My background is in sales and marketing, so I was intrigued when I read this proposal. I think it’s great and a nice, fresh approach brought into this space. 
Here are my thoughts:
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I think this proposal addresses the issue of bringing new users (non-crypto) on-chain. Since you are using channels like Google Ads, etc., I think this is the awesome. To incentivize crypto projects to go for non-crypto users.
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I like that the whole proposal is very metric-driven. I think this is the only way to approach this. In case the proposal would pass, I expect strict metrics for all participating projects.
I do have a few questions:
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From the project perspective, this initiative makes sense. They get funds (budget) to run these campaigns. The issue might be that currently, projects have small marketing teams (sometimes even no marketing team at all). Who will pick up the workload? It might be an issue since the project would have to hire new people. What would be a solution here? Offer services by outside marketing agency?
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You mentioned you contacted 40 protocols to fill out the survey, and 19 filled the survey. Which protocols shared interest? Did you pitch them this idea already? What was the feedback? Can you name the protocols that showed interest?
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With a $3M budget, you expect to serve 10-20 projects. So, a $150k-$300k budget per project. How long would the experiment take before you could do the analysis and show results?