Google Ads Proposal Template (With a Real Example)
A Google Ads proposal has one advantage over most services: the numbers are knowable. If you can show a credible path from budget to clicks to leads to revenue, you win. If you wave your hands at it, you lose to whoever did the math.
This template forces the math into the open, separates ad spend from your fee so the client understands both, and sets KPIs you can actually be held to. It ends with a finished branded version built from the prospect's site.
Who sends it: PPC specialists, performance marketing agencies, and freelancers pitching paid search or paid social management.
Paste two links
Your prospect's website and yours. No brief, no blank page, no template wrestling.
Purrposal builds it
It reads their real business and writes a branded proposal in minutes, in one of 14 studio themes.
Send, then watch it sell
A built-in AI answers their questions, and you see what they read and when they come back.
The google ads proposal template, section by section
- 01
Account and market snapshot
Open with what you found. Even a light audit of their current ads or their competitors' ads proves you are not guessing.
- Current account state, or the fact they are not running ads yet
- Competitor ads and the keywords they are bidding on
- The obvious quick wins (wasted spend, missing extensions, weak landing pages)
- 02
The opportunity, in numbers
Model the funnel conservatively so the client trusts it. More PPC deals close on a believable set of numbers here than on anything else in the document.
- Target keywords, search volume, and estimated cost per click
- Budget to clicks to leads to customers, at a conservative conversion rate
- Estimated cost per lead and return on ad spend
- 03
Campaign structure
Show the plan so the account does not look like a black box the moment they hand over the budget.
- Campaign types: search, performance max, display, remarketing
- How campaigns and ad groups map to their services
- Landing page and conversion tracking plan
- 04
Budget and management fee (kept separate)
The single most important clarity in a PPC proposal: the client's ad spend goes to Google, your fee is for managing it. Never blur these.
- Recommended monthly ad budget (goes to Google)
- Your management fee and how it is calculated
- What is included: build, optimization, reporting
- 05
KPIs and reporting
Agree the metrics that matter (cost per lead, ROAS) and how often you report.
- 06
Investment and next step
Summarize spend plus fee, then one clear action to start.
What to itemize as deliverables
- Account audit or new account build
- Keyword research and negative keyword list
- Campaign and ad group structure
- Ad copy and creative for each ad group
- Conversion tracking and landing page recommendations
- Ongoing optimization and a monthly performance report
How to price a google ads proposal
Typical timeline: Build and tracking in week 1 to 2. Live campaigns from week 2. The learning phase runs 2 to 4 weeks, then optimization compounds from month 2 onward.
Estimate your google ads price
A starting point based on the typical ranges above. It is a guide for setting your number, not a quote.
Once you have your number, build a google ads proposal that sells for you →
Mistakes that lose the google ads deal
- Blurring ad spend and management fee so the client thinks you pocket the budget
- Projecting aggressive conversion rates you cannot hit
- Ignoring the landing page, then blaming the ads when leads do not convert
- No conversion tracking, so nobody can prove the ads worked
- Quoting a fee with no model behind it
Purrposal builds it from your prospect's website in minutes, then it goes to work: a built-in AI answers their questions right inside the proposal, and you see exactly what they read and when they come back, so you know the moment to close. Every word editable, on your own domain.
Google Ads proposal FAQ
Should ad spend be included in my fee?
No. Always separate the two clearly. The client's ad budget is paid to Google. Your management fee is for building and optimizing the campaigns. Blurring them is the fastest way to lose trust.
How should I price PPC management?
Either a percentage of ad spend (usually 10 to 20 percent) or a flat monthly fee ($500 to $3,000). Percentage scales with larger accounts; flat fees are cleaner on small budgets.
What KPIs should a PPC proposal commit to?
Cost per lead and return on ad spend, not clicks or impressions. Commit to the metrics that map to revenue, and report on them monthly.
What if the client has no conversion tracking?
Make setting it up the first deliverable. Without tracking you cannot prove results, and the account becomes impossible to defend at renewal.
More proposal templates
See all proposal templatesHow to write a proposal
Best proposal software 2026Purrposal vs QwilrPurrposal vs PandaDocCompare all proposal tools