Building a PPC proposal

The paid search side of the Proposal Builder is built around one number: what the prospect is willing to pay for a new customer. As you add platforms and keywords, it forecasts leads and customers and shows your cost per customer against that target.

Before you start

• Get the prospect's target cost per customer and close rate on the discovery call.
• Optional: a Google Keyword Planner export (CSV) for their main terms.
• Optional, if they already run ads: Google Ads exports for campaigns, search terms, search keywords, ad groups and locations.

1. Set the target cost per customer

Start a proposal and tick Paid Digital (see Starting a proposal). Under Which platforms, and at what spend?, the first field is Target cost per customer. Every platform is judged against it.

2. Pick the platforms

Turn on each platform you're proposing. Each one gets its own spend and is forecast on its own terms, then blended into one cost per customer.

• Google Ads. Search ads on the money keywords, priced per click.
• Local Services Ads. Ads above the search results, priced per lead. Add a recommended spend, a cost per lead and a lead conversion rate. There's no landing page rate, because the lead calls direct.
• ChatGPT Ads. Ads inside ChatGPT answers. It's new inventory, so the click price is a benchmark.
• Facebook Ads and TikTok Ads are marked coming soon.

3. Add keywords and check the forecast

For Google Ads, add search terms: Upload CSV from Keyword Planner, Paste them, or Build a seed list. The click price comes from the keywords, weighted by volume. Then set the landing page conversion and lead conversion rates.

The forecast shows clicks, leads and customers per month, with your cost per customer next to the target. Under target, it shows how much headroom you have per click before the campaign stops paying. Over target, cut the expensive keywords or rework the plan before you send it.

4. Audit an existing account (optional)

If they already run Google Ads and you have access, click What to export to see the reports, then Upload a report. The audit slides show what their money is buying today. No account yet? Skip it. The proposal just leaves out the audit slides.

These are manual uploads. Windsor powers your reporting after you win; the audit reads the exports directly.

5. Set the price

Choose how you charge: a flat monthly fee, a percentage of ad spend, or flat plus percentage (set the retainer, your share of spend and the point where it switches). You can add an optional setup fee.

The price unlocks the investment slide. Everything else is optional, and anything you skip just means one less slide.

6. Build, edit and send

Move to the outline and build the deck. To change it, see Editing a proposal with Claude.

After you win

PPC and LSA reporting dashboards are already in Agency OS, and clients see them in their portal. See Connecting a client's data sources.