Advertising Proposal Template

Land clients with a captivating, well-organized, and persuasive Advertising Proposal – design a creative, targeted, and impactful proposal in no time.

Advertising Proposal Template

About this template

Win over clients and showcase your advertising expertise with our interactive template. Designed for engagement and persuasive storytelling, this template enables your team to present a targeted, creative, and results-driven advertising proposal tailored to your client's needs.

Highlight the benefits of your advertising services, including increased brand awareness, improved customer engagement, and better ROI, ultimately securing more business and driving campaign success.

What's included?

  • Executive summary
  • Your priorities
  • 12-month goals
  • Current advertising assessment
  • Campaign strategy
  • How we can help
  • Our Team
  • Your investment
  • Get in touch

About the author

Brendan Connaughton, Head of Growth Marketing

Brendan Connaughton|Head of Growth Marketing

Brendan heads up growth marketing and demand generation at Qwilr, overseeing performance marketing, SEO, and lifecycle initiatives. Brendan has been instrumental in developing go-to-market functions for a number of high-growth startups and challenger brands.

An advertising proposal is a detailed plan submitted by an advertising agency or a marketing professional to a prospective client, outlining a proposed advertising campaign. The proposal aims to persuade the client that the agency or professional is capable of managing their advertising needs and can create an effective and successful advertising campaign to promote their product or service. By utilizing a proposal software, agencies and marketing professionals can efficiently create and manage these proposals, ensuring accuracy, professionalism, and a streamlined process that enhances client confidence and decision-making.

Key elements of an advertising proposal may include:

  1. Executive Summary: This is a brief summary of the entire proposal, including the key points and highlights.
  2. Client's Needs: A description of the client's needs and objectives based on prior conversations, research, and analysis. The proposal should clearly demonstrate an understanding of these needs and objectives.
  3. Campaign Strategy: This outlines the proposed approach to the campaign, including details on target audiences, communication channels to be used (TV, radio, print, online, etc.), messaging, and creative concept. It may also cover how the campaign aligns with the overall marketing strategy of the client's business.
  4. Campaign Execution: This part details the specifics of the campaign, such as the duration, schedule, media buying, creative elements, etc.
  5. Budget and Pricing: This section provides a detailed breakdown of the campaign's costs. This may include media buying costs, production costs, agency fees, and any other associated costs. It's essential to be transparent and detailed in this part to avoid any misunderstandings.
  6. Measurement and Evaluation: An explanation of how the success of the campaign will be measured and evaluated, typically using key performance indicators (KPIs) such as reach, impressions, engagement rate, click-through rate, conversions, return on investment, etc.
  7. Samples or Case Studies: Including samples of past work or case studies demonstrating successful campaigns can strengthen the proposal by providing evidence of the agency's capabilities.
  8. Next Steps or Call to Action: The proposal should end with a clear call to action, outlining the next steps if the client decides to proceed with the proposed plan.

An advertising proposal should be used when you are attempting to secure a new advertising contract or project, or when you're presenting a new campaign idea to an existing client. Here are specific instances when you might use an advertising proposal:

  1. New Business Pitch: If you're an advertising agency or a freelancer and are pitching your services to a potential new client, an advertising proposal will serve as the formal document outlining your suggested strategies and solutions, which will ideally help you win the contract.
  2. Launching a New Campaign: If an existing client needs a new advertising campaign, you should use an advertising proposal to detail the campaign specifics, such as the target audience, platforms to be used, creative concepts, timeline, and cost.
  3. RFP Responses: Businesses often put out a Request for Proposal (RFP) when they're seeking services from vendors. If a company has released an RFP for advertising services, you'd need to create a comprehensive advertising proposal as a formal response.
  4. Renegotiating Contracts: If you're seeking to renegotiate or extend an existing contract with a client, you may use an advertising proposal to outline any changes in scope or costs, and to showcase the value you provide to justify the contract's continuation.
  5. Upselling or Cross-Selling Services: If you're trying to upsell or cross-sell additional services to existing clients (like adding digital marketing to a traditional advertising contract), an advertising proposal can detail the added benefits and costs.

Using Qwilr's Advertising Proposal Template offers several advantages that streamline the proposal creation process and enhance the presentation of your offerings. Here are some of the primary benefits:

  1. Professional Design: The template provides a professional, sleek, and customizable design that can impress potential clients and effectively showcase your agency's creative concepts.
  2. Efficiency: The template is pre-formatted with necessary sections, saving you significant time in proposal preparation. You don't have to start from scratch each time you need to create a proposal.
  3. Interactive Elements: Qwilr's template allows you to include interactive content like videos, images, and slideshows, which can enhance the proposal's appeal and engagement.
  4. Customization: The template is fully customizable to fit your unique needs. You can adjust the color scheme, branding, images, and text to align with your agency's branding and the specific requirements of each client.
  5. Real-time Collaboration and Feedback: The template facilitates collaboration, allowing team members to edit, comment, and review the proposal in real-time. This enhances efficiency and ensures that all stakeholders are on the same page.
  6. Notification Features: Qwilr provides a notification feature that alerts you when the client has viewed your proposal, helping you follow up appropriately.
  7. Seamless Integrations: The template can seamlessly integrate with other tools such as live chat and payment gateways, providing a comprehensive and interactive platform for clients.
  8. Analytics: Qwilr's template also offers analytics so you can see how clients are interacting with your proposal. This insight can help you improve future proposals.

Here's a quick video overview of how to get started with this template:

Here are the steps to use Qwilr's Advertising Proposal Template:

  1. Sign Up: Start by signing up for a free 14-day Qwilr trial if you don't already have an account.
  2. Select the Template: Once logged in, navigate to the templates section. You'll see a variety of proposal templates available. Click on the advertising proposal template to select it.
  3. Customize the Template: The template will open in an editable format. You can start customizing the proposal to suit your requirements. Change the text, add your company's branding elements (like logo and colors), and add any additional information specific to the client or project. The template is designed to be intuitive and easy to use, even for those without design experience.
  4. Add Interactive Elements: Qwilr allows you to enhance your proposal by adding interactive content. You can insert videos, slideshows, or images that help illustrate your campaign ideas and strategies. Also, you can add pricing tables or payment gateways directly into the proposal for a streamlined client experience.
  5. Review and Send: Once you've customized your proposal to your satisfaction, review it for any errors or omissions. Qwilr also has a preview function that lets you see the proposal as your client would see it.
  6. Share the Proposal: After reviewing, use Qwilr's share feature to send the proposal directly to your client. You can share it via email, a direct link, or even embedded on your website.
  7. Track Engagement: Qwilr's template provides analytics, allowing you to see when your client has opened and interacted with your proposal. This can help guide your follow-up actions and can offer valuable insights for future proposals.

A tool packed with features

Brand control

Establish your brand settings once and automatically apply to every piece of collateral.


Collect payments instantly from customers with Stripe or direct to your own payment system.

Security & GDPR

Add security features like password protection and link expiry to protect sensitive content.

Embedded content

Add Calendly links, videos, surveys, Looms, GIFs and more to every page.


Get deals signed on the spot with built-in e-signing ability.

Asset library

Create a library of reusable content for sales reps.

ROI calculator

Showcase your value with an interactive ROI calculator embedded in your Qwilr pages.

Team management

Set up permissions so your team accesses only what they need.

Interactive pricing

Empower buyers with interactive pricing plans and quotes.

Frequently asked questions

Here are some tips to help you write a compelling advertising proposal:

  • Understand the client's needs: Schedule a meeting with the client to discuss their business, target audience, and marketing goals.
  • Research the competition: Conduct thorough research on the client's industry and their competitors. This will help you identify gaps in the market and come up with unique advertising strategies.
  • Create a detailed campaign plan: This should include the concepts, target audience, budget, timeline, and expected outcomes. Use data and analytics to back up your proposed strategies.
  • Showcase your expertise: Include a section highlighting your agency's or business's relevant experience and expertise that sets you apart from the competition. This could include case studies, testimonials, and awards.
  • Provide a clear pricing structure: Be transparent about your pricing structure and provide a breakdown of the costs involved in the proposed campaign.
  • Include a call-to-action: End your proposal with a clear call-to-action, inviting the client to take the next step in the process.

An effective advertising proposal should be well-structured, providing a clear and concise overview of the proposed campaign and how it'll help the client achieve their goals. Additionally, an effective advertising proposal should include creative strategies and concepts that are tailored to the client's needs and objectives, and provide a clear budget and timeline for the proposed campaign.

It's essential to include a detailed summary of the proposed advertising campaign, highlighting the creative concepts, target audience, budget, and timeline. Additionally, your proposal should include a section about your agency's or business's relevant experience and skillset, showcasing why you're the best option for the client. Finally, remember to add a call-to-action, encouraging the client to take the next step with your agency.

The structure of an advertising proposal can vary depending on the specific needs of the client. However, generally, an advertising proposal will include an introduction, background information, proposed advertising strategy, budget, timeline, expected outcomes, agency experience, and a call-to-action. Additionally, it's essential to keep the proposal concise, well-organized, and visually appealing.