When considering PPC services for your business, one decision you will have to make on the way is choosing between a PPC agency and consultant (in fact, you most likely clicked on this article to help with that exact decision!).
While both agencies and consultants aim to drive profitable leads and revenue through paid advertising, their approach, structure, and relationship with clients differ significantly.
- PPC agencies typically consist of multiple people skilled in PPC, account managers, developers, admin staff and directors.
- PPC consultants on the other hand are just the person skilled in PPC, covering admin duties themselves.
To help you decide between the two, I’ll compare both against seven key factors that are important to businesses deciding between choosing an agency or a consultant:
- Variety of Skills
- Cost-Effectiveness
- Resources
- Adaptability
- Communication
- Personalised Service
- Quality of Work
1. Variety of Skills
Winner: Agency
Typically, PPC agencies are staffed by a mix of specialists, including PPC specialists, developers, account managers and writers.
This breadth enables them to tackle large or multifaceted campaigns that benefit from multiple perspectives.
For businesses that require an end-to-end solution, working with an agency can be highly efficient.
Still, in cases where only one or two skill sets are required, such as PPC or SEO, this approach may be more than is necessary.
2. Cost-Effectiveness
Winner: Consultant
Agency rates can be competitive, but they usually reflect the costs of offices, managers, and support staff.
Consultants usually avoid these layers. What you’re paying for is their time, their skill, and nothing more.
That’s why PPC consultants are often more affordable overall.
3. Resources
Winner: Agency
Agencies are often the better choice for large or complex PPC work because they can tap into wider internal resources.
Tasks can be distributed across the team, so various campaign activities progress at the same time.
If your project calls for that level of team involvement, an agency may be the most suitable solution.
4. Adaptability
Winner: Consultant
Agencies, by nature of having multiple teams of people, often rely on standardised systems and processes.
This means that while individuals within teams can be highly adaptable, the setup of your account and other staff on your account may take time to update and adapt.
Consultants, on the other hand, can tailor their approach to your unique needs and pivot quickly if your business priorities change.
This flexibility can be a major advantage in a fast-moving digital landscape.
For example, if you need to adjust your PPC strategy mid-project, a consultant can implement changes at short notice, whereas an agency may take longer due to internal processes, approvals and the number of people involved.
5. Communication
Winner: Consultant
One key benefit of working with a consultant is the simplicity of having a single, steady point of contact.
This removes the typical agency experience of juggling different team members or onboarding new account managers.
Consultants offer direct access and communication with the person doing the work, not someone relaying messages.
That directness leads to better collaboration and a more efficient working relationship.
6. Personal Service
Winner: Consultant
Consultants rely on strong results and client satisfaction to sustain their business, so they’re often more personally invested in your success.
They don’t have directors or departments pulling them in different directions – their energy is focused squarely on helping you achieve your goals.
That level of personal accountability can make a big difference.
Whereas agencies may divide their focus, consultants treat each client as a top priority.
7. Quality of Work
Winner: Equal
Whether you choose an agency or a consultant, high-quality PPC is achievable with either.
Agencies may have larger teams and broader resources, but this sometimes leads to tasks being assigned to junior staff.
Consultants usually take on the full scope of work themselves, which can lead to greater consistency and attention to detail.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both Audit PPC agencies and consultants have their strengths.
While agencies bring extensive resources and a variety of skills, consultants may offer a more cost-effective, adaptable, and personalised approach.
If you’re ready to experience the benefits of working with an Audit PPC consultant…read more