How to Write an Effective PPC Proposal that Converts

Every developing agency knows the importance of first impressions in client acquisition and upselling activities. A PPC pitch for clients is often your first opportunity to attract new clients. This blog will teach you all you need to know about creating the perfect PPC proposal.
Every developing agency understands the significance of the first impression in the client acquisition and upselling operations. A PPC pitch is often your first opportunity to acquire prospective clients.
There isn’t much space for error when it comes to converting a potential buyer. So if you want to bring on fmore new clients or upsell existing ones to PPC programs, it makes sense to put in a little additional work with your marketing agency’s PPC quotes. Showing clients how your brand controls PPC reporting can boost their trust in your ability to nurture long-term success.
This blog will show you how to create a thriving PPC proposal that coverts in order to help you grow your firm.

What Characterizes a Strong PPC Proposal?

A effective PPC proposal reflects the attention to detail, dependability, and experience of your brand. It’s vital to define exactly what goals you’ll be pursuing and how you’ll track your success.
Furthermore, it is about establishing your expertise and relationship with your client from the start, which demands insightful discussions, in-depth research of their industry, and the use of competitive analysis.
Sell the outcomes your company has committed to, not just the services, to show that you’ve done your homework. Making it all about your clients rather than your firm can help you stand out from the competition.
Try to ensure that the outcomes you promise are:
  • Information relevant to their company and industry
  • Have appropriate targets based on the cost of acquisition (CPA).
  • Utilizing historical performance and even industry norms as benchmarks in relation to their current PPC performance.
Don’t be afraid of “free consulting,” but rather see it as a chance that will pay off in the future. You can obtain more exposure to the prospective client’s current Google Ads data by offering a free consultation or campaign review.
This brings us to some common mistakes to avoid while attempting to acquire new clients with a PPC proposal…  

Common PPC Proposal Mistakes to Avoid

While a solid PPC proposal increases your chances of gaining a new PPC customer, a weak proposal may have the reverse effect, wasting your firm’s time and resources.
Too many marketing agencies attempt to save money by cutting costs when developing proposals for new clients. However, doing so will not bring you any profitable clients and therefore will not accurately reflect the quality of your work.
Some examples of such blunders are:
  • Not doing proper research or delivering the report before having sufficient knowledge of your client
  • Using generic proposal templates that do not take into account your prospect’s industry
  • Promoting the service rather than the results
  • Charging prospects for the evaluation or proposal
Let’s take a look at everything you’ll need to put together a great proposal right.  

Essential Elements of a PPC Proposal

Setting tangible, achievable goals unique to your prospects’ needs is essential for making a PPC proposal engaging. Demonstrating that you have the resources to help them succeed.  

Proposal Summary

Since this is the first page your busy prospect will read, it is crucial to make a good impression because this is the most important part of the proposal. Include some references along with a powerful introduction that highlights the expertise of your marketing team and company. Next, concentrate on their most pressing needs and how you’ll use your PPC approach to achieve those needs.
Make sure to compile the most important research findings and deliverables to indicate that you have paid close attention to detail.


You can choose what information to include in your findings at this point. Include areas where improvement is needed, and compare their current results to those of the industry to highlight gaps. Does their website display properly on mobile and tablet computers? Are they focusing on the incorrect keywords? And what would you do to boost their PPC performance? Bring out any gaps you think you can fill. Don’t forget to include their most pressing needs in your research. Red flags, industry norms, and goals should be included.
We recommend including things like insights into competitors & their tactics. A website audit and SEO health check can also be a quick win.


And this is where the magic happens. This is the last part of the whole PPC proposal planning process. This is where you explain why you want to use the various advertising channels for their PPC campaigns. Select the PPC integration that is best for your prospect and falls in their budget.  

5 Principles of a PPC proposal

1. Envision Scope

The scope of the project should be discussed upfront in your proposal. This is your chance to show that you completely understand the project’s scope and requirements.
You outline your plan of action for the client in this part. You must also define what is not within your scope and your client should not expect. This ensures that you’re both on the same page.  

2. Setting right Goals

Following that, you should outline the project’s goals. What do you intend to achieve with this project? The client’s talks with you can serve as the basis for this, and you can add some “suggested” objectives from your end. These goals can be both quantitative and qualitative in nature.
Consider the outcomes of your goals as calculated aims. We at invisiblePPC believe in “underpromising and overdelivering.” This way, you will never set expectations that you might not be able to deliver and in return you will maintain trust with the client.
Being honest about your goals and vision is very important.

3. Listing Deliverables

This section is more beneficial to you than it is to your client because it relieves you of an additional task: creating a work plan. This section should include a list of all the deliverables that you intend to give within the scope of the project. If you’re performing SEO for a customer, for example, deliverables could include on-site and off-site optimization, keyword research, link development, and so on.
We also recommend giving a work breakdown in this part so that your client understands your working method. Again, it’s beneficial since it serves as your to-do list.

4. Setting Timeline

The next requirement in any client proposal is a timeline that reflects what you plan to achieve and when. In our opinion, this is one of the most difficult because agencies are frequently under pressure to give results quickly while also managing other projects, but jobs take time to perform. That is why having a reasonable schedule is crucial.  

5. Discussing Cost

And now comes the section that the client will focus on right away: the costs. You should provide the pricing of your services for that specific project at the end of your proposal. Some proposals offer a total price and a thorough breakdown, whereas others do not. We encourage detailed breakdowns, however depending on the nature of your task, you may choose to provide a total pricing. This is the most basic foundation for client proposals.

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Picture of Justin Rondeau
Justin Rondeau
Justin has been doing this whole “Marketing” thing since 2010, when he was mildly […okay maybe more than mildly] obsessed with all things, data, email, optimization, and split testing. He’s trained thousands of marketers, spoken on hundreds of stages, runs a delightful team of marketers, has dozens of shirts louder than his voice, and loves one hockey team: the Boston Bruins.