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 offer competitive pricing, but their rates are often inflated by office-related expenses, management layers, and admin teams.
Freelance consultants usually sidestep these costs. You’re engaging directly with an expert, minus the extras.
As a result, PPC consultants often provide a more affordable alternative.
3. Resources
Winner: Agency
When it comes to large-scale PPC work, agencies often shine due to having a wider team available.
They can deploy several people to manage different parts of your campaign simultaneously.
If your business needs that kind of capacity, choosing an agency may be the best move.
4. Adaptability
Winner: Consultant
Agencies, with their multi-person teams, tend to run on streamlined processes to manage workflow across accounts.
This can mean that adapting your account setup or strategy involves multiple steps and takes longer than expected.
Consultants are more agile. They’re able to adapt their work directly to your evolving needs without the red tape.
In a fast-moving digital world, this kind of responsiveness can make a real difference.
If plans change, a consultant can often pivot within hours – something agencies may struggle with due to approval chains and team structures.
5. Communication
Winner: Consultant
One of the most valued aspects of working with a consultant is the consistency they provide through a single point of contact.
It avoids the all-too-common agency scenario of switching account managers or navigating high staff turnover.
With a consultant, you’re in direct contact with the person who knows your project inside out.
This clear line of communication builds efficiency, trust, and a stronger long-term partnership.
6. Personal Service
Winner: Consultant
Consultants are often more personally invested in your success, simply because their livelihood depends on it.
They’re not answering to a board or working across dozens of accounts – their attention is fully on your needs.
This often leads to a more attentive and dedicated service.
Where agencies may juggle dozens of clients, a consultant treats your success as their own win.
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 SaaS 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 SaaS PPC consultant…read more