The verdict in three sentences
A strong Google Ads brief fits on four to six pages and sets measurable targets: qualified leads per month, maximum cost per lead and the month by which both should be reached. It also states what stays with you (ad account, data, landing pages) and what the agency must deliver every week. Without that, Toronto agency quotes can range from 1 000 to 6 000 CAD a month for scopes that cannot be compared.
Part one: the business context
The marketing manager of an industrial packaging distributor in Mississauga, selling to manufacturers and food processors across Ontario and Quebec, starts by explaining who buys, what a good lead looks like and how long deals take. The agency must understand that a search for 'corrugated box supplier Ontario' is worth far more than 'moving boxes near me'.
| Brief section | What to write | Example for a packaging distributor |
|---|---|---|
| Business and offer | product lines, buyer types, territories | 4 lines, manufacturers and food processors, Ontario and Quebec |
| Primary goal | qualified quote requests | 50 a month by month four |
| Target cost per lead | acceptable ceiling | 90 to 160 CAD |
| Media budget | monthly amount and cap | 8 000 CAD a month, reviewable |
| Languages | English and French | separate campaigns, Quebec in French |
| Exclusions | queries and audiences to block | consumers, jobs, free, used |
| Launch date | go live target | 4 weeks after signing |
Part two: the technical template
This section forces every agency to price the same scope.
| Requirement | Expected level (2026 market ballpark) | How you check it |
|---|---|---|
| Media budget | 3 000 to 20 000 CAD a month | billed by Google to your company |
| Campaigns | one Search campaign per product line, one brand campaign | visible structure in the account |
| Ad groups | 3 to 6 per product line | one search theme per group |
| Landing pages | one per line in each language, form of 4 fields max | loads in under 3 s on mobile |
| Conversion tracking | forms, call clicks, tracked calls, offline CRM imports | conversions visible in week one |
| Negative keywords | at least 150 terms at launch | list delivered with the setup |
| Reporting | weekly report on leads and lead quality, review call every 4 weeks | sample report attached to the quote |
| Management fee | 1 000 to 6 000 CAD a month by scope | flat fee, excluding media |
Add lead quality criteria the agency can be held to: company with more than 10 staff, in your territory, with a real packaging need. Your sales team tags each lead every Friday and the agency reports qualified leads, not raw form fills. If follow up includes commercial emails, make sure consent capture on the forms meets CASL, and refer to the CRTC's official guidance for the detail.
Contract clauses to include
| Clause | Recommended wording |
|---|---|
| Account ownership | Google Ads account in your company's name, admin access |
| Landing pages | hosted on your domain and owned by you |
| Media payment | your card or invoicing, never resold through the agency |
| Term | 3 month initial period, then 30 days' notice |
| Targets | reviewed at month three against real data |
| Data | conversion data and audience lists exported at exit |
| Contact | a named account manager, replies within one business day |
| Privacy | landing page notice consistent with PIPEDA |
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Illustrative example only: Priya, marketing manager at a 90 person packaging distributor in Mississauga, sends her brief to four providers. Quotes range from 1 200 to 5 500 CAD a month in fees, but only two accept client owned accounts and call tracking.
She picks a 2 500 CAD a month offer on 8 000 CAD of media. By month four, the account produces 60 leads, of which 45 meet the quality criteria, for 10 500 CAD: about 233 CAD per qualified lead. If 10 become customers with a first order of 12 000 CAD, that is 120 000 CAD of new monthly revenue for 10 500 CAD spent, before repeat orders.
FAQ
What budget does B2B Google Ads need in Toronto?
Plan 3 000 to 20 000 CAD a month in media plus 1 000 to 6 000 CAD in fees. Around 5 000 CAD of media is a sensible floor for two or three product lines.
Do we need French campaigns?
If you sell into Quebec, yes: run separate French campaigns with French landing pages. Expect 20 to 40 % lower click volumes than English but often cheaper clicks.
How many landing pages do we need?
One per product line and language, so 6 to 12 pages for a bilingual distributor. Dedicated pages commonly lift conversion rates by 30 to 50 % over the homepage.
How should we compare agency quotes?
Convert each to a six month total cost and check every line of the template is covered. Drop any quote that resells media or skips call tracking.
Get found by the clients already searching for you. Paid search stops when the budget does: start with a visibility audit at 100 000 FCFA (about 152 EUR), credited against setup if you start within 30 days, then a Traffic Engine plan to win more quote requests from Google, with a weekly report. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
