What to include in your marketing services proposal template
- Current state analysis (audit of channels, traffic, conversion)
- Defined KPIs with baseline and target
- Channel strategy (which channels, why, in what mix)
- Monthly deliverables breakdown
- Reporting cadence (weekly snapshots, monthly deep-dive)
- Tools included (or charged separately)
- Ad spend handling (passed through at cost vs. managed in your account)
- Contract length and termination clause
How to price it
Retainers beat project pricing for marketing. Aim for 6-12 month contracts. Common ranges: $1,500/mo (solo), $3,000-$8,000/mo (small agency), $10,000+/mo (mid-market). Always separate your fee from ad spend.
Common mistakes to avoid
- Promising specific results (rankings, conversions) without data
- Pricing per deliverable instead of per outcome
- No exit clause — clients feel trapped
- Mixing your fee with ad budget on the invoice
- No reporting structure — clients lose confidence by month 2
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.
Frequently asked questions
▸ How long should a marketing retainer last?
Minimum 6 months. Marketing compounds — you'll see early wins in 30 days but real results emerge between months 3-6.
▸ Should I guarantee results?
No. Reputable agencies don't. You can guarantee deliverables but not outcomes. Clients who insist on guarantees are usually the worst clients.
▸ How do I price ad management?
Either flat fee per channel or % of ad spend (typically 15-20%, capped). Never bundle ad spend into your fee.
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