Requesting Quotes from PPC and SEO Agencies: What to Include

Why a structured request matters when requesting quotes from PPC and SEO agencies

When requesting quotes from PPC and SEO agencies, most briefs focus on channels and deliverables rather than revenue impact, attribution clarity, and data readiness. Agencies respond with varied scopes and assumptions, making apples-to-apples comparison difficult. This guide helps US-based founders, marketing directors, and eCommerce teams build a standardized request that surface-level costs and long-term profitability implications-so proposals are comparable and aligned with your growth KPIs.

Start with your business context

Provide concise facts up front: industry, monthly revenue ranges, average order value (AOV) in USD, customer acquisition cost (CAC) targets, and lifetime value (LTV) estimates. Include platform details (Shopify, WooCommerce, Stripe, Klaviyo) and any current ad spend averages by channel. Example: "DTC brand on Shopify, $150k-$250k monthly revenue, AOV $75, $25k monthly Google Ads spend." Clear context reduces assumptions in agency quotes.

Define the objective and success metrics

Be explicit about desired outcomes: revenue growth ($), MER targets, CAC ceilings, or branded visibility goals. Request that agencies map proposed activities to metrics (e.g., improve ROAS by focusing on top-of-funnel scaling vs. on-site conversion optimisation to lift AOV). This forces proposals to show impact, not just tactics.

Required scope and deliverables

• Channel scope: Google Search, Google Shopping, Microsoft Ads, Meta, TikTok, organic SEO (technical, content, link building).
• Tracking & attribution: GA4 implementation, server-side tracking, Google Tag Manager, and attribution model recommendations.
• CRO activities: landing page tests, funnel analysis, heatmaps, and conversion-rate experiments.
• Reporting cadence and KPIs: weekly performance dashboards, monthly executive reports, and access to raw data (BigQuery/CSV).
• Timeframes: pilot (90 days), optimization (3-6 months), and scaling milestones.

Technical readiness checklist

Ask vendors to confirm required technical access and data sources they will need: CMS admin access, ad accounts, GA4 property, server-side endpoint, CRM (HubSpot/Klaviyo), and payment gateway access for revenue validation. Including this checklist upfront speeds onboarding and reveals gaps in your tracking setup.

Request a transparent pricing model

Ask agencies to separate one-time setup fees from ongoing retainer costs and media spend. Request example scenarios showing estimated CAC and projected incremental revenue for low, medium, and high-investment plans. Require clarity on included hours, deliverable limits, and any pass-through costs (creative production, third-party tools).

Include a conversion tracking diagram prompt

Ask agencies to include a simple conversion tracking diagram showing client-side → server-side → analytics flow and how attribution will be reconciled. This reveals technical maturity and attention to clean data pipelines.

For examples of attribution and tracking best practices, include a request that agencies reference GA4 & server-side approaches. You can also link to your company background to orient respondents: About Prebo Digital for voice and positioning.

Comparing proposals: a practical scoring rubric

When requesting quotes from PPC and SEO agencies, use a weighted rubric: strategy & alignment (30%), technical setup & tracking (25%), measurement & reporting (20%), pricing transparency (15%), team & experience (10%). Require sample work plans and a short case study that shows measurable revenue outcomes in US-based scenarios.

Funnel breakdown (TOF → MOF → BOF) and tactical asks

Ask agencies to map tactics to funnel stages and KPIs. Request a short example campaign: one TOF tactic (audience expansion), one MOF tactic (email/SMS flows), and one BOF tactic (retargeting + CRO). Example funnel table:

Compliance & privacy considerations for US projects

Include a question about cookie consent and CCPA implications. Ask vendors to explain how they will handle consented vs. non-consented traffic and whether server-side tracking or modeled conversion strategies are proposed. This surface-level question differentiates agencies that understand US privacy constraints.

Evaluation timeline and decision criteria

Specify a submission deadline and expected decision timeline (example: submit by two weeks, shortlist and 30-minute calls the following week). Request a compact proposal format: one-page executive summary, 2-3 page technical appendix, and an illustrative 90-day plan with milestones and estimated impact in USD.

What to ask in follow-up calls

• Ask how they will validate revenue attribution and reconcile platform-reported conversions with server-side data.
• Ask for a sample dashboard or a query they would run in BigQuery/Sheets to prove incrementality.
• Ask how they split budget between testing and scaling, and when they’d pause underperforming segments.

When requesting quotes from PPC and SEO agencies, the goal is comparable, revenue-focused proposals that prioritize attribution accuracy and scalable systems over vanity metrics. If you’d like a template RFP or a scoring sheet that matches this framework, consider requesting a growth audit via our contact flow: Contact Prebo Digital. For more on our agency approach to measurable growth, see our homepage: Prebo Digital.

Sample RFP checklist (one-paragraph ask to include)

Please submit a concise proposal (max 6 pages) that includes: 1) a one-paragraph strategic hypothesis, 2) a 90-day pilot plan with estimated spend and expected revenue impact in USD, 3) a technical tracking diagram showing client-side and server-side data flow, 4) pricing (setup + monthly retainer + media), and 5) two US-based case studies with measurable revenue outcomes. Include any assumptions and a short note on privacy handling for US audiences.

Sources

• Google Ads: Conversion tracking overview
• Google Analytics: GA4 measurement model
• California CCPA overview (State resource)
• IAB: Digital advertising guidelines and consent frameworks