A practical checklist and RFP framework for founders and marketing leaders to get comparable, revenue-focused proposals from PPC and SEO partners.
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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
Business context first
Ask for tracking diagrams
Scored decision rubric
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.
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, $25k monthly Google Ads spend." Clear context reduces assumptions in agency quotes.
Be explicit about desired outcomes: revenue growth ($), 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.
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.
Quick tip: Link to your services overview to show existing capabilities or gaps. Example link: Prebo Digital services.
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).
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.
| Layer | Example Responsibility |
|---|---|
| Client-side | GA4 gtag / dataLayer events |
| Server-side | Server-side tracking endpoint, deduplication |
| Attribution & Reporting | Modeled attribution in analytics and media platforms |
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.
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.
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:
| Stage | Tactics | Core KPI |
|---|---|---|
| TOF | Prospecting search & social; broad keywords | Impressions, CTR, new user rate |
| MOF | Email flows, site personalization, mid-funnel content | Email open rate, time on site, add-to-cart |
| BOF | Retargeting, dynamic shopping ads, checkout tests | Conversion rate, AOV, revenue |
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.
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.
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.
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.
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