PPC Campaign Setup & Management Scope of Work Template
Define the full scope of a paid advertising engagement before ads launch: campaign setup, targeting, ad creation, budget management, reporting, and pricing, all in one document.
· Trusted by 1,600+ agenciesScope of Work Template
Introduction
A summary of the PPC engagement: the client's business context, the advertising platforms covered (Google Ads, Meta Ads, LinkedIn Ads, etc.), and the overall goals of the paid advertising work.
This template also covers:
- Project Objectives
- Services Included
- Timeline & Deliverables
- Roles & Responsibilities
- Revisions & Feedback
- Reporting & Analysis
- Pricing & Payment Terms
What is a PPC Campaign Setup & Management Scope of Work Template?
A PPC scope of work template is a structured document that defines the full scope of a paid advertising engagement (campaign setup, targeting, ad creation, budget management, reporting, and pricing), before any ads are launched.
A PPC campaign setup and management scope of work (SOW) template is a document that outlines the boundaries of a paid advertising engagement, from keyword research and audience targeting through ad creation, campaign setup, bid management, A/B testing, and ongoing performance reporting. It defines who is responsible for what, the platforms covered (Google Ads, Meta Ads, LinkedIn Ads, etc.), how the ad budget is managed, and the pricing structure (setup fee + monthly retainer), so the agency and client agree on exactly what is being delivered before the first ad goes live.
- Used before any campaigns are built or ad spend is committed, not after
- Typically 2–4 pages covering all eight sections from introduction to pricing
- Signed by both the PPC agency and the client before kickoff
- Often structured as a one-time setup fee plus a monthly management retainer
- Includes a dedicated pricing section separating ad spend from management fees
What's Inside This Template
8 structured sections, ready to fill in for your project.
Introduction
A summary of the PPC engagement: the client's business context, the advertising platforms covered (Google Ads, Meta Ads, LinkedIn Ads, etc.), and the overall goals of the paid advertising work.
Project Objectives
The specific goals: driving targeted traffic through paid ads, generating leads and conversions, optimizing cost per acquisition, and establishing performance benchmarks through data-driven campaign management.
Services Included
The detailed list of deliverables: keyword research, audience targeting, ad copywriting, campaign setup, bid management, A/B testing, landing page recommendations, and performance reporting.
Timeline & Deliverables
The phased approach (account audit and strategy in week 1, campaign setup and ad creation in week 2, launch and initial optimization in week 3, reporting and refinement in week 4), followed by ongoing monthly management.
Roles & Responsibilities
Who owns what: the client provides ad spend budget, landing pages, and timely approvals; the agency handles strategy, campaign setup, ad creation, bid management, and performance reporting.
Revisions & Feedback
The revision process: how many rounds of ad copy revisions are included, the feedback turnaround window, and what happens with scope changes or additional campaign requests.
Reporting & Analysis
Monthly reporting covering impressions, clicks, CTR, CPC, conversions, cost per conversion, ROAS, and actionable recommendations for campaign optimization.
Pricing & Payment Terms
The one-time campaign setup fee, the monthly management retainer, what's included (campaign count, platforms), and how the ad spend budget is handled separately from management fees: the section most free templates leave out until a dispute arises.
Without a Template vs. With This One
| Aspect | Without a Scope of Work | With This Template |
|---|---|---|
| Defining deliverables | Vague "run our ads" brief that’s easy to dispute later | Written deliverables list per platform (campaigns, ad groups, targeting), agreed before launch |
| Pricing | One lump number mixing ad spend and management fees | Setup fee + management retainer clearly separated from ad spend budget |
| Optimization | No defined optimization cadence: agency "checks when they can" | Dedicated Reporting section with monthly metrics and optimization recommendations |
| Campaign changes | Ad-hoc campaign additions, often unbilled | Revisions section defines included scope and how additional campaigns are billed |
Who This Template Is For
Built for the people who actually write and send scope of work documents — here's why it fits each of them.
Creative Agencies
- Standardize scope across every PPC management retainer client
- Set campaign limits and platform scope before the first ad is built
- Define reporting cadence and success metrics (ROAS, CPA, CPC) upfront
Freelance PPC Specialists
- Set expectations with clients who confuse "ad spend" with "management fee"
- Draw a clear line between included campaigns and paid add-on platforms
- Send it for e-signature instead of relying on a casual email agreement
Project Managers
- One reference doc for deliverables, deadlines, and responsibilities across the team
- Settles "was that campaign included?" disputes before they start
- Clarifies who owns what: agency management vs. client ad spend and approvals
Startup Founders
- Brief a PPC agency without ambiguity about platforms, campaigns, and budget
- Keep PPC spend predictable with a fixed setup + monthly management fee
- Tie pricing to specific deliverables: campaigns, ad groups, landing pages
Marketing Teams
- Align internal stakeholders on what the PPC agency is delivering and when
- Hand off the signed SOW to procurement or legal without back-and-forth
- Reference the document throughout the engagement to keep scope on track
E-commerce Brands
- Scope Shopping campaigns separately from Search and Display campaigns
- Define how product launches and seasonal sales get dedicated campaign support
- Tie PPC deliverables to revenue metrics: ROAS, conversion rate, cost per acquisition
How to Use This Template
Fill in project & party details
Add your agency and client names, the advertising platforms, and a short overview of the PPC engagement.
Define campaign and platform scope
List the specific services included (keyword research, ad creation, campaign setup, bid management, A/B testing), and the platforms covered.
Set timeline and revision terms
Define the phased approach, how many ad copy revision rounds are included, and the feedback turnaround window.
Add pricing and payment terms
Set the setup fee, monthly management retainer, and clarify that ad spend is separate from management fees.
Send it for e-signature
Save it to a free Taskip account to send it for signature and manage the whole project, including status tracking and client delivery, from there.
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FAQs — PPC Campaign Setup & Management Scope of Work Template
What is a PPC scope of work template?
A PPC scope of work template is a pre-structured document that defines a paid advertising engagement's boundaries before work begins: campaigns, platforms, targeting, ad creation, budget management, reporting, and pricing. It protects both the agency and the client from scope creep by putting expectations in writing upfront, rather than relying on verbal agreements or scattered email threads.
What should a PPC SOW include?
At minimum: an introduction with platform scope, project objectives, a detailed list of services (keyword research, ad creation, campaign setup, bid management, A/B testing), a phased timeline, roles and responsibilities, revision terms, reporting metrics (impressions, clicks, conversions, ROAS), and pricing with setup and management fees. This template includes all eight of those sections.
Is this PPC scope of work template free to use?
Yes, this template is free to download and customize, with no signup required. If you want to send it for e-signature, track its status, or convert it into a formal agreement, you can save it to a free Taskip account.
Can I customize this template for different ad platforms?
Yes. Every section (platform selection, campaign types, targeting methods, reporting metrics) is a placeholder meant to be edited for your specific engagement. Add or remove platforms depending on whether it's Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, or another platform.
What's the difference between ad spend and management fees?
Ad spend is the money paid directly to the advertising platform (Google, Meta, LinkedIn) for running ads. Management fees are what you pay the agency for strategy, setup, optimization, and reporting. This template includes a Pricing section that clearly separates the two, so the client understands that the management fee does not include their ad budget.
How do I handle campaign scope changes?
The template includes a Revisions & Feedback section that defines how many ad copy revision rounds are included and what happens with scope changes. Adding new campaigns, platforms, or targeting beyond the original scope is typically billed separately. This prevents the agency from absorbing unlimited campaign requests under a flat retainer.
How do I turn this into a signed agreement?
Fill in the template, then save it to a free Taskip account to send it to your client for e-signature. From there you can track when it's been viewed and signed, get notified the moment it's countersigned, and store the finished document alongside the rest of that client's project files, with no separate e-signature tool needed.
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