How to compare marketing proposals

Points to check

• Put setup, monthly fees, media spend and third-party tools in separate columns. Confirm whether VAT is included.
• Check how many assets or campaigns will be produced, who owns them and how revisions are handled.
• Record the minimum term, notice period, access to accounts and what is delivered at exit.

Start with the brief

Write down the business outcome you need, the people you want to reach and any practical constraints. This makes it easier to judge whether a suggested service or platform is appropriate.

Two proposals can have similar prices and very different deliverables.

Compare the work, not just the headline

Ask providers to describe the deliverables, who will do the work, what they need from you and when the result will be reviewed. A written proposal should distinguish included work from optional extras.

• Campaign structure and targeting
• Ad copy and landing-page advice
• Conversion tracking and regular optimisation

Questions worth asking

• Is ad spend separate from the management fee?
• Who owns the advertising account?
• Which conversions will be reported?

Compare account ownership, hours, content, measurement, reporting and exit terms line by line.

Make a fair comparison

Use the same brief for each provider, request any missing details in writing, and consider ownership and ongoing support alongside price. You can use the free worksheet to record the answers.