Two marketing proposals can look alike while covering very different work. Before comparing the total fee, put the proposed activities, assumptions and responsibilities side by side. This guide shows what to line up and which questions to ask before you choose.
Compare the same scope
List the business priorities each proposal addresses. Ask what will actually be delivered, who supplies the inputs and what counts as finished. A content plan, written copy, design and publishing are separate pieces of work, so check which ones are included.
- Which pages, campaigns or channels are covered?
- Which tasks are monthly and which are one time projects?
- How many review rounds are included, and who approves the work?
- Which connections or existing assets are assumed to be ready?
- How are extra requests estimated and approved?
Separate fees from other spending
Ask for agency fees, advertising spend, production costs and software subscriptions to be listed separately. Check whether outside costs are included in the estimate or billed to you directly. Ask how a change in scope affects the estimate and who can approve extra spending.
Compare the full arrangement rather than assuming the lowest headline fee covers the same work. Where a cost is unclear, write it down as a question instead of guessing a number.
Check account ownership and access
Ask which business accounts will be used and who will manage them. Your business should own its website, advertising, analytics and social accounts, with the agency given the access it needs. Never put passwords in a proposal or a shared planning document.
Make reporting definitions clear
Ask what each reported conversion means. A form submission, a phone click, a qualified enquiry and a completed sale are different events. Find out which results can be checked against your own records and how the agency will explain any gaps.
A useful report explains the work completed, the results observed and the next decisions. Ask how the starting point will be set and how changes to offers, budgets or tracking will be recorded.
See how the team will work with you
Find out who handles everyday decisions and who approves content, creative and spending. Ask how feedback is collected and how delays in supplying information affect timelines. Check which parts of the work depend on your own staff or another supplier.
Keep a simple comparison table
For each agency, record the scope, exclusions, fees, outside costs, approval process, reporting definitions and account arrangements. Add a final column for open questions, and get those answered before you decide. Our guide to what to look for in a digital marketing agency covers the qualities to weigh alongside the numbers, and a clear marketing brief makes proposals far easier to compare.
Explore our marketing services, then ask Canada Create™ for a proposal with your priorities and the questions it should answer.
We plan and run B2B marketing across search, ads, content and email for Canadian companies.
Frequently asked questions
How do I compare marketing agency proposals fairly?
Line up the same scope across every proposal, then compare deliverables, inputs, review rounds, fees and reporting definitions side by side.
Why do agency proposals vary so much in price?
They often cover different work. One may include writing, design and publishing while another covers only planning.
Should agency fees and ad spend be listed separately?
Yes. Agency fees, advertising spend, production and software costs should each be shown so you know where your money goes.
Who should own the marketing accounts?
Your business. The agency should be given the access it needs to do the work.
What is a conversion in a marketing report?
It depends on the agency. Ask whether it means a form submission, a phone click, a qualified enquiry or a sale.
Is the cheapest proposal the best value?
Not always. Check what is excluded and what you are expected to supply before comparing totals.
How many review rounds should a proposal include?
It varies by project. The important thing is that the number is stated and you know how extra rounds are handled.
What questions should I ask before choosing an agency?
Ask about scope, exclusions, outside costs, who approves work, how results are reported and who your main contact will be.
Should I share passwords with agencies during the proposal stage?
No. Access is set up securely once you have chosen an agency.
Can Canada Create send a proposal I can compare?
Yes. Share your goals and priorities and we reply with a written proposal that lists scope, fees and outside costs separately.
