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As a marketing consultant, it can be tempting to fall into the trap of preparing lengthy proposals to bring in more business. However, the evolving business landscape which is increasingly digital and very competitive requires every consultant to make the most of every opportunity to achieve results. Despite the millions of online businesses (which are potential clients), getting clients to believe in you lies in more than just preparing fancy, lengthy documents.

So, how should an effective PPC proposal be structured? This article outlines key clauses that should not miss from the document. It also defines the kind of information that should not feature unless you want the document trashed in the bin alongside many others.

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1. Making the proposal stand out

It's important to focus on the critical value concepts and strengths your company has while focusing on how these strengths will benefit the client. The PPC proposal isn't meant to advertise your business – it should be tailored to the client's brand and goals. Thus, you are advised to start the proposal with a humble and kind introduction, while pointing out the strengths and value of a good PPC campaign for the client. You know what your business excels at; thus the advantages should be reflected in the objectives.

2. Define goals and objectives

All business proposals always have a clause that states the goals and objectives concerning the project at hand. The PPC proposal is no different. Please bear in mind that when defining the goals and objectives, they should be about the client's business goals, and how you plan to meet them. Thus, when setting the project goals, be sure to outline your strengths and how they come into play where the client's business goals are concerned.

Besides defining goals and objectives, you will also need to determine the metrics that will be used to measure success. Simply put, you will outline the essential elements that the client will use to evaluate if the project is successful or not. For example, if you choose to use increased traffic as a metric of success, your client should be able to notice a significant increase in traffic, and by what percentage. If the parameter is a response to a particular call-to-action (for example, successful subscriptions), then they should notice a significant increase in answer to the call-to-action by a specific percentage.

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3. Campaign audit and program roll-out

In PPC management, the consultant takes custody of several essential advertising channels from the client. Therefore, the proposal will outline the activities and steps that will be made to ensure a seamless transition. Your PPC proposal will need to reflect a clear understanding of the client's target audience. You need to define the channels that will be used to reach this target audience, and the strategies that will be used to get the desired action from the audience. A deep understanding of the client's target audience is essential; otherwise, your proposal will sound very general, like a mass-produced template.

4. Know the client's business environment

As stated earlier, you need to understand the client's business goals. This means that you need to research profoundly and know everything about the client's business environment concerning the proposed PPC marketing campaign. Thus, this is the opportunity to demonstrate your marketing strengths. Outline the strategies that will work well in that particular business environment (not just any marketing trick!). Industry-specific data has the potential to influence decision making, and therefore it's the information that will determine the strategies you employ.


Get the format right. If you are unsure about how you should structure the PPC proposal, you are advised to download a template from a trusted site. You will then modify the contents to reflect your client's needs and goals, as well as your solutions. You should not present a document that is haphazardly done; otherwise, you will end up losing out on potential business. Your client doesn't have the time to try to figure out if you presented a proposal or a general document. This document is the tool to get you through the door; thus you must make it flawless and put in the necessary work as you would when preparing a business proposal.