A practical, step-by-step guide for founders and marketing leaders to prepare, evaluate, and compare paid media optimization proposals.
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Campaigns average a 300% return on ad spend across R50M+ in managed budget.
Premier Partner status places us in the top 3% of agencies in the country.
Conversion tracking and GA4 configured properly from day one, not months later.
New campaigns built, reviewed and live in days rather than weeks.
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Find answers to common questions
Budget requirements vary by industry, funnel and competitive intensity, but many advertisers need several thousand dollars per month to collect statistically useful conversion data; smaller budgets can still work if campaigns are tightly targeted to high-intent keywords or remarketing audiences. Prebo Digital designs spend strategies to prioritise profitable channels and scale when unit economics support it.
For eCommerce campaigns the focus is typically on Shopping, dynamic remarketing and ROAS-driven bidding tied to LTV, while B2B emphasises lead quality, account-based targeting, longer attribution windows and CPL/CPA optimisation. In both cases measurement, funnel optimisation and cross-channel attribution are prioritised to ensure spend drives revenue, not just clicks.
Prebo Digital implements clean data pipelines using GA4, Google Tag Manager, and server-side tracking, and ties platform data to on-site conversions and offline events where applicable to reduce attribution bias. Multi-touch attribution models and consolidated reporting are used to align spend with revenue and lifetime value rather than platform-reported last-click metrics.
Prebo Digital offers end-to-end Google Ads services including account audits, campaign strategy and setup (Search, Shopping, Display, Video, Remarketing), bid and budget management, conversion tracking implementation, and ongoing performance optimisations focused on revenue outcomes.
Time to profitability depends on product margins, funnel conversion rates, tracking accuracy and budget; an initial data-collection and learning phase commonly takes 4-8 weeks, with structured optimisation and scaling typically assessed over several months. Prebo Digital focuses on iterative testing and measurement to improve profitability rather than short-term traffic metrics.
In This Article
Standard RFQ template
Evaluate by measurement
Compare outcomes in $
Requesting a quote for paid media optimization services is more than asking for price. Well-structured requests surface the scope, expected business outcomes, measurement approach, and timelines. When you ask for optimization services, you want proposals that focus on revenue impact, clean attribution, and sustainable cost per acquisition - not vanity metrics. This guide explains what to include, how to evaluate responses, and what typical pricing models and timelines look like in the United States.
Make sure each request for quote (RFQ) contains the following data and context so vendors can deliver comparable proposals:
Copy and paste this short template into an email or a form to standardize responses:
| Section | What to provide |
|---|---|
| Business goals | Revenue targets, target CAC, acceptable MER/ROAS ranges (USD) |
| Current spend & performance | Monthly ad spend by channel, conversion rates, AOV, LTV estimates |
| Tracking & tech | List GA4, GTM, server-side, e-commerce platform, CRM integrations |
| Access & timeline | Account access levels, ideal start date, decision timeline |
| Budget | Target monthly/quarterly budget and preferred engagement model |
Quick note: Sharing accurate spend and conversion data speeds up response quality. Agencies use this to model projected outcomes and effort estimates.
For a snapshot of services that typically appear in quotes, review service offerings alongside your RFQ so proposals align with expectations. See Prebo Digital's services for reference: Services overview.
If you want to confirm an agency's approach to measurement and attribution before issuing an RFQ, a clear company profile helps. Learn more about vendor experience and values at the agency homepage: Prebo Digital home.
When quotes arrive, compare them across five dimensions: Strategy, Measurement, Execution, Reporting, and Commercials. Use consistent scoring to reduce bias.
Does the proposal outline a reasoned channel mix for your US audience (Google Search, Performance Max, Meta, TikTok, LinkedIn)? High-performing optimization proposals clearly link tactics to funnel stages (TOF → MOF → BOF) and how those tactics move revenue, not just impressions.
Ask vendors to explain their attribution model and how they reconcile platform reporting with server-side events or GA4. Typical deliverables in strong quotes include:
Good quotes break work down into Strategy → Build → Test → Scale → Report, with milestone deliverables and estimated hours. Example US timeline for a mid-size Shopify store (monthly ad spend $30k-$80k):
| Phase | Duration | Typical outputs |
|---|---|---|
| Audit & strategy | 1-2 weeks | Measurement audit, channel plan, KPI targets |
| Build & implement | 2-4 weeks | Tagging fixes, server-side setup, initial campaign builds |
| Test & optimize | 4-12 weeks | A/B tests, bidding tests, creative iterations |
| Scale & report | Ongoing | Scaling plan, dashboarding, quarterly reviews |
Common engagement models you’ll see in quotes:
Ask proposers to list inclusions/exclusions (creative production, landing page builds, analytics engineering) to avoid scope drift. If you use Shopify or WordPress for your store, request examples of similar implementations and platform-specific tracking steps.
Create a simple scoring sheet (0-5) across Strategy, Measurement, Execution, Reporting, and Price. Weight Measurement and Execution higher for teams prioritizing attribution and profitability. A sample decision rubric helps: a vendor with strong measurement and reasonable price often outperforms a cheaper vendor with poor attribution practices.
If you want a model proposal to compare against vendor submissions, learn more about structured growth retainers and performance media best practices on the About page: About Prebo Digital. When you’re ready to centralize responses and clarify access requirements, use your standard contact or procurement channel; for example, instructions can include a link to your procurement or contact page: Contact instructions.
Prioritize vendors that demonstrate: clear attribution discipline, a test-and-learn cadence, and experience scaling profitable campaigns in the US eCommerce or B2B context. When comparing dollar estimates, convert projected outcomes into revenue impact (for example, a proposed CAC reduction from $60 to $45 on an AOV of $120 is an illustrative way to compare potential profitability). Explore the framework and see a real-world example to align internal stakeholders before you issue the RFQ.
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