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
PPC agencies are often composed of a multi-talented team, bringing together PPC technicians, coders, strategic planners and writers.
Their collective know-how is particularly useful for complex digital initiatives.
For firms looking to cover multiple bases with one partner, agencies are an attractive choice.
That said, for more focused projects centred solely on PPC or SEO, the full scope of agency resources may be unnecessary.
2. Cost-Effectiveness
Winner: Consultant
While agencies can provide competitive packages, but these come with hidden costs like office leases, management structures, and admin teams.
A consultant, however, runs a much leaner operation. Your fee goes straight to the expert doing the work.
So, if you’re looking for cost-efficiency, PPC consultants tend to come out on top.
3. Resources
Winner: Agency
With multiple professionals on hand, agencies are usually better equipped for large-scale PPC efforts.
They can divide tasks among team members, allowing different elements of your campaign to progress in parallel.
For businesses needing a broader team effort, working with an agency might be more practical.
4. Adaptability
Winner: Consultant
Agencies naturally use set systems and workflows to manage the many people and projects under their care.
This often makes change slower, even when individuals within the team are keen to move quickly.
Consultants don’t have the same restrictions. They can flex their approach easily and respond to your business as it evolves.
That speed of response is often key in today’s fast-paced digital environment.
For example, if your goals shift unexpectedly, a consultant can make adjustments rapidly, while an agency might be tied up in internal coordination.
5. Communication
Winner: Consultant
One standout benefit of hiring a consultant is the continuity they offer – you’ll be working with the same person from start to finish.
This removes the hassle of being passed around different team members or adjusting to new faces, which is often the case with agencies.
Consultants provide a more personal touch, offering direct and efficient communication as they’re the ones carrying out the work.
That level of clarity and consistency helps build trust and makes collaboration far smoother.
6. Personal Service
Winner: Consultant
Because their income and reputation are closely tied to performance, PPC consultants are usually highly invested in getting results for their clients.
Agencies tend to work within larger teams, which can sometimes dilute individual focus.
Consultants, on the other hand, are laser-focused on you and your success.
They often see your achievements as a direct extension of their own work.
7. Quality of Work
Winner: Equal
Consultants and agencies both have the ability to deliver strong PPC campaigns.
Agencies may draw on a mix of experts, but that often involves delegating tasks to more junior staff as part of their development.
Consultants, however, usually manage the full project themselves, which means your strategy benefits from a more personal, detail-oriented approach.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both B2C 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 a B2C PPC consultant…read more