A Meta ads agency proposal should help you understand what will be tested and how the next decision will be made. A promise to scale is not a substitute for that plan.
Start with your product, economics, audience and current evidence. Ask the agency to identify what it knows, what it assumes and what it needs from your team. This is a proposal-evaluation framework, not a ranking or a report of agency testing.
Make creative scope concrete
Ask what counts as a new concept, a variation and a revision. Find out who writes the brief, supplies footage, approves claims and secures usage rights. A large asset count can mean many near-identical edits. A smaller count can still leave important customer questions unanswered.
In a fictional example, a small storage brand commissions three concepts with two edits each. The six deliverables cover a cramped-room demonstration, an installation walkthrough and a product comparison. Six is the agreed workload in this example, not a monthly industry benchmark.
Put the measurement questions in the proposal
Which purchase report will guide decisions? How will the team reconcile platform-attributed orders with the store’s order records? Which costs, cancellations and returns are included? Attribution assigns credit under a model; it does not by itself prove the ads caused every reported sale.
Ask how limited data will affect the plan. An agency should be able to explain when a test remains inconclusive instead of treating every small fluctuation as a winner.
Agree on what happens next
Use a written test brief: the customer question, creative variations, approved budget, relevant measures, review point and the decision each possible result could support. Include dependencies such as product availability and landing-page accuracy.
Check fees, media ownership, account access and cancellation terms separately. Do not accept an unexplained creative quota as proof of competence. Choose the team whose proposed work fits your constraints and makes the evidence easier to interpret.