences, write the ad copy, and brief the creative, with a clear naming convention so the account stays legible.
3. Phase 3, Launch and optimize. Campaigns launch on a controlled budget. I optimize weekly on a documented testing plan: budgets, bids, audiences, and creative rotation.
4. Phase 4, Report and scale. You get a monthly report tying spend to revenue or leads, what was tested, and what we scale next.

• Account and tracking audit, with conversion tracking fixed or rebuilt
• Campaign builds on [channels] with documented structure
• Ad copy plus creative briefs ([X] new ad variations per month)
• Weekly optimization on a written testing plan
• A monthly report: spend, results, cost per result, and next steps
• Landing page recommendations where the data points to them

• Ad spend itself (billed directly to your card by the platforms)
• Landing page design and build (recommendations included, builds quoted separately)
• Video and photo production (I provide the briefs)

Prices are placeholders. Set your own before sending.

• Tracking is fixed before budgets scale, so every decision is made on real numbers
• Your ad accounts, your data: everything stays in accounts you own
• A written testing plan, so optimization is a process, not guesswork

This proposal is valid for [30] days. A deposit of [amount or %] is due to begin, with the balance due [on delivery / per the schedule]. Work outside the scope above is quoted separately before it starts.

Ad spend is separate from my fee and is paid by you directly to the platforms. Results depend on your offer, market, and budget; I commit to the process and full transparency, not to a guaranteed CPA or ROAS. A minimum term of [3] months is recommended so tests can reach significance.

To move forward, approve this proposal in writing and I will send the agreement and the deposit invoice. We can begin as soon as the deposit is received.

Accepted by: ______________________________ Date: ____________