Marketing proposal 9 min read

What a digital marketing proposal for your business should include

A good proposal should explain what will be done, why, who is responsible and how the result will be measured. A list of services without goals and deliverables is hard to evaluate.

Published by INFINITY DIGITAL SOLUTIONS · Updated 12 August 2026

The short answer

A digital marketing proposal should include the goal, the recommended channels, the monthly deliverables, the media budget shown separately from the agency's fees, the timeline, responsibilities, account access and the reporting method. It should also state what is not included, so that proposals can be compared fairly.

Goals and measurable indicators

Instead of general promises about visibility, the proposal should define the result being pursued: enquiries, sales, bookings or cost per lead. Secondary indicators, such as traffic and rankings, should be tied to the commercial goal.

Deliverables, frequency and who is responsible

It should be clear how many pages, campaigns, articles, assets or reports are included, when they are delivered and who approves them. For SEO, technical work, content and authority building are worth listing separately.

Media budget and service fees

The budget paid to Google or Meta is not the same thing as campaign management. The proposal should separate the two and state any additional costs for design, development, tools or landing pages.

Accounts, data and ending the engagement

The business should know who owns the accounts, pixels, audiences, domain and the materials created. The proposal or contract should explain access, confidentiality, the minimum term and what happens to the data when the engagement ends.

Frequently asked questions

Should the ad budget be included in the agency's price?

It is clearer when it is shown separately. That way you can see how much actually goes to the advertising platform and how much covers strategy, management and optimisation.

Can an agency guarantee a number of customers?

It cannot fully control the market, pricing, the sales team or the customer's decision. It can set estimates, goals and an optimisation process based on data.

Who should own the marketing accounts?

Normally the business should keep ownership of, and administrative access to, its own accounts, and the agency should be given the access it needs to do the work.

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