Free Template
PPC Proposal Template
A professional PPC proposal template for agencies and paid media specialists. Covers account audit findings, campaign structure, budget allocation, targeting strategy, ROAS projections, management fee options, and monthly reporting — ready to customise for your next client pitch.
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Template Content
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PPC PROPOSAL ═══════════════════════════════════════════ Prepared for: [Client Name] Prepared by: [Agency Name] Date: [Date] Proposal Reference: [REF-001] ═══════════════════════════════════════════ EXECUTIVE SUMMARY ───────────────── [Client Name] is looking to drive [Target Leads/Sales] per month from paid search at a target CPA of $[Target CPA] and a target ROAS of [Target ROAS]x. Based on our review of your current account and competitor landscape, we are confident we can achieve — and exceed — these targets within [X] months through a structured campaign rebuild and optimisation programme. ─────────────────────────────────────────── ACCOUNT AUDIT SUMMARY ─────────────────────────────────────────── We have reviewed [X] months of historical performance data from your Google Ads account: CURRENT PERFORMANCE: • Monthly ad spend: $[X,XXX] • Current CTR (Search): [X]% (Benchmark: [X]%) • Average CPC: $[X.XX] • Average Quality Score: [X]/10 • Current ROAS: [X]x • Current CPA: $[XXX] • Impression share: [X]% KEY ISSUES IDENTIFIED: • [Issue 1 — e.g., Quality Score below 5 on [X] highest-spend keywords, inflating CPCs] • [Issue 2 — e.g., No negative keyword list; estimated [X]% wasted spend on irrelevant searches] • [Issue 3 — e.g., Single broad match modifier campaign structure limiting control] • [Issue 4 — e.g., No remarketing campaigns running; returning visitors unconverted] • [Issue 5 — e.g., Landing pages not aligned to ad copy; low conversion rate of [X]%] WASTED SPEND ESTIMATE: Based on our analysis, approximately $[X,XXX]/month is being spent on: • Irrelevant search terms (no negatives): ~$[XXX] • Duplicate keywords cannibalising bids: ~$[XXX] • Broad match terms with low intent: ~$[XXX] ─────────────────────────────────────────── PROPOSED CAMPAIGN STRUCTURE ─────────────────────────────────────────── SEARCH CAMPAIGNS Campaign 1: [Brand Terms] • Budget: $[XXX]/mo | Target: Protect brand, low CPC • Match types: Exact, Phrase • Ad groups: [Brand Name], [Brand + Product], [Brand + Location] Campaign 2: [Core Product/Service — High Intent] • Budget: $[X,XXX]/mo | Target CPA: $[XXX] • Match types: Exact, Phrase • Ad groups: [Category 1], [Category 2], [Category 3] Campaign 3: [Competitor Terms] • Budget: $[XXX]/mo | Target: Capture competitor searches • Ad groups: [Competitor 1], [Competitor 2] Campaign 4: [Broad Discovery — Lower Funnel] • Budget: $[XXX]/mo | Objective: Find new keyword opportunities • Match types: Broad with Smart Bidding DISPLAY / RETARGETING CAMPAIGNS Campaign 5: Site Visitor Retargeting (all visitors, 30-day window) Campaign 6: Cart Abandonment Retargeting (if e-commerce) Campaign 7: Customer List Exclusion + Lookalike Targeting SHOPPING CAMPAIGNS (if applicable) Campaign 8: [Top Product Category] — Priority: High Campaign 9: [Remaining Products] — Priority: Medium ─────────────────────────────────────────── BUDGET BREAKDOWN ─────────────────────────────────────────── CAMPAIGN MONTHLY BUDGET % OF TOTAL ──────────────────────────────────────────────────────── Brand Search $[XXX] [X]% Core Product Search $[X,XXX] [X]% Competitor Terms $[XXX] [X]% Broad Discovery $[XXX] [X]% Retargeting (Display) $[XXX] [X]% Shopping $[XXX] [X]% ──────────────────────────────────────────────────────── TOTAL MONTHLY AD SPEND $[X,XXX] 100% ──────────────────────────────────────────────────────── Note: Budget allocation will be adjusted monthly based on performance data and ROI by campaign. ─────────────────────────────────────────── TARGETING STRATEGY ─────────────────────────────────────────── GEOGRAPHIC TARGETING: • Primary: [Country/Region/City] • Excluded: [Low-performing locations from historical data] AUDIENCE TARGETING: • In-market audiences: [Relevant Google in-market segments] • Custom intent audiences: Built from [Website URL] visitor behaviour • Remarketing lists: 7-day, 30-day, 90-day visitor windows • Customer match: Upload existing customer emails (if permitted) DEVICE TARGETING: • Mobile bid adjustment: [+/-X]% (based on historical conversion data) • Tablet bid adjustment: [+/-X]% AD SCHEDULING: • Peak hours: [Days/Hours based on historical conversion data] • Off-peak reduction: [X]% bid reduction ─────────────────────────────────────────── NEGATIVE KEYWORD STRATEGY ─────────────────────────────────────────── We will implement a comprehensive negative keyword programme: SHARED NEGATIVE LISTS: • Brand Negatives (prevent cross-campaign cannibalisation) • Irrelevant Industry Terms (industry-specific exclusions) • Job Seeker Terms (free, careers, jobs, training, etc.) • Research/Information Terms (when not appropriate) MONTHLY NEGATIVE KEYWORD REVIEWS: • Weekly search term reports reviewed • New negatives added within 48 hours of identification • Cross-campaign negative conflicts audited monthly ─────────────────────────────────────────── EXPECTED ROAS & PERFORMANCE PROJECTIONS ─────────────────────────────────────────── Our projections are based on: • Your industry average CPC benchmarks: $[X.XX]–$[X.XX] • Your current conversion rate: [X]% (landing page) • Your average order/lead value: $[XXX] • Historical account data patterns MONTH-BY-MONTH PROJECTIONS: Month 1 (Rebuild & Learn): • Spend: $[X,XXX] | Expected ROAS: [X]x | CPA: $[XXX] • Focus: Campaign rebuild, negative lists, Quality Score improvements Month 2 (Optimise): • Spend: $[X,XXX] | Expected ROAS: [X]x | CPA: $[XXX] • Focus: Bid strategy refinement, A/B ad copy testing Month 3+ (Scale): • Spend: $[X,XXX] | Expected ROAS: [X]x | CPA: $[XXX] • Focus: Scale profitable campaigns, suppress poor performers 12-Month Target: • Average ROAS: [Target ROAS]x • Average CPA: $[Target CPA] • Revenue attributed to PPC: $[X,XXX]/month ─────────────────────────────────────────── MANAGEMENT FEE STRUCTURE ─────────────────────────────────────────── Our PPC management fee is calculated as: Option A: Flat Retainer Monthly management fee: $[X,XXX] Included: All campaigns listed above, weekly reporting, strategy calls Option B: Percentage of Ad Spend Management fee: [X]% of monthly ad spend Minimum fee: $[XXX]/month At $[X,XXX] spend: $[XXX] management fee Recommended option for your account: [Option A / Option B] One-time setup fee: $[X,XXX] Includes: Account rebuild, campaign structure, ad copywriting, tracking setup, conversion goal configuration, initial negative keyword list ─────────────────────────────────────────── MONTHLY REPORTING ─────────────────────────────────────────── Every month you receive: ✓ Full performance report (impressions, clicks, CTR, CPC, conversions, CPA, ROAS) ✓ Campaign-level breakdown with recommendations ✓ Budget pacing vs actual ✓ A/B test results ✓ Next month's strategy and optimisation plan ✓ Fortnightly call (30 minutes) with your PPC specialist ✓ Access to live Google Looker Studio dashboard ─────────────────────────────────────────── NEXT STEPS ─────────────────────────────────────────── 1. Review this proposal and share any questions 2. Book your 30-minute strategy call: [Calendar Link] 3. Sign agreement and pay setup fee 4. Grant Google Ads manager access: [Manager Account ID] 5. Account rebuild begins within 3 business days Questions? Contact: [Name] | [Email] | [Phone] [Agency Website]
Related Resources
PPC Proposal Template FAQs
What should be included in a PPC proposal?
A strong PPC proposal should include an account audit summary (current CTR, CPC, Quality Score, wasted spend), proposed campaign structure with budget allocation by campaign type, targeting strategy, negative keyword approach, ROAS and CPA projections with methodology, management fee structure, and reporting cadence. Transparency about how you arrived at your projections builds trust.
What is a realistic ROAS to promise in a PPC proposal?
This depends heavily on industry and product margins. E-commerce typically targets 3–8x ROAS; lead generation businesses focus on CPA rather than ROAS. Never promise specific ROAS figures in month one — accounts need time to learn. Present tiered projections (months 1, 3, 6+) that become more aggressive as data accumulates and Smart Bidding algorithms optimise.
How is PPC management fee typically calculated?
The two most common models are a flat monthly retainer ($750–$5,000+/month depending on account complexity) or a percentage of ad spend (typically 10–20%). Flat retainers work better for clients with predictable budgets; percentage models align incentives as the account scales but can become expensive at high spend levels.
What questions should I ask a PPC agency before signing?
Key questions: Who specifically will manage my account day-to-day? What is their Google Ads certification status? Do you own the account or do I? What is your policy on reporting — how often and how granular? Can I see examples of accounts you have managed in my industry? What is the minimum contract term and what are the exit clauses?