Foundation
Brands testing paid acquisition for the first time
$2,000/mo
+ $2,000 setup · 3-month minimum
- Single platform (Google or Meta)
- Up to $10K/month ad spend managed
- Weekly optimization
- Monthly performance report
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ppc · proposal template
PPC Management Retainer
The PPC retainer template that closes paid-media accounts at $50K+ monthly spend.
PPC is the easiest service to commoditize and the hardest to differentiate. This template fixes that by leading with the strategic framework — campaign architecture, creative testing cadence, conversion tracking — before the management fee. Pricing is structured per platform + ad-spend tier so prospects can self-select.
Investment structure
Three pricing tiers, edit-in-place.
Setup fee + monthly retainer. Round numbers. Each tier includes everything below it plus specific upgrades. The middle tier is recommended — most clients pick it.
Growth
Companies with proven product-market fit ready to scale spend
$4,500/mo
+ $4,500 setup · 6-month minimum
- Everything in Foundation
- Two platforms (Google + Meta or LinkedIn)
- Up to $50K/month ad spend managed
- Bi-weekly strategy calls
- Creative testing framework
- Conversion tracking setup
Scale
Brands spending six figures monthly across channels
$10,000/mo
+ $10,000 setup · 12-month minimum
- Everything in Growth
- Multi-platform (Google, Meta, LinkedIn, TikTok)
- Up to $250K/month ad spend managed
- Dedicated media buyer
- Weekly creative production (4 ads/wk)
- Custom attribution dashboard
What's in this template
Cover, Executive Summary, Understanding Your Business, Proposed PPC Services, Our Paid Media Approach (Setup → Launch → Optimize → Scale), Timeline, Investment (3 tiers), Why Us, Case Study, Next Steps. Pricing tiers are tied to monthly ad-spend bands so the prospect can pick based on their commitment level.
How to price PPC in 2026
The healthy structure: setup fee for account audit + tracking + initial campaign build, then monthly retainer scaling with ad spend (not as a flat % which leaves money on the table at high spend). Foundation around $2,000/mo + $2,000 setup, single platform, up to $10K/mo spend. Growth at $4,500/mo + $4,500 setup for two platforms and up to $50K/mo spend. Scale at $10,000/mo + $10,000 setup for multi-platform six-figure spend with creative production. Performance bonuses on tier 2-3 are common and well received.
Common mistakes this template fixes
1) Quoting a flat % of ad spend — it disincentivizes you to recommend the right channel mix and caps your fee at the budget the client picks. 2) No mention of creative testing cadence — the #1 reason PPC retainers fail. 3) Missing conversion tracking scope (it's table stakes but agencies forget to call it out). 4) Vague platform list — "all major platforms" undersells. List Google, Meta, LinkedIn, TikTok by name with platform-specific tactics.
When to use this template
You're pitching a 6+ month paid-media engagement at $5K+ monthly spend. The client has tried boosted posts or in-house Google Ads and hit a ceiling. They need someone who'll think strategically about funnel + creative + bid strategy, not just "manage the account." This template signals you operate at that level.
Editable in AgencyPitch
Tweak the platform list per client. Adjust ad-spend bands. Add a performance bonus structure. AI rewrites in your voice. Auto-applies your brand. Trackable share link.
The 10 sections in this template
- 01Cover
- 02Executive Summary
- 03Understanding Your Business
- 04Proposed PPC Services
- 05Our Paid Media Approach
- 06Timeline
- 07Investment
- 08Why Us
- 09Case Study
- 10Next Steps
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