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 bring together a broad team of professionals, including PPC experts, developers, strategists, content writers and more.
This range of talent enables them to manage multifaceted projects that demand collaboration across different specialisms.
For companies seeking comprehensive digital support, an agency often serves as an all-in-one partner.
That said, not every project requires the full suite of services. Sometimes only one or two disciplines, such as PPC or SEO, are needed.
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
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
Agencies often operate using standardised processes, simply because they manage multiple teams and clients.
While the individuals working on your account may be adaptable, making wider changes can take time due to the setup and number of people involved.
Consultants, however, can tailor their approach from the start and adjust quickly if your business shifts direction.
This kind of agility is especially valuable in today’s fast-paced digital world.
Say you need to alter your PPC strategy mid-way through a project – a consultant can typically action that quickly, whereas agencies may need more time due to internal approvals and coordination.
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
PPC consultants have a personal stake in your success, as their reputation and income rely directly on the results they deliver and your satisfaction.
Unlike agencies, where responsibilities are often spread across teams and overseen by senior management, consultants are focused solely on you.
This usually results in a higher level of care and commitment.
While an agency might view you as just another account, a consultant sees your growth as a direct measure of their own performance.
7. Quality of Work
Winner: Equal
Both agencies and consultants are capable of delivering strong PPC results.
Agencies often bring in a broader team of specialists, but this can sometimes mean tasks are passed to junior staff for training purposes.
In contrast, consultants usually manage every part of your PPC strategy personally, which helps ensure consistency and quality throughout.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both 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 PPC consultant…read more