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Social Media Ads Proposal Template

Paid media is the most KPI-driven service you can sell. Clients see exact dollars in, exact dollars out. The proposal must clearly separate your management fee from ad spend (a $5K/mo retainer manages a $50K ad budget — those are very different numbers).

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What to include in your social media ads proposal template

  • Channels managed (Meta, Google, TikTok, LinkedIn) with rationale
  • Monthly ad spend recommendation (separate from your fee)
  • Creative production scope (in-house or pass-through)
  • Audience strategy and pixel/CAPI setup
  • Reporting cadence and key metrics (CPA, ROAS)
  • A/B testing approach and budget
  • Pixel implementation and conversion tracking
  • Pause/resume policy

How to price it

Management fees: $1,500-$3,000/mo (small spend $5-15K/mo), $3,000-$8,000/mo (mid spend $15-50K/mo), $8K+/mo (large spend $50K+). Or % of spend (15-20%, capped). Always separate from ad spend in proposal.

Common mistakes to avoid

  • Mixing ad spend with management fee on the invoice
  • Promising specific ROAS or CPA without baseline data
  • Including unlimited creative in your fee (kills profitability)
  • No 'minimum spend' clause (small budgets can't optimize)
  • Free pixel/CAPI implementation (this is real engineering work)

Sample template content

Here's an example of what a complete proposal looks like for this niche. Use it as a starting point — you'll fill in your own details when you create one.

Scope of Work

Paid social management for [Client]: Channels: Meta (Facebook + Instagram), Google Ads (Search + Performance Max) Monthly deliverables: • Strategic planning and account audit • Campaign builds and optimization (5-8 active campaigns) • Daily monitoring and bid adjustments • 4 creative variations per active campaign per month (static + video) • Pixel/CAPI implementation and maintenance • Bi-weekly performance reports + monthly strategy call • Quarterly creative refresh and audience analysis Goals (90 days): • Establish ROAS baseline • Improve cost per qualified lead by 20% • Identify top-performing audience segments

Sample Line Items

DescriptionQtyTotal
Strategy & monthly planning1$800.00
Campaign management (Meta + Google)1$2,200.00
Creative production (8 assets)8$1,200.00
Pixel/CAPI maintenance1$400.00
Reporting & strategy call1$600.00
Total$5,200.00

Sample timeline: Month-to-month, 3-month minimum

Terms & Conditions

Management fee billed on the 1st of each month. Ad spend is separate and runs through client's accounts (Meta Business Manager, Google Ads). Agency does not advance ad spend. Creative production: 4 variations per campaign per month included. Additional at $200/static, $500/video. Minimum monthly ad spend: $10,000 (below this, manual optimization is uneconomical). No guarantee of specific ROAS — performance depends on offer, market, and seasonality.

Frequently asked questions

▸ Flat fee or % of spend?

Flat fee for spend under $30K/mo (predictable client cost). Percentage (15-20% capped) for larger budgets. Clients prefer flat at start, percentage scales better for you.

▸ Should I guarantee ROAS?

Never. Too many variables outside your control (offer, market, season). Guarantee deliverables (X campaigns built, Y reports sent) — never specific outcomes.

▸ Who owns the ad accounts?

Client. Always. Run ads in their Meta Business Manager / Google Ads, with your account as a manager. If client churns, they keep history.

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