Connect activity to a business objective
Service proposal builder
Digital marketing proposal.
Build a digital marketing proposal with a channel plan, delivery responsibilities, media-spend boundaries and reporting clients can understand.
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A worked scope example
What to include in a digital marketing proposal
A small business wants a monthly campaign across two agreed channels. It needs a content calendar, approved creative, campaign monitoring and a report tied to enquiries.
Illustrative planning example. Confirm the actual scope, fees and terms with your client.
1.Strategy
Name the audience, campaign objective, two channels and primary conversion action. Set the review period and baseline before launch.
2.Production
List the number and format of assets, who supplies photography or video, and the included revision rounds. Avoid an undefined promise of unlimited content.
3.Campaign management
Separate media spend from your service fee. Define account ownership, approval of budgets, monitoring cadence and escalation for campaign issues.
4.Reporting
Agree the reporting date, campaign metrics and attribution limits. Explain what will be tested next rather than presenting every interaction as a sale.
Keep exclusions explicit
Advertising spend, influencer fees, shoots, landing-page builds and additional channels are separate unless included in the chosen package.
Define client responsibilities
Ask for account access, approved brand assets, offer details, a budget owner and a named approver. Define response times so missed approvals do not become an unspoken delivery commitment.
Ask before you price
- Which conversion should the campaign optimise for?
- Who pays the platforms and owns the accounts?
- How many assets, channels and revision rounds are included?
Built to remove ambiguity
A proposal your client can understand—and act on.
Keep ad spend and third-party costs distinct from your fee
Set honest measurement expectations without performance guarantees
Before you generate
Bring the facts that make this proposal specific.
A useful first draft depends on the commercial detail only you learned in discovery. Capture these before writing:
- The client’s current situation and desired outcome
- The exact deliverables, dependencies and exclusions
- Budget signal, currency and preferred payment milestones
- Decision makers, approval process and timing
- Relevant proof you can support
- The next action you want the client to take
A better brief
Describe the decision, not only the deliverables.
For a digital marketing proposal, explain why the work matters now, what a successful engagement changes and which trade-offs the client is weighing.
Useful brief direction
“Build a proposal that helps the client connect activity to a business objective. Include business objective, audience and channel strategy, campaign and content plan, clear boundaries, three meaningful options and a recommended next step.”
Questions, answered
Before you start.
Can I separate ad spend from my fee?+
Yes. Keep media budgets and third-party costs clearly separate from your professional fee.
Does it promise leads or ROAS?+
No. It helps you define measurement and optimisation work without guarantees you cannot support.
Can I offer monthly retainers?+
Yes. Use recurring packages and make the cadence, approvals and notice period explicit.
Start with the right structure.
Add your client context and shape a complete first draft in minutes.
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