Offers, Pricing, and Scope
Objective
Design service packages that are easy to sell, operationally sustainable, and measurable.
Offer Structure
| Tier | Best For | Typical Scope | Pricing Logic |
|---|---|---|---|
| Foundation | New advertisers | Setup + core Search + reporting | Fixed onboarding + monthly retainer |
| Growth | Active accounts | Search + Performance Max + CRO support | Retainer + performance incentive |
| Scale | Mature advertisers | Multi-channel + advanced experimentation | Custom retainer + strategic advisory |
Scope Definition Rules
- Define what is included, excluded, and optional add-ons
- Set maximum campaign volume by tier
- Set revision limits for creatives and landing pages
- Clarify ownership for tracking and development dependencies
Profitability Guardrails
- Minimum contract length for stabilization (typically 3 months)
- Minimum media budget threshold by tier
- Minimum gross margin target per client account
Deliverable Template
Package:
Core outcomes:
Included services:
Excluded services:
Dependencies:
Price:
Review cadence:
Next Step
Return to the module overview and continue with the next lesson in sequence.