Two marketing proposals can have the same monthly total and cover very different work. Compare the deliverables and responsibilities before deciding which is less expensive. A useful estimate makes it possible to see what the business receives and what it still needs to supply.
Separate the cost categories
Ask for distinct lines for discovery and strategy, website changes, content production, advertising management, media spend, software, and reporting. Clarify whether photography, design revisions, landing pages, and tracking repairs are included. Identify one-time setup separately from recurring work.
Price the internal work too
Your team may need to approve technical claims, attend interviews, provide examples, and follow up with leads. Assign someone to each task. A low agency fee can become expensive if essential work is left unowned and campaigns wait for weeks.
Compare scope using the same scenario
Give each provider a defined service, audience, and starting condition. Ask how they would launch one campaign, what they would deliver in the first review period, and what evidence would lead them to change course. Do not compare an advertising-only proposal with a complete website and content rebuild as if they were interchangeable.
Check the exit terms
Confirm account ownership, file handover, cancellation timing, unused media funds, and access after the engagement ends. Ask how extra work is authorized and reported. Treat projected leads as assumptions to evaluate, not guaranteed revenue.
For a worksheet-style approach to allocation, read build a marketing budget. Bring proposals to a consultation with the scope and exclusions intact so the comparison is meaningful.