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 allows them to collaborate effectively on cross-functional projects.
For brands looking for a single provider to cover a wide array of needs, agencies can be a natural fit.
Nonetheless, when the task at hand is relatively narrow, like PPC or SEO, this broader capacity may not be essential.
2. Cost-Effectiveness
Winner: Consultant
Whilst agencies can pitch competitive prices, those numbers often include the expense of physical offices, administrative staff, and middle management.
Consultants tend to operate independently. That means your money goes directly towards their expertise, not business overheads.
For many, this makes PPC consultants the more cost-effective solution.
3. Resources
Winner: Agency
Agencies are generally well-suited to manage larger projects thanks to their access to a wider team.
They’re able to assign different people to various parts of your PPC campaign at the same time.
If your business needs input from several individuals all at once, an agency could be the right fit.
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 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
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
Both agencies and consultants can deliver high-quality PPC services.
Agencies may have access to more specialists, but this can sometimes lead to work being delegated to junior staff members for upskilling.
Consultants, on the other hand, typically handle all aspects of your PPC strategy themselves, ensuring consistency and attention to detail.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both Paid Social 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 Paid Social PPC consultant…read more