What a written marketing scope should include, and why you should see it before you pay

What a scope is (and isn't)

A scope is a plain description of the work. It can be part of a contract or a separate document attached to one. It is not a sales deck, a list of services on a website, or notes from a friendly call.

A good scope answers one question: if we both read this in three months, would we agree on what was promised?

You do not need legal training to read one. You only need to check that each section below is there and that you understand it. For anything legal, such as liability, payment terms or ownership, it is worth asking a lawyer to look over the full agreement.

The ten things a written scope should include

1. The goal, in one or two sentences

What is this work for? For example: "Launch the new online store and start collecting email sign-ups," or "Find out why website visits are not turning into enquiries." A clear goal helps both sides judge whether a later request fits.

2. The deliverables, listed one by one

Each thing you will receive, described specifically enough to check. "Social media management" is a service. "Twelve posts a month on Instagram, written and designed by us, approved by you before posting" is a deliverable.

3. What "done" means for each one

How will you both know a deliverable is finished? Approved by you? Published? Live and tested? This matters most for websites, ad campaigns and anything with technical setup.

4. What is not included

This is the section most often missing, and the one that prevents the most arguments. If the scope covers ad management but not the ad budget itself, or writing but not photography, it should say so.

5. Who is responsible for what, on both sides

Name the role (or person) responsible for each part of the work, and what you need to provide: logins, product photos, approvals, answers to questions. Many delays come from waiting on the client, so it helps to agree how quickly each side will respond.

6. Timing and dependencies

When each part starts and finishes, and what it depends on. For example: "Ads start after the landing page is approved," or "The domain switch needs your registrar access first."

7. Who owns the accounts and the work

The scope, or the agreement it sits in, should say who owns:

• Accounts — ad accounts, analytics, website hosting, domain, email tools. These should normally be in your business's name, with the agency added as a user.
• The work itself — designs, copy, photos, code.

Ownership of creative work deserves a clear written answer. Under US copyright law, a "work made for hire" is either work made by an employee as part of their job, or certain types of specially commissioned work where both sides "expressly agree in a written instrument signed by them." US Copyright Act, 17 U.S.C. § 101 In plain terms: work made for you by an outside agency or freelancer does not automatically belong to you just because you paid for it. Get ownership in writing, and ask a lawyer if you are unsure what yours says.

For ad accounts, Google's policy for agencies requires a separate Google Ads account for each advertiser they manage, and requires them to be transparent about their services and costs. Google Ads third-party policy For analytics, only someone with the Administrator role can add or remove users, so make sure someone at your business holds it. Google Analytics Help

8. How changes are handled

Plans change. A good scope says how many rounds of revisions are included, how new requests are priced and approved, and that nothing outside the scope starts without a written yes from you.

9. How you will see progress

What will be reported, how often, and in what form. A monthly report, a shared dashboard, a short call? Agree which numbers matter for your goal, and make sure you can see the underlying data yourself, not only a summary.

10. How the work ends

How much notice either side must give, what is handed over at the end (logins, files, reports, documentation), and how long the agency will help with questions after handover.

Things to look out for

A scope does not need to be long, but it should be specific. Be careful if you see:

• Vague verbs with no numbers: "manage," "optimise," "support" with no quantity, frequency or definition of done.
• Promised results the agency does not control. Google's guidance on hiring an SEO says "no one can guarantee a #1 ranking on Google." Google Search Central An honest scope describes the work and how it will be measured, not a guaranteed outcome.
• Accounts in the agency's name only. If the agency owns your ad or analytics account, leaving can mean losing your history.
• Compliance left unspoken. If the work includes email marketing, the scope should say who makes sure every marketing email includes a clear way to opt out, which US law (the CAN-SPAM Act) requires. FTC CAN-SPAM guide If it includes reviews or influencers, it should say who handles disclosures.
• "We'll figure it out as we go." Some flexibility is healthy. A scope with no fixed points is not.

Why see it before you pay

Three reasons:

1. It is the only shared record. Calls and emails are easy to remember differently. A written scope is the one thing you can both point to.
2. It shows how the agency thinks. A clear scope usually means clear work. A vague one tells you something too.
3. It is easier to change before you start. Asking for an edit before you pay is a normal part of agreeing work. Asking for it afterwards can feel like a dispute.

If an agency will not show you a written scope before you pay, that is a reason to pause.

A quick checklist

• The goal is written in plain words.
• Every deliverable is listed and checkable.
• "Done" is defined for each one.
• What is not included is written down.
• Responsibilities on both sides are clear.
• Ownership of accounts and work is written down.
• Changes need a written yes from you.
• Reporting is agreed, and you can see the data yourself.
• You know what you get back at the end.