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Statement of Work – Google Ads Management

Building and managing high-converting Google Search and Local Ad campaigns designed to turn searchers into calls and form submissions.

By agreeing to this Statement of Work (SOW), both parties consent to the terms and conditions outlined herein and in the accompanying “Contract” specific to your project, pertaining to the Services to be performed under this SOW.


Last Updated: October 9, 2026

Term

This SOW commences on the subscription, payment, or acceptance date specified in your invoice or scope request and continues until all services are performed and deliverables provided by Virtually(Creative), unless terminated earlier per the Contract. Expiration or termination of the Contract does not terminate this SOW; all applicable terms and conditions of the Contract remain in effect until this SOW concludes.

Project Description

Virtually(Creative) provides Google Ads Management Services under one of three monthly management packages: Launch, Growth, or Scale. Each package includes clearly defined deliverables detailed in the Scope of Services section below. Ad spend is paid directly by the Customer to Google and is separate from agency management fees.

Scope of Services

Launch Package ($250/mo):

Best for small local businesses running ads for the first time or testing low budgets ($300–$1,000/mo ad spend).

  • Complete Google Search Campaign Setup.
  • High-intent local keyword research and audience structuring.
  • Custom ad copywriting and extensions (sitelinks, call extensions, callouts).
  • Negative keyword list setup (eliminates wasted click spend).
  • Call and lead form tracking setup via Google Analytics / GTM.
  • Monthly plain-English performance report.
  • Flat management fee—does not scale with ad spend.

Growth Package ($650/month)

Best for established local services looking to dominate their market ($1,000–$3,000/mo ad spend).

  • Includes everything in Launch, plus:
  • Up to 3 Google Search & Remarketing campaigns managed simultaneously.
  • Dedicated lead capture landing page setup or optimization pass.
  • A/B testing on ad headlines, descriptions, and extensions.
  • Weekly budget, bid strategy, and quality score optimizations.
  • Automated CRM and email lead notification alerts.

Scale Package ($1,250/month)

Best for high-volume businesses or multi-location service providers (over $3,000/mo ad spend).

  • Includes everything in Growth, plus:
  • Advanced Google Search, Display, and Local Service Ads (LSA) campaigns.
  • Competitor keyword conquesting and advanced audience segmentation.
  • Complete custom conversion funnel and dedicated landing page architecture.
  • Bi-weekly strategy calls and direct account team support.

Project Specifications

The project breakdown includes the following phases for all tiers:

  1. Kick-Off & Account Setup: 1-hour discovery session to establish target geographies, offer focus, monthly ad budget, and target Cost Per Lead (CPL).
  2. Technical Setup & Conversion Tracking: Linking Google Ads, GA4, and GTM; setting up primary conversion actions (calls, form fills).
  3. Campaign Build & Copy Approval: Creation of ad groups, keyword lists, negative keywords, and copy assets for client sign-off.
  4. Campaign Launch: Live campaign deployment following pre-flight QA review.
  5. Ongoing Optimization & Reporting: Ongoing bid management, search term audits, and monthly performance reviews.

Kick-off Requirements:

Project commencement requires the following:

  • Approved decision-maker(s).
  • Signed Contract.
  • First payment processed.
  • Scheduled kick-off call.

Timeline Adjustments:

Delays caused by revisions or missed deadlines will necessitate a revised timeline based on Virtually(Creative)’s availability. Additional charges may apply.

Acceptance Criteria

Approval Period:

Clients have 5 business days to review and approve ad copy, landing pages, and keyword targets. Lack of response within this period constitutes approval (“deemed approval”).

Assumptions and Dependencies

  • All services are provided remotely.
  • Customer is responsible for funding ad spend directly via their own Google Ads account.
  • Customer must grant access to Google Ads, Google Tag Manager, GA4, and domain hosting/DNS where applicable.

Customer Responsibilities

To ensure a smooth project workflow and timely delivery of the services outlined in this SOW, the following are the Customer’s responsibilities:

  • Account Credentials & Access: Granting necessary administrative/manager access permissions.
  • Active Billing: Keeping valid payment methods active on Google Ads to prevent campaign pauses.
  • Lead Handling: Following up promptly on leads and calls delivered by campaigns.

Dormancy:

If a project is inactive for 21 business days due to lack of client response, it will be considered dormant and may be subject to restart fees equal to the project’s list price.

Confidentiality & NDA:

A mutual Non-Disclosure Agreement (NDA) is available upon request prior to project kick-off.

Accessibility

Virtually(Creative) is committed to creating inclusive digital experiences by adhering to WCAG 2.1 AA accessibility best practices wherever possible. Our approach ensures that accessibility is prioritized throughout the design and development process.

We utilize automated tools to assess compliance and address accessibility during implementation. However, Customer input may be required for full remediation, particularly for content or features that require specific business processes.

It is important to note that while Virtually(Creative) strives to make websites as accessible as possible, achieving 100% accessibility compliance may not always be feasible due to limitations in WordPress or other technologies. For certain mandatory business processes, a fully code-level accessible solution may not be possible. Accessibility is an ongoing process, and we aim to provide solutions that maximize inclusivity without compromising essential functionality.

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