PAY PER CLICK ADVERTISING PROPOSAL TEMPLATE
Prepared for:
Sarah Mitchell
Mitchell & Co.
Prepared by:
Daniel Reyes
Acme Climate Co.
Page 1 of 8
Campaign Overview
What we’re running, why it works, and how we’ll execute.
Summary strip
Objective: Primary Objective
Platform: Platform (e.g., Google Ads, Microsoft Ads)
Target location: Target Location
Duration: Campaign Duration
Primary conversion: Conversion Event
Approach (3 steps)
Build the foundation: tracking, structure, keywords
Launch & learn: controlled testing for best performers
Optimise & scale: improve cost per conversion and volume
Target Audience & Intent
PPC targets intent, not just demographics.
Primary customer
Who: Target Audience
Where: Target Location
Needs: Customer Need1, Customer Need2
Decision drivers: Buying Trigger1, Buying Trigger2
Search intent categories
High-intent (“ready now”): “Keyword Example High Intent” | Problem-aware: “Keyword Example Problem” |
Comparison: “Keyword Example Comparison” | Brand & competitor (optional): “Brand Keyword, Competitor Keyword” |
Quality controls
Exclude irrelevant searches with negative keywords
Focus budget on conversion-ready queries
Filter by locations and/or service radius Service Radius
Keyword Strategy & Campaign Structure
A clean structure makes optimisation easier and cheaper.
Structure approach
Campaign 1: Service Type | High Intent
Ad Group A: Keyword Cluster1
Ad Group B: Keyword Cluster2
Campaign 2: Service Type | Location-based
Ad Group A: Target Location + Service Type
Campaign 3: Remarketing (optional)
Past visitors, quote starters, form abandoners
Ads, Extensions & Landing Pages
Better ads & better landing pages equals to lower cost per result.
Headline examples
Service Type in Target Location
Get Outcome Today
Trusted by Customer Type
Fast, Reliable Service Type
Description examples
“Looking for Service Type? Get professional help with transparent pricing and fast turnaround. Request a quote today.”
“Serving Target Location businesses with proven results. Speak with a specialist now.”
Ad extensions
Sitelinks: Sitelink1, Sitelink2, Sitelink3
Structured snippets: Services: Service List
Call extension: Phone Number
Location extension: Business Address
Lead form extension (optional)
KPIs & Optimisation
We measure what matters and improve it continuously.
Primary KPIs | Target |
CTR | Target CTR% |
CPC | Target CPC% |
Conversion rate | Target Conversion Rate% |
CPA (cost per lead/sale) | Target CPA% |
Monthly conversions | Target Conversions% |
Optimisation routine
Weekly search term review + negative keyword updates
Bid and budget adjustments based on conversion value
A/B testing ad copy and extensions
Landing page recommendations to improve conversion rate
Quality Score improvement (relevance + landing page experience)
Pricing & Investment
Transparent fees for setup, management, and optimisation.
Description | Term | Price | Monthly Price | Amount | GST | Total |
|---|---|---|---|---|---|---|
Account & conversion tracking setup | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Keyword research & campaign structure | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Initial ad copy & extensions setup | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Launch QA checklist | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Ongoing optimisation & testing | 1 Month | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Search term mining & negatives | 1 Month | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Budget pacing & performance tuning | 1 Month | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Monthly reporting | 1 Month | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Landing Page build | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Remarketing campaign | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Display/Youtube expansion | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
Competitor campaign | One-off | $1.00 | $1.00 | $1.00 | $0.10 | $1.10 |
| Price | GST | Total | |
|---|---|---|---|
| Monthly Cost | $4.00 | $0.40 | $4.40 |
| Full Term Cost | $4.00 | $0.40 | $4.40 |
| One-off Costs | $4.00 | $0.40 | $4.40 |
| Total | $8.00 | $0.80 | $8.80 |
Terms & Acceptance
Simple terms to start clean and move fast.
Terms
Scope of services aligned to proposal deliverables
Client access & approvals within Approval Timeframe Days business days
Invoice due in Invoice Due Days days
Performance disclaimer (no guaranteed results)
Termination with Termination Notice Days days notice
Acceptance CTA
Approve & Launch PPC Campaign
Signed by:
Sarah Mitchell
Mitchell & Co.
Signed by:
Daniel Reyes
Acme Climate Co.
Swipe · 8 pages · 1 / 8
About this template
How this proposal works
A professional PPC advertising proposal template built for Google Ads and search campaigns. Perfect for showcasing keyword strategy, ad copy, extensions, conversion tracking, optimisation plans, pricing, and performance reporting for lead generation or sales-driven advertising campaigns. The 8 pages cover Cover Page, PPC Overview, Target Audience & Intent, Keyword Strategy & Campaign Structure, Ads, Extensions & Landing Pages, KPIs & Optimisation, Pricing and Terms & Acceptance. Start from this proposal, add your logo, prices and terms, then send it as a live link your client signs online.
Questions
Before you start
Is this pay per click advertising proposal template free?
Yes. Start a free 14-day QuoteCloud trial, no credit card needed, and the template opens ready to edit with your company details and logo.
Can clients sign it online?
Yes. The template has e-signature fields, so clients sign from any device and you are notified the moment they do.
Can clients choose optional extras?
Yes. Mark any line as optional and clients tick it on or off themselves; totals and tax update instantly.
Can I change the branding and sections?
Everything is editable: colours, fonts, images, page order and every section of text.
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