Requesting a Quote from a PPC and CRO Agency: a Practical Guide

Why a structured quote request matters when requesting a quote from a PPC and CRO agency

Requesting a quote from a PPC and CRO agency is more than asking for a price - it’s the start of a discovery process that sets expectations for measurement, outcomes, and timelines. Well-prepared requests reduce back-and-forth, improve bid accuracy, and let agencies provide scoped proposals that focus on revenue and profitability rather than vanity metrics.

Key details to include in your request

• Business model: Shopify, WooCommerce, B2B SaaS, or service-based platform.
• Current monthly ad spend and channels (Google Ads, Meta, TikTok, LinkedIn).
• Primary KPIs: CAC, LTV, MER, average order value (AOV), lifetime purchase frequency.
• Existing analytics and tracking: GA4, Google Tag Manager, server-side tracking, CRM integrations.
• Access level you can provide (ad accounts, analytics, store admin).
• Timeline and desired start date for work.

Including this information upfront helps agencies produce proposals that map strategy to expected revenue impact. If you want an example template for the information to share, see Prebo Digital’s services details for how we scope engagements: Services Overview.

How agencies evaluate scope for PPC and CRO work

Agencies typically split evaluation into four areas: strategy, implementation, testing cadence, and reporting. For PPC they estimate campaign builds, creative needs, and bid strategy. For CRO they audit funnels, write hypotheses, and estimate experiment complexity. A combined proposal shows where efforts overlap (e.g., landing page builds used for both paid ads and experiments) and where work must be discrete.

Documentation and access checklist

• Ad account IDs and email access lists
• GA4 property and GTM container access
• Shopify or WooCommerce admin with a development account
• Customer lifecycle data: purchase frequency, returns, subscription details
• CRM or ESP access (e.g., Klaviyo, HubSpot) for cross-channel measurement

If you’re unsure what level of access to grant, agencies often outline a minimum-access option in their quote. Learn how Prebo Digital approaches access and onboarding in our About section: About Prebo Digital.

How pricing models work for PPC + CRO engagements

Pricing can be fixed-fee, percentage-of-ad-spend, or a hybrid retainer plus performance incentive. Each model has trade-offs. Fixed fees clarify monthly cost but may limit scale; percentage models align agency incentives with spend but can obscure true cost-per-acquisition if attribution is incomplete. Hybrid retainers encourage long-term optimization and experimentation cycles that focus on profitability.

What a fair quote should include

• Deliverables (campaign builds, landing pages, experiment plans)
• Monthly hours or sprint cadence and who owns which tasks
• Measurement plan: GA4, server-side tracking, attribution model
• Reporting frequency and sample dashboard screenshots
• Estimated ramp timeline with milestones and expected revenue or CAC ranges (estimates)

A transparent quote separates build costs (one-time) from ongoing management and experimentation. That makes it easier to compare proposals from multiple agencies on an apples-to-apples basis.

Reading and comparing quotes: a checklist

• Are measurement and attribution included? If not, add an estimated line item.
• Does the quote show expected impact on CAC or MER, not just traffic or clicks?
• Are testing cycles and sample hypotheses listed for CRO work?
• Is there a clear ownership table (who implements, who reviews, who signs off)?
• Does the timeline match your internal launch or seasonal needs?

Conversion tracking diagram (client-side vs server-side)

Funnel breakdown (TOF → MOF → BOF)

Example estimates (US context)

For a mid-market Shopify store in the US spending $30,000/mo on paid media, an initial three-month combined PPC + CRO retainer might range from $6,000-$12,000/month (estimates), depending on scope. Agencies should be explicit about one-time builds versus ongoing test velocity. Put estimates in US$ and label them as ranges to reflect variables like creative assets and development work.

How to request the quote: sample email template

Include a concise summary (what you sell, current monthly revenue and ad spend, primary KPI), attach access or a list of access you can grant, and request two quote options: minimum viable engagement and a 6-12 month growth plan. If you prefer a live discussion first, you can visit our homepage to book a time or use the contact page to send scoped details: Contact Prebo Digital.

Final considerations before you sign

• Confirm reporting cadence and the attribution logic used for final numbers.
• Ask for a pilot period or milestone-based payments to validate early work.
• Clarify ownership of creative, ad accounts, and test learnings post-engagement.

Sources

• Google Ads help - campaign types and bidding
• Google Analytics 4 developer documentation
• FTC guidance and state privacy landscape (US)
• Shopify - connecting Google Sales Channels