Google Ads Proposal Template
Date: [project.createdDate]
Marketing
Google Ads Proposal Template
Pitch Google Ads management with a proposal that covers goals, campaign structure, budget, reporting, and fees, so clients can see how their ad spend will be managed.
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Executive summary & growth strategy
Looking to increase the number of new leads coming into Harbor Home Services?
Northstar Search Studio proposes a Google Search campaign built around the searches people make when they are ready to evaluate a solution. The initial phase will establish a reliable lead baseline, test relevant search terms and ad messages, and direct enquiries to a clear conversion path.
8 leads/week
Illustrative current weekly lead volume for Harbor Home Services.
15 leads/week
Illustrative target weekly lead volume for the initial phase.
Initial phase: 90 days. Performance will be assessed against lead quality and the client's capacity to respond, as well as lead count. All figures on this page are sample assumptions.
Growth strategy
Match the search
Prioritize solution-focused keywords that indicate an active need.
Make the next action clear
Connect ads to a relevant landing page, call route, or enquiry form.
Measure what becomes a lead
Track eligible enquiries and review search terms against the agreed lead definition.
Ad placement & intent mechanics
Google Search ads may appear above or below organic results for eligible searches. Placement changes by query, auction conditions, device, and ad relevance; a top position is not guaranteed.
How a search becomes an enquiry
Active search
A prospective customer searches for a solution-focused term.
Search ad
An eligible ad presents a relevant offer in the results page.
Conversion path
The click leads to a page, call, or form that matches the search.
Recorded lead
An eligible enquiry is captured for follow-up and reporting.
Illustrative search results placement
Search results page area | What the prospective customer sees |
Sponsored results | Search ads marked as sponsored; placement depends on the auction. |
Organic results | Unpaid listings shown alongside or below eligible ads. |
Landing page after the click | The offer, evidence, and enquiry action matched to the search. |
Keyword selection will favor searches for residential HVAC repair and installation in the Austin, Texas metro area. Search-term reviews and exclusions will reduce irrelevant traffic; copy and landing-page tests will identify which messages produce qualified enquiries.
5-step campaign execution process
The work begins with the customer and ends with a repeatable decision about where the next unit of spend should go.
1. Discovery interview
Identify customer avatars, buying questions, objections, messaging triggers, service areas, and intake capacity with Harbor Home Services.
2. Sample ads & approval
Draft responsive search ads (RSAs), test headline and description combinations, and obtain client copy approval before publication.
3. Staged launch
Deploy campaigns gradually, verify conversion tracking, and pace enquiry volume against the client's ability to respond.
4. Ongoing revisions
Refresh copy variations when engagement weakens and test secondary hooks to counter ad blindness.
5. Long-term scaling
Filter low-intent clicks, pause underperforming terms and ads, and shift budget toward profitable keywords.
Working cadence
Northstar Search Studio will review search terms, lead records, and campaign performance weekly. Harbor Home Services will provide timely feedback on enquiry quality, approvals, and changes to intake capacity so campaign decisions reflect what happens after the click.
Case study & social proof
FICTIONAL EXAMPLE | NOT A VERIFIED CASE STUDY
This hypothetical scenario models a local HVAC advertiser starting at 5 enquiries per week. A seasonal maintenance checklist provides a useful first step, while search ads focus on urgent repairs and replacement estimates. The figures below are invented to demonstrate format; they do not describe an actual client.
What the example illustrates
Compare enquiries using the same lead definition and measurement period before attributing a change to the campaign.
No client testimonial, verification source, or permission to publish is claimed. Replace this fictional example with documented results and approved client attribution before sharing it as social proof.
Investment structure
The agency management fee pays for campaign planning, build, management, testing, and reporting. Google advertising spend is a separate payment for media and is excluded from the management fee.
- Agency management fee: $1,500 per month. Billing: monthly.
- Direct Google ad spend: $3,000 per month. Billing: charged directly by Google to the client's payment method.
- Estimated combined monthly cash outlay: $1,500 + $3,000 = $4,500. Subject to actual Google spend.
Google ad spend is charged directly to Harbor Home Services through its Google Ads payment method. The management fee is invoiced on the first day of each service month and payable within 15 days. Campaign budgets and any material changes require the approval process in the services agreement. All amounts are illustrative sample terms.
The real cost: ROI model
Use one consistent monthly period for every input below. Lead and sales assumptions should be replaced with actual tracking and sales data as it becomes available.
- Generated leads: 60 per month.
- Qualified leads: 60 × 50% = 30.
- Closed sales: 30 × 20% = 6.
- Sales revenue: 6 × $2,500 = $15,000.
- Gross profit before acquisition costs: $15,000 × 40% = $6,000.
- Estimated net profit after acquisition costs: $6,000 − $3,000 − $1,500 = $1,500.
Performance guarantee
If eligible campaigns fail to average 10 qualified leads per week during four consecutive full weeks after the first 30 days following launch, Northstar Search Studio will waive 100% of the management fee for the following month. The waiver applies to the agency management fee only. Harbor Home Services remains responsible for direct Google ad spend. These are illustrative sample guarantee terms, not a claim of actual campaign performance.
How the threshold is measured
- A qualified lead is a unique call or form enquiry from an Austin-area homeowner requesting residential HVAC repair or installation, with a valid phone number and contact permission. Duplicates, spam, job applicants, vendors, and enquiries outside the Austin metro area are excluded.
- Weekly average means eligible leads recorded during four consecutive full weeks after the first 30 days following launch, divided by 4.
- Attribution is determined from Google Ads conversion records reconciled with the client's CRM, using a 30-day click attribution window and Central Time for weekly reporting.
- The guarantee depends on Harbor Home Services maintaining a $3,000 monthly Google Ads budget, approved offers and landing pages, working tracking, account access, and agreed response capacity during the measurement window.
- Weeks with a client-requested pause, loss of required access, broken tracking, or an ad budget below $3,000 monthly are excluded; the four-week measurement window resumes when the condition is restored. Any waiver is applied to the next management-fee invoice and is not paid as a cash refund.
Next steps & onboarding
Proposal execution
Confirm scope, commercial inputs, guarantee terms, and signatures.
Discovery interview
Agree on customer avatars, offers, lead criteria, access, and intake capacity.
Billing & launch
Complete billing and access setup, approve ads, then begin the staged launch.
Terms & conditions
Sample contract terms for illustration only. Replace all names, dates, prices, addresses, and legal terms with approved terms before sending or signing.
1. Definitions
“Agency” means Northstar Search Studio. “Client” means Harbor Home Services. “Services” means the Google Ads work described in this proposal. “Google ad spend” means media charges paid for advertising inventory and is separate from the agency management fee. “Qualified lead” has the meaning stated in the performance guarantee.
2. Scope of services
The Agency will perform the five-step campaign execution process described in this proposal for residential HVAC repair and installation in the Austin, Texas metro area. The Services include campaign setup, search ad creation, approved revisions, search-term review, optimization, and weekly reporting. The Client will provide account access, accurate offer information, timely approvals, and a functioning lead-response process. Additional services or material changes require written agreement on scope and price.
3. Billing & late fees
The Client will pay $1,500 per month, invoiced on the first day of each service month and payable within 15 days. Direct Google ad spend of $3,000 per month is separate and charged by Google to the Client's payment method. Overdue undisputed agency invoices may incur a late fee of 1.5% per month, or the maximum permitted by applicable law if lower, calculated on the overdue balance from the due date. The Agency may suspend Services after 10 business days' written notice of an overdue undisputed invoice, where permitted by law.
4. Term & termination
This sample agreement begins on October 15, 2026 and continues on a one-month rolling term. Either party may terminate by giving 30 days' written notice to [email protected]. Fees and approved Google ad spend incurred through the effective termination date remain payable. On termination, the Agency will provide reasonable access to Client-owned campaign materials and accounts, subject to payment of outstanding undisputed fees.
Terms & conditions, continued
5. Proprietary rights
The Client retains ownership of its trademarks, customer data, and materials it supplies. Upon payment of the applicable fees, the Client owns campaign copy and other deliverables created specifically for it under this agreement. The Agency retains its pre-existing tools, methods, templates, and know-how and grants the Client a non-exclusive right to use any of those elements incorporated into a paid deliverable for the Client's internal business purposes. Third-party platforms remain subject to their own terms.
6. Privacy & data handling
Each party will comply with privacy and advertising laws applicable to its activities and will use appropriate safeguards for personal information it handles. The Client is responsible for its privacy notices, consent practices, and lawful follow-up with leads. The Agency will use lead information only to provide the Services and will report a suspected data incident to the Client within 48 hours after becoming aware of it, subject to applicable law and the facts available.
7. Limitation of liability
Neither party is liable to the other for indirect, incidental, special, or consequential loss, including lost revenue or anticipated profit, to the extent permitted by law. Each party's total liability arising from this agreement is limited to the agency management fees paid in the three months before the event giving rise to the claim, except for fraud, willful misconduct, breach of confidentiality, unpaid fees, and liabilities that cannot lawfully be limited. Google controls its advertising auctions and platform; the Agency cannot promise a particular ad position, click price, or sales result. The express management-fee waiver is governed by the performance guarantee above.
8. Governing law
This sample agreement is governed by the laws of Texas, without regard to conflict-of-law rules. Courts located in Travis County, Texas will have jurisdiction over disputes, subject to any mandatory law that applies. Changes to this agreement must be agreed in writing by both parties.
Acceptance & digital signatures
By signing, the parties accept the scope, fees, performance guarantee, and terms and conditions in this proposal. The agreement takes effect on [custom.agreementStartDate].
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Google Ads Proposal Template Overview
Clients handing over an ad budget want to know how it will be used and what they will see in return. This Google Ads proposal template gives you ready sections for goals, campaign structure, budget, reporting, and fees, so a client understands how their spend will be managed. Built as a reusable PPC proposal template, it also works as an AdWords proposal for clients who still use the older name.
The proposal generates in your agency's branding and adapts to each account. Share one link the client opens on any device, and keep every proposal filed by client, so reviews and budget changes start from the plan already agreed with that client.
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How to Use This Template
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Who Benefits From Google Ads Proposal Template?
PPC specialists, agencies, and business owners get the most from a proposal that explains how spend is managed.
PPC Specialist
Turn a discovery call into a clear offer, with campaign structure, reporting, and your management fee set out.
Agency Owner
Pitch paid search to new clients in one consistent format, so your team explains budgets and fees the same way.
Small Business Owner
Understand how your ad budget will be used, what you will be told each month, and what the management fee covers.
Marketing Manager
Compare Google Ads proposals on goals, structure, reporting, and fees, so choosing an agency becomes a clearer decision.
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Frequently Asked Questions
Everything you need to know about using this template
It should include campaign goals, account and campaign structure, budget, reporting, and management fees. A Google Ads proposal template gives you these sections ready to fill in, so the client understands how their spend will be managed.
Yes. Generate the first draft from a short prompt, then use AI to rewrite, tighten, or restructure any section in seconds.
Open with the client's goals, outline your campaign structure and targeting, set the budget and reporting schedule, then close with fees. Clear reporting promises help build client trust.
Fully. This proposal is editable end to end in the drag-and-drop editor, so you can add, remove, or reorder sections to match each account.
Yes. Add your own budgets, campaigns, and management fees straight into this proposal template, then adjust the wording to fit the client.
Yes. Your logo, colours, and fonts are pulled from your website and applied automatically, so the proposal looks on-brand without any manual design.
Explain how you will manage ad spend
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