Google Ads Proposal Builder: a media plan and costs for your client
Build a client proposal: media plan, estimated leads, spend with GST, your fee and timeline, ready as a PDF.
- Free to use
- Runs in your browser
- No sign-up
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Add the client, the monthly budget and the campaigns, or try the example: an agency in Nagpur pitching a gym in Pune.
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About the Agency Proposal and Media Plan Builder
Type your client's business, goals and areas, the monthly ad budget, your management fee and the campaigns you plan, with the cost per click and conversion rate you expect for each. You get a proposal a business owner can read: a summary, a media plan with estimated clicks and leads, the monthly cost with ad spend, 18% GST and your fee, a timeline, what is included, what the client must provide and your terms. Print it or save it as a PDF, copy it as text or download the plan as a CSV. It runs in your browser: the draft is saved on this device only, and your logo is not uploaded.
How it works
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Step 1
Add your agency and logo, the client's business, goals, services and areas, the monthly ad budget and your fee: fixed, a percentage of ad spend, or both.
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Step 2
Split the budget between campaigns and type your own estimate of cost per click and conversion rate for each. Then set the start date, the set-up and learning weeks and the length of the plan.
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Step 3
Tick what is included and what the client must provide, add your terms and check the warnings. Then select Print or save as PDF, copy the proposal as text or download the plan as a CSV.
How the estimates are worked out
Each campaign's budget is its share of the monthly budget. Estimated clicks are that budget divided by your assumed cost per click, and estimated leads are those clicks multiplied by your assumed conversion rate. The daily budget is the monthly budget divided by 30.4, as Google Ads Help suggests. The tool adds no benchmarks, so the numbers are only as good as your estimates: base them on the client's past results where you can. The proposal labels every one of them as an estimate, not a promise.
Costs, GST and who owns the account
Advertisers in India billed by Google India pay 18% GST on ad spend, shown on Google's invoice to the payments profile the account is billed to. GST on your own fee is the rate you type: the tool gives no tax advice. The proposal always asks for a Google Ads account in the client's own name, with someone from their business as Admin, since only an Admin can add or remove users. It links to our Account Ownership and Access Checklist, which explains the steps.
What this tool cannot do
It does not sign in to Google Ads or look up real costs per click, so it cannot forecast results: the clicks and leads are simple arithmetic on your own numbers, and real costs change from day to day. The proposal is a starting point, not a contract or legal or tax advice. Read it, change the wording to your own and agree the terms with your client.
Frequently asked questions
How do I estimate cost per click and conversion rate for a client?
If the client has run Google Ads before, use their own results: the Campaigns report shows average CPC and conversion rate. For a new account, use what you have seen with similar clients and say in the proposal that the numbers are assumptions. This tool adds no industry benchmarks, and the proposal labels every estimate as one.
Should the agency or the client own the Google Ads account?
We suggest the client. The account should be in the client's business name, with someone from their business as Admin, and the agency added as a user or linked through its manager account. Only an Admin can add or remove users and change access levels. Our Account Ownership and Access Checklist explains how to check this.
Is GST charged on Google Ads spend in India?
Yes. Advertisers billed by Google India pay 18% GST on ad spend, as IGST or as CGST plus SGST depending on the billing state, and Google's invoice shows it. The Cost column in Google Ads is spend before tax. The proposal shows ad spend, the GST on it and your fee as separate lines.
How do I set a daily budget from a monthly budget?
Divide the monthly budget by 30.4, the average number of days in a month. A campaign can spend up to twice its average daily budget on a busy day, but you are not charged more than 30.4 times it in a month. The media plan shows the daily budget for each campaign.
Is my draft saved, and can I add my logo?
Yes. What you type is saved in this browser, so you can come back to it, and Clear the form removes it. Pick your logo from your computer: it shows on the proposal and in the PDF, but it is not uploaded or saved, so pick it again next time. To make a PDF, select Print or save as PDF and choose Save as PDF as the printer.
Related reading
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