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 usually consist of a diverse team that include PPC specialists, content creators, digital strategists and web developers.
This mix of expertise positions agencies well for projects that span several digital marketing disciplines.
For businesses requiring an integrated approach, an agency offers the convenience of a consolidated service.
However, for simpler projects focused on a narrow scope, such as just PPC or SEO, this level of resource may be surplus to requirements.
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
A strong reason to work with a consultant is the continuity of dealing with one person throughout your PPC journey.
You sidestep the common agency pitfall of multiple handovers or changes in personnel.
Communication is typically quicker and more meaningful, as you’re speaking directly to the person doing the job.
This clarity can save time and strengthen your professional relationship.
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
High-quality PPC can come from either an agency or a consultant.
Agencies might offer a wider skillset across teams, but this can sometimes result in work being passed to junior members for training.
Consultants typically do the work themselves, ensuring everything is handled with care and consistency.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both Letting Agent 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 Letting Agent PPC consultant…read more