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
Most PPC agencies operate with a wide-ranging team, incorporating PPC analysts, developers, strategists and creatives.
This structure supports their ability to handle integrated marketing campaigns across various disciplines.
For companies in search of a robust, all-encompassing solution, agencies offer real value.
However, when only one or two core services are needed, such as PPC or SEO, a consultant might be better suited.
2. Cost-Effectiveness
Winner: Consultant
Agencies can provide competitive rates, but it’s worth remembering they also carry the costs of office premises, management teams, and support staff.
Independent consultants generally avoid these overheads. You’re paying for their skills and experience, not the extra layers that come with an agency structure.
All things considered, PPC consultants often represent the more economical choice.
3. Resources
Winner: Agency
When it comes to large-scale PPC work, agencies often shine due to having a wider team available.
They can deploy several people to manage different parts of your campaign simultaneously.
If your business needs that kind of capacity, choosing an agency may be the best move.
4. Adaptability
Winner: Consultant
Agencies typically follow structured systems, which help coordinate large teams but can slow things down when changes are needed.
Even if your main contact is responsive, broader adjustments can take time to flow through.
Consultants offer a more bespoke service and can respond to changes without delay.
In fast-moving digital markets, that flexibility can be crucial.
Let’s say you want to tweak your PPC focus mid-campaign – a consultant can often do so quickly, while an agency might need to run it through internal processes.
5. Communication
Winner: Consultant
A key advantage of working with a consultant is having one consistent point of contact throughout the project.
This means you avoid the common agency experience of being handed from one account manager to another or dealing with staff changes mid-way through.
With a consultant, communication tends to be clearer and more direct, as you’re speaking to the person actually doing the work.
This kind of connection not only saves time but also helps foster a stronger, more collaborative relationship.
6. Personal Service
Winner: Consultant
With PPC consultants, you often get a deeper level of commitment – their business thrives on results and happy clients.
Agencies, by contrast, typically work within larger structures where client focus can be diluted by internal priorities.
Consultants, working independently, are driven to deliver great outcomes.
For them, your success directly reflects on their own – which often leads to a more dedicated partnership.
7. Quality of Work
Winner: Equal
Both options – agencies and consultants – are capable of delivering quality PPC.
Agencies may have the benefit of larger teams, though this can also mean tasks are passed around and handled by less experienced staff.
With consultants, you get a single, dedicated professional managing the entire process with close attention to detail.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both Bing Ads 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 Bing Ads PPC consultant…read more