Attention / campaign operating studio

A paid social proposal for an online brand whose Meta ads cost more each month. It covers the changes planned, cost per new customer over time, how weekly tests work, the monthly work, the first 90 days, a similar brand’s results and three plans by monthly ad budget.

Paid Social and Meta Ads Proposal

<h1 style="font-family:Barlow Condensed;font-weight:700;line-height:1;text-align:left;color:#94232C"><span style="font-size:clamp(42px,12cqw,106px)">Paid social<br>+ Meta ads</span></h1>

<p style="font-family:Inter;color:#94232C;text-align:left;font-size:18px;line-height:1.5">Proposal for {{CLIENT_COMPANY}}<br>by {{SELLER_COMPANY}}</p>

Overview

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Thank you for the conversation</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">You want Meta ads to bring in new customers at a cost that works, and to know which ads are doing it.</p>

<p>Hello {{CLIENT_NAME}},</p>
<p>A year ago your Facebook and Instagram ads brought in new customers for about $110 each. Today that cost is $165, on a budget of around $30,000 a month. The same few ads have run since spring, and Meta reports fewer sales than your Shopify store, so it is hard to tell what is working.</p>
<p>We would fix the tracking first, then test new ads every week and move budget to the ones that bring in customers. You would see the results every Monday.</p>
<p><strong>{{SELLER_NAME}}</strong><br>Paid social lead, {{SELLER_COMPANY}}</p>

Introduction

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Where your ads stand today</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">What we saw in your ad account and Shopify data. We will confirm each point in the first week.</p>

Cost per new customer by month

<p>Cost per new customer rose from $110 in April to $165 in September, on a similar budget.</p>

Each new customer costs more

<p>Most spend goes to four ads made last spring. People have seen them many times, so fewer click.</p>

The same ads for months

<p>Meta reports about 30% fewer purchases than Shopify, because the Conversions API is not set up.</p>

Meta misses sales

<p>Changes happen when there is time, several at once, so nobody can say which one helped.</p>

No testing plan

Your situation

<h2 style="font-family:var(--proposal-font-accent);font-weight:500;line-height:1.14"><span style="font-size:clamp(30px,4.2cqw,52px)">We recommend fixing your tracking first, then testing two new ads every week.</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Accurate tracking gives Meta the right sales to learn from. Weekly tests then show which ideas bring in customers, and budget follows the winners.</p>

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">How every test works</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">One idea at a time, so every result tells you something.</p>

<p>For example a new opening line, a customer video or a different offer.</p>

Pick one idea

<p>The same ad with one change, so the difference is clear.</p>

Make two versions

<p>Both versions get the same budget and the same audience.</p>

Run for seven days

<p>The better ad stays and gets more budget. We write down what we learned.</p>

Keep the winner

How we test

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">What you get each month</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Everything in the Growth plan.</p>

<p>Not included: your ad budget, which you pay to Meta directly, product photography, and changes to your website or store. We can quote for these.</p>

What you get

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">The first 90 days</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Work starts on {{START_DATE}}. Each month ends with a review call.</p>

<p>We connect the Conversions API, check every event and review your ads, audiences and spend.</p>

Fix tracking and review the account

<p>Eight new ads tested in pairs. Budget moves to the ads with the lowest cost per new customer.</p>

First tests

<p>More budget for the winning ideas, new tests on offers and landing pages, and a plan for the next quarter.</p>

Scale what works

The first 90 days

<p><strong style="font-size:1.15em">{{SELLER_NAME}}</strong><br>Paid social lead, {{SELLER_COMPANY}}</p>
<p>Eight years running Meta ads for online shops, with budgets from $10,000 to $250,000 a month. Your point of contact for strategy, budgets and reports, working with:</p>
<ul><li>A creative strategist who plans and briefs every test</li><li>A designer and a video editor for new ads</li><li>An analyst who checks your tracking each month</li></ul>

Who you will work with

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Results for a similar brand</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">A brand with a similar budget, and what changed in ten weeks.</p>

Results for a similar brand

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Monthly fee</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Three plans, based on your monthly ad budget. We recommend Growth.</p>

Starter

Growth

Scale

<p>Fees are in USD, exclude tax and are invoiced monthly in advance. Your ad budget is paid to Meta directly and is not included. The first month includes the tracking fix at no extra cost. This proposal is valid until {{VALID_UNTIL}}.</p>

Monthly fee

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Common questions</span></h2>

<p>No. You pay Meta directly with your own card, and the ad account stays yours. Our fee covers the work only.</p>

Do we pay the ad budget to you?

<p>Tracking is fixed in the first two weeks. Most clients see which ideas work within six weeks, and lower costs within three months.</p>

How soon will we see results?

<p>Our designer and video editor, from your product photos, customer videos and footage we brief. We can also book creators to make videos, as an extra.</p>

Who makes the ads?

<p>Yes. You see every ad before it runs and can ask for changes. Two rounds of changes are included.</p>

Do we approve each ad?

<p>Yes, with 30 days’ notice. Most clients move plans when their ad budget changes.</p>

Can we change plans?

<p>After the three-month minimum, either of us can end the agreement with 30 days’ notice. You keep the ad account, the ads and every report.</p>

What if we want to stop?

Questions

<p style="font-size:18px;letter-spacing:.08em;text-transform:uppercase">{{SELLER_COMPANY}}</p>

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Next steps</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">How we start.</p>

Paid Social and Meta Ads Proposal - Preview