Google Ads proposal template

The first question a business asks about Google Ads is where its money goes, and the second is what comes back. This template answers both before the proposal is signed: the ad budget stays with the client, your fee is split into setup and a monthly management line, and tracking is built first so every lead is counted. The client approves a method, not a promise of results.

Use this template free All templates

What your client receives

This is the page your client opens from your email, drawn exactly as PropoBox sends it. Your name, logo and client replace the placeholders; the prices are examples to replace with your own.

Your Studio

Proposal

Google Ads management

Prepared for Client company

Search campaigns built around the searches your best customers use, tracked down to the lead or sale, and tuned every month against a cost target you agree up front.

Proposal no.: PROP-SAMPLE
Issued: October 25, 2026
Valid until: November 8, 2026
Delivery: November 8, 2026
Total: $3,300

Prepared by

Your Studio

Your name

you@example.com

Prepared for

Client company

Client name

client@example.com

Services and pricing

Account audit and conversion tracking
A review of any existing account and tracking, plus a measurement plan so every lead, call and sale is counted.
$700
Campaign build
Keyword research, up to 4 ad groups, ad copy, extensions and recommendations for the landing pages.
$1,400
Monthly optimization (per month)
Weekly checks of search terms, bids, budgets and ad tests, with every change logged.
$900
Monthly report and review call (per month)
Spend, leads and cost per lead against the agreed target, discussed in a 30 minute call.
$300

Total$3,300

Terms

Payment: Setup fees are due on acceptance. Management fees are billed monthly in advance. Minimum term of 3 months, then cancel anytime with 30 days notice. Ad spend is paid by you directly to Google and is not part of our fees.
Revisions: Ad copy and landing page recommendations include one round of feedback before launch.
Additional terms: The ad account stays in your name, with us added as a manager. Budget changes above 20% of the monthly spend need your approval. Results depend on competition, budget and your website, so no number of leads or cost per lead is promised.

How to scope and price it

Put conversion tracking in the first line and charge for it. Without it nothing you report later can be trusted, by you or by the client.
Say that ad spend is paid directly to Google. It removes any suspicion that your fee includes the budget, and it keeps the account in the client's name.
Agree a cost target in the review call, not as a promise in the proposal, and revisit it monthly. Promising a cost per lead before you see the account is how agencies lose clients.
Price the build by what it includes, four ad groups here, so a larger account becomes a new quote.

The terms, and why

The account stays in the client's name with you added as a manager, which is the arrangement most clients expect. A three-month minimum gives campaigns time to gather data before they are judged. Requiring approval for budget changes above 20 percent keeps surprises out of the invoice, and saying that results are not promised keeps the proposal honest.

Payment: Setup fees are due on acceptance. Management fees are billed monthly in advance. Minimum term of 3 months, then cancel anytime with 30 days notice. Ad spend is paid by you directly to Google and is not part of our fees.
Revisions: Ad copy and landing page recommendations include one round of feedback before launch.