Compare marketing quotes by deliverables, ad spend, reporting, ownership and handover. Use a worked example to spot hidden differences.
Compare digital marketing proposals by what the agency will deliver, what you will pay to third parties and how the work will be measured. A monthly fee alone tells you little about creative production, ad spend or who will handle new enquiries.
What should a marketing proposal specify?
| Line item | What to ask | What to get in writing |
|---|---|---|
| Campaign and content scope | Which channels, campaigns, content formats and revisions are included? | Deliverables, frequency, approval owner and revision limits. |
| Agency fee and media spend | Who pays the platforms? Are production and third-party tools included? | A breakdown of fees, taxes, spend limits and renewal charges. |
| Lead measurement | What qualifies as a lead, and who checks whether the enquiry is relevant? | Conversion definitions, reporting schedule and responsibility for follow-up. |
| Accounts and handover | Who owns the domain, ad accounts, tracking and creative files? | Business account access, files delivered and handover timing. |
How do you compare two quotes fairly?
Suppose one proposal includes ₹20,000 management and a separate ₹15,000 ad budget. Another lists ₹30,000 including ₹10,000 in ad budget. In this fictional example, the first commitment is ₹35,000 and the second is ₹30,000 before any applicable taxes, but the campaigns have different media budgets. Ask both providers to quote on the same spend, creative output and reporting work so you can compare the fees side by side.
How should the first month be planned?
Agree on one goal your team can measure, such as bookings or qualified callback requests. Check the current landing pages and test tracking before starting campaigns. Give the agency examples of enquiries you accept and reject. At the first review, compare what arrived with those examples and decide whether the issue is targeting, the landing page or the response process.
What should you keep when a contract ends?
Request access to the business-owned accounts and copies of the agreed creative, campaign notes and reporting data. Confirm who can update tracking and pause campaigns. Record any recurring subscriptions or licences so the next provider can maintain the work and the business can review the total cost.
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