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

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 offer competitive pricing, but those figures usually account for office rentals, managerial salaries, and administrative costs.

Most consultants work without such overheads. Your money is directed at their know-how rather than the infrastructure behind the scenes.

PPC consultants are frequently the more cost-efficient route.

3. Resources

Winner: Agency

Agencies tend to be a strong option for large projects, simply because they have more people to draw upon.

They’re able to spread tasks across a team, which can speed up delivery and manage multiple campaign strands.

If your business requires this level of resource, an agency might be the better route.

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

One of the most significant benefits of working with a consultant is having a single, consistent point of contact.

This eliminates the frustration of being passed between account managers or dealing with staff turnover, which can be common in agencies.

With a consultant, communication is often more straightforward, efficient, and personal as you will be talking to the person actually doing the work, not an account manager or new member of the team.

Clear communication not only saves time but also helps to build a stronger working 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

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 IFA 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 IFA PPC consultant…read more