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GOOGLE ADS PROPOSAL

Paid Search Growth Proposal

for [Client Company Name]

Prepared by [Your Agency Name] | [Month Year]

Prepared for: [Client Contact Name], [Title]

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What We'll Cover

About Us

Who we are and who we've helped grow

Where Things Stand

Objectives and current account situation

Audit Findings

What's working, what's leaking budget

Proposed Strategy

Structure, targeting, and creative approach

Budget, Timeline & Forecast

Investment plan and projected results

Next Steps

What happens if we move forward together

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About

[Your Agency

Name]

A performance-driven Google Ads partner focused on efficient spend and measurable pipeline — not vanity impressions.

[X]+ Yrs

Managing Google Ads accounts

[X]+

Active client accounts

[X]x

Average client ROAS

$[X]M+

Ad spend managed annually

Certified Google Partner · [Industry] specialists · In-house creative & analytics

Selected Results

[Client A] — cut CPL by 38% in 90 days while scaling spend 2x

[Client B] — grew qualified leads 61% YoY across Search + PMax

[Client C] — took Google Ads from break-even to 4.2x ROAS

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Where Things Stand Today

Based on our conversations with [Client Company Name] and a review of the existing account.

Business Objectives

Reduce cost per lead while maintaining lead quality

Grow monthly qualified leads from [X] to [Y]

Expand into [new region / product line]

Build a repeatable, forecastable pipeline from paid search

Current Account Snapshot

Monthly Spend

$[X],XXX

Avg. CPC

$[X].XX

Conversion Rate

[X].X%

Cost per Lead

$[XXX]

Quality Score (avg)

[X] / 10

Figures above are illustrative placeholders — replace with the prospect's real account data before sending.

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Account Audit: Key Findings

Broad match keywords driving 42% of spend on irrelevant queries

Wasted Spend

No negative keyword list maintained in 6+ months

Wasted Spend

Landing not aligned to ad group intent — high bounce rate

Conversion Leak

Conversion tracking missing offline / phone-call conversions

Measurement Gap

Budget concentrated in Search only — no Performance Max testing

Missed Opportunity

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Our Proposed Strategy

Three pillars, built around the objectives and gaps identified in the audit.

Rebuild the Foundation

Restructure campaigns by intent (brand / non-brand / competitor)

Rebuild match-type strategy with a live negative keyword list

Fix conversion tracking, including calls and form fills

Expand Reach the Right Way

Layer in Performance Max for incremental reach

Test high-intent audience signals and remarketing lists

Expand into [new region / service line] with a dedicated budget

Prove It With Reporting

Live dashboard tracking CPL, ROAS, and pipeline value

Monthly strategy call tied to business outcomes, not vanity metrics

Quarterly deep-dive and roadmap refresh

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Proposed Campaign Structure

A full-funnel structure so budget follows intent, not just volume.

Awareness

Performance Max

+ YouTube

8-12%

of budget

→

Consideration

Non-Brand Search

(category & competitor)

45-55%

of budget

→

Intent

High-Intent Search

+ Shopping (if applicable)

25-30%

of budget

→

Conversion

Brand Search

+ Remarketing

10-15%

of budget

Ad Group Logic

Single Keyword Ad Groups (SKAGs) for top 20 highest-intent terms

Exact + phrase match only, backed by a shared negative keyword list

Responsive Search Ads with 3+ pinned headline variants per group, tested monthly

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Keyword & Audience Targeting

Priority Keyword Themes

[core service] + [city]

High intent

[core service] company near me

High intent

best [core service] for [audience]

Consideration

[competitor] alternative

Competitor

how to [problem the product solves]

Awareness (PMax only)

Audience Layers

Website visitors (last 30/90/180 days) — remarketing

Customer match list from CRM — lookalike expansion

In-market segments for [category]

Custom intent: visitors to [competitor sites / review sites]

Geo layer: [target cities/regions], excluding [low-quality areas]

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Budget & Timeline

A phased rollout so early weeks are spent learning, not guessing.

Weeks 1-2

Foundation

Account rebuild, tracking fixes, negative keyword cleanup

Weeks 3-6

Launch & Learn

New campaigns live, daily bid & budget monitoring

Weeks 7-12

Optimize & Scale

Shift budget to top performers, expand winning audiences

Ongoing

Report & Refine

Monthly reporting call, quarterly strategy refresh

Monthly Investment

Recommended monthly ad spend

$[X],000 - $[X],000

Management fee

$[X],000 / mo or [X]% of spend

Setup / one-time account rebuild

$[X],000 (waived on 6-mo commitment)

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Projected Results (First 6 Months)

Illustrative forecast based on the proposed budget and comparable accounts. Replace with real projections before sending.

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Reporting & Communication

You'll always know where the budget is going and why.

Live Dashboard

Real-time view of spend, leads, CPL, and ROAS — no waiting on a report

Weekly Check-in Email

Short summary of what changed and what we're testing next

Monthly Strategy Call

30-45 minutes reviewing performance against business goals

Quarterly Deep-Dive

Full account review and roadmap refresh for the next quarter

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Investment Options

Choose the commitment level that fits where [Client Company Name] is right now.

Starter

$[X],XXX/mo

Month-to-month

Full account rebuild

Search + Performance Max

Monthly reporting call

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Ready to Fix What's Leaking

and Scale What's Working?

Review & Sign Off

Confirm the strategy, budget, and commitment level above

Access & Onboarding

Grant account access and connect tracking within 2 business days

Kickoff Call

30-minute call to align on goals before campaigns go live

[Your Agency Name]

[you@youragency.com] · [(555) 555-5555] · [youragency.com]

Let's Get Started