PPC Scope of Work Template

A PPC scope of work template that defines responsibilities, deliverables, timelines, and exclusions for paid media engagements before campaign management begins.

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Why this template

Designed for the way agencies work—built for your workflow, not just a generic doc.

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Clarifies deliverables and exclusions

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Defines agency and client responsibilities

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Supports procurement and legal review

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Useful for multi-channel PPC engagements

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Reduces scope creep before launch

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What's Included

  • Project overview and objectives
  • Channels and account coverage
  • Detailed deliverables
  • Roles and responsibilities
  • Client dependencies and approvals
  • Timeline and reporting cadence
  • Out-of-scope items
  • Change request process
  • Commercial assumptions
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Example Scope of Work Structure

Example Scope of Work Structure

Project Overview

This scope of work defines the paid media services to be delivered, the client inputs required for execution, and the operational assumptions that support account performance. It is intended to reduce ambiguity before campaign work begins.

Included Deliverables

  • Account review and implementation plan
  • Campaign builds or restructures for agreed channels
  • Audience, keyword, and ad asset management
  • Budget pacing and bid adjustment reviews
  • Monthly reporting and performance commentary
  • Testing roadmap and optimization recommendations

Roles and Responsibilities

Agency Responsibilities

The service provider manages campaign setup, optimization, reporting, and agreed strategic guidance within the platforms and workflows defined in the contract.

Client Responsibilities

The client provides timely access, approves required assets, maintains landing page ownership unless otherwise agreed, and shares lead quality or revenue feedback needed for optimization.

Out of Scope

Unless listed separately, the scope does not include full landing page design, CRM implementation, call center scripting, long-form copywriting, or major analytics remediation.

Change Control

Material changes to channel mix, account count, ad spend bands, reporting requirements, or turnaround expectations should be documented and approved before delivery assumptions are updated.

When to use this Scope Of Work Template

A PPC scope of work template gives both sides a shared definition of what is included in the engagement, how work will be delivered, and where approval boundaries sit.

It is especially useful when proposals have already been accepted and the next step is converting a sales conversation into an operational document the team can execute against.

  • Use it when a signed proposal still needs a formal service definition.
  • Use it when multiple channels or account types are included in one engagement.
  • Use it when clients expect detailed deliverables and turnaround expectations.
  • Use it when creative, landing page, or analytics support may be partially out of scope.
  • Use it when procurement or legal teams need a precise work statement.

How to write a winning scope of work

A good PPC scope document prevents two common failures: strategic ambiguity and delivery drift. Clients often assume that campaign management includes analytics fixes, landing page rewrites, creative production, CRM setup, and sales enablement unless those boundaries are stated directly.

Platform complexity also changes the level of detail required. Search-only retainers can often use a simpler work statement, while cross-channel accounts involving Performance Max, remarketing, YouTube, paid social, and offline conversion imports usually need more explicit ownership lines.

If the engagement involves regulated industries, franchise models, or shared admin access across several stakeholders, approval timing and compliance review requirements should be named inside the scope rather than handled informally.

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Template Details

Type
Scope of Work
Uses
PPC, client onboarding, procurement
Stage
Post-sale
Format
Google Docs, Word, PDF
Intent
Define delivery terms
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