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
With PPC agencies, it’s common to find a diverse team that includes PPC experts, developers, account leads and content specialists.
This enables them to approach projects from various angles and handle a range of digital marketing needs.
For businesses after a comprehensive solution, agencies can offer significant advantages.
But if the project is limited in scope, such as involving just PPC or SEO, such a wide team may not be required.
2. Cost-Effectiveness
Winner: Consultant
Although agencies can offer competitive pricing, their fees often reflect the costs of running offices, employing managers, and supporting admin teams.
Consultants, on the other hand, operate with leaner setups. Your investment goes directly into their hands-on expertise, not into funding a larger operation.
For budget-conscious businesses, PPC consultants tend to offer better value.
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
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 are personally invested in your success because their livelihood depends directly on their results and client satisfaction.
Unlike agencies, which often report to directors or larger management teams, consultants focus solely on your needs.
This personal attention often translates into better service and more dedication.
For example, while an PPC agency may treat you as one of many clients, a consultant sees your success as a reflection of their own.
7. Quality of Work
Winner: Equal
Consultants and agencies both have the ability to deliver strong PPC campaigns.
Agencies may draw on a mix of experts, but that often involves delegating tasks to more junior staff as part of their development.
Consultants, however, usually manage the full project themselves, which means your strategy benefits from a more personal, detail-oriented approach.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both White Label 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 White Label PPC consultant…read more