A Facebook advertising proposal in seven sections, from what your client told you to a first month of setup and launch, a flat monthly fee and the next steps. For agencies and freelance ad managers. Read it here or get it as a Word file and a PDF.
A Facebook ads proposal should say what the client told you, the leads or sales you'll both measure, how you'll work (usually a month of setup, then monthly management), what's included and what isn't, who pays Meta and who owns the ad account, the price, and exactly how to say yes. The template below has a section for each.
The Facebook ads proposal template, section by section
Copy one section or the whole thing. Under each section: what it's for, and one thing we've learned from the proposals sent with Nusii.
[Yellow] you write[Green] Nusii fills in when you send it
1. Introduction
The whole plan in two sentences, and who you are. Partners and colleagues read it too, often without having been on the call. Working on your own? Write "I" instead of "we".
Hi [Client first name],
Thanks for the call on [date of your call]. You told us that [the problem in one sentence, in the client's words, such as "we spend about $2,000 a month boosting posts, and we can't tell if it brings in a single job"].
In short: in the first month we check your ad account, set up tracking and launch a new set of ads on Facebook and Instagram. From the second month we run those ads for you, change what isn't working, and report each month on the leads they brought in and how many became [jobs].
[Your agency] is a [number]-person advertising agency in [city]. We've run Facebook and Instagram ads for [home services companies like yours] since [year].
[Your name] [Your role], [Your agency]
Agencies' proposals in Nusii got their first look in a median of 54 minutes (3,782 proposals, November 2025 to October 2026), and about a third of first views are on a phone. That's why this section is short and says "Facebook and Instagram". "Meta", "lookalikes" and "ROAS" are your words, and your client may never have used them.
2. What we heard
Shows you listened, turns what the client told you into goals you can both check later, and puts a number on what the ads are worth to them. Only you can write this one: replace the examples with your client's words.
Each goal below answers something you told us. If we got anything wrong, tell us before you accept and we'll fix it.
You said you [boost posts when things get slow], and you [can't tell what it brings in]. We'll set up tracking so every report shows which leads came from your ads and how many became [jobs].
You said[the leads you've had from Facebook rarely pick up the phone]. We'll show your ads only in [the towns you serve] and ask [what the job is and when they want it done] on the form, so your team talks to people who are ready.
You said you [tried an agency before and never understood what they did]. We'll send one page a month in plain words: what we spent, what it brought in and what we'll change.
What success looks like:[a result you can both check in three to six months, such as "40 leads a month from Facebook and Instagram at about $75 each, and at least 4 booked jobs"], measured in [Ads Manager and your own job list].
What it's worth:[$3,000] a month in ads at about [$75] a lead is about [40] leads. You told us you win about [one in ten] leads and a job leaves about [$2,500] in profit, so that's about [4] jobs and [$10,000] in profit a month. After the ad budget and our monthly fee, about [$5,500] is left. The [$75] is our estimate until the first ads have run for [four weeks].
If nothing changes:[what the client said happens if this doesn't go ahead, such as "we keep paying for boosted posts and stay dependent on referrals, which dry up every winter"].
Ask for four numbers on the call: what they spend on ads now, how many leads that brings, how many become customers and what a customer leaves in profit. Our 2015 book on proposals uses exactly this as its example of a baseline: "We're currently spending $2,500 a month on advertising and in return we get 5 new signups." Those numbers fill in "What it's worth", so the sum is your client's and not yours.
3. How we'll work
The plan step by step, so the client knows what happens first, what they approve, and when to expect results.
You approve every ad before it runs, and nothing is spent until you've approved the plan.
Weeks 1 and 2: check and set up. We go through your ad account and your last [six months] of ads, and set up tracking (the Meta Pixel and Conversions API, which tell us and Meta who became a lead). You get a short written plan, and we walk you through it on a call.
Weeks 3 and 4: build and launch. We write and design [eight] ads around [your two best offers], show them to people in [the towns you serve], and send new leads to [your email or CRM]. Meta reviews each new ad too, most within 24 hours. We start with [half] of the budget, so your team can keep up with the calls.
From month 2: run and improve. We check the ads [twice a week], move the budget toward what brings in real leads, and add [four] new ads a month. We only change what the numbers give us a reason to change, because big changes make Meta's system start learning again.
After three months: review. We look at what each lead cost and which ones became [jobs], and change the plan. If a bigger budget makes sense, we'll show you why.
When you'll see results: the first leads usually come in [the first week]. They cost more at first, while Meta's system learns who responds and we learn which ads bring people who hire you. Judge it on months 2 and 3.
Reporting: one page and a 30-minute call each month: what we spent, how many leads, what each one cost, which became [jobs], what worked and what we'll change. We check Meta's numbers against your own job list, because Ads Manager can see a form being filled in but not who hired you.
Meta says an ad set usually settles after about 50 results in a week. At $3,000 a month and $75 a lead you'll get about 10 leads a week, so it may stay in the learning phase for a long time. Keep it to one or two ad sets, and say here that the first weeks cost more, before your client sees week one.
4. Results for businesses like yours
Short proof for the people who weren't on the call. Use real numbers from a real client, with the ad spend next to the result, or leave this section out.
[Past client], [kind of business]:[the result, with the ad spend and what it turned into, such as "$9,000 in ads over three months, 120 leads at $75 each, 13 booked jobs"].
[Past client], [kind of business]:[the result, with the ad spend and what it turned into].
"[A one-line quote from one of those clients.]" [Name, role, company]
Proposals to a client who had accepted one before were accepted 63% of the time in Nusii, against 46% for a first proposal from the same senders (July to September 2026). A new client hasn't seen your work yet: one result with the ad spend next to it does more here than a screenshot of a dashboard.
5. What's included
Draws the line between what you'll do and what you won't, says what you need from the client, and what they keep. Selling to online stores? The line in brackets says what to swap.
Included
A check of your ad account and past ads, and a short written plan
Tracking set up so leads can be counted: the Meta Pixel and Conversions API on [your website]
[Eight] ads to launch, written and designed, for Facebook and Instagram
Running the ads: [twice-weekly] checks, budget moves and [four] new ads a month
A one-page report and a 30-minute call each month
[Selling online? Swap "leads" for "sales" and report what each sale cost.]
Not included
Your ad budget of [$3,000] a month, paid straight to Meta on your own card, never through us
Photo and video shoots (we'll quote them if you want them); we work from [photos you send]
Landing pages and website changes, other than adding the tracking
Regular posts and replying to comments on your pages
Calling your leads back. That stays with your team.
Guaranteed numbers of leads or sales. Your offer, the season, how fast your team calls back and Meta's own system all play a part.
What we need from you: partner access to your ad account and Facebook Page in week 1, so we never need your password; [photos of your work and your best offers]; approval of new ads within [two working days]; calling new leads within [one working day]; and telling us each month which leads became [jobs].
What you keep: your ad account, your Facebook Page, your tracking, your audiences and every ad we make stay in your name. If we stop working together, you remove our access and keep all of it, with the full history of what worked.
Of the six templates we read that rank for this search, none says who owns the ad account. Write it down: it costs you nothing and answers a worry before the client has to raise it. In Meta Business Suite, a client can share the ad account with your business as a partner, and only the business that owns it can share it on.
6. Investment
One price for the first month, then a flat monthly fee, each with when it's invoiced, and a way out before the monthly fee starts. These are example prices; the table further down shows what others charge.
First month: account check, tracking and launch
$2,000
A check of your ad account, tracking set up, a written plan and a walkthrough call, then [eight] ads written, designed and launched. Invoiced when you accept.
Monthly ad management
$1,500 a month
Running your Facebook and Instagram ads on up to [$10,000] a month of ad budget: [twice-weekly] checks, [four] new ads a month, and a monthly report and call. The ad budget itself is separate and goes straight to Meta. Invoiced on the 1st of each month from month 2. Three months minimum, then month to month with 30 days' notice. If the first month doesn't convince you, tell us before it ends. You pay for the first month, you keep everything we built, and the monthly fee doesn't start.
Total: $2,000then $1,500 a month
In Nusii, proposals with a recurring fee were accepted less often than one-off ones (39% against 55% for the same senders, July to September 2026). A monthly fee is a bigger decision. The first month gives the client a step with a clear end, and a flat fee means you don't earn more when they spend more.
7. Next steps
Tells the client exactly what to do to say yes, what happens after, and when you'll call.
If the plan works for you, accept and sign this proposal.
We'll send the invoice for the first month, book the kickoff call for [a date within two weeks], and send you a short list of what we need: partner access to your ad account and Facebook Page, access to [your website], and [photos of your work].
I'll call you on [a day three to five days from now] to answer any questions. If you have any before then, call me on [phone number] or reply to the email this proposal came with.
Accepted proposals in Nusii that mention Facebook or Instagram ads got their yes in a median of 5.7 days, and 57% of them within a week (November 2025 to October 2026). A call three to five days after you send it lands while most clients are still deciding.
See it as your client will
Every page of the PDF, printed by Nusii. Sent as a link, it's one scrolling page on any device: your client accepts with one button and signs with their name.
The template in Nusii, the way your client will see it. It opens in a new tab.
What to charge for Facebook ads management
What it costs to have someone run Facebook ads, from the pages we could check at the source. The template's example prices, $2,000 for the first month and a flat $1,500 a month, sit between the published price lists below. The ad budget isn't in any of these figures: the client pays that to Meta. In Nusii, 88% of proposals that mention Facebook or Instagram ads have a recurring fee. The accepted ones with a one-off price had a median of $1,794, monthly fees left out (289 proposals, November 2025 to October 2026).
What
Price
Source
First month, one agency's price list
$1,975setup and launch, for $1,000 to $30,000 a month in ad spendWebFX
Sources: WebFX, a marketing agency's plan table and cost guide, checked November 2026; Stackmatix, an agency's published packages, March 2026; Credo, a survey of digital marketing agencies, page updated June 2022; Flighted, agencies' published rates, compiled October 2026. WebFX, Stackmatix and Flighted sell Facebook ads management, and Credo is a directory of agencies. Credo's is the only survey we found, and it's a few years old.
How often proposals got a yes, by price
Proposals over $15,000 got a yes about a third of the time. Agencies' accepted proposals had a median value of $4,000. From 1,713 proposals first sent with Nusii, July to September 2026.
Under $1,000
67.1%
$1,000 to $5,000
50.6%
$5,000 to $15,000
48.9%
$15,000 to $50,000
36.1%
Over $50,000
33.3%
Share accepted, by the total the client saw. Bigger proposals are bigger decisions, so this shows what happened, not that a lower price would win. Method: The State of Proposals 2026.
What happens after you send it
From 1,155 proposals first sent with Nusii from November 2025 to October 2026 that mention Facebook or Instagram ads (many cover more than ads).
39.6%
were accepted
1.1 hours
median time to the client's first look
5.7 days
median time to a yes
57.1%
of the yeses came within a week
Clients rarely say no. Of all proposals sent with Nusii from July to September 2026, 6.4% were rejected and 45.4% got no answer either way. Silence is the usual no, so a follow-up is worth sending.
Follow up after a week. Most yeses come within seven days. In Nusii you see when the proposal was opened and get an email when it's accepted, so you can follow up when they've read it, not when you guess they have.
The same template as a Word file you can edit (it opens in Google Docs too) and a PDF printed by Nusii. We'll email you both, plus a few emails with proposal tips. Unsubscribe any time.
Or send it with Nusii
This template is in the gallery of every Nusii account. Send it as a link: you get an email when your client opens it, and they accept and sign online, on any device.
“Hands down, Nusii is the best system for creating proposals and closing deals that I’ve ever found in 26 years of business.”
Brian Sooy
Founder & Chief Strategist, Aespire
“Since I’ve been using it, I’ve had more proposals accepted. In fact, thanks to Nusii’s dashboard, I can tell you I have a 92.68% acceptance rate!”
A document that tells a prospective client how you’ll run their Facebook and Instagram ads, what it costs and how to start. People also call it a Facebook advertising proposal or a Facebook marketing proposal. It usually covers their goals, your plan, what’s included and what isn’t, the price and how you’ll report results.
What should a Facebook ads proposal include?
What the client told you and the goals that follow from it, your plan, short proof from similar clients, what’s included and what isn’t, who pays Meta and who owns the ad account, the price, and the next steps. That’s seven sections, the same as the template on this page.
How much should I charge to manage Facebook ads?
A common way to price it is a setup fee for the first month, then a monthly fee. WebFX lists $1,975 for the first month and $975 a month or 15% of ad spend, and Stackmatix starts at $2,000 a month for $5,000 to $15,000 in ad spend. This template uses $2,000 and $1,500 a month as example prices. Raise them for a bigger budget or if you make the ads from scratch.
Should I charge a flat fee or a percentage of ad spend?
A flat fee is easier to sell, and a percentage is easier to scale. With a flat fee you don’t earn more when your client spends more, so that objection never comes up. Put a ceiling on the ad budget it covers, as this template does, so a bigger budget means a new price. In Credo’s survey only 11.8% of agencies offered a percentage of spend.
Who pays for the ads, me or my client?
Your client, straight to Meta on their own card. The money never passes through you, so you carry no risk if a payment fails and the client can see exactly what was spent. The template lists the ad budget under “Not included” and repeats it in the price line.
Who owns the Facebook ad account?
Your client should, and the proposal should say so. The template keeps the ad account, Facebook Page, tracking, audiences and ads in the client’s name. They give you partner access in Meta Business Suite, so no passwords change hands, and they can remove it whenever the work ends.
Is $1,000 a month enough for Facebook ads?
It can be enough to start, but expect a slow, uneven first few months. Published agency minimums begin at about $1,000 a month in ad spend. Meta says an ad set usually settles after about 50 results in a week, and a small budget won’t get close, so keep to one ad set and judge it over months.
What results should I promise in a Facebook ads proposal?
Promise the work and measure the result, but don’t guarantee a number of leads or sales. Set a goal in your client’s numbers, such as cost per lead and jobs booked, and report on it every month. Label any cost per lead as an estimate until the first ads have run.
Can I use this template for an online store?
Yes. Swap “leads” for “sales” and “your job list” for “your store’s reports”, then report what each sale cost. Change the sum in “What it’s worth” to average order value and margin. There’s a line in brackets under “What’s included” to remind you.
Does this work for Instagram ads, or a social media advertising proposal?
Yes. Facebook and Instagram ads run from the same Meta ad account, so the template covers both. If your client also wants regular posts and replies, that’s a separate job: use our social media proposal template for it and keep the ad work on its own line.
Can I use this template as a freelance Facebook ads manager?
Yes. Write “I” instead of “we”, describe yourself in the introduction, and set the number of new ads a month to what you can deliver on your own. Everything else, from the goals to the way out after the first month, works the same.
What’s an “ad proposal” in Meta Ads Manager?
Something else with the same name. Meta sales representatives create ad proposals for some advertisers: a draft campaign with a proposed budget that you can review, publish or delete in Ads Manager. This page is about the document an agency sends a client to win the work.
Should I put example ads in the proposal?
Link to them instead. In Nusii, proposals with images were accepted less often than those without (42% against 54% for the same senders, July to September 2026). That doesn’t prove the images were the reason, but a link to ads you’ve run shows your work and keeps the proposal short.
Should I offer several packages?
Offer them only if the client asked about choices. In Nusii, proposals where the client could choose between options were accepted less often (40% against 51% for the same senders, July to September 2026). This template has one clear price; add an optional section for an extra the client asked about.
Do I need a contract as well?
Attach your own agreement if you use one. This template covers the scope, the price, who owns what and how to end the work in plain words, and it isn’t legal advice.
Can my client accept and sign the proposal online?
Yes, if you send it as an online proposal. In Nusii, your client opens a link, accepts with one button and signs with their typed name, on any device, and you get an email when they do. The Word file and the PDF need signing the old way.
