What a Paid Advertising Agency Should Include in Proposals
A strong paid advertising proposal is more than a pricing page and a promise to “drive results.” It is a working document your team can use to answer hard questions: What exactly will be managed? What will success look like at different levels of spend? How will the agency make decisions when data is messy or performance shifts? And what happens when the numbers do not cooperate? I have reviewed proposals from both small specialists and full-service marketing teams. The
How to Align Your PPC Agency with Your Brand Messaging
Hiring a PPC agency can feel like hiring a specialist to drive immediate traffic and measurable leads. That’s partly true, but it’s also incomplete. PPC is not just an execution channel, it’s a message delivery system. If your ads, landing pages, and conversion events do not reflect your brand messaging, performance often looks “mysteriously inconsistent,” even when bids and budgets are handled correctly. I learned this the hard way the first time I inherited PPC account
Paid Advertising Agency Guide to Using Scripts and Automation
Running a paid advertising program can feel like two jobs at once: you’re optimizing campaigns every day, and you’re babysitting the moving parts that make the optimization possible. Bids, budgets, audiences, keywords, ad schedules, tracking, landing pages, and reporting all interact, and most of those systems rarely fail in a cinematic way. They drift. They misalign. They break quietly. That is where scripts and automation become practical, not fancy. A solid paid media