How to compare agency proposals with different scopes

Build a common work list

Put each proposal against the same requested output: account setup, creative, landing page, measurement and reporting. Mark included, excluded and unanswered separately. Never treat an unanswered line as included.

Compare equivalent units

A campaign review is different from campaign implementation. A set of image sizes is different from distinct creative hypotheses. Ask each agency to name the actual output and revision allowance; this prevents a cheap-looking proposal from hiding extra client work.

Resolve differences before selecting

Example: one proposal includes ad management, while another also includes a landing page and event repair. Request a comparable base scope and separate optional additions. Then judge fit, evidence, client workload and cost together. This is an editorial comparison method, not a price benchmark.

Take this checklist

• List each output and the person accepting it.
• Separate agency fees, media spend and subscriptions.
• Record dependencies on your own staff.
• Ask both agencies to confirm the same assumptions.

Apply it to a service

Background sources

The working method above is editorial guidance. These primary sources provide context and examples; they are not proof of a universal procurement rule.

• Primary source: netpeak.us ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.