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Adwords Proposal Template

Campaign Development & Management

Attract more corporate leads for your law firm with an effective Adwords strategy.

Prepared for Smith & Matthews by the marketing nerds at Pivotal Marketing on 19.09.18

Customers are searching Google for business lawyers.

Make sure your business shows up first.

Dear Smith & Matthews

During our initial discovery meeting, you mentioned that your firm’s marketing strategy is currently bringing in low-converting, low revenue leads. As we discussed, we believe that a more focused PPC strategy, delivered through Google Adwords, will enable your firm to gain targeted website traffic around business law services, which have been identified as much more lucrative accounts..

Below, you'll learn all about our process, including all elements involved in campaign setup, management, and evaluation. Thank you for your consideration and we look forward to the chance to help you attract better quality leads!

Situation Analysis

Smith & Matthews' online marketing efforts are currently not performing at the desired level because of these reasons:

  • Leads are converting for less profitable services
  • Vague targeting strategies are leading to low conversion rates across the board
  • Little to none website traffic coming in for business & corporate legal services

We will solve these problems through an effective Google Adwords campaign that:

  • Specifically excludes low revenue search terms
  • Target specific geographical areas with business owners, higher annual household incomes and enterprise-level clients
  • Build focused, long-tail ad campaigns around business and corporate law

Preliminary Analysis

Google Trends Data

This data provides insight into the types and magnitude of opportunities in this campaign. Google Trends data reveals search volume for particular terms as well as search trends, enabling us to craft a campaign that capitalizes on this data.

Creative Samples

Campaign Setup

Let's take a look at how we build a rockstar ad campaign

Market Research & Campaign Tracking

Before we do anything else, we will conduct a full day of market research, looking at your target customer profiles for your law firm and pairing that with a comprehensive keyword research deliverable in order to confidently know which ads we will be delivering to which future customers. We will research by specific areas with higher household income as well as corporate areas to ensure that we are building a thorough campaign strategy. We will also need to collaborate with your web team to set up conversion pixels and goals through Google Analytics.


After our research is complete, our team will spend another full day building out all your firm’s ad groups, ad types, ad sets and individual ads themselves. Different audiences will be grouped together based on similar characteristics so that each ad shown is as relevant as possible. This saves you money, improves your conversion rate, and gives you insight into which ads and audiences are performing the best.


We will then have our copywriters curate perfectly persuasive messages for each audience and ad segment to yet again maximize relevancy and clickthrough rates. We will implement specific language that will draw in relevant clicks for business and corporate law services and weed out the time-wasting “curiosity clicks” currently plaguing the firm.

Campaign Management

Here's how we'll maximize every single dollar invested in this campaign

Bid Optimization

Our management team will review your campaign performance in real time. Ads that are performing well for your firm’s high revenue services will see increases in their budget allocation, while poor performers will be reduced or even eliminated. Bid optimization will occur across all ad channels, audiences, and keywords.

Keyword Review

Specific attention will be given to keyword performance throughout the campaign. Successful keywords for your firm’s campaign will be extensively researched to find even more long-tail variations, with attention given to shorthand and conversational search terms.

Performance Tracking

We will be watching this campaign all the way through, not just on the front end. We will be constantly monitoring your Google Analytics website goals to find out which ads are driving the most leads for your law firm, and building an ongoing strategy around these winning campaigns.

Campaign Evaluation

We'll figure out what's working and strategically scale

Funnel Analysis

Every week we will take a high-level look at all campaign components. We will track visitor behavior at each stage of your product funnel and determine where the most optimization can occur. We will ensure that the majority of leads entering the funnel are interested in your firm’s corporate law services and that they are converting into clients at a sustainable rate.

Mastered Innovation

Why hire Adwords experts instead of keeping everything in-house? Two words: Experience and innovation. We have run hundreds of campaigns, so spending a small amount of your ad spend to make sure your budget gets maximized is a no-brainer. We have managed law firm accounts in the past and currently have an opening to manage your ads (we only manage one client in one local market at a time to avoid conflict of interest).

Project Scope

What’s Included:

-Keyword research, ad group setup and ad copywriting

-Ongoing campaign management and optimization

-Monthly reporting and analysis through Google Analytics

What’s Not Included:

-Landing page building and/or management

-Any web/graphic design work or website copywriting



Jake R., CEO of Three Rivers Lumber Supply

Pivotal Marketing has been a trusted partner for our Adwords campaigns. We know they are always watching, evaluating and tweaking our campaigns. There has been speculation among our staff that they don't actually sleep, though.

Jacquelyn J., CMO of Business Bankers of Omaha

I am mostly impressed with the depth of analytical understanding the team at Pivotal Marketing demonstrates. I knew how to set up a basic Adwords campaign, but these guys knew how to dig deeper to really find that profitable low-hanging fruit.

Josh R., Owner of Rhinestone Consulting

I have a very specific target market that is often times hard to pin down. That was not the case for Pivotal Marketing. They have been running my campaigns for 3 years now due to their ability to listen, understand and execute on my behalf.

We are a Google Certified Partner who has helped many happy clients!


Please contact us with any questions.

Campaign Setup


Market Research

1Half Day


1Half Day



Campaign Management


Recommended Ad Spend


Managing Retainer (Fixed) - This accounts for the time needed to manage an account of any size.


Managing Retainer (Flex) - This is 3% of ad spend and reflects the additional work required to manage larger accounts.

Total Excluding Tax$7,600.00


Who We Are

Enjoyable & Effective Collaboration

Our agency is a Google Partner, meaning we are certified in Adwords campaign management. We will position your business for success by efficiently and profitably managing your campaign with our experienced staff of 12 PPC specialists. We will fully optimize a campaign leveraging both search and display ads.

We are confident that we can apply our best principles and practices to a campaign for Smith & Matthews in order to generate more valuable business and corporate leads for your law firm.

Next Steps

Thank you for considering our firm to manage your Google Adwords PPC campaign. We feel confident that we will be able to drive targeted, profitable traffic to your law firm through the tactics described in this proposal.

If you have any additional questions, please don't’ hesitate to contact us.


Pivotal Marketing

Ready to Go?

Book a time below to schedule a follow up call with our team!

Terms and Conditions

By hiring us to manage your PPC campaign, you understand the pricing as described in this proposal and agree to keep a credit card on file for monthly billing.

We cannot be held responsible for any changes to the Google Adwords platform that affects campaign performance in anyway.

If you wish to suspend or cancel a campaign, you must provide 30 days notice.

We agree not to increase or decrease any ad spend budget without first getting your written approval.

We reserve the right to pause any campaign if payment method is declined.

A minimum of three months is required to engage in a PPC campaign.

We cannot be held responsible in any way for damages or loss arising from this contract.

In the event of a dispute, a third party will be called upon for resolution.