What should a digital marketing proposal include?
A good digital marketing proposal tells you what the agency will do, what it will cost and how you'll know it worked. If a proposal from a digital marketing agency is all services and no numbers, ask for the missing parts before you sign.
ShoaibUpdated 3 min read
What are the must-have sections?
| Section | What to look for |
|---|---|
| Goal | One clear business result, e.g. more enquiries or online sales |
| Channels | Which platforms (Meta, TikTok, Snapchat, Google, SEO) and why |
| Budget split | Ad spend vs agency fee, shown separately |
| KPIs | What counts as a result and the target cost for it |
| Timeline | What happens in month one, two and three |
| Reporting | How often, in what format, and with which numbers |
| Account ownership | Whose name the ad accounts sit under |
| Fees and terms | Monthly or per project, notice period, what's extra |
How do I check the KPIs are real?
Google Ads Help explains that you choose what counts as a conversion, like a purchase, sign-up or phone call. A proposal should say which of these it will track and how it will be set up. Likes and reach alone are not a business goal. If you haven't decided your own target yet, start with how to set marketing goals.
Why does account ownership belong in the proposal?
Because it's hard to fix later. Meta's Business Help Center describes giving a partner access to assets like ad accounts and Pages, with full or partial access, so your business can keep ownership. Google Ads Help notes that a manager account can't change a client account's sign-in details, and the client can unlink it at any time.
What makes a proposal better?
Your brief. The clearer your input, the sharper the plan: see how to brief a marketing agency. And check whether the fee model suits you in retainer or project.
Want a second opinion on a digital marketing proposal before you sign? See our growth consulting service.