Business Case #4 - How a Consultancy Automated Custom Proposal Generation and Saved 10+ Hours per Week
Objective
Automate the generation of tailored service proposals (PDFs) based on client needs — without touching a document editor.
Company Profile
A boutique marketing consultancy offering performance audits, strategy roadmaps, and setup packages for various platforms.
Each new client requires a customized proposal with:
Project scope
Selected services
Timeline and cost
Team roles
Terms & conditions
Previously, consultants spent 30–60 minutes per proposal using templates in Google Docs or Canva.
Initial Problem
Proposal creation was tedious, repetitive, and prone to errors
Junior staff struggled with consistency and formatting
Senior consultants were often pulled in just to tweak wording or numbers
Delays in sending proposals slowed down the sales cycle
The Automation Flow (n8n + Airtable + Google Docs + PDF + Gmail)
We built an automated system that:
Lets the consultant fill out a 1-minute Airtable form with:
Client name
Selected services (via checkboxes)
Budget range and timeline
Optional notes or context
n8n then:
Generates a branded Google Docs proposal using dynamic templates
Populates content blocks (e.g. SEO strategy, ads setup, CRM integration) based on selected services
Inserts custom pricing and calculated totals
Converts the document to PDF
Sends the PDF via email to the consultant and optionally to the client
Logs the proposal in a Google Sheet for tracking
Results
Proposal time reduced from 30–60 minutes to under 2
Consistency and quality of proposals improved
Consultants spent more time in calls, less in formatting
Increased speed from lead to quote → better close rate
Why It Worked
Dynamic templates covered 90% of variation
Human input limited to only the essentials
Clients received proposals faster, without sacrificing personalization
System was editable: templates could be refined over time
Stack Used
n8n
Airtable (frontend for consultants)
Google Docs API
PDF converter (built-in)
Gmail or Outlook for delivery
Google Sheets for tracking
Ideal For
Marketing, tech, and creative agencies
Freelancers who send lots of service proposals
Any business doing semi-custom work
