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
While agencies can provide competitive packages, but these come with hidden costs like office leases, management structures, and admin teams.
A consultant, however, runs a much leaner operation. Your fee goes straight to the expert doing the work.
So, if you’re looking for cost-efficiency, PPC consultants tend to come out on top.
3. Resources
Winner: Agency
Agencies typically have the manpower to take on bigger projects.
They’re able to assign different team members to specific campaign tasks at the same time.
For companies that need a broader resource base, an agency may be the preferred option.
4. Adaptability
Winner: Consultant
By design, agencies often depend on structured systems and standardised ways of working to coordinate their teams.
Although individual team members might be flexible, updates to your account setup or approach can be slower to roll out.
A consultant, in contrast, can personalise their service and shift direction rapidly when your priorities change.
That responsiveness can be a real asset in the constantly evolving digital space.
For instance, if a new opportunity arises mid-campaign, a consultant can usually respond immediately, while agencies may be delayed by processes and multiple layers of sign-off.
5. Communication
Winner: Consultant
One of the clear benefits of choosing a consultant is consistency – you’ll deal with the same person throughout your project.
Unlike agencies, where staff changes and account handovers are more common, consultants provide stability.
You’re in touch with the individual doing the actual work, not a middleman.
That makes communication simpler and helps to build a more genuine working 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
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 Winery 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 Winery PPC consultant…read more