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:

  1. Variety of Skills
  2. Cost-Effectiveness
  3. Resources
  4. Adaptability
  5. Communication
  6. Personalised Service
  7. Quality of Work

1. Variety of Skills

Winner: Agency

PPC agencies tend to be built around a multi-disciplinary team, comprising PPC specialists, developers, copywriters and client service professionals.

Their varied expertise makes them ideal for delivering complex projects involving several areas of digital marketing.

For organisations in need of a full-service solution, an agency can prove highly effective.

However, for more targeted needs, such as a standalone PPC or SEO campaign, a consultant may be more appropriate.

2. Cost-Effectiveness

Winner: Consultant

While agencies can offer competitive prices, they often have the overheads of office spaces, managers, and administrative staff to factor in.

Consultants typically don’t have these. You’re paying directly for their expertise, not for the layers of management and facilities often found in agencies.

When it comes to cost, PPC consultants are normally the more cost-effective option.

3. Resources

Winner: Agency

Thanks to their team-based structure, agencies are often ideal for handling more complex or high-volume projects.

They have the capacity to assign various specialists to different areas of your PPC simultaneously.

So, if your campaign demands a coordinated team effort, an agency could be the more suitable option.

4. Adaptability

Winner: Consultant

Due to their scale, agencies often stick to fixed processes that help them manage teams and client work consistently.

This can sometimes create delays if updates to your account or direction are needed.

Consultants are able to adapt in real-time, offering a service that’s closely aligned with your unique requirements.

In the digital world, where priorities can change quickly, this can be a significant advantage.

So, should your strategy need a quick turnaround, a consultant can often act immediately, unlike agencies that may need to consult management first.

5. Communication

Winner: Consultant

Having one consistent contact is one of the big advantages of choosing a consultant.

Agencies often rotate staff or assign different managers, which can disrupt progress and communication.

With a consultant, you get direct updates from the expert actually carrying out the work.

This straightforward setup makes for faster responses and a closer working relationship.

6. Personal Service

Winner: Consultant

PPC consultants are personally invested in your success because their livelihood depends directly on their results and client satisfaction.

Unlike agencies, which often report to directors or larger management teams, consultants focus solely on your needs.

This personal attention often translates into better service and more dedication.

For example, while an PPC agency may treat you as one of many clients, a consultant sees your success as a reflection of their own.

7. Quality of Work

Winner: Equal

Agencies and consultants alike can deliver impressive PPC outcomes.

Agencies may provide access to specialist teams, although that structure can involve delegating work to junior staff members for development.

With consultants, the same person typically oversees all aspects of your PPC, offering a hands-on and consistent approach.

Final Score

  • Agency: 3
  • Consultant: 5

Conclusion

Both Automotive 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 Automotive PPC consultant…read more