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How to Create an Effective Google AdWords Proposal Template

best google adwords proposal template

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Are you tired of submitting lackluster proposals that fail to impress your potential clients? If you’re in the digital marketing industry, you know that Google AdWords is a powerful tool that can drive traffic, leads, and sales to businesses. However, convincing clients to invest in AdWords requires more than just technical expertise. You need to create a proposal showcasing your skills and expertise while addressing your client’s specific needs. That’s where a well-designed and effective Google AdWords proposal template comes in.


In this article, we’ll walk you through the critical steps to creating a proposal template for Google ads to help you win more clients and grow your business. From researching your client to using data to support your proposal, we’ll provide all the tips and strategies you need to create a winning proposal template to set you apart from the competition.

Section 1: Researching Your Client

Before creating an effective Google Ads proposal template, you need to deeply understand your client’s business.

This involves researching their industry, target audience, and competitors.

Here’s why this step is crucial:

Understanding your client’s business

When you look deep into your client’s business, you can identify their unique selling proposition (USP) and how it differs from their competitors. This helps you to create a proposal that speaks directly to their needs and goals. This prep will allow you to craft a better PPC campaign.

Conducting research

There are several ways to research your client’s business. You can start by reviewing their website, landing pages, and social media channels, looking at their products or services, and identifying their target audience. You can also use tools like Google Trends and SEMrush to gain insight into their industry and competitors.

Tailoring your proposal

Once you have a solid understanding of your client’s business, you can tailor your proposal to meet their specific needs. For example, if your client is a local business, you might suggest targeting ads to their specific geographic area. Or, if they have a seasonal business, you might recommend running AdWords campaigns during peak seasons to maximize their ROI.

Researching your client’s business is essential in creating an effective Google AdWords proposal template. By understanding their business, conducting thorough research, and tailoring your proposal to their needs, you can create a proposal that resonates with your client and sets you apart from your competitors.

Section 2: Choosing the Right Format for Google ads proposal template

Once you’ve completed your research and understand your client’s business well, it’s time to create your proposal for the Google Adwords campaigns.

One important consideration at this stage is choosing the right format for your proposal. Here are some different formats to consider, along with their pros and cons:


This is a popular format for proposals as it is easy to create and share and maintains consistent formatting across devices. However, it can be challenging to make changes once the proposal is finalized.

PowerPoint/Google Slides

These formats allow you to create animations and visually appealing presentations with graphics and images. They are ideal for proposals that require a lot of visuals or need to be presented in person. However, they can be time-consuming to create and may not be as easily shareable as a PDF.

Word/Google Docs

These formats are best suited for text-heavy proposals that require a lot of detail. They allow you to make changes and edits easily and can be easily shared and collaboratively edited. However, they may not be as visually appealing as other formats.

When choosing the right format for your client, consider their preferences and needs. If they are a visual company, they may prefer a presentation format, whereas if they are more data-driven, they may prefer a document format.

Once you’ve selected a format, make sure to format your proposal in a visually appealing and easy-to-read way. Use headings, subheadings, and bullet points to break up large blocks of text and include relevant images and graphics. Ensure your proposal is consistent with your branding and uses a professional-looking font. Using Google Docs to write down search ads is ideal.

Choosing the right format for your PPC proposal template is an important consideration. Consider your client’s needs and preferences, and make sure to format your proposal in a visually appealing and easy-to-read way.

Section 3: Writing the Best Google Adwords Proposal template

Now that you’ve researched your client and chosen the right format for your proposal, it’s time to start writing.

Here are the key elements of an effective Google AdWords proposal template:

  • Executive summary: This should be a brief overview of your proposal, highlighting your understanding of your client’s business, their goals, and how your AdWords services can help them achieve those goals.
  • Description of services: This section should provide a detailed overview of the AdWords services you will provide, including campaign setup, keyword research, ad creation, and ongoing optimization.
  • Pricing: Clearly outline the costs of your AdWords services, including any setup fees, monthly management fees, and ad spending.
  • Timeline: Provide a timeline for the implementation of your AdWords campaign, including milestones and key deliverables.

When writing your proposal, make sure to use persuasive and compelling language that highlights your expertise and showcases your ability to deliver results. Use data to support your recommendations and show your client the value of investing in AdWords to reach the top of search results.

To tailor your proposal for a potential client, address their pain points and goals. Use language that resonates with their industry and audience, and highlight how your Google Ads services can help them achieve their unique business objectives.

An effective Google AdWords proposal template includes an executive summary, a description of services, pricing, and a timeline for rolling out PPC campaigns. Use persuasive language and data to support your recommendations, and tailor your proposal to your client’s specific needs and goals.

Section 4: Using Data to Support Your Proposal

To create an effective Google AdWords proposal template, it’s important to use data to support your recommendations. This also makes it easy for you to do campaign management later.

Here are some tips for incorporating data into your proposal:

Conduct keyword research

Use tools like Google Keyword Planner to identify relevant keywords and search terms related to your client’s industry and audience. Incorporate these keywords into your proposal to demonstrate your understanding of their business and highlight your AdWords services’ potential impact.

Use Google Analytics

If your client already has a website, use Google Analytics to gather data about their website traffic and audience demographics. This information can help you make data-driven recommendations for AdWords campaigns that are tailored to their target audience.

Show potential impact

Use data to show the potential impact of your AdWords services on the client’s business. For example, use case studies or benchmarks to demonstrate how AdWords campaigns have improved conversion rates or increased revenue for similar businesses in the same industry.

When using data in your proposal, clearly explain what the data means and how it relates to your recommendations. Use charts and graphs to make the data easier to understand and visually appealing.

Using data to support your Google AdWords proposal template is essential for demonstrating the potential impact of your services on your client’s business. Conduct keyword research, use Google Analytics, and show potential impact to create a data-driven proposal that showcases your expertise and ability to deliver results.

Frequently Asked Questions

What should be included in an executive summary of a Google AdWords proposal template?

An executive summary should provide a brief overview of the client’s business, goals, and the AdWords services you propose. It should also highlight the potential impact of your services and any key metrics or benchmarks that will be used to measure success.

How should I format my Google AdWords proposal template to make it visually appealing?

Use a format that is easy to read and visually appealing, such as a PDF or PowerPoint presentation. Use images, graphics, and charts to make the proposal more engaging and to help explain complex ideas. Make sure the design is consistent and professional throughout the proposal.

How do I determine the pricing for my AdWords proposal?

Pricing for AdWords services should be based on factors such as the client’s budget, the scope of work, and the complexity of the campaigns. It’s important to provide a detailed breakdown of the costs and to explain how the pricing was determined in your SEO proposal template. You can also provide different pricing packages or campaign structure options.

How can I use data to support my AdWords proposal?

Conduct keyword research and use tools like Google Analytics to gather data on the client’s industry and audience. Use this data to inform your AdWords campaign recommendations and demonstrate your services’ potential impact. You can also use case studies or benchmarks to show how AdWords campaigns have improved conversion rates or increased revenue for similar businesses in the same industry.

How do I tailor my AdWords proposal to the client’s specific needs?

Research the client’s business, industry, and target audience to understand their goals and challenges. Use this information to tailor your AdWords recommendations and explain how your services will address their needs. Provide examples of how you have successfully helped other clients with similar challenges to demonstrate your expertise and ability to deliver results.


Creating the best Google AdWords proposal template is crucial in winning new clients and growing your business. We encourage readers to use the tips and strategies discussed in this article to create their own successful AdWords proposal templates. By following these best practices and tailoring your proposals to your client’s unique needs and goals, you can create compelling proposals that win new business and help your agency grow.


Rob Warner
Rob Warner

Rob Warner is a numbers man turned marketing geek. Rob walked away from a successful career in business finance to fulfill his ambition to be a professional marketer. He went from learning the fundamentals of Google advertising to now being a member of the Google Partners Executive Council and with a worldwide team managing over $20 billion of advertising spend a year on behalf of the marketing agencies and their clients. Rob started his own agency in 2012, having already acquired a client base with no larger marketing strategy than just word of mouth.

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