The short answer
To write a digital marketing proposal, start with a one-page summary of what you found and recommend. Show three findings from your audit with screenshots, then your funnel strategy, SMART goals, a clear list of deliverables, a timeline and the investment (your fee plus ad budget). Keep it to 10–15 slides and present it live.
Before you start
By the end of this SOP
A 10–15 slide proposal, presented live, with a clear next step.
- Time
- 3–5 hours
- You’ll need
- Kickoff call notes (SOP 039), an audit of their accounts or competitors, and a budget estimate (SOP 036).
- Who does this
- The freelancer or agency strategist.
About this SOP: why it matters, where and when
Why it matters: Specific findings and clear deliverables win clients and prevent scope arguments later.
Where: In Google Slides, Canva or your slide tool.
When: After the kickoff call and audit, before work starts.
Stage 1
Do the homework first
- 1
- 2
Pick three findings:
- One problem in their own account or website, with the fix.
- One opportunity in their market.
- One idea from a competitor they’re not doing yet.
Tip
Screenshots of their own data are more convincing than any slide about your agency.
Stage 2
Build the deck
Keep it to 10–15 slides in this order.
- 1
Executive summary (1 slide): what you found and what you recommend, in five bullets.
- 2
Findings (3 slides): issue or opportunity, evidence (screenshot), and your solution.
- 3
Funnel strategy (1–2 slides): the funnel map (SOP 084), who you target at each stage, landing pages or lead magnets needed, how you’ll track it, and ad spend by stage.
- 4
Goals (1 slide): SMART goals, e.g. “60 qualified demo bookings per month by March at under ₹400 each.”
Watch out
Set goals you can influence and measure. Never promise guaranteed sales or rankings.
- 5
Deliverables (1–2 slides): exactly what you will do, e.g. tracking setup, 2 landing pages, 8 ad creatives a month, campaign management, monthly report. And what isn’t included.
- 6
Timeline (1 slide): month by month, what happens and when results can be expected.
- 7
Investment (1 slide): your fee, the recommended ad budget (paid directly to Meta or Google), and payment terms.
- Pick a pricing model: fixed monthly retainer, setup fee + retainer, or retainer + a bonus on qualified leads. Never tie your fee to sales you don’t control.
- Terms: monthly fee paid in advance, a minimum term (e.g. 3 months) with 30 days’ notice, number of creative revisions included, and the rate for extra work.
- Tax: if you’re GST-registered, quote “+ 18% GST”. Corporate clients may deduct TDS from your payment; mention it so nobody is surprised.
- Give forecasts as ranges with assumptions (budget, cost per lead, the client’s follow-up speed), not single promises.
- Add a validity date, e.g. “This proposal is valid for 15 days.”
- 8
Client responsibilities (1 slide): approvals within 48 hours, calling new leads within an agreed time, sharing photos and videos, and confirming the client owns every ad account.
- 9
Next step (1 slide): e.g. “Approve by Friday to start setup on Monday.”
Stage 3
Present and follow up
- 1
Present it live on a call or in person. Don’t just email a PDF.
- 2
Send the PDF afterwards with a short recap and the next step.
- 3
Follow up after 3 days if there’s no reply, and answer every question in writing.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Write a 10-slide proposal for a real local business using findings from your own audit. Present it to your mentor for feedback.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
How long should a digital marketing proposal be?
Usually 10–15 slides. Enough to show insight and a clear plan, short enough to present in 30 minutes.
Should the ad budget be included in my fee?
Keep them separate. Your fee is for your work; the ad budget is usually paid directly by the client to Meta or Google.
Done. That’s a real skill, not a certificate.
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track