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, by nature, typically have a broad team of experts including PPC specialists, developers, account strategists, copywriters and more.
This diversity allows agencies to handle projects requiring multiple skill sets across teams.
For businesses needing a wide range of services, an agency can provide a one-stop solution.
However, this breadth of skills may not always be necessary for projects requiring only 1-2 skill sets (e.g. PPC/SEO).
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
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
Because agencies juggle multiple people and projects, they often depend on pre-set processes to keep everything on track.
This structure can sometimes delay updates or changes to your campaign setup.
Consultants, on the other hand, are nimble. They tailor their approach and can pivot as your priorities shift.
In a dynamic digital space, that kind of adaptability is a real strength.
For example, if you need to shift gears halfway through a campaign, a consultant can typically act straight away, while agencies may need more time to get everyone aligned.
5. Communication
Winner: Consultant
A major perk of working with a consultant is having a single, reliable contact handling your PPC from day one.
It spares you the common agency challenge of shifting account managers or disruptions caused by team turnover.
With a consultant, you’re talking directly to the expert – not going through layers of staff.
This kind of open, direct communication leads to quicker decisions and a stronger working dynamic.
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
Both consultants and agencies can provide effective PPC support.
While agencies may bring multiple specialists to the table, it’s common for work to be passed to junior team members to build their experience.
Consultants generally carry out all elements of the strategy themselves, which helps maintain consistency and a high standard of execution.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both Gaming 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 Gaming PPC consultant…read more