The quality of pitches you receive is directly proportional to the quality of your brief. Vague briefs get boilerplate proposals.
What to include
- Current spend, channels and performance (share real numbers — good agencies sign NDAs).
- Target metrics: ROAS, CPA or lead volume, and why they matter to the business.
- Your margins and lifetime value — without these, ROAS targets are guesswork.
- What is not working now, honestly.
- Budget range for the management fee.
What to ask for back
- Account access policy — you should always own your ad accounts.
- A 90-day plan, not just a retainer description.
- Who manages the account day to day.
Then shortlist properly
Filter PPC agencies on AgencyScore by verified reviews and scores above 8.0, send the same brief to three of them, and compare the thinking — not the deck design.