Facebook Ads Proposal Template (For Agencies)

Quick Answer

A great proposal answers 5 questions: What are you doing? Why? When? How much? What if it fails? Anything beyond that is filler. Use the template below for a clean 4-page proposal.

Page 1: Cover + Summary

PROPOSAL FOR: [Client Name]
PREPARED BY: [Your Agency]
DATE: [MM/DD/YYYY]
VALID UNTIL: [Date 14 days from now]

ENGAGEMENT SUMMARY (3 sentences)
We will manage [Client]'s Facebook & Instagram advertising to [primary goal]. The engagement is a [3/6/12] month commitment at [$X/month]. Expected outcome: [primary KPI].

WHY US (3 bullets)
- [Specific result for similar client]
- [Specialty or unique angle]
- [Process or tool advantage]

Page 2: Scope & Deliverables

WHAT'S INCLUDED

SETUP (Month 1)
- Pixel + Conversion API audit and fixes
- Account structure rebuild
- Custom Audience + LLA setup (10 audiences)
- Initial campaign launch (3 campaigns)
- Creative brief for first 15 ads

ONGOING (Monthly)
- Daily budget management
- Weekly optimization
- Bi-weekly creative refresh (5 new ads)
- Bi-weekly performance reports
- Monthly strategy review call
- Slack channel for async support

CREATIVE PRODUCTION
[ ] Included: Copywriting + concepting
[ ] Not included: Video production, photography
[ ] Add-on available: Studio production at $2k/quarter

REPORTING
- Real-time dashboard (Pix-Vu / Whatagraph / Looker)
- Weekly performance snapshot (email)
- Monthly executive summary (PDF)
- Quarterly strategic review (call + slides)

WHAT'S NOT INCLUDED
- Landing page builds (referral partner available)
- Email marketing
- SEO
- Influencer partnerships
- Other ad platforms (TikTok, Google) — separate quote

Page 3: Investment + Terms

PRICING

Option A: Performance Lite
$3,500/month
Up to $25,000 ad spend
3-month minimum

Option B: Performance Plus
$6,000/month
Up to $75,000 ad spend
6-month minimum
Includes monthly creative concepting

Option C: Performance Scale
$10,000/month
Up to $200,000 ad spend
12-month minimum
Dedicated strategist + creative director

ALL PRICING EXCLUDES AD SPEND
You pay Meta directly for ad spend. We never touch your money.

TERMS
- Net-15 invoicing
- Auto-renew unless 30-day notice given
- 30-day exit clause after minimum term
- Asset ownership: 100% yours
- Account access: Admin role to your BM

PAYMENT METHODS
- ACH (preferred, no fees)
- Wire (US/international)
- Credit card (3% surcharge)

Page 4: KPIs + Risks

SUCCESS METRICS

Primary KPI: [e.g., CAC under $40]
Secondary KPI: [e.g., 3.5x ROAS]
Tertiary KPI: [e.g., 200 new customers/mo]

90-DAY MILESTONES
Month 1: Build phase. Goal: positive ROAS in retargeting.
Month 2: Scale phase. Goal: profitable cold prospecting.
Month 3: Optimization. Goal: hit primary KPI consistently.

RISKS WE'VE PLANNED FOR
- iOS attribution gap → CAPI + UTMs + post-purchase survey
- Creative fatigue → Bi-weekly refresh cadence
- Audience saturation → New geos, new LLAs, new angles
- Q4 CPM spikes → Plan budget headroom

GUARANTEE
If by Day 90 we haven't hit the secondary KPI, we'll work the next month free.

NEXT STEPS
1. Review proposal
2. 30-min call to walk through (calendar link)
3. Sign engagement letter
4. Onboarding kickoff within 5 business days
5. First ads live within 14 days

[Calendar link to book call]
[Engagement letter download]

Optional Page 5: Case Study

CASE STUDY: [SIMILAR CLIENT]

THE BUSINESS
[1 sentence]

THE GOAL
[1 sentence + numbers]

WHAT WE DID
[3 bullets]

THE RESULTS
- Spend: $X
- Revenue: $X
- ROAS: X.Xx → X.Xx
- CAC: $X → $X
- Months to result: X

CLIENT QUOTE
"[Real testimonial]"
— [Name, Title]

Proposal Rules

Send within 24 hours of the discovery call.
One pricing option highlighted as recommended. Three options total.
End with one CTA. Calendar link to the next call.
Attach an engagement letter. Don't make them ask.
Follow up at 48hr, 5d, 12d. After that, mark cold.

Pix-Vu Closes Deals For Your Agency

Many Pix-Vu agency users win retainers by showing the prospect a live dashboard with their actual ads scored, fixed, and improved — before the proposal even lands. Demos > docs.

Use Pix-Vu in your sales pitch →