Agencies lose deals to competitors with better proposals.
Not better ideas. Better presentation.
Your Word doc with bullet points competes against designed presentations. The kind that show mockups. Include budgets that make sense. Present strategies that connect to revenue.
Below: advertising proposal templates that win deals. Each one solves specific client situations.
What is an advertising proposal
An advertising proposal outlines your campaign strategy, creative concepts, and media plan for a specific client project. It shows exactly what you'll deliver, when, and at what cost.
The best proposals do three things: demonstrate understanding of the client's challenge, present a creative solution backed by data, and include clear pricing with expected ROI.
Advertising proposal examples
Agency proposals
These templates work when you're positioning your agency as the strategic partner for major campaigns.
Advertising agency
The complete framework for full-service agencies pitching integrated campaigns.
Includes slides for brand audit, creative concepts, media mix recommendations, and campaign metrics. Balances creative showcase with performance projections.
Works best when competing for retainer accounts or annual campaigns. Shows you think beyond single projects.
Key sections: mission alignment, market challenges, data-driven solutions, service portfolio, case studies, budget breakdown, team introductions, and measurable KPIs.
Digital marketing agency
Built for agencies focused on performance and digital channels.
Every slide connects tactics to revenue. Includes channel analysis, conversion funnels, and ROI projections. Perfect for clients who care about leads and sales, not just brand awareness.
Features multi-channel strategies, from SEO and PPC to email and automation. Shows how channels work together for compound results.
Customizable for any industry. Whether pitching e-commerce brands or B2B SaaS, the structure adapts to show relevant metrics.
PR proposal
Specialized for PR agencies and communications firms competing for media relations accounts.
Addresses what PR clients actually care about: media coverage potential, crisis management preparedness, and measurable impact on reputation.
Includes sections for media relationships, coverage examples, crisis response protocols, and earned media value calculations. Shows both quantitative metrics and qualitative wins.
Team credentials section highlights media connections and past coverage wins. Builds trust through proven relationships.
Marketing strategy examples
These templates present comprehensive strategies across channels and campaigns.
Social media strategy
Built for presenting annual social strategies or quarterly plans.
Maps platform-specific approaches, content pillars, posting schedules, and growth projections. Shows how social drives business results, not just vanity metrics.
Perfect for getting stakeholder buy-in on social investments. Connects social metrics to revenue goals.
Digital marketing strategy
Comprehensive digital strategy covering all online channels.
Maps integrated approaches across SEO, paid media, content, email, and conversion optimization. Shows how channels amplify each other.
Includes market analysis, competitor benchmarking, and channel prioritization based on ROI potential. Timeline breaks strategy into executable phases.
SEO audit
Technical findings presented in client-friendly format.
Turns crawl data and analytics into actionable recommendations. Prioritizes fixes by impact and effort. Shows exactly what's broken and how to fix it.
Includes traffic analysis, technical issues, content gaps, and competitor comparisons. 90-day roadmap gives clear next steps.
Specialized proposal examples
These templates work for specific project types and situations.
Project proposal
For one-time projects with defined scope and timeline.
Covers project background, objectives, methodology, deliverables, timeline, and budget. Phase-by-phase breakdown shows exactly what happens when.
Works for website redesigns, campaign launches, brand refreshes, or any project with clear start and end dates.
Partnership proposal
When proposing strategic partnerships or co-marketing initiatives.
Outlines mutual benefits, audience overlap, proposed activities, and success metrics. Shows how both parties win.
Includes collaboration framework, resource requirements, and revenue sharing models where applicable.
Creative brief
Structures creative direction for campaigns.
Covers brand positioning, target audience insights, key messages, creative concepts, and channel strategies. Ensures everyone aligns before production starts.
Perfect for kicking off creative projects or getting stakeholder approval on campaign direction.
Additional templates for agencies
Capabilities deck
Agency overview for RFPs and introductions.
Shows full service portfolio without overwhelming detail. Organized by service area with relevant case studies.
Establishes credibility through client logos, team size, and industry recognition.
Case study
Deep dive into transformational client work.
Problem-solution-results format with rich detail. Before/after comparisons, process breakdowns, and client testimonials.
One powerful story that proves your impact. Perfect for high-stakes pitches.
Sales pitch
Quick-hit presentations for initial meetings.
Gets to the value fast. Shows what you do, who you've helped, and why they should care.
Designed for 10-minute conversations that open doors to deeper discussions.
How to create winning advertising proposals
Structure and flow
Start with their problem, not your agency.
First three slides determine if they keep reading. Make them about the client's challenge, market opportunity, or competitive threat.
Follow this flow:
- Current situation analysis
- Proposed solution
- Creative approach
- Media strategy
- Expected results
- Investment required
- Next steps
Each section builds on the previous. Skip around and you lose the narrative.
One idea per slide. If it needs two points, make two slides.
Visual hierarchy
Design drives perception of value.
Use their brand colors as accents. Shows attention to detail without overdoing it.
White space prevents overwhelm. Cramped slides signal amateur work.
Headlines that tell the story. Someone should understand your proposal by reading titles alone.
Mock-ups beat descriptions. Show actual creative concepts, not just talk about them.
Charts over tables for data. Visualize budget breakdowns, media splits, and timeline.
Data and metrics
Numbers without context mean nothing.
Always compare to something. Industry benchmarks. Competitor performance. Their current results.
Project realistic outcomes. "50-75% increase in brand awareness" beats "massive awareness boost."
Show ROI calculations. Cost per lead. Customer acquisition cost. Payback period.
Include source citations. Third-party data builds credibility.
Break down budgets transparently. Media spend separate from creative fees. Production costs itemized.
Customization tips
Generic proposals lose to tailored ones.
Research beyond their website. Read their annual report. Study competitor campaigns. Check their social sentiment.
Reference their actual business. "Your Q3 product launch" not "upcoming initiatives."
Use their terminology. If they say "guests" not "customers," mirror that language.
Swap case studies for relevant ones. Same industry ideal. Similar challenge second best.
Address their specific objections. Small company worried about budget? Show phased approach. Large company concerned about agility? Highlight dedicated team structure.
Build proposals that close deals
Professional proposals close more deals. The templates above prove it.
Pick one. Customize it. Send it. Track what happens.
Ellty shows which slides prospects study. When they share internally. How often they return. Data your competitors don't have.
Start with the Advertising Agency Pitch Deck Template. Works for most situations.
Create your account. Build your first proposal in minutes.
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