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
Typically, PPC agencies are staffed by a mix of specialists, including PPC specialists, developers, account managers and writers.
This breadth enables them to tackle large or multifaceted campaigns that benefit from multiple perspectives.
For businesses that require an end-to-end solution, working with an agency can be highly efficient.
Still, in cases where only one or two skill sets are required, such as PPC or SEO, this approach may be more than is necessary.
2. Cost-Effectiveness
Winner: Consultant
While agency quotes can be cost-effective, they often build in expenses for physical premises, leadership staff, and admin personnel.
With consultants, you bypass all of that. You’re investing in their knowledge, not a corporate hierarchy.
Consequently, PPC consultants typically prove the more economical option.
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
Because agencies manage large teams, they usually rely on fixed processes and frameworks to maintain consistency.
Even if team members are adaptable, updating your account or making changes often requires navigating internal systems.
Consultants bring a more tailored approach and can adjust course with minimal delay when your business needs evolve.
That level of flexibility is hugely beneficial in a fast-changing digital environment.
So, if you find yourself needing to shift strategy mid-project, a consultant can respond more swiftly than an agency, which may need to work through several internal steps.
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
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 Shopping Ads 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 Shopping Ads PPC consultant…read more