The 9 Sections Every Digital Marketing Proposal Needs
Brief audit of client's current digital presence: website traffic (if shared), Google rankings for 3–5 target keywords, social media following, and ad account history. This shows you've done homework and establishes the baseline against which you'll report results.
Digital marketing is results-driven. Specify measurable goals — don't leave these vague. Use SMART metrics:
Be explicit about what's included and excluded. Common digital marketing services:
| Service | Typical Inclusions | Common Exclusions |
|---|---|---|
| SEO | On-page optimisation, technical audit, monthly reporting, 4 blogs/month | Paid link building, website rebuild |
| Google Ads (PPC) | Campaign setup, ad copy, weekly optimisation, monthly report | Ad spend (billed separately), landing page design |
| Meta Ads | Campaign setup, creative brief, A/B testing, reporting | Ad spend, video production |
| Social Media | 8–12 posts/month, captions, scheduling, engagement replies | Paid ads management, influencer sourcing |
This is the most important section for paid media freelancers. Always separate your management fee from ad spend:
- Your fee: Management, strategy, reporting — subject to GST @ 18%
- Ad spend: Goes directly to Google/Meta — client pays this separately (not through you if possible)
- If you collect and pass on ad spend, clarify it's a reimbursement and document with invoices
Specify: monthly report format (PDF/Google Data Studio/Looker Studio), what metrics are tracked, report delivery date (e.g., first 5 days of each month), review call cadence (monthly video call), and response time for queries (within 24 hours on working days).
Most digital marketing work is retainer-based. Options to present:
| Model | Pricing | Best For |
|---|---|---|
| Monthly retainer (fixed scope) | Set monthly fee for agreed deliverables | SEO, social media, content |
| % of ad spend | 10–20% of total ad spend managed | Paid ads (Google, Meta) |
| Performance-based | Base retainer + bonus per lead/sale | Lead gen campaigns with clear attribution |
| Project-based | Fixed fee for a defined project | Audits, campaign launches, one-time setups |
List what you need from the client before work can begin:
- Google Search Console and Google Analytics access (Editor role)
- Google Ads account access (Standard access minimum)
- Meta Business Manager access (Admin or Advertiser)
- Website CMS access (if on-page SEO is in scope)
- Brand assets: logo, brand guidelines, approved image library
- Content approval turnaround: maximum 48 hours for client review
Typical onboarding timeline for a full-service digital marketing retainer:
- Week 1: Access setup, audit, baseline documentation
- Week 2: Strategy document + content calendar approval
- Week 3: Campaign/content goes live
- Month 1 end: First performance report + strategy review
Break out pricing clearly. Include GST at 18% (SAC 998361 for marketing/advertising services, SAC 998313 for technical/SEO work). Require advance payment before campaign launch.
Digital Marketing Rates — India 2026
| Service | Freelancer (Solo) | Agency Rate |
|---|---|---|
| SEO (monthly retainer) | ₹15,000–40,000 | ₹40,000–1,50,000 |
| Google Ads management (% of spend) | 12–18% of ad spend | 15–20% |
| Google Ads management (flat) | ₹12,000–25,000/month | ₹30,000–80,000 |
| Meta Ads management | ₹10,000–20,000/month | ₹25,000–60,000 |
| Full-service digital marketing | ₹35,000–80,000/month | ₹80,000–3,00,000 |
| SEO audit (one-time) | ₹8,000–20,000 | ₹25,000–60,000 |
| Content writing (per 1000 words) | ₹500–2,000 | ₹2,000–5,000 |
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