How to Create a Facebook Ad Management Proposal that Converts

Setup Fees

Along with a monthly retainer, you’ll want to include a setup fee in your proposal. This covers the time you’ll spend onboarding the client, attending strategy sessions and gathering all the assets.

The setup fee is usually equivalent to one month’s retainer. If you’ll be charging $5k/month for Facebook ad management, then consider charging a $5k setup fee. Use your best judgment when setting the fee, but make sure it’s worth the amount of time you’ll spend.

Although we don’t recommend negotiating, if a potential client is leary of your overall pricing, you can lower the setup fee. You could also remove it entirely, depending on your client needs and what system(s) they already have in place.

It’s important to note that clients who want to negotiate, usually don’t appreciate your expertise or see the value in your services and tend to be a headache to work with. Stand your ground and know your worth!

Performance-Based Compensation

When you start working with high-paying clients, some agencies choose to charge clients a percentage of monthly ad spend instead of a monthly retainer fee. For example…

Once $50,000 in monthly ad spend has been reached, the client agrees to pay a management fee based on a percentage of the total monthly ad spend, in lieu of the monthly base retainer.

This is important: Performance compensation should be based on ad spend, not revenue. The higher the ad spend, the more work it will be for you and your team to manage client accounts.

Now that you have an idea of what to charge, let’s make sure you get paid!

Part 3. Payment

If we could impress anything upon you, it would be to collect payment prior to starting work. We’ve seen far too many people get cheated out of the money they are owed because they allow clients to pay after the work has been performed.

Facebook ads management is only a small piece of the puzzle when it comes to a client seeing a return on ad spend (ROAS). Remember that you have little control over how quickly your clients follow up with leads, how great they are at closing sales or their overall reputation.

You might be able to send them 50 high-quality leads a day, but if they are unable to close the sale, you’ll likely be blamed. If you didn’t receive payment for your outstanding work up front, you might be in for a fight to collect payment.

In the proposal, you’ll want to spell out the following:

• Monthly retainer fee and due dates
• Additional fees the client is responsible for (taxes, late payments, third-party services, etc.)
• How payments will be made (auto draft, check, direct deposit, etc.)

Part 4. The Scope of Work

Once you know which services you will be offering and how much they will cost, it’s time to lay out the details into a defined scope of work. In doing so you’ll be able to keep the focus of the project and the lines of communication open.

In addition, it’s incredibly important for you and your new client to know exactly what’s included in the monthly retainer, as well as what’s not included by listing out the prices for all other services that are considered out of scope.

Here’s an example of Scope of Work for Facebook Ads Management:

• Upload existing customer data and develop lookalike audiences pools
• Leverage Facebook’s affinity analysis tool to build target segments
• Create two Facebook ad campaigns with ad copy/creatives (excluding video production)
• Create retargeting audience pools
• Daily optimization of bids, budgets, audiences, and creatives

All other work should be billed at an hourly rate and approved by the client, prior to services being performed.

Part 5. Termination

Creating a termination clause allows both parties to end the relationship if it’s not working out as expected. It usually includes language referencing 30 to 60 day written notice of the desire to cancel services.

From an Agency perspective, this allows you time to:

• Wrap up any campaigns that are currently running.
• Offboarding and passing the client on to another agency, if necessary.
• Locate new clients to keep your agency’s income stable.

On the other hand, this allows your client the opportunity to:

• Find a new Facebook ads agency.
• Prepare their team for a potential fluctuation in sales and leads.
• Brainstorm ideas, if they want to move in a different direction.

If a client wants to terminate the relationship early, this clause allows you to collect any payments still owed on their original contract.

Part 6. Ownership of Materials

This is a simple, but powerful addition to any Facebook ad management proposal or contract.

Simply put, it defines who owns what.

In most cases, your client will be named the sole owner of all assets and materials used.

Since they are paying you to create ads, copy, and creatives, it’s only fair that they would become the owners of those assets, but only after you’ve received payment.

You might also want to include a line or two that allows you to keep a copy of the assets and use them for your our marketing and promotional needs. For example, you could display the ad, ad copy, and associated metrics in a case-study, white-paper, or even in a blog post.

Just make sure there won’t be any negative outcomes or privacy issues for you or your client when doing so. If you do, make sure you give proper credit to the owners of any used materials.

Part 7. Client Agreements

In order for you to do an outstanding job, it’s imperative that the client provides access to any and all relevant information.

Outlining what the client agrees to provide, keeps you from having to track down assets necessary to create a winning campaign.

For example, you might request:

• Details describing the client’s market/buyer.
• All product based assets, including lead magnet(s), liquidating offers, upsells/downsells, webinar offers, bundles, etc.
• Detailed metrics on which funnel(s) and traffic source(s) are currently working in a client’s business.

Clients are usually more than happy to provide any information that could help their campaigns.

This section works best to ensure everyone is on the same page and all necessary information is received in a timely manner.

At this point we have all the nuts and bolts in place, so we’ll now turn to the legal clauses; arguably the most important parts of the proposal.

Part 8. Legal Clauses

Most people don’t read these clauses, but they can become invaluable if you ever have to deal with a difficult client. They keep everyone honest if a conflict ever arises.

Here are some sections to consider:

• Non-interference: This comes down to “We won’t steal your people and you won’t steal ours.” Some clients do an end run-around and try to hire your freelancers or employees to do your job for them. Including this clause with an additional, “If you do steal one of our people, we will fine you for one year of their salary” tends to prevent any poaching of your people.
  
  
• Non-disclosure: You must promise to protect your client’s private information. However, you want to be able to use the results you get for case studies to promote your own business. Make it clear that you have the right to use their campaign information as part of a case study, but you won’t ever reveal any of their private information or secret tactics. You can use their logo, pictures or information that highlights the work you’ve done for them.
  
  
• Liability Limitations: This is a statement that protects you if something goes wrong, like:
  
  • A split test lowers their conversion rate.
    
  • You go over budget one month.
  • Their target audience doesn’t respond as expected.
• Severability: A provision in a contract which states that if parts of the contract are held to be illegal or otherwise unenforceable, the remainder of the contract should still apply. 
  
  
• Force Majeure: This relieves the parties from performing their contractual obligations when certain circumstances beyond their control arise, making performance inadvisable, commercially impracticable, illegal, or impossible.
  
  
• Indemnification: Compensation for damages or loss, and in the legal sense, it may also refer to an exemption from liability for damages. For you this means if your client experiences a substantial loss from the Facebook ad campaign you run, you are not liable for that loss.
  
  
• Confidentiality: Where you agree not to divulge any of your client's protected company information and they agree to the same for your agency.

We must note that nothing here should be construed as legal advice. We strongly recommend that you run any proposal and contract documents by an attorney before using it with your clients.

You Have What You Need to Create a Facebook Ad Management Proposal

Go write one up so you have it to use with the clients you'll convert from your Agency Funnel and get ready to grow your agency by leaps and bounds.

We recommend creating a template in advance, so that it’s easy to fill out and have it in the prospects hands by the end of your audit call or within 24 hours. The sooner they can see it, the more likely they'll be to sign it. Be prepared, so you can get that first client, and the next, and the next.