Structure · Proposals & SOWs

Create a Paid Media Proposal Outline

Produce a tight, channel-specific paid media proposal outline that maps spend, channels, and projected CAC.

foundermanagerrepIntermediate⏱ 2 hours per proposal outline
When to use
Use this after a discovery call when you need to send a clean, decision-ready paid media proposal outline within 24 hours. Works for Google Ads, Meta, LinkedIn, or multi-channel pitches. Use it as the skeleton you fill in with discovery data, not a finished document.
The prompt
You are a paid media director at a digital agency who has managed eight-figure annual ad budgets across Google, Meta, and LinkedIn.
Agency: [AGENCY_NAME] | Client: [CLIENT_NAME] in [CLIENT_INDUSTRY] | Proposed monthly ad spend: [AD_SPEND] | Channels under consideration: [CHANNELS] | Management fee: [MGMT_FEE] | Goals: [PRIMARY_GOALS] | Discovery notes: [DISCOVERY_NOTES]
Create a paid media proposal outline that includes: current state assessment, proposed channel mix and spend split, campaign structure, targeting strategy, creative approach, projected CAC/ROAS range with stated assumptions, reporting cadence, and a 90-day roadmap.

- Tone: confident but realistic, never overpromise
- All projections must state the assumptions they rest on (CTR, CVR, AOV)
- Show spend split as a clean table
- Flag any channel that does not fit the goal — do not propose channels just to pad the deck
- Keep total outline under 1,200 words

Markdown outline with H2 sections, a spend allocation table, a projections table with assumptions, and a 90-day milestone list.
Variables
  • [AGENCY_NAME] — Your agency's name
  • [CLIENT_NAME] — Prospect company name
  • [CLIENT_INDUSTRY] — Client industry
  • [AD_SPEND] — Proposed monthly ad spend
  • [CHANNELS] — Channels you're considering (Google, Meta, LinkedIn, TikTok, etc.)
  • [MGMT_FEE] — Your monthly management fee or % of spend
  • [PRIMARY_GOALS] — Top business goals (leads, demos, revenue, CAC target)
  • [DISCOVERY_NOTES] — Key context from the discovery call
Example input
Agency: BrightHouse Media | Client: Northwind Apparel in DTC fashion | Proposed monthly ad spend: $40,000 | Channels: Meta, Google, TikTok | Management fee: 15% of spend | Goals: scale from $250K to $500K monthly revenue at 2.5x ROAS | Discovery notes: strong creative team in-house, weak landing pages, no post-purchase email
Example output
# Paid Media Proposal — Northwind Apparel

## 1. Where You Are
Currently $250K/mo revenue, 2.1x blended ROAS, Meta-only. Bottleneck: weak PDPs, no remarketing layer.

## 2. Proposed Channel Mix
| Channel | Monthly Spend | % | Role |
|---|---|---|---|
| Meta | $24K | 60% | Prospecting + retargeting |
| Google | $12K | 30% | Branded + shopping |
| TikTok | $4K | 10% | Top-of-funnel test |

## 3. Campaign Structure
Meta: ASC+ prospecting, DPA retargeting. Google: branded, shopping, non-brand search. TikTok: Spark Ads test.

## 4. Projections (90-day target)
| Metric | Range | Assumes |
|---|---|---|
| Blended ROAS | 2.6x–3.0x | CVR rises 25% from PDP fixes |
| Revenue | $410K–$490K | Spend ramps to $40K by day 60 |

## 5. Reporting
Weekly Loom + dashboard; monthly strategy call.

## 6. 90-Day Roadmap
Days 1-14 audit, 15-45 ramp, 46-90 scale + TikTok test.
Pro tips
  • Always cite the CVR/AOV assumption behind any ROAS projection — it protects you when reality differs
  • If a channel doesn't fit the goal, leave it out rather than pad the deck — it builds trust
  • Quote management fee as % of spend if budget is over $25K/mo, flat fee if under
Works with
ClaudeChatGPTGemini
Done with prompts? Time to install the system
Book a STAOS call
Related prompts