Paid Ads Management (Google & Meta) Proposal Template
Ads clients confuse your management fee with their ad spend, and judge week one on results that need a learning period. This template separates the two numbers at the top, sets the optimisation cadence in writing, and confirms the client owns the ad accounts — which matters most on the day they leave.
Take the whole thing
The scope, deliverables, timeline and client questions — as plain text you can paste anywhere. No signup.
The scope, as written
I'll build, run, and optimise your Google and Meta campaigns so your budget reaches buyers — not wasted clicks. Everything is built inside your own ad accounts, which you own before, during, and after we work together. Full transparency on what's working and why, every single week.
How to price this work
We looked for survey-grade pricing for this kind of work across our markets — India, the UAE, the UK and Brazil — and did not find any we would stand behind. What is published is mostly agency price lists, which quote the agency, not the market. Rather than average those into a number that looks authoritative and is not, we have left this blank.
What we can tell you is how to arrive at your own number:
- Start from hours, not a feeling. Estimate the work in the deliverables below, add the revision rounds you actually grant, and multiply by the day rate you need to hit your yearly target.
- Add the invisible work. Calls, briefs, feedback rounds and project management are usually a third of the real time and the first thing left out of a quote.
- Price the outcome where you can. What the work earns or saves the client is a better anchor than your hours — the hours are your floor, not your price.
- Quote one number, then hold it. The scope below is what protects that number; discounting a vague scope is how a profitable project becomes a loss.
What's included
- Account audit + competitor research + 90-day paid strategy
- Conversion tracking setup and verification before any spend goes live
- Campaign build: Google Search + Meta (Facebook & Instagram), inside your accounts
- Ad creative direction — copy, hooks, angles, and a written production brief
- Weekly optimisation: bid strategy, audience refinement, negative keywords, A/B tests
- Live reporting dashboard + monthly performance report and strategy call
Worth adding for this kind of work
- Management fee and ad spend as two separate figures, with who pays the platform directly
- A stated learning period before performance is judged
- Client ownership of the ad accounts and pixel data confirmed in writing
The timeline
- Sign proposal & pay first month
Confirms the engagement and reserves the account slot. I'll send payment details and ad account access instructions via WhatsApp.
- Access + tracking handover
You grant me manager-level access to your existing Google Ads and Meta Business accounts. If conversion tracking is missing or broken, I fix it before we spend anything — a campaign without tracking is guesswork.
- Audit + strategy delivered
Full account audit, competitor findings, and the 90-day plan shared via WhatsApp. We agree the KPIs and the minimum monthly ad budget here, before a single ad runs.
- Campaigns go live
Campaigns built, approved by you, and launched. First learning period runs roughly 10–14 days before I judge anything.
- Weekly optimisation cycle
Weekly changes and a short summary on WhatsApp, plus a dashboard you can open any time.
- Monthly review
Performance against the agreed KPIs, what I'm changing next, and where I think your budget should move. Call booked via WhatsApp.
Where this proposal usually goes wrong
Quoting one number that hides the ad spend.
Two lines: your fee, their budget. Never let a client discover this at the first invoice.
Accepting a results guarantee.
Commit to the optimisation work and the reporting. Guaranteed ROAS is a promise about an auction you do not control.
Running ads from your own account.
Their account, your access. Otherwise you are holding their data hostage and it will end badly.
Questions clients ask about this work
Is ad spend included in your fee?
No. Ad spend goes directly from your card to Google and Meta and never passes through me — my fee covers strategy, build, and management only. We agree a minimum monthly ad budget in the strategy phase, because below a certain spend the platforms cannot gather enough data to optimise and you'd be paying me to manage noise. Landing pages, creative production, and any third-party tools (call tracking, landing page builders, stock assets) are also outside the fee and quoted or billed separately.
Do I keep ownership of the ad accounts?
Always. Everything is built inside your own Google Ads and Meta Business accounts under your billing — I work as a manager on them, not an owner. If we stop working together, you keep every campaign, audience, conversion action, and the full historical data. You revoke my access and nothing breaks. I won't build in my own account and rent it back to you, which is common and is how clients end up trapped.
What results can you promise?
None, and you should be cautious of anyone who does — I don't control your pricing, your offer, your sales follow-up, or what your competitors bid this month. What I do commit to is this: we set specific KPIs in week 1 based on your actual margins, you see progress against them weekly, and if the numbers say the channel doesn't work for your offer, I'll tell you that rather than quietly spending your budget for another quarter.
Why is there a minimum term?
Three months, and it is genuinely for your benefit. Month 1 is audit, tracking, build, and the platform learning period — the numbers in month 1 are almost never representative. Month 2 is where optimisation compounds, month 3 is where the data is worth reading. A one-month engagement means paying setup cost and leaving before the return arrives. After the initial three months it continues rolling month to month with 30 days written notice from either of us.
Who produces the actual ad creative?
I write the ad copy and direct the creative — angles, hooks, formats, and a written brief for each asset. Producing the assets themselves (photography, video, designed statics) is not in this fee. Most clients use their existing brand assets or their in-house designer against my brief; if you'd rather I handle production, I'll quote it separately or bring in a producer. I'd rather be honest about this line than deliver ads built from whatever happens to be on your website.
What if I need to pause the campaigns?
Life happens — seasonality, cash flow, a supply problem. You can pause spend any time; that's your account. My management fee continues during a pause unless we agree otherwise in writing, because keeping accounts warm, structures intact, and tracking alive is work whether or not ads are running. If you'd rather stop entirely, give 30 days written notice after the minimum term and I'll hand everything over documented. Invoices unpaid 14 days past due pause active management until settled, and if an invoice goes 30 days past due the engagement ends and access is handed back as-is.
A template gets it written. Tracking gets it signed.
You already have the document — copy it above and send it however you like. What a copy cannot tell you is whether anyone read it. Send this same template from ClosingMoment and you will know the moment your client opens it, which sections they read, and how long they spent — so you follow up while they are still deciding.